This was a huge hair color trend for 1997 which migrated from the fashion runways to real life. It eventually hit critical mass. Mega chunking was based upon a type of highlighting/lowlighting technique where color is applied in larger and thicker blocks or chunks than in traditional highlighting techniques. Chunky highlights are generally created in a wider variety of bold, bright natural colors, as well as a large number of artificial, or unnatural, colors and are used to create dramatic contrast, rather than subtle texture, as in traditional, thinner highlights. This hair color trend was adopted in 1997 by L’Oréal Classic Salon Products, New York. L’Oréal took mega chunking to a new level by creating innovative techniques which achieved dramatic contrasting chunks of color alternated with subtle blended streaks using Mega Blondes and Mega Red by Preference. The chunking and mega chunking style of highlights and lowlights alternate throughout hair fashion trends, popularity and favor.