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JOICO Brings The Joi Of Healthy Hair To The UK

Friday, 08 January 2016 17:14

The future of hair colour just got a lot brighter. JOICO introduces LumiShine, a permanent crème andSdemi-permanent liquid colour, which leaves hair 100% replenished and re-strengthened with up to twice the shine.

Whether someone is looking for a whole new look, just a slight update, or grey is starting to stray way too much and too early – LumiShine is the perfect palette to achieve the perfect hair colour no matter the hair type or problem.

With a pre-blended permanent crème and demi-permanent liquid system, LumiShine gives first-time colourists and busy master colourists alike, an easy colour solution for every salon service and every hair type. Offering a simple to use, 1-to-1 mixing ratio, it’s a line of gentle formulas that instantly provide healthy results.

The difference with LumiShine is in the blend of breakthrough technology and client comfort all wrapped up in an easy-to-use versatile palette that gives amazing results. The exclusive ArgiPlex Technology repairs hair damage and locks in exceptional colour longevity, vibrancy and shine. Furthermore, like no other, it provides a hair colour first: while most hair colour depletes Arginine (an amino acid essential to hair’s health) leaving hair dry, brittle and prone to breakage post colour service, LumiShine restores 100% of the Arginine the hair-colouring process strips away. This actually stabilizes dyes deep within the cortex for longer-lasting, fade-resistant colour. And last but not least, its “gentle-fresh fragrance” technology neutralizes airborne ammonia and replaces it with calming notes of bergamot, iris and sandalwood.

Why hairdressers will love it?
LumiShine Permanent Crème Colour – A gentle, reduced-ammonia colour system of 55 shades ranging from Level 1 to high-lift. Guarantees healthy-looking, reliable results when mixed with LumiShine Crème Developers (10 – 40 volume);
• Up to 2x shinier hair*
• Reduced breakage**
• Delivers exceptional colour longevity and vibrancy
• 100% grey coverage
• 100% replenished and re-strengthened hair***
• Nourishes and protects hair, sealing in moisture, softness and shine for up to 30 shampoos***
• Leaves hair 2x softer***
• Optimal viscosity for drip-free bowl + brush or bottle application

LumiShine Repair+ Demi-Permanent Liquid Color

A gentle, ammonia-free color system of 22 shades formulated for deposit only. Guarantees predictable colour results when mixed with LumiShine Crème Developer 5 volume;
• Up to 2x shinier hair*
• pH-balanced formula instantly re-strengthens hair 100%
• Ideal viscosity for drip-free bottle application
• Versatile formula—corrects, glazes, glosses, and blends grey
*Vs. untreated hair.
**Combing breakage on damaged hair with K-Pak Colour Therapy Shampoo vs. non-conditioning shampoo.
***Based on laboratory testing of damaged hair.

As lead hair colourist for the line, JOICO Celebrity Colourist and Spokesperson, Denis de Souza said, ‘I love everything about LumiShine; the rich colour it offers and its brilliant transparency, the sweet scent that gives me the ability to elevate my clients’ experience from start to finish, not to mention the easy-to-apply consistency. Its versatility is perfect for master colourists, yet so easy to use it’s primed for younger colourists as well – you name it, LumiShine will give it to you. Above it, the resulting colour! The shine and healthy hair I see in my clients, impresses each and every time.’

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