American Salon April 2012 : Page-50

First Look Artistic License L’Oréal Professionnel’s new DIA Richesse and DIA Light demipermanent color lines make color servicing easy, effi cient and creative. M eeting your client’s haircolor needs just got easier with L’Oréal Professionnel ’s two new ammonia-free demipermanent color lines, DIA Richesse and DIA Light. Not only will colorists be able to achieve an array of gorgeous, vibrant results with gradual fading, but they can also count on servicing clients quicker, since the products take no more than 20 minutes to achieve maximum development. The two lines are formulated to cater to any client’s hair type. For natural hair, the alkaline agents in DIA Richesse open the untouched cuticle scales, allowing colorants to penetrate hair fi bers for enhanced natural haircolor or up to 1½ levels of lightening. This is the ideal product for clients looking to cover up to 70 percent of gray strands, enhance the richness of their natural tone or return to their natural color. For clients who already have color-treated or sensitized hair, DIA Light offers a no-lift acid solution that provides the same long-lasting results. With no need to swell the hair fi ber of clients whose cuticle scales have already been opened through a previous color treatment, the acidic pH and cationic polymers offered in DIA Light resurface the cuticle to enhance shine and make color correction, post-perm, toning and highlighting servicing easier for colorists. In addition to the ability to choose an alkaline or acid formula, colorists can create a range of shades with the lines’ three different developers. Plus, the eight custom DIA color services—such as Back to Me for darkening hair and returning it to its original hue and Photo Gloss to give a fl ash of shine to dull hair—allow stylists to fulfi ll all clients’ needs. us.lorealprofessionnel.com —M.R. SHINING GLORY Moroccanoil has bottled its signature ingredient, shine-boosting argan oil, in its newest fi nishing agent: Luminous Hairspray Strong. The deep-conditioning formula offers weightless hold that will last for hours, without sticky or dry buildup. Instead, this frizz-fi ghter delivers healthy-looking, natural sheen without making hair look greasy. “It’s a sophisticated, lightweight breakthrough,” says Antonio Corral Calero, Moroccanoil artistic director. “Completely workable, it gives a strong, long-lasting hold that’s fl exible and easily brushes out, so hair looks soft and moves naturally.” moroccanoil.com —M.R. EDITOR’S PICK!

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