SOMETHING COOL HAS ARRIVED: NEW LUMISHINE® DEMI-PERMANENT LIQUID BLUE VIOLET, PLATINUM VIOLET AND VIOLET GOLD

*vs. untreated damaged hair **Combing breakage on damaged hair; with K-PAK® Color Therapy™ Shampoo and Conditioner vs. nonconditioning shampoo ***vs. haircolor without ArgiPlex) cooler violet than the existing LumiShine V series, ideal for platinum blondes that don’t want to see any yellow or warmth come through.

About Joico

Get ready to shine the spotlight on blondes with new Blue Violet, Platinum Violet, and Violet Gold series—three cool shade extensions your customers can add to their LumiShine® DemiPermanent Liquid palette. With this radiant range of violet-based hues, your customers can eliminate unwanted warmth, impart a hint of icy iridescence, and unlock a brilliant spectrum of cool blonde tones: shimmering blondes, high-beam pearl blondes, gleaming taupe blondes, crystal-clear platinum blondes, and more. The three new violetbased shade families can expand toning options--with signature LumiShine luminosity, performance, and healthylooking results.

Glow to a New Dimension

• Delivers up to 2x the shine*

• Neutralizes unwanted brassy yellow/ orange tones

• Restrengthened hair**

• 100% replenished hair***

• Ammonia-free

• Ideal viscosity for drip-free bottle application

• Versatile formula— corrects, glazes, glosses

• pH balanced for optimal color performance

THE PRO’S SAY…

“I love the LumiShine Demi-Liquids because it so versatile. I can use it to tone high lights, root shadow, low light and even as a base. It is ammonia free and has 2x times the amount of shine.”

- Laura Gibson Global Artistic Director of Hair Color

LET’S LOOK INSIDE…

The one-of-a-kind formula fuses the power of three Joico breakthroughs— ArgiPlex™ Technology, Quadramine® Complex—to help deliver gorgeous shine and strength in a demi-liquid palette.

FAQ’s

Q: How does a cool tone work with a gold tone, as in the new Violet Gold (VG) Series?

A: The cool violet (primary) tone allows for maximum refinement of unwanted yellow, while the gold (secondary) tone helps add reflection.

Q: What is the difference between the LumiShine V series and the NEW PV?

A: The Platinum Violet (PV) series is a

BOND-BUILDING ARGIPLEX™

Our built-in bond builder helps to protect hair and reduce breakage* in every single treatment. ArgiPlex contains Arginine, a naturally occurring amino acid crucial to hair’s strength.

Joico, a Henkel brand, has been leading the healthy-hair revolution since 1975 and together with the latest innovations in hair care creating beautiful, healthy hair to lift your soul and inspire confidence. “Joi” is not only in our name, it runs through everything we do and every product we make. Each and every one of our product innovations are created to help return hair to its strongest, shiniest, healthiest state, even after one use, and with every use thereafter. Sharing the “’JOI’ of Healthy Hair” is more than just a promise, it’s a guarantee. For more information please visit www.joico.com.

About Henkel in North America

In North America, Henkel operates and holds leading positions across its three business units: Adhesive Technologies, Beauty Care, and Laundry & Home Care. With sales of around 6 billion US dollars (5 billion euros) in 2018, North America accounts for 25 percent of the company’s global sales. Henkel employs approximately 9,000 people across the U.S., Canada and Puerto Rico. For more information, please visit www.henkelnorthamerica.com.

Quadramine Complex

Our exclusive blend of low molecular weight and size proteins (MWS 150-2500) adhere quickly to help reconstruct from cuticle to cortex. The result? Healthy-looking hair after each LumiShine color service.