7 February 2023

Keep it Cool! New Joico LumiShine Blue Ash for Ultra-Cool Control of Brassy Undertones

Smoke and ash are usually signs of trouble, but in this case, it’s exactly what you need to stay cool! Keep brunettes and blondes lustrous and cool with NEW Joico LumiShine Color “BLUE ASH” shade series!

The 2016 Stylist Choice Award winner voted “favorite new color line” now gives you that ultimate control over undesirable orangey-red and brassy-yellow undertones. LumiShine Blue Ash is a collection of the coolest blue-ash shades that lift hair without any unwanted warmth for dependable cool deposit in one step. Pre-balanced for predictable brass-free color results.

Fall is approaching and winter is just around the bend; with trends you’ll be seeing –from evening coats for ALL occasions to shine and sparkle with EVERYTHING– you’ll want to make sure and pair your fashion mode to your haircolor mood. Naturally, cooler colors will be prevalent but embellishing use of sparkle and shine from patent leather trench coats to metal detailing, as well as pinstripe suiting and off-the shoulder skin-baring, will be big according to ELLE magazine’s “Comprehensive Guide to Fall 2016 Fashion Trends.” All good news for blondes and brunettes –now you get to be cool– as if you aren’t already! So this fall and winter season remember, cool, ashy tones are perfect for brunettes with darker features, and blondes with fair skin can definitely bring the cool factor! Think light blondes with a natural ash base, or a cool champagne blonde.

Pros can watch Denis de Souza’s latest video and learn a great formula to accomplish a beautiful “Ice Champagne Blonde” via the JoiColor System App (get it for iPhone and Android at Apple App Store & Google Play) or go to Joico.com. With this latest collection of shades, Denis exclaims, “working with clients every day, the most common thing I hear is that they don’t want to see warmth… These Blue Ash shades give these clients exactly what they want.


LumiShine™ Permanent Crème Color Blue Ash Series
– Cools unwanted brassiness
– Up to 2X shinier hair (vs. untreated hair)
– 100% replenished and re-strengthened hair (based on lab testing of damaged hair)
– Nourishes and protects hair, sealing in moisture, softness and shine for up to 30 shampoos (based on laboratory testing of damaged hair)

The LumiShine Blue Ash series falls directly across from orange shades on the Color Wheel, making them perfect to neutralize unwanted warmth when lifting or for use on faded brassy shades.

Instructions for Use:
– 35 to 45-minute processing time
– 10, 20, 30, 40 Volume developer
– Not intended for gray coverage

Add the same percentage of the LumiShine Natural Series/N/.0 as gray present for complete gray coverage results:
25% gray – add 25% of N to your BA formula
50% gray – add 50% of N to your BA formula
Not for use on previously bleached hair unless silver/gray fashion results are desired.

Joico LumiShine – Permanent Crème Color Blue Ashe shades (5BA, 6BA, 7BA, 9BA, and 10BA) $6.25 Salon Price, available as of October 2016. Get more on the award-winning Joico LumiShine Color – the “Stylist’s Choice,” like video how-tos and step-by-steps by downloading the JoiColor System Mobile App today, available through the Apple App Store and Google Play, or go to Joico.com/joico-products/haircolor/


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