BUSINESS BUILDING BROCHURE

BUSINESS BUILDING BROCHURE REAIR+ DEMI-ERMANENT CRÈME COLOR

REAIR+ DEMI-ERMANENT CRÈME COLOR THE ALETTE WELCOME TO A WHOLE NEW DIMENSION IN COLOR With NEW LumiShine DD Dimensional Deposit Demi-ermanent Crème Color, you can weave the artistry of depth and dimension into every color creation, while restoring maximum hair health and a whole lot of shine. With 20 luscious hues to choose from, creating dimensional color becomes a simple, foolproof, predictable art form. This versatile formula corrects, glazes, glosses, tones and blends gray. erfect when: You want beautifully conditioned, gleamingly vibrant hair You want to revive faded color, or counteract brassiness/yellowing You want to cover or blend gray You want to create a look of depth and dimension You want to lowlight You want to color-correct ombré or balayage looks You want to correct or fill hair (Natural, Natural Warm Beige, Natural Gold, and Natural Red Gold shades only) You want to avoid permanent haircolor Here s Why You ll Love It This unique Demi-ermanent Crème Color conditions even the most damaged hair, infusing each strand with gorgeous, rich, vibrant dimension. Delivers up to 2X the shine * Reduced breakage ** and 100% replenished and restrengthened hair *** Easy, foolproof, predictable results with every application Restores hair health, eliminating concerns about color-service damage Nourishing protection seals in moisture, softness, and out-of-this-world shine for up to 30 shampoos **** rovides a gentle, ammonia-free option Gentle, fresh fragrance includes delicious notes of mandarin, iris, jasmine, sandalwood, and Georgia peach Let s Look Inside LumiShine DD Dimensional Deposit Demi-ermanent Crème Color transforms hair from the inside out, delivering the kind of reflective, showcase dimension that can only come from truly healthy, protected hair. Bond-Building Arginine, a naturally occurring amino acid crucial to hair s strength, helps to protect hair and reduce breakage in every treatment. Argilex, our healthy-hair conditioning technology, builds bonds that help lock in unparalleled color longevity, vibrancy, and shine. Quadramine Complex, our exclusive blend of low-molecular proteins, adheres quickly to maximize reconstruction from cuticle to cortex. The result? Guaranteed healthier-looking hair after each LumiShine color service. *vs. untreated damaged hair **combing breakage on damaged hair with K-AK Color Therapy Shampoo and Conditioner vs. non-conditioning shampoo ***vs. haircolor without Argilex ****when followed with K-AK Color Therapy Shampoo and Conditioner

REAIR+ DEMI-ERMANENT CRÈME COLOR THE HOW-TO Whether you want to pull off one-step tint backs with no show-through, create long-lasting lowlights, tone resistant or quick-fading balayages and highlights (even on gray hair!), LumiShine DD Crèmes provide the healthiest solution to expertly reverse the clock. Simply create beautifully blended blondes in one step, take gray or brunette hair from boring to stunning, and conceal 100% of new gray growth* while you refresh the ends. all with one ammonia-free haircolor! SERVICE LIQUID-DEMI DESCRITION DEMI-CRÈME DESCRITION LOWLIGHTING X Too sheer erfect for rich, lasting dimensional lowlights. TONING Quick service; controlled, versatile application; and balancing For more solid yet reflective results or resistant hair; more alkaline than liquid. GRAY COVERAGE X Too translucent Levels 5 and below GRAY BLENDING Sheer, translucent results perfect for men or graceful aging. On Levels 6 and above, more solid yet reflective blending than liquid. TINT BACK erfect for extremely over-processed hair that needs controlled processing. Helps build back RC in a controlled manner. For hair that is normal to medium porosity in one step. Solid yet reflective, lasting results. Not recommended for extremely over-processed hair. GLAZING/ REFRESHING erfect as a dual-color system to glaze mid-lengths and ends. Translucent results with high-definition shine. Formulate 1 level lighter. Quick service; easy application. Goto reds, violets, and copper refreshes. erfect as a dual-color system when more solid yet reflective results are needed. Formulate 1-2 levels lighter on mid-lengths and ends. Great medium blondes, brunettes, and natural red heads. FULL-COVERAGE ENRICHING For translucent try me results on clients not sure if they want to keep it and possibly revert back to lighter services. High-shine services on already dark levels. For solid yet reflective, lasting deepening results with dimensional reflective tones and shine. MIXING / TIMING CHART MIX ALL FORMULAS 1:1 WITH LUMISHINE 5 (1.5%) VOLUME DEVELOER SERVICE TIMING NOTES LOWLIGHTING/ DIMENSIONAL 35 minutes Room Temperature REFRESHING / BALANCING 35 minutes Room Temperature TINT BACKS 20 minutes Room Temperature TONING / GLAZING 5-35 minutes Room Temperature GRAY COVERAGE / GRAY BLENDING 35 minutes 20 minutes heat 15 minutes cool Standard Timing: rocess 5 to 35 minutes depending on desired outcome; at room temperature or with heat. Gray Coverage Timing: rocess 35 minutes; place under heat for 20 minutes, then remove from heat and continue to process for an additional 15 minutes at room temperature. Removal: Thoroughly rinse to remove color. Shampoo and condition hair with K-AK Color Therapy Shampoo and Conditioner. * Gray Coverage or Gray Blending options: Levels 1-5 for Gray Coverage, Levels 6-8 for Gray Blending

BUILDING A BETTER SALON MENU AND HIGHER SERVICE REVENUE Take your salon service menu to new heights with the ultimate in creative color: LumiShine DD Dimensional Deposit Demi- ermanent Crème Color! Create deep, rich, high-definition color that casts lights and shadows for the most dimensional results possible. This versatile formula allows you to add many healthy coloring options to your salon service menu. Enhance natural or previously colored hair with lasting deposit-only tones. Contour with lasting lowlights that add rich, deep tones. Shift your blondes by choice to glossy brunette with simple tint back formulas. Create full gray coverage in Levels 5 and deeper. erfectly blended blondes on gray using Levels 6 and lighter. The healthiest results on even the most difficult color corrections. The ideal toners for solid but reflective, never overly pigmented coverage following any blonding service. CONTOURING At last, the contouring makeup phenomenon has officially branched out of cosmetics and into haircolor! Highlights and shadows used to achieve a more defined face shape are the core concept behind dimensional haircolor that creates texture and definition. What makes this work beautifully in haircolor is using contrasting highlights and lowlights that stay within the same color palette but vary in tone and intensity. Consequently, using shadow and light in the hair can also reshape the appearance of the face. Light and shadow are strategically placed to bring emphasis or to de-emphasize facial features, as well as create the illusion of thickness and texture in hair.

REAIR+ DEMI-ERMANENT CRÈME COLOR THE HOW-TO GRAY COVERAGE / BLENDING Versatility is one of the best features of our NEW LumiShine DD Dimensional Deposit Demi-ermanent Crème Color. Not only is it great for lowlights, toning, and glossing, it's also ideal for gray services when going deeper. Using the right tool for the right job puts the control in your hands. LumiShine DD Crèmes are the only haircolor formulated to provide the lasting deposit your gray services need without the lift. GRAY SERVICE TIS: For 100% gray coverage, use our Natural Series shades (NWB, NG, NRG and N) in Levels 1-5. When using NA (green-based) and SB (silver blue-based) shades in gray coverage formulas, be sure to add Natural Series shades to balance your result. When using shades Level 6 and lighter on hair with over 50% gray, you can expect to achieve beautiful gray blending. When using LumiShine DD Crèmes for gray coverage or blending, change your processing time from 35 minutes at room temperature to 20 minutes under a heat source (followed by a 15-minute cooling at room temperature). BEFORE AFTER TONING/ GLAZING erforming blonding services? A fantastic way to use LumiShine DD Crème is as a more saturated toner or glaze following a blonding service on damaged or resistant hair that pre-maturely fades or oxidizes. Toning and glazing services can be performed right at the shampoo bowl or the styling chair. Apply desired formula to toweldried hair. rocess 5-35 minutes depending on porosity, density, elasticity, and desired results.

REFRESHING, TINT BACK & BALANCING Color corrections require the most precise tools to balance and correct hair that is usually over-processed, too blonde, too warm, too matte, spotted, multi-tonal, etc. LumiShine DD Crèmes are your go-to tool for color corrections that require you to precisely deposit tone to balance. COLOR CORRECTION TIS: 1. erform a full assessment of the hair to determine current damage levels. Be sure to record your results throughout the head, as hair s condition can vary around the head. 2. When working on extremely over-processed, fragile hair, formulate 1-2 levels lighter than your target level, as this hair tends to go dark very fast. 3. When refreshing faded mid-lengths and ends, remember previously colored hair tends to go darker. Formulate 1 level lighter than the formula originally applied. (Example: applied original formula of 5NRG to virgin hair, same formula on new growth, and use LumiShine DD Crème 6NRG with 5 (1.5%) Volume to refresh faded mid-lengths and ends). 4. When preforming a tint back, use the following formulas to replace the RC (remaining pigment contribution) at each level: 5. When going up to two levels darker using our N, NWB, NRG and NG series, there is no need to fill the hair (pre-pigmentation). These full-spectrum shades are designed with a warm background that will replace missing warmth in one step. 6. When going 3+ levels deeper, it s necessary to re-pigment. For best results, refer to the Tint Back Formulas chart. 7. When going deeper using NA or SB series shades, we recommended balancing your formula with equal parts N Series. FOR RED SHADE RESULTS: TINT BACK FORMULAS (ROCESS EACH FORMULA FOR 20 MINUTES) Starting Level/ After rocessing Level Application Formula 12/11/10 10NWV + 8NRG FOR BALANCED SHADE RESULTS: TINT BACK FORMULAS (ROCESS EACH FORMULA FOR 20 MINUTES) Starting Level/ After rocessing Level 12/11/10 Application Formula 3 ARTS 10NWB + 1 ART 8NRG 9 8NRG 8 8NRG + 6NG 7 6NRG + 6NG 6 5NRG 5 5NRG + 3NG 9 8 7 6 5 3 ARTS 9NG + 1 ART 8NRG 3 ARTS 8NRG + 1 ART 6NG 1 ART 8NG + 1 ART 9NG + 1 ART 6 NRG 2 ARTS 6NG + 1 ART 5NRG 1 ART 6NG + 1 ART 3 NG + 1 ART 5NRG Constructing color gradually by replacing what s missing is the key to color perfection. Think of these building block shades as the foundation that supports your target shade. Without them, you run the risk of creating unflattering, unpredictable, fast-fading color surprises.

REAIR+ DEMI-ERMANENT CRÈME COLOR THE ALETTE Natural Series N Series shades have a balanced, warm base that fully covers or blends gray hair while adding rich, full- spectrum dimension. The N Series shades are formulated with a warmer base than LumiShine ermanent N Series. Level 3 will fully cover gray, while levels 6, 8, and 10 will offer beautifully balanced gray blending. USES: The N Series adds rich, dimensional, natural-looking tones to contour hair when lowlighting blondes and brunettes. Add N series to NA or SB series shades when formulating for gray coverage (Levels 1-5) and gray blending (Levels 6-10). SHADE IDEAL FOR TONING OR GLAZING REFRESHING/ TINT BACK OR BALANCING GRAY COVERAGE OR BLENDING LOWLIGHTS & DIMENSIONAL 10N/10.0 Levels 7 & Lighter For natural blonde results on hair prelightened to Levels 8-10 Refresh faded blonde to a natural blonde result Gray blending to deposit natural, lightest blonde tones on white hair (without lift of natural, results on blondes; adding dimension to lightest blonde hair 8N/8.0 Levels 6-9 For a natural, dark blonde result on hair prelightened to Levels 6-8 Refresh faded dark blonde to blonde hair to a natural blonde result Gray blending to deposit natural, light blonde tones on white hair (without lift of natural, results on dark blonde to blonde hair; adding dimensional, dark blonde/ blonde natural tone results 6N/6.0 Levels 4-6 Refresh faded medium brunette to dark blonde hair to a natural, tonal result Gray blending to deposit natural, medium blonde tones on white hair (without lift of natural, results on medium brunettes to dark blondes; adding dimensional, deep blonde tones to lighter blonde hair 3N/3.0 Levels 2-5 Refresh faded deep to medium brunettes, leaving a natural, tonal result Gray coverage to deposit natural, medium brunette tones (without lift of natural, results on deep brunettes; adding dimensional, deep brunette tones to medium to light brunettes Natural Warm Beige Series Our Natural Warm Beige Series shades are formulated with balanced bases that create rich, full-spectrum dimension on blondes and brunettes. This series features shades that fall between the N and NG series. USES: Use on Levels 6, 8, and 10 for gorgeous, one-step multidimensional gray blending on blondes. Add to NRG shades to soften the red for a more subtle result. To add additional warmth to N Series shades for customized contouring. SHADE IDEAL FOR TONING OR GLAZING REFRESHING/TINT BACK OR BALANCING GRAY COVERAGE OR BLENDING LOWLIGHTS & DIMENSIONAL 10NWB/10.07 Levels 8-10 On hair prelightened to Levels 9-10, for a natural, warm beige blonde result erfect to refresh faded blondes to a natural, warm beige result Gray blending to deposit lightest blonde, natural warm beige tones on white hair (without lift of natural, results on light to lightest blondes; adding dimensional, natural warm beige tones to blondes 8NWB/8.07 Levels 6-8 On hair prelightened to Levels 7-8, for a natural, warm beige, dark to blonde result Refresh faded light brunettes to blondes, for a natural, warm beige result Gray blending to deposit blonde, natural warm beige tones on white hair (without lift of natural, results on light to lightest blondes; adding dimensional, natural warm beige tones to dark brunettes to blondes 6NWB/6.07 Levels 4-7 Refresh faded medium brunettes to dark blondes, for natural, warm beige result Gray blending to deposit medium blonde, natural warm beige tones on white hair (without lift of natural, results on light brunettes to dark brunettes; adding dimensional, natural warm beige tones to medium brunettes to dark blondes

Natural Gold Series The warmest of the series with natural in the name, the Natural Gold Series shades are perfect for adding warmth and dimension to blondes and brunettes. Use Level 3 to cover gray hair, and Levels 6 and 9 for stunning warm dimensional gray blending on blondes. USES: Add lowlights to create multidimensional honey blondes or warm coffee bean- toned brunettes. Combine 3NG and 6NG for gray coverage at a Level 41/2. erfect tone to create a shadow root for sombré and ombré balayage services. SHADE IDEAL FOR TONING OR GLAZING REFRESHING/ TINT BACK OR BALANCING GRAY COVERAGE OR BLENDING LOWLIGHTS & DIMENSIONAL 9NG/9.03 Levels 7 & lighter To create golden tones over prelightened hair Refresh faded, dull ashy blondes to lightest brunettes with golden tones Gray blending to deposit golden light blonde tones on the white hairs without lift of natural pigmented hair. Lowlighting to add tone on tone results on medium to light blondes or add dimensional rich blonde tones to light to lightest blonde hair. 6NG/6.03 Levels 4-7 Refresh faded dark blondes to medium brunettes, or faded red-brown brunette. Gray blending to deposit golden medium blonde tones on the white hairs without lift of natural pigmented hair. Lowlighting to add tone on tone results on dark blondes to light brunettes or add dimensional deep blonde tones to light to lightest blonde hair. 3NG/3.03 Levels 2-4 Refresh faded, dull, and ashy dark to medium brunettes Gray coverage to deposit natural golden medium brunette tones on the white hairs without lift of natural pigmented hair Lowlighting to add tone on tone results on faded dull, ashy deep to medium brunette hair or add dimensional rich brunette tones to light to medium brunettes. Natural Ash Series Our Natural Ash Series features green-based ash shades that are perfect for correcting unwanted warmth and creating balanced, cool blonde and brunette results. NA Series shades should be combined with the N Series for use on gray hair. Levels 1-5 result in complete gray coverage when mixed with N Series for the percentage of gray in the hair. Levels 6-10 result in cool gray blending when formulated with the N Series for the percentage of gray in the hair. USES: To cover (Levels 1-5 ) or blend (Levels 6-10) gray hair with a cool result when mixed with the N Series. May be combined with the SB Series to neutralize even more warmth and/or remaining pigment at Levels 5-7. SHADE IDEAL FOR TONING OR GLAZING REFRESHING/TINT BACK OR BALANCING GRAY COVERAGE OR BLENDING LOWLIGHTS & DIMENSIONAL 8NA/8.01 Levels 6-7 To neutralize yellow/ orange tones on hair prelightened to Levels 6-8, for a natural blonde result Neutralize unwanted brassy tones on medium brunettes to dark blondes, for a natural blonde result Gray blending to deposit natural, cool lightest blonde tones on white hair (without lift of natural, results on blondes; adding cool, natural dimension to dark blonde to blonde hair 6NA/6.01 Levels 4-6 On prelightened hair levels 4-6 to neutralize red/orange tones for a natural balanced caramel result. To neutralize faded red to orange hair lengths, for natural brunette to dark blonde results Gray blending to deposit natural, cool blonde tones on white hair (without lift of natural, results on dark blondes; adding natural, cool dimension on medium brown to dark blonde hair 3NA/3.01 Levels 2-4 To refresh faded deep brunettes, for a natural, cool brunette result Gray coverage to deposit cool, natural medium blonde tones (without lift of natural, results on deep brunettes; adding dimensional, natural cool tones on dark to medium brunettes

REAIR+ DEMI-ERMANENT CRÈME COLOR THE ALETTE Natural Red Gold Series Stunning Natural Red Gold Series shades add balanced, warm red-gold tones to blondes and brunettes. rovides full-spectrum gray coverage results on brunettes at a Level 5, and warm, spicy gray blending results on blondes. USES: Use 5NRG to cover gray with rich auburn tones, and Levels 6 and 8 for warm gray blending. Formulate 6NRG with 3N for gray coverage with a warm amber reflect. Lowlight boring blondes with 8NRG to create dimensional strawberry blonde. SHADE IDEAL FOR TONING OR GLAZING REFRESHING/ TINT BACK OR BALANCING GRAY COVERAGE OR BLENDING LOWLIGHTS & DIMENSIONAL 8NRG/8.063 Levels 6-9 To create a deep strawberry blonde on prelightened hair Refresh faded redheads, or brighten dull blondes and lightest brunettes, with warm red tones To blend in warm red tones on white hair (without lift of natural, results on light strawberry blondes; adding dimensional red tones to golden blondes; adding spicy red tones to medium to dark blondes 6NRG/6.063 Levels 4-7 Refresh faded redheads and brighten dull brunettes with warm red tones Gray blending to deposit warm redblonde tones on white hair (without lift of natural, results on dark strawberry blondes; adding dimensional red tones to dark blondes; adding spicy red tones to brunettes 5NRG/5.063 Levels 3-6 Refresh deepest redheads and dull, faded deepest to deep brunettes with warm red tones Gray coverage to deposit natural, deep red tones on white hair (without lift of natural, results on deep, warm reds; adding dimensional, deep warm red tones to medium to light brunettes/redheads Silver Blue Series Our coolest series with a balanced silver-blue background. The Silver Blue Series offers the ultimate cool tonal result and refinement of unwanted orange tones. Combine the SB Series with any shade in the palette for customized cool formulas. USES: 10SB results in stunning platinum tones on prelightened hair, while Level 8 results in stunning silver. Levels 6SB and 8SB are the perfect shadow root for cool blondes, and 1BS creates the ultimate blue-black result. Combine with N Series for cool gray coverage and/ or blending. erfect for lowlighting gray hair to add dimension and depth (add more pepper to salt and pepper hair). SHADE IDEAL FOR TONING OR GLAZING REFRESHING/ TINT BACK OR BALANCING GRAY COVERAGE OR BLENDING LOWLIGHTS & DIMENSIONAL 10SB/10.8 Levels 8-10 To eliminate yellow tones or create cool blonde tones on prelightened hair erfect refresher to maintain cool blondes by eliminating (faded) yellowing tones Not intended for gray coverage unless gray blending to eliminate yellowing tones on hair without lift of natural pigmented hair. Lowlighting to add cool dimensional tones to blonde to lightest blonde. 8SB/8.8 Levels 6-9 On prelightened hair levels 7-8 to eliminate orange/ yellow tones. Eliminate unwanted brassy tones on medium brunettes to dark blondes, for cool results Not intended for gray coverage unless desiring a deep silvery deposit on white hair without lift of natural pigmented hair Lowlighting to add cool dimensional tones on medium brunettes to dark blondes. 6SB/6.8 Levels 4-6 Cool off deep brunette to dark blonde hair lengths that have faded red to orange Not intended for gray coverage unless desiring a deep steely silver deposit on white hair without lift of natural pigmented hair. Lowlighting to add cool dimensional tones on deep brunettes to dark blondes. 1BS/1.8 Levels 1-3 Refresh darkest brunette to black with cool tones Gray coverage will deposit cool black tones on the white hairs without lift of natural pigmented hair. Lowlighting to add dimension to deepest to medium brunettes.

REAIR+ DEMI-ERMANENT CRÈME COLOR CUSTOM MIXES LUMISHINE DD CRÈME MIXOLOGY With a palette of 20 multidimensional shades, LumiShine DD Crèmes offer a wide range of pre-blended shades that are beautiful right out of the tube or mixed together in custom formulas. See the chart below for our Joico Guest Artists favorite custom formulas. BLONDES SHADE NAME FORMULA RESULTS STORMY SAND 10SB +10NWB GOLDEN ROD 8SB +9NG TRIDENT 9NG + 10NWB BOCA BEACH 10SB +9NG BRUNETTES SHADE NAME FORMULA RESULTS BARK GLAZED CRONUT MALT BRAZIL NUT 3N + 5NRG + 6NWB 6NWB + 8NRG 6NRG + 6SB + 3NG 3N + 6NRG + 6NG MYSTIC BLONDE 10SB +10N BLACK ICE 1BS + 3NA SILVER BULLET 10SB +8NA EGYTIAN GOLD 6NG + 3NA STEEL TAUE 6NA +9NG MILKYWAY 6NG + 6NWB OLIVE SAND 8NA +10N CARAMEL 8NA +6N MALE LEAF 6NWB +8N ASHALT SULTRY VELVET RASBERRY 1BS + 3NG 5NRG + 8SB 5NRG + 6SB TOASTED ALMOND 8NA +6NWB REDS SHADE NAME FORMULA RESULTS GOLDEN SA 1 oz (30 ml) 9NG + ¼ oz (7.5 ml) 8NRG BLUSH EACH SOUFFLÉ 8NWB + 8NRG 10NWB + 8NRG NOTE: All custom formulas are equal parts (except where noted) All custom formulas are mixed 1:1 with LumiShine 5 (1.5%) Volume Crème Developer Depending on starting level, results may vary. CHERRY COLA 6NRG + 6SB BERRY BARK 6NA + 5NRG COER CHANGE 8NWB + 6NRG ENNY 6NRG +8SB ICED ROSE CHOCOLATE CHILI AMBER BARK 8NRG + 10SB 3NG + 5NRG 3NA + 5NRG

DEMI-ERMANENT CRÈME COLOR SHADE CHART N NATURAL (.0) NA NATURAL ASH (.01) NWB NATURAL WARM BEIGE (.07) NG NATURAL GOLD (.03) NRG NATURAL RED GOLD (.063) SB SILVER BLUE (.8) 10 Lightest Blonde 10N / 10.0 10NWB/10.07 10SB / 10.8 9 Light Blonde 9NG / 9.03 8 Blonde 7 Medium Blonde 8N / 8.0 8NA / 8.01 8NWB / 8.07 8NRG / 8.063 8SB / 8.8 6 Dark Blonde 6N / 6.0 6NA / 6.01 6NWB / 6.07 6NG / 6.03 6NRG / 6.063 6SB / 6.8 5 Light Brown 5NRG / 5.063 4 Medium Brown 3 Dark Brown 2 Darkest Brown 3N / 3.0 3NA / 3.01 3NG / 3.03 1 Black 1BS / 1.8 JOICOCANADA.COM 2018 Joico Laboratories, Imported by iidea Canada Ltd rinted in Canada HAIR Joico Artistic Team COLOR Zoë Carpenter HOTO Hama Sanders J1535