DEMI-PERMANENT HAIRCOLOR

2 COMPLIMENTARY LINES OF HAIRCOLOR

Each with its own benefit & expertise both provide maximum creativity & freedom

ADVANCED ALKALINE TECHNOLOGY GENTLE ACID TECHNOLOGY

HIGH PERFORMANCE HIGH PERFORMANCE

• Demi-permanent crème • Luminous demi-permanent gel-crème
• Rich tones, exceptional softness • Zero lift
• Covers up to 70% grey • Intense care for the hair

THE PROCESS THE PROCESS

• Lifts (up to 1.5 Levels with 15-vol), then deposits • Zero lift, deposit only

BEFORE COLOR DURING COLOR AFTER COLOR BEFORE COLOR DURING COLOR AFTER COLOR

On natural hair, the cuticle The alkaline agents slightly open DIA Richesse has the ability to lighten up On color-treated & DIA Light has an acid The cationic polymers in
scales are closed. the hair fiber allowing colorants to 1.5 levels, cover up to 70% white hair sensitized hair, the cuticle pH close to the natural pH of the hair. DIA Light have a resurfacing
to penetrate the cuticle. & create rich, profound tones. scales are already open. effect on the cuticle, leaving
There is no lift with gentle penetration the hair with amazing shine.
of colorants for long lasting color.
 ADVANCED ALKALINE TECHNOLOGY

ADVANCED ALKALINE TECHNOLOGY

HIGH PERFORMANCE
• Demi-permanent crème
• Rich tones, exceptional softness
• Covers up to 70% grey

THE PROCESS
• L ifts (up to 1.5 Levels with 15-vol), then deposits

BEFORE COLOR DURING COLOR AFTER COLOR

On natural hair, the cuticle The alkaline agents slightly open DIA Richesse has the ability to lighten
scales are closed. the hair fiber allowing colorants up to 1.5 levels, cover up to 70% white
to penetrate the cuticle. hair & create rich, profound tones.
GENTLE ACID TECHNOLOGY

GENTLE ACID TECHNOLOGY

HIGH PERFORMANCE
• Luminous demi-permanent gel-crème
• Zero lift
• Intense care for the hair

THE PROCESS
• Zero lift, deposit only

BEFORE COLOR DURING COLOR AFTER COLOR

On color-treated & DIA Light has an acid The cationic polymers in

sensitized hair, the cuticle pH close to the natural pH of the hair. DIA Light have a resurfacing
scales are already open. effect on the cuticle, leaving
There is no lift with gentle penetration the hair with amazing shine.
of colorants for long lasting color.
 DEMI-PERMANENT HAIRCOLOR

QUICK CLIENT CONSULTATION GUIDELINES

Porosity of hair How porous is your client’s hair?

POROSITY SCALE
DIA RICHESSE DIA LIGHT

1 2 3 4 5
NORMAL SLIGHTLY POROUS POROUS EXTREMELY POROUS DAMAGED

TASTE OF COLOR OPAQUE SHEER

Does your client prefer a more

opaque or sheer end result?
DIA RICHESSE DIA LIGHT**

* DIA Richesse Hi-Visibility is not recommended for covering white hair.

** When used with 6-vol. DIActivateur.
 DEMI-PERMANENT HAIRCOLOR

FORMULATION GUIDELINES
SERVICE CHART*
SERVICE DIA RICHESSE DIA LIGHT

VIRGIN 9- OR 15-VOL. DIActivateur 20 MIN. N/A N/A

COLORMATCH/REFRESH 9-VOL. DIActivateur UP TO 20 MIN. 6-VOL. DIACTIVATEUR UP TO 20 MIN.

PRE-COLORATION N/A N/A 6-VOL. DIACTIVATEUR 10-20 MIN.

COVER UP TO 30% WHITE 9-VOL. DIActivateur 20 MIN. N/A N/A

COVER UP TO 70% WHITE 15-VOL. DIActivateur 20 MIN. N/A N/A

TONING 9-VOL. DIActivateur 2-10 MIN. 6-VOL. DIACTIVATEUR 2-10 MIN.

LIFT 15-VOL. DIActivateur 20 MIN. N/A N/A

LOWLIGHTS 9-VOL. DIActivateur 20 MIN. 6-VOL. DIACTIVATEUR 20 MIN.

DIA METALS 9-VOL. or UP TO 20 MIN. N/A N/A

15-VOL. DIActivateur
*A DIA service can be done the same day as a THIO perm, smoothing or straightening treatment using 6-or 9-vol. DIActivateur; however, you must wait 15 days before using the 15-vol. DIActivateur. You
must also wait 15 days after a sodium hydroxide, guanidine, or a calcium relaxer to apply DIA with any DIActivateur (6-, 9-, and 15-vol.).
 DEMI-PERMANENT HAIRCOLOR

COLORMATCHING GUIDELINES
Use demi-permanent color to refresh mid-lengths and ends
• LONGER LASTING COLOR
• GENTLER ON THE HAIR
• INCREDIBLE SHINE
• BETTER UNIFORMITY
Colormatching can be done with both DIA Light and DIA Richesse. We generally suggest colormatching with DIA Light,
I - INOA shade only except in circumstances where there is not a direct DIA Light match or the desired taste of color is more opaque
M - Majirel shade only (Majirel Cool Cover Shades). This chart does not represent the entire INOA/Majirel portfolio of shades.
TIP: Identify the porosity of your client’s hair, as well as the desired taste of color to better help you choose between
* - AllDIAotherRichesse shade only
shades are DIA Light
DIA Light and DIA Richesse. For porous or sensitized hair, dilute recommended colormatch formula with clear.

WARM BROWN
GREEN BLUE VIOLET COOL MOCHA EXTRA COVERAGE GOLD COPPER RED BLUE & GREEN NATURAL
& BLONDE
INOA/ INOA/ INOA/ INOA/ INOA/ INOA/ INOA/ INOA/ INOA/ INOA/ INOA/
DIA DIA DIA DIA DIA DIA DIA DIA DIA DIA DIA MAJIREL DIA MAJIREL DIA
MAJIREL MAJIREL MAJIREL MAJIREL MAJIREL MAJIREL MAJIREL MAJIREL MAJIREL MAJIREL MAJIREL
MATCH MATCH MATCH MATCH MATCH MATCH MATCH MATCH MATCH MATCH MATCH CC SHADE MATCH CC SHADE MATCH
SHADE SHADE SHADE SHADE SHADE SHADE SHADE SHADE SHADE SHADE SHADE

8.07 8 10.01 10.12 9.22 M 10.22 10.13 10.13 6.23 6.23 7.8 7.8 9.0 I 9 9.32 I 10.32 9.03 I 9.03 8.04 I 8.34 6.6 M 6.64 CC 9.11 9.11 CC 9 9.11

¾ 8.34 +
7.07 7 10.1 10.12 10.21 10.21 10.23 I 10.32 5.023 M 6.23 6.8 6.8 8.0 8.1 9.31 9.31 9.3 9.3 8.43 M 6.60 M 6.64 CC 9.1 9.11 CC 8 8
¼ 7.4

½ 6.1 +
7.17 7 9.01 9.01 9.21 M 10.21 9.12 10.12 5.12 I 5.12 5.8 5.8 7.0 8.31 I 9.03 8.03 M 9.03 7.4 7.40 6.64 6.64 CC 8.11 9.11 CC 7 7
½ 8.1

½ 5.15
6.07 6 9.1 9.01 9.2 I 9.02 9.13 9.13 5.015 M 4.8 4.8 6.0 6.1 7.31 8.3 8.3 8.3 7.40 M 7.40 6.66 6.64 CC 8.1 8.1 CC 6 6
+ ½ clear

½ 7.35 + ½ 6.1 +
6.17 6 9.11 I 9.11 5.20 5.26 9.23 M 9.03 5.15 I 5.15 NATURAL 5.0 5.1 7.035 I 8.30 M 8.34 7.43 7.43 5.5 5.66 CC 7.11 CC 5 5
½ Clear ½ 8.1

5.07 5.07 8.01 M 9.01 4.20 I 4.20 8.12 M 9.12 4.15 I 4.15 10 10.13 4.0 4.01 6.35 I 7.35 8.33 I 8.34 7.44 I 7.40 5.56 I 5.66 CC 7.17 7 CC 4 4

½ 6.3 +
5.17 5.07 8.1 8.11 4.26 I 4.26 8.13 9.13 9 9 3.0 I 4.01 6.32 I 8.34 8.34 6.40 I 7.40 5.6 M 5.66 CC 7.1 8.1 GOLD
½ 6.23

½ 7.14 INOA GOLD ½ 7.31 +

4.07 5.07 7.01 M 8.1 7.014 M 8 8 6.31 I 7.03 M 8.3 6.45 6.45 5.60 5.66 CC 6.11 6.1 CC 8.3 8
+ ½ Clear NATURAL ½ 5.31

7.1 8.1 7.12 M 7.12 7 7 9.3 9.3 5.31 I 5.31 7.34 I 8.34 6.46 6.46 5.62 5.66 CC 6.17 6.1 CC 7.3 7

½ 6.3 +
7.11 I 8.1 7.13 7.13 6 6 8.3 8.3 5.32 5.32 7.3 5.4 5.4 5.64 6.64 CC 6.1 6.1 CC 6.3 6
½ 8.3

½ 6.1+ ½ 6.3 +
6.01 M 7.23 8.23 5 5 7.3 5.35 I 5.35 6.03 M 6.3 5.45 I 6.45 4.56 I 5.66 CC 5.1 5.1 CC 5.3 5
½ 8.1 ½ 8.3

¾ 7.14 ½ 5.4 +
6.1 6.1 6.014 M 4 4 6.3 6.3 6.3 6.3 4.45 I 4.65 M 5.66 CC 4.3 4
+ ¼ Clear ½ 6.45

6.11 I 6.1 6.13 I 6.13 3 3 6.34 6.34

5.1 6.1 1 1 5.3 5.3 I

2.10 2.10 I 4.3 4.3 I

For Majirel High Lift, Majiblond, and Majilift, we do not recommend colormatching with DIA due to processing time.
We do recommend toning with DIA Light or DIA Richesse after initial service.
 ADVANCED ALKALINE TECHNOLOGY

BLUES & GREENS VIOLETS COOL BROWNS & BLONDES MOCHAS NATURALS

.01 .07 .10 .11 .02 .20 .26 .12 .13 .14 .15 .23 .8 .00

10

9.01/9NB 9.11/9BB 9.02/9NV 9.13/9BG 9/9N

8.02/8NV 8.13/8BG 8/8N

7.01/7NB 7.13/7BG 7.14/7BC 7.23/7VG 7.8/7M 7/7N

6.01/6NB 6.02/6NV 6.12/6BV 6.13/6BG 6.23/6VG 6.8/6M 6/6N

5.01/5NB 5.07/5NGR 5.12/5BV 5.13/5BG 5.15/5BRV 5.8/5M 5/5N

4.01/4NB 4.20/4VVV 4.26/4VR 4.15/4BRV 4.8/4M 4/4N

DM5* DM5*

3.00/3NN 3/3N

2.10/2BBB

1/1N

*DIA DM5 & Rubilane™ WARNING: It is imperative that DM5 & Rubilane™ shades be used alone. continued on next page
They must not be used in combination with any other shade.
 ADVANCED ALKALINE TECHNOLOGY

WARM BROWNS & BLONDES GOLDS COPPERS REDS

.31 .3W2 .35 .3 .30 .34 .4 .30 .43 .40 .5 .54 .55 .60 .62 .64 .65

10

9.31/9GB 9.3/9G

8.31/8GB 8.3/8G 8.34/8GC

7.31/7GB 7.32/7GV 7.35/7GRV 7.30/7GGG 7.34/7GC 7.40/7CCC 7.43/7CG

6.31/6GB 6.32/6GV 6.35/6GRV 6.3/6G 6.34/6GC 6.4/6C 6.40/6CCC 6.45/6CRV 6.55/6RVRV 6.64/6RC

5.31/5GB 5.32/SGV 5.35/5GRV 5.3/5G 5.5/5RV 5.54/5RVC 5.60/5RRR 5.65/5RRV

RUBILANETM* DM5*

4.3/4G 4.62/4RV
DM5*

.35/GRv .43/CG .43/CG .64/RC .11/BB .24/VC CLEAR

7

*DIA DM5 & Rubilane™ WARNING: It is imperative that DM5 & Rubilane™ shades be used alone.
They must not be used in combination with any other shade.
 GENTLE ACID TECHNOLOGY

FRENCH BALAYAGE FOR ALL

Now brunettes and blondes can both balayage the french way

FOR LIGHT BASES FOR DARK BASES

Can be mixed with CLEAR for more sheerness Can be mixed with CLEAR for more sheerness
ARTIST ARTIST
FAVORITES FAVORITES

NEW NEW NEW NEW

10.01/10NB 9.1/9B 9.11/9BB 10.02/10NV 9.02/9NV 7.01/7NB 6.1/6B 8.1/8B 7.13/7BG 8.21/8VB

9.13/9BG 10.21/10VB 9.31/9GB 10.32/10GV 9.03/9NG 6.23/6VG 8/8N 7.31/7GB 8.34/8GC 6.34/6GC
 GENTLE ACID TECHNOLOGY

BLUES & GREENS VIOLETS COOL BROWNS & BLONDES MOCHAS NATURALS

.01 .1 .07 .11 .02 .21 .22 .26 .12 .13 .23 .8
10.01/10NB 10.02/10NB 10.21/10VB 10.22/10VV 10.12/10BV 10.13/10BG 10.23/10VG
NEW NEW
10

9.01/9NB 9.1/9B 9.11/9BB 9.02/9NV 9.21/9VB 9.12/9BV 9.13/9BG

8.1/8B 8.21/8VB 8.23/8VG 8/8N

NEW
8

7.01/7NB 7.12/7BV 7.13/7BG 7.8/7M 7/7N

NEW
7

6.1/6B 6.11/6BB 6.13/6BG 6.23/6VG 6/6N

5.1/5B 5.07/5NGR 5.26/5VR 5.8/5M 5/5N

4/4N

*DIA DM5 & Rubilane™ WARNING: It is imperative that DM5 & Rubilane™ shades be used alone. continued on next page
They must not be used in combination with any other shade.
 GENTLE ACID TECHNOLOGY

WARM BROWNS & BLONDES GOLDS COPPERS REDS

.31 .32 .35 .03 .3 .34 .4 .40 .43 .45 .46 .54 .64 .65 .66
10.32/10GV

10

9.31/9GB 9.03/9NG 9.3/9G

8.3/8G 8.34/8GC

7.31/7GB 7.35/7GRV 7.4/7C 7.40/7CCC 7.43/7CG

RUBILANE™*

6.3/6G 6.34/6GC 6.45/6CRV 6.46/6CR 6.64/6RC

DM5/ RUBILANE™* DM5/ RUBILANE™*

5.31/5GB 5.66/5RR
DM5/ RUBILANE™*

CLEAR

9.01/9NB 10.12/10BV 10.21/10VB 9.1/9B 9.21/9VB 10.23/10VG 9.02/9NV 9.03/9NG

9.11/9BB 9.12/9BV 10.01/10NB 10.02/10NV 10.13/10BG 10.22/10VV 10.32/10GV

*DIA DM5 & Rubilane™ WARNING: It is imperative that DM5 & Rubilane™ shades be used alone.
They must not be used in combination with any other shade.
 DEMI-PERMANENT HAIRCOLOR

PREPARATION COLORMATCHING PERMANENT

1.5 : 1 mixing ratio
2.6 oz. DIActivateur developer to 1 tube (1.7 oz.) HAIRCOLOR
• Apply the desired INOA/Majirel shade on the re-growth
Measure 2.6 oz. of 6-vol. DIActivateur (1.8%), 9-vol. (2.7%) or 15-vol. (4.5%),
depending on the desired intensity of the result. • After 20 minutes, apply the appropriate DIA Richesse (includes DIA Richesse
• DIA Light: Use 6-vol. or 9-vol. (use 9-vol. when going darker) DIActivateur Hi-Visibility) or DIA Light shade to the mid-lengths and ends
• DIA Richesse (includes DIA Richesse Hi-Visibility)*: DIActivateur options:
Use 9-vol. or 15-vol. DIActivateur • DIA Light: 6-vol. DIActivateur
• DIA Richesse (includes DIA Richesse Hi-Visibility):
9-vol. DIActivateur
• Development time: Up to 20 minutes depending
on the desired level of fade
Developer Tube
2.6 oz. 1.7 oz.

RINSING
When development time is complete, add a little warm water to the hair and
gently emulsify. Thoroughly rinse color from the hair and shampoo once with
L’Oréal Professionnel Post-Color Shampoo.
APPLICATION *DIA Richesse Hi-Visibility can be added to DIA Richesse to intensify the final result.
It is recommended to use DIA Richesse Hi-Visibility on levels 4 and above.
• On dry, unwashed hair, apply with a brush or a plastic bottle on the re-growth,
mid-lengths and ends
• Development time: from 2 to 20 minutes
 VIOLET GREEN
.2/V .7/Gr

RED-
VIOLET Natural
.5/Rv N
DEMI-PERMANENT HAIRCOLOR
RED GOLD
.6/R .3/G

COPPER
.4/C
DUAL CODING SYSTEM LAW OF COLOR
level tone • OPPOSITE COLORS ON THE COLOR WHEEL WILL
10 COUNTERACT OR NEUTRALIZE EACH OTHER
pale
N
blonde
natural • OPPOSITE COLORS ON THE COLOR
WHEEL ARE ALSO COMPLEMENTARY
9 B
very light blue
blonde .1

8 V
light violet
blonde .2
example:
7 G
blonde gold
.3 5GV
6 C
5.32
dark copper
blonde .4

5 Rv
light red-violet
brown .5
level of color
4 R
brown red
.6
primary tone of color
3 Gr
dark green
brown .7 secondary tone of color
2 M
darkest mocha
brown .8

1
black

IMPORTANT: THIS PRODUCT CAN CAUSE AN ALLERGIC REACTION WHICH IN CERTAIN RARE CASES CAN BE SEVERE. TO HELP MINIMIZE THE RISK OF AN ALLERGIC
REACTION, YOU AND YOUR CLIENT MUST FOLLOW THESE PRECAUTIONS:
• WEAR SUITABLE DISPOSABLE GLOVES during the preparation, application and rinsing of the product.
• DO NOT USE IF: - your client has already had a reaction to a haircolor product. - your client has a sensitive, itchy or damaged scalp.
• IF YOUR CLIENT HAS A TATTOO, the risk of an allergic reaction may be increased.
• PERFORM A SKIN ALLERGY TEST 48 HOURS BEFORE EACH USE OF THIS PRODUCT,
AS ALLERGIES CAN DEVELOP SUDDENLY, EVEN THOUGH YOUR CLIENT HAS PREVIOUSLY USED A HAIRCOLOR PRODUCT.
• USE EXCLUSIVELY WITH THE RECOMMENDED DEVELOPERS, 20-VOL (6%), 30-VOL (9%), AND 40-VOL (12%) MAXIMUM.