Toss Away the Box: Joico LUMI10 has your roots covered

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Photo Credit: Will Tee Yang

Living outside the box may have a multitude of interpretations, not the least of which is living outside the drug store hair color box. Not that we don’t appreciate its appeal: it’s cheap, convenient, and most of all, a quick fix. Then, of course, there are the messy towels, hair color stains on walls and body, shower and tub cleanup. You gotta take the good with the bad. Or do you?

THE POWER OF 10: NEW LUMI10™ COLOR 

Time is money; make every minute count with Joico LUMI10™. This professional permanent hair color is formulated with the Quick Coverage System™ to deliver 100% gray coverage in just 10 minutes while also achieving up to 2x the shine. This fast-acting range of rich and deeply pigmented, shades offers long-lasting color, designed to increase your “me time,” without sacrificing what’s important–shiny, healthy hair color. You’ll be in and out of the salon in half the time of a traditional color appointment. That’s more time for fun and frolic. And no messy boxed color.

Jamie Chung visits Larisa Love Salon to touch up her grays with JOICO’s new Lumi10 hair color collection in Studio City on September 28, 2021

Invited media and celebrity special guest Jamie Chung had the opportunity to experience the Joico LUMI10™ while sipping champagne and cocktails at Larisa Love Salon. The hair color session is as quick and painless as promised, and the results are way outside the tired old box. Here are some of the technical specs of the LUMI10™ system.

Photo Credit: Will Tee Yang
Photo Credit: Will Tee Yang

Supercharged Conditioners–Formulated with a higher concentration of signature conditioners to nourish and protect color-treated hair for up to 30 shampoos, sealing in moisture & shine 

Quadramine® Complex–An exclusive blend of low molecular weight and size proteins adhere quickly to help reconstruct from cuticle to cortex 

 Quick Coverage System–Concentrated dye molecules found in Lumi10 Permanent CreÌme Color calibrate to deliver 100% coverage in just 10 minutes when activated by the Lumi10 Accelerator 

 Bond-Building Argiplex–ArgiPlex helps to protect hair and reduce breakage in every single treatment. ArgiPlex contains Arginine, a naturally occurring amino acid crucial to hair strength.

Photo Credit: Will Tee Yang
Photo Credit: Will Tee Yang


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