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[Pakistan - 14th, April 2012] L’Oréal Professionnel, the House of French hairdressing, is set to introduce the tone-on-tone revolution in hair color with Dia Light and Dia Richesse.

Providing an incredible shine and an extensive range of natural soft hues, the semi-permanent ammonia-free color treatments of the new Dia range are an impeccable solution for women who like to experiment with various looks and those who are coloring their hair for the very first time.

The new L’Oréal Professionnel DiaRichesse and DiaLight hair color is also ideal for color shy women who want incredible shine but with a more subtle color result. Dia Light is optimal for women with sensitized hair while Dia Richesse is best suited for natural hair – to add gloss and multi-radiance tone-on-tone coverage. Offering a range of 40 ready to wear shades, L’Oréal Professionnel reinvents tone-on-tone hair color to provide a wide range of services for salon clients to choose from, for their unique and personalized results. A true technological breakthrough, Dia Light completes and modernises the L’Oreal Professionnel tone-on-tone sector to make it a new ammonia-free hair color standard, whereas Dia Richesse offers Ammonia-free color with up to 70% white hair coverage.and enhances the radiance of hair.

L’Oréal Professionnel’s Global Technical Consultant, Eduard Dabican will launch Dia Light and Dia Richesse in Pakistan. He will showcase his professional expertise to create innovative looks using L’Oréal Professionnel’s new DIA hair color through a series of educational workshops and a showcasing in Karachi and Lahore. Dia launches in Karachi with a showcase that will present Dia looks prepared by Eduard on the 14th of April followed by a showcasing for Dia to be held on the 16th of April at Lahore. At the events, Dia looks will be presented through a hair show by Eduard Dabican with cutting and styling sessions live on-stage. The launch of Dia aims to bring together Pakistan’s top stylists, network that works to truly embrace the brand’s heritage as ‘The House of French Hair Dressing’.

Speaking about L’Oreal Professionnel’s new Dia haircolor, L’Oreal Professional Products Division Business Manager, Sadia Shah has said, “With Dia, color has become a real beauty accessory – there are 40 ready to wear shades exclusive to the hairdressers and there is an color enhancing service for every woman who goes to the salon. The new Dia range is ammonia-free, gives luminous reflects with no commitment, and the best part is that it truly respects the hair – giving a lasting shine and an intense conditioning result. Dia is great as a first-time color and for women who are color-shy, wanting to stay close to their natural color.”

L’Oreal Professionnel Global Technical Consultant Eduard Dabican has said, “As a colorist, I was really excited to use the new DiaRichesse and Dialight color by L’Oreal Professionnel. I get a lot of clients that have dull, dry and damaged hair-  Dia was the perfect choice because it not only provides long-lasting luminous tones that we were looking for to change looks, but also provides hair with intense shine and a soft and smooth feel. The results are just amazing! It is the perfect marriage between color and a gloss that leaves hair with vibrant color that’s long-lasting and incredible shine, immediately noticeable. Dia gives you the flexibility to offer a range of salon services to meet the diverse needs of women. Thanks to the new Dia Richesse hair color, I gained new clients and developed new services with tailor-made results”.

L’Oreal Professionnel’s new Dia Color services can be availed at L’Oreal Professionnel partner hair salons across the country.

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