CONTENTS
INFINITE COLOR POSSIBILITES
HOW DO I USE IT?
DO YOU WANT MORE FROM YOUR GLOSS?
DISCOVER THE SHADE PALETTE
INFINITE SERVICE POSSIBILITIES
PORTFOLIO DIFFERENTIATION
DO YOU WANT MORE FROM YOUR GLOSS?
LONG-LASTING COLOR GLAZE
A COLOR I DON’T NEED TO BABYSIT
ZERO LIFT
NO DRIP, NO MESS
ZERO DAMAGE
WE HAVE THE ANSWER
SHINE YOU CAN FEEL
SHIMMERING VEIL OF COLOR
Translucent almost shimmering character
It respects the natural character of the hair.
This means ZERO lift to the natural hair and preserving the highs and lows for an ultra-natural finish.
HEALTHYLOOKING SHINE
The shine is anything but ordinary!
Thanks to the unique formulation of SHINEFINITY, the shine is healthy-looking, never artificial. A shine that you can feel!
INFINITE
COLOR POSSIBILITIES
SHINEFINITY SHINEFINITY SHINEFINITY SHINEFINITY
SHINEFINITY
PERFECT BALANCE OF COLOR AND SHINE
INFINITE COLOR POSSIBILITIES
VIRGIN HAIR
Transform virgin hair with a shimmering finish and irresistible hair feel. Always healthy-looking and respectful of hair’s integrity.
CORRECT
Reduce unwanted tones. Balance moderate unevenness on previously colored hair. Darken up to three levels in one step thanks to the deposit only formula.
BLONDES
Glaze after lightening with zero lift to the virgin hair.
REFRESH
Paired with Illumina Color or Koleston Perfect on the roots. Balance faded lengths and ends with an ultra-natural finish.
UNDERSTAND NEW-TO-COLOR CLIENTS
Did you know SHINEFINITY is the perfect choice for a new-to-color client! Why? It addresses the primary concerns of first time colorers such as:
• Understand their motivations and concerns regarding coloring their hair. This will help you to overcome the barriers and suggest the right looks and products.
Motivation:
• Curious to try color trends as seen online, but without the commitment.
• Correct unwanted warmth brought on by the sun etc.
• Enhance and add shine to their natural hair color.
Concerns:
• Color result may not be as expected.
• Damage from color that will affect how their hair feels.
• Unsure of what service to ask for to achieve the desired end result.
TIPS FOR COLORING VIRGIN HAIR
Coloring virgin hair is all about mimicking what natural hair color looks like with lighter and darker areas, to encourage a youthful glow. Below are some tips you can consider for a natural-looking feel.
SHADOW ROOT
You can start with applying a deeper root. Once you have identified the natural depth of your client, take a shade 1-2 depths darker to create a shadowed root.
HALO HAIRLINE
Hair tends to be finer around the hair line. It often feels lighter than the rest of your hair. This is something you could maintain. Use a lighter shade here, or for a playful take, use a tonal shade.
SUBTLE DIMENSION
Leaving the ends feeling slightly lighter to create your natural glow.
HERO SHADES
for a natural look
Blend down the shadow root in some areas to the facial features you want to emphasize, eyes, cheekbones and jawline.
SHINEFINITY SHINEFINITY SHINEFINITY
DISCOVER THE SHADE PALETTE
SHINEFINITY
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SHINEFINITY ALPHANUMERIC SYSTEM
09/61
Depth
"0" in front of the depth indicates: translucency
ZERO lift and ZERO damage
DEPTH OR LEVEL
Medium Blonde
Dark Blonde
Light Brown
010/ 09/ 08/ 07/ 06/ 05/ 04/ Lightest Blonde Very Light Blonde Light Blonde
Medium Brown
Minor tone
Major tone
Natural
Ash (grey)
Matte (green)
Gold (yellow)
Red (warm)
Mahogany (red/violet)
Violet (cool)
Brown (warm)
Pearl (blue)
Cendre (soft violet)
SHINEFINITY COLOR CIRCLE
On this color circle you can see where each tone from the SHINEFINITY palette sits.
DISCOVER THE SHADE PALETTE
A stunning and compact salon friendly palette to allow you to create the perfect glaze for every client.
NATURAL
With a major tone of natural, these shades are inspired by nature. Why not try over virgin hair to add a boost of shine with natural tones to create your root melts for sublime results with incredible shine?
PRO TIP
BEAT THE BRASS
Choose your /02 to reduce brassy orange undertones whilst keeping the highs and lows with sublime shine.
COOL
A range of shades from metalized brunettes to crystallized blondes. These are your go-to shades to reduce unwanted warm tones as well as create bespoke cool shades at any depth.
WARM
For subtle beige, sophisticated coppers, or to create that perfect baby blonde. You will love these shades for color correction, adding shine to over-lightened blondes or deepening your result with no off-tones.
BOOSTER
Three shades to maximize the possibilities of your palette. Specifically designed for the translucency of SHINEFINITY without overpowering the target shade. When used alone they create creative options.
SHINEFINITY SHINEFINITY SHINEFINITY
HOW SHINEFINITY WORKS
BALANCED PH TECHNOLOGY
Balanced pH technology regulates the color pH level to a controlled range throughout the coloring process, here indicated by the infinity sign.
Simultaneously the pH starts to drop to a gentle acidic range, which means zero lift and zero damage.
SHINEFINITY starts mildly alkaline, so that the cuticles can swell and open slightly, and the color molecules can enter the hair shaft for optimal color formation.
SHINEFINITY with balanced pH technology has been carefully formulated to maintain an optimal acidic level of no less than 6.5, as we know when the pH of the color is lower, it can lead to unpredictable color results especially over porous hair.
By maintaining this gentle acidic range throughout the process, SHINEFINITY smoothens the cuticles for healthy-looking hair and long-lasting color glaze and a healthy shine. Up to 250% shinier hair*
METAL PURIFIER BENEFITS TO YOU & YOUR CLIENT
METAL PURIFIER ENCAPSULATING METALS TO PROTECT HAIR
WHY ARE METALS IN THE HAIR?
Metals can be present in hair through the water that the hair is being washed in, environmental pollution, and foods you eat.
WHAT CAN THIS CAUSE?
The metals themselves are not harmful, but UV & oxidative coloring will accelerate the formation of free radicals.
WHAT DOES METAL PURIFIER DO?
Metal purifier is encapsulating and removing metals, helping to avoid the formation of free radicals. This creates a controlled environment outside & inside the hair. METALS ON THE HAIR
Free radicals can damage the hair’s natural protein structure. Resulting in color shift, dullness, and damage.
METAL PURIFIER IN COLOR protects hair from extra damage happening in presence of metals wherever the color is placed.
METAL PURIFIER IN CARE detoxes damaging metals from the hair fiber to leave hair clean and balanced, protecting the hair from further damage.
WHAT'S UNIQUE ABOUT THE ACTIVATORS
SHINEFINITY must be mixed with its distinctive activators. It contains a specifically formulated BALANCING pH buffer system that controls the pH throughout the coloring process.
Bottle Activator for speed and ease. Ideal for all your applications at the basin.
Brush & Bowl Activator for precision. Perfect for melts and technique work.
Alkaline gel cream
BALANCING pH buffer system
The color cream mixed with the chosen SHINEFINITY Activator delivers reliable color results every time in a non-drip consistency.
SHINEFINITY SHINEFINITY SHINEFINITY SHINEFINITY
HOW DO I USE SHINEFINITY?
MIXING & APPLICATION
Enjoy the flexible usage of SHINEFINITY. A glaze to suit any salon situation.
20 min
1:1
Apply to pre-shampooed or dry hair. Develop up to 20 minutes.
When fully developed add some water and emulsify the color to avoid any skin staining.
Shampoo the hair; no post color treatment is needed. Use conditioner if required.
WHY NO POST COLOR TREATMENT?
POST COLOR treatment is typically used after an alkaline color service to regulate the pH of the hair. This is not needed when using SHINEFINITY as the pH will be acidic at the end of the processing.
A FORMULA FOR ADAPTABLE RESULTS
With SHINEFINITY you can adapt your results depending on how you work with the product. Below are some hints and tips!
min
Expect softer results on towel-dried hair and shorter development times*.
min 15 min
PRO TIP
USING HEAT gives more intense results, great when you want to intensify your reds or blend away first signs of grey hair. No cool down time needed!
OXIDATION DURING THE PROCESS
The oxidation of the SHINEFINITY mass during the color process is close to the end result. Unlike the dark sometimes very tonal oxidation of other toners, with SHINEFINITY the color is developing softer as seen in the images below.
Below you can see a liquid toner oxidizing very strongly yet giving a soft result once rinsed.
BOOSTER TONES
HOW DO I USE THEM?
The three booster tones are ideal to expand the usage of the SHINEFINITY portfolio. Carefully formulated to suit the translucent character of the shades.
CLEAR
has many usages:
• Dilute any shade in the portfolio.
• On its own for a clear glaze.
• Pastelize the booster tones.
00/89
BLUE BOOSTER
A denim-like blue tone to neutralize brassy tones or create bespoke iced shades.
ROSÉ BOOSTER
A cotton candy pink shade that can be painted solo or mixed to give other hues a blushed tone.
VIOLET BOOSTER
Berry violet booster to enhance or personalize any shade in the palette.
was used at different quantities in a level 09/, 07/, 05/ shade.
SOFTEN SHADES WITH CLEAR
The red shades in the SHINEFINITY are clear in tonality. On lighter starting points the shades can become intense in tone. Learn how to create powdery delicate red hues with the dilution chart below.
1:1 2:1 3:1 4:1 5:1 10:1
Always mix 1:1 with activator. Example: 10 g 00/00 + 1 g 05/43 + 11 g activator CHOSEN SHADE. CLEAR 00/00
SHINEFINITY SHINEFINITY SHINEFINITY
DISCOVER SHINEFINITY SERVICES
INFINITE SERVICE POSSIBILITIES
This look was created using
SHINEFINITY GLAZE
ZERO LIFT with long-lasting color glaze result to get the maximum benefits out of your service.
Use after blonding services, standalone, or for virgin hair with an irresistible silky hair feel.
Apply to dry or towel-dried hair; develop for 20 minutes.
20 min
PERFECT FOR BLONDES 1 2
HERO SHADES TO GET YOU STARTED 09/61 09/05 06/71 07/75
PERFECT FOR VIRGIN HAIR
FLASH GLAZE
For all you platinum lovers, SHINEFINITY introducing three new shades that will transform your blonde services. These shades have been designed to be used after any lightening service to achieve bright blonde looks without over depositing in just 5 minutes.*
Glaze fast & shiny high-level blonde looks with SHINEFINITY, thanks to our 5 minute flash shades.
• Designed for freshly bleached hair
• Perfect for quick neutralization or adding tone at the basin/shampoo bowl
• Can be mixed with Boosters + Clear
FLASH GLAZE
Usage
After your lightening service, rinse and remove as usual using Colormotion+ shampoo and post color treatment.
Apply the flash glaze to the pre-shampooed hair with a bottle applicator at the basin area for fast application.
Develop for 5 minutes.*
Thanks to: Balanced pH technology + fast dye combinations.
LEVEL 10 SHADES IN VARIOUS CONDITIONS
STARING POINT FRESHLY LIGHTENED
010/6
STARING POINT WARMER AND NATURAL
010/6
What happens if it develops longer?
The shades are fast acting shades and the longer they process the more tone you will see. Below is examples on lightened porous hair.
*Development time under 20 minutes can reduce longevity
INFINITE SERVICE POSSIBILITIES
SHIMMER MELT GLAZE
This service is perfect to achieve modern, painted hair looks. It creates a gradient and dimensional melting effect with a seamless blend.
STEP 1: Hand paint the lightened areas to the desired level of lightness, rinse and remove.
STEP 2: Apply the deeper mixture to the roots, blending it 1-inch over the lightened areas. Blend this into your lighter shade, using a large-tooth comb to blend the shades together.
INFINITE SERVICE POSSIBILITIES
SPEED GLAZE
A quick but versatile service. Ideal in-between color appointments or to adjust or enhance blonde hair at the basin. Still getting the benefits of the healthy looking shine and irresistible hair feel.
Mixed with bottle activator and applied at the basin to toweldried hair.
Develop for 10 minutes.*
INFINITE SERVICE POSSIBILITIES
CORRECTIVE GLAZE
This is your go-to service for natural correction services. Fast and gentle to balance moderate unevenness.
Darkening up to three levels without pre filling. This is possible if using shades with added warmth.
Use 05/37 as it is an ideal shade for darkening or mix 08/34 into your target shade to support with warmth.
Mixed with brush and bowl activator for targeted application. Applying on dry hair will allow for maximum saturation.
INFINITE SERVICE POSSIBILITIES
BALANCING GLAZE
SHINEFINITY is the perfect complement when balancing ends whilst using Koleston Perfect or Illumina Color on the roots. It gives an ultra-natural look with a shimmering character, retaining the highs and lows within the hair.
Apply your root color as usual, develop for 10 minutes, and apply your SHINEFINITY target shade to the lengths and ends.
Develop for up to 20 minutes.
20 min
SHINEFINITY + ILLUMINA COLOR for natural looks.
SHINEFINITY + KOLESTON PERFECT For coverage or vibrancy when more intensity is needed at the roots.
PRO TIP
BLENDING THE PERMANENT color and the SHINEFINITY formula will drop the pH slightly at the transition area and create a seamless blend.
HOW IS IT DIFFERENT?
SHINEFINITY
WHAT IS THE DIFFERENCE? WELLA PROFESSIONALS
DEMI PORTFOLIO
Two power brands for all your demi services
COLOR TOUCH SHINEFINITY
Our most pigmented demi for intense vibrancy and shine
BENEFITS
• Alkaline formula for intense vibrancy
• Ammonia free
• Low lift
• Up to 70% grey coverage
• Lasts up to 28 washes with soft regrowth
Long-lasting color glaze for a translucent shimmering character
• Balanced pH technology
• ZERO Ammonia, ZERO Silicones, ZERO Alcohols
• ZERO lift, ZERO damage
• Ultra-natural blend for first signs of grey
• Lasts up to 20 washes
HOW TO USE
Mix with Color Touch Emulsion 1.9% or 4%
Mix with SHINEFINITY Activator
20 min 1:2 20 min 1:1
GLOSSING
PERMANENT VS DEMI GLOSSING
Gentle and quick shine boost.
•
COLOR: Soft tonal change.
LIFT: Can give minimum lift on finer hair types.
HERO: Koleston Perfect.
5/10 min
1:1:1
• • 10/20 min 1:1
GLAZING
Zero lift, zero damage with shimmering result. Long-lasting color glaze results*.
• • • COLOR: Depth and tone, with highs and lows.
LIFT: Zero lift.
HERO: SHINEFINITY
BLONDE TONING
Create beautiful balanced blonde results to enhance or correct unwanted tones.
COLOR: Depth and tone, blends natural for a balanced result.
LIFT: Gives soft lift to natural hair.
HERO: Illumina Color.
10/15 min
1:2
TRANSFORMATIONAL TONING
Gentle ammonia free for transformational results.
COLOR: Transformational tonal changes.
LIFT: May shift natural hair, especially finer textures.
HERO: Color Touch.
20 min
1:2
COMPLETE THE LOOK WITH CARE
NOURISHMENT IN 30 SECONDS
CARE FOR SHINEFINITY
A glaze is often used in combination with other color services; care and color retention are the primary objectives.
For multi-processed hair
COLORMOTION+
Our best color care line
The perfect choice for sensitized hair. As it contains Wella Plex bonding agent, it’s ideal to use when SHINEFINITY has been used over pre-lightened hair.
Up to 8 weeks’ color protection*. With WellaPlex bonding agent. For stronger hair **.
*when using Structure+ Mask **when using Structure+Mask vs. no treatment
For clients seeking gentle formulas
ELEMENTS
Our most gentle hair care line
•
• Elements is the choice for your ingredient conscious clients.It’s the perfect choice for natural to pre-colored hair and formulated without silicones and sulfates.
Up to 99% natural origin ingredients*. Free of animal derived ingredients.
*91% to 99% depending on product
FREQUENTLY ASKED QUESTIONS
CAN I MIX SHINEFINITY WITH COLOR TOUCH DEVELOPER?
No. Any other developer that might be used will not contain the balanced pH technology and will compromise the color results significantly.
SHINEFINITY ACTIVATOR INCORRECT DEVELOPER
09/61
True-to-tone results with zero lift.
09/61
Unpredictable results with off-tones.
ARE THE TONES THE SAME AS IN COLOR TOUCH AND KOLESTON PERFECT?
No, the translucent finish and the zero lift will create a slightly different tonal character. Refer to the color circle to see where each tone sits. (Page 15)
ALLERGY ALERT TEST
Like with any other product using oxidative dyes, the danger of an allergic reaction when using SHINEFINITY still exists. That’s why you should always perform an allergy alert test 48 hours before any SHINEFINITY services.
Mix 5 g of the color you decided on during consultation with 5 g of activator 01.
02. 1 cm2
Leave the color uncovered for 45 minutes. Then rinse the area with lukewarm water and pat dry with a clean towel.
Apply the color onto 1 cm2 directly below the crook of the elbow.
03. 48H 04.
Ask the client to come back to the salon after 48 h or call you to inform you of the result.
Ask your client to leave the test area undisturbed for 48 hours. If there are any signs of redness, burning, or itching the product must not be applied. The client must seek medical advice before toning her hair again. If your client has ever experienced an allergic reaction to hair colorants you should not tone.
