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Wella Professionals unveils new SHINEFINITY long-lasting color glaze with zero lift, zero damage
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02.07.2022

Wella Professionals unveils new SHINEFINITY long-lasting color glaze with zero lift, zero damage

Wella Professionals unveils new SHINEFINITY long-lasting color glaze with zero lift, zero damage

Introducing SHINEFINITY, our most innovative demi-permanent line designed to deliver true-to-tone color with zero lift, zero damage, and long-lasting results. With shiny, healthy-looking hair in high demand, SHINEFINITY provides infinite possibilities for lightening and toning services with a glossing solution that lasts longer protecting hair health from damage. Featuring exclusive balanced pH technology, SHINEFINITY smoothens the cuticles for healthy-looking shine and a silky hair feel.
In this introduction feature, you will discover the key highlights of SHINEFINITY to help get you started using this remarkable color glaze with your clients straight away. Each Wednesday, be sure to check back on in the mix as we dive deeper into SHINEFINITY . To learn more today, checkout the Wella Professionals USA YouTube channel.
SHINEFINITY Key Facts
Long-lasting color glaze for a translucent shimmering character
  • UP TO 6 WEEKS LONG-LASTING COLOR GLOSS
  • ZERO LIFT
  • ZERO DAMAGE
  • NO-DRIP GEL CREAM
  • TRUE-TO-TONE
  • RELIABLE COLOR RESULTS
  • BALANCED pH TECHNOLOGY
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The shine with SHINEFINITY is anything but ordinary! Thanks to the unique formulation, your clients can expect healthy-looking color that never appears artificial. Experience translucent tones with outstanding shimmering nature. SHINEFINITY respects the natural character of the hair with Zero lift to the natural hair and preserves the highs and lows of one’s hair for an ultra-natural finish.
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With SHINEFINITY  there are infinite possibilities! Below you will discover some of the most essential ways to use SHINEFINITY  during your color services.
BLONDES
Glazing is ideal for after lightening with zero lift to the virgin hair.
VIRGIN HAIR
Transform virgin hair with a shimmering finish and irresistible hair feel. Always healthy-looking and respectful of hair’s integrity.
REFRESH
Paired with Illumina Color or Koleston Perfect on the roots. Balance faded lengths and ends with an ultra-natural finish.
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.
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SHINEFINITY was co-created with highly skilled chemists and Wella Professionals Brand Ambassador Patricia Nikole, the social media icon with over 1 million Instagram followers known as @PaintedHair. Patricia is a glossing expert and best known as a pioneer in hair painting trends and beautifully crafted techniques. Patricia was involved in the design of SHINEFINITY and also co-created “Shimmer Melt Glaze,” one of two new exclusive in-salon services.
“SHINEFINITY is a zero lift, zero damage color glaze that is perfect for all glossing and glazing services. After using SHINEFINITY, my clients are absolutely obsessed with their hair color. For those seeking long lasting, true-to-tone, color glaze results, SHINEFINITY is the answer. Its zero-lift color glaze empowers hair colorists to create without limits,” said Patricia Nikole. To learn more about Patricia and her inspiring career history head over to her biography feature.
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SHINEFINITY brings the next generation of glossing with 32 translucent modern shades for infinite possibilities and a shine you can feel, with zero lift and zero damage. A stunning and compact salon-friendly palette allows 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?
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 is a deposit-only color, It does not lighten the natural hair, and therefore the result is heavily dependent on the starting point. The lighter the hair depth, the more tonal deposit will appear.
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Seasoned Wella Professionals color users will notice that the numbering system with SHINEFINITY appears different. The “0” in front of the depth indicates translucency. With SHINEFINITY you can expect zero lift and zero damage resulting in shine you can feel.
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The new line introduces a state-of the-art clean formula* featuring a pH balanced technology which finally breaks the paradigm that only acidic color can be zero damage. The formulation is designed to regulate and control the pH level throughout the coloring process, resulting in true-to-tone, reliable color results. This means zero lift and zero damage, for healthy-looking hair that shines and has a silky hair feel.
If you’re wondering what pH is and why is it important for your hair, It plays an important role in the strength of your hair but is also integral in hair color technology. The balanced pH technology lies at the core of SHINEFINITY. It operates in a controlled pH range. It starts slightly alkaline, at about. pH 7-8.3, to facilitate proper color formation of the oxidative dyes.
Upon touch with the hair the pH slowly starts dropping, turning neutral/ acidic throughout the processing to preserve the hair’s integrity, never dropping below a pH of 6.5.
By using oxidative dyes in balanced pH environment SHINEFINITY can offer a long-lasting color glaze result with zero lift and zero damage. The color result is also unique and different than that of an alkaline demi-permanent such Color Touch. It gives a translucent veil of color, shine and silky hair feel.
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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.
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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. Choose your activator based on your desired color result. Select the Brush & Bowl activator for precision and select the Bottle activator for speed. You also have the flexibility to your color glaze on pre-shampooed or dry hair. SHINEFINITY can develop for up to up to 20 min.
When fully developed be sure to add some water and emulsify the color to avoid any skin Staining. Shampoo the hair with SHINEFINITY no post color treatment is needed. Use conditioner if the hair requires.
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.
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With SHINEFINITY you can adapt your results depending on how you work with the product. Expect softer result on pre-shampooed hair and shorter development times, without a compromise to the color result. Use heat when looking to intensify the color.
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The three booster tones are ideal to expand the usage of the SHINEFINITY portfolio. Carefully formulated to suit the translucent character of the shades.
Blue Booster
A denim-like blue tone to neutralize brassy tones or create bespoke iced shades.
Violet Booster
Berry violet booster to enhance or personalize any shade in the palette.
Clear Booster
Use to dilute any shade in the portfolio, on its own for a clear glaze, or to pastelize the other booster tones.
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We have applied the Wella Professionals Clean Principles:  We do not formulate with animal derived ingredients. We avoid ingredients of concern or dislike wherever possible, and we use efficient ingredients that guarantee a professional performance. We provide full transparency about our ingredients and why they can be considered clean in Wella/hair color context while they might not be clean in other product categories. To proof good skin compatibility, we test our products dermatologically.
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Color Touch – Our most pigmented demi for intense vibrancy and shine
  • Alkaline formula for intense vibrancy
  • Ammonia free
  • Low lift
  • Up to 50% gray coverage
  • Lasts up to 24 washes with soft regrowth
Mix with – Color Touch Emulsion 1.9% or 4%
Ratio – 1:1
SHINEFINITY – Long-lasting color demi-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 gray
  • Up to 6 weeks color glaze
Mix with – SHINEFINITY Activators
Ratio – 1:1
SHINEFINITY is our cleanest demi-color technology to date. Offering zero lift and zero damage, it addresses key client concerns such as hair damage and clean ingredients, allowing more clients to start coloring their hair or to enjoy their color services more often. Wella Professionals proudly continues to set the highest standards by providing products and services designed to inspire hairdressers across the globe.
We are so excited to see your new color creations come to life with SHINEFINITY.  Be sure to tag @WellaHairUsa on Instagram and use the hashtag #SHINEFINITY for a chance to be featured.
Shop the full SHINEFINITY color palette today on WELLASTORE.com
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