Why You'll Love the Demi

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WHY YOU’LL LOVE THE DEMI

♦ Build your business by introducing color without commitment. ♦ Selecting and mixing shades is easy. ♦ Gel-like consistency allows a no-mess application with bottle or brush. ♦ Use it to tone and refine lightened hair for a customized color. ♦ Includes The Demi standard shades, Flash Toners, Level 10s and Muted Metallics to meet every need. ♦ When natural or color-treated hair looks drab or dull, The Demi refreshes and boosts shine. ♦ Blends away minimal gray without lightening the hair’s natural pigment. ♦ Semi-opaque results look natural and beautifully conditioned. ♦ Incredible shine and vibrancy, even when you just use Clear. ♦ Speedy processing means you can see more clients in a day.

FEATURE BENEFIT SERVICE OPPORTUNITIES

Upgrade every guest with a Clear Top Coat that creates No-Ammonia, No- Won’t lighten the hair’s natural pigment. Top Coat healthy-looking shine while enhancing softness and MEA, No-Lift Formula Stand-alone service hydration.

Gentle on hair, providing just enough First-Time Application Enhance, intensify, deepen or tone down natural or Neutral pH swelling to facilitate dye development and color-treated hair without the commitment of permanent penetration slightly beyond the cuticle. For commitment-shy color guests color. Refresh Mix of Direct and Create a longer-lasting hair color that lasts Bring dull, faded mid-lengths and ends back to life while Oxidative Dyes up to 4-6 weeks. Add-on service during a simultaneously processing a permanent color retouch. permanent color retouch

Soy Protein Smoothes the cuticle to make hair feel Tone & Refine Tone pre-lightened or highlighted hair for the perfect softer and better hydrated. For all your blonding guests blonde. Gray Blending Plant-Based Lipids and Condition, nourish and soften the hair for Blend gray naturally and discreetly while creating Oleic Acid a silky feel and styling control. An alternative option for minimally semi-opaque results. gray guests Creative control over minimal to Fast 5-20 Minute maximum deposit. Allows easy fixes via Color Correction Fill or pre-pigment the hair when performing tintbacks, Processing tonal adjustments and color corrections. A tool for correcting color or use to minimize or control unwanted tones. u TECHNICAL SUPPORT: 877.610.5405 (Within North America) 0845 034 0885 (Within the United Kingdom) 1 300 365 350 (Within Australia) theDemi-Permanent Hair Colordemi 01 800 788 6878 (Within Mexico)

COLOR MAP FORMULATION STEPS

TONAL BASE KEY 1 Determine the natural level or color-treated level of the hair NATURAL /0 using The Demi Natural (N) family swatches. Consider the ASH /1 hair’s texture, condition and percentage of gray. MATTE /2 2 Determine the target level, tone and desired result. GOLD /3 yellow 3 Refer to the Color Map to enhance, intensify or neutralize RED /4 YELLOW/ tones. GREEN MAHOGANY /5 YELLOW/ ORANGE G/03 VIOLET /6 Formulation Example: BROWN /7 • Natural Level: level 3 dark brown / 0% gray GREEN PEARL /8 • Target Color: cool natural brunette ORANGE • Formula: 2 oz. 3A + 2 oz. Paul Mitchell® Processing Liquid. MT/2 TONAL SERIES CHART NB/07 OR/34 PEARL ASH PA /81 Cool purple-pearl diminishes unwanted gold

GREEN

BLUE/ ASH ASH AA /11 Controls red, orange and yellow-orange

RED/ N/0N/0 ORANGE ASH A /1 Neutralizes warmth and orange undertones MIXING RATIO

A/1 MATTE MT /2 Controls unwanted red and cancels orange undertones

R/4 AA/11 blue BLUE VIOLET BV /08 Creates cool browns and blondes BV/08

Allows natural and balanced browns and blondes red NATURAL N /0 PA/81 VR/64 NATURAL BEIGE NB /07 Allows for soft beige reflects in all levels Only use The Demi RED/ V/6 GOLD G /03 Imparts golden-brown tones ® VIOLET with Paul Mitchell BLUE/ VIOLET ORANGE RED OR /34 Creates intense orange with a red tone Processing Liquid. VIOLET 1:1 RED R /4 Delivers rich red results (7 volume / 2%)

VIOLET RED VR /64 Creates deep, cool violets with red tones

VIOLET V /6 Neutralizes at lighter levels and deposits eggplant tones at darker levels

GRAY BLENDING FORMULATION GUIDELINES INTERMIXING SHADES CLEAR USAGE GUIDELINES

The Demi will discreetly blend gray and create semi-opaque results. Use these tips Intermixing shades to create levels outside of the shades CLEAR Clear adds brilliant shine when used for optimal gray blending. offered will provide stylists with the most predictability alone, or creates increasingly translucent and creativity. Please see all formulation suggestions for results, depending on how much you u Select shades that are level 6 and darker. in-between shades on the swatch chart below. intermix with other shades. u Formulate one level darker than your desired result. u For more natural results, use one of these brown-based shades (N, NB, BV or G) FOR EXAMPLE: TO ACHIEVE 7A (7/1), MIX: alone or in a customized mixture. u ® u When formulating The Demi, consider texture, natural level and percentage of gray. 9A (9/1) 0.5 oz. or 15 g/ml Use Clear in a 1:1 ratio with Paul Mitchell Processing Liquid to add shine without lift. The darker, coarser and/or grayer the hair, the less blending you will achieve. + 6A (6/1) 1 oz. or 30 g/ml u Add Clear to any The Demi formula for less depth and more OR translucency. + Other The + 25% gray 50% gray % of gray N, NB, BV, G ® (brown-based) Demi Shade Paul Mitchell u Add Clear to a toning formula for softer, paler results. 1:2 Processing Liquid % of gray Up to 25% ½ oz. (15 g/ml) 1½ oz. (45 g/ml) 9A (9/1) + 6A (6/1) 1.5 oz. or 45 g/ml u When working with porous hair, add Clear to the formula to help avoid over-deposit. 6N 25-50% 1 oz. (30 g/ml) 1 oz. (30 g/ml) Note: Muted Metallics & Flash Toners may not be intermixed with any other u Customize your formula by adding any percentage of Clear. The Demi blended shades. Always mix The Demi and Paul Mitchell® Processing Liquid in a 1:1 ratio. Apply immediately and process for a full 20 minutes at room temperature.

COLOR CORRECTION/REPIGMENTATION GUIDELINES The Demi is an ideal and dependable choice for quick, even and conditioned color correction results. Some scenarios that would be ideal for repigmentation with The Demi include: • Depositing more than 2 levels on previously lightened or processed/damaged hair • Coloring compromised ends that are too dull or lack vibrancy or richness • Coloring porous hair that has poor color retention and fades too quickly

Follow the below guidelines when formulating for a repigmentation.

1 Identify the target level and the tone of the desired end results. 2 Use Shampoo Two® or Shampoo Three® to remove mineral deposits and styling buildup, then rinse and towel-dry the hair. 3 The repigmentation formula should be at least 1 level lighter than the desired end result. The repigmentation formula should be warm in tone and soft. For example, use shades from the NB, G or OR series. 4 Mix the repigmentation formula with Paul Mitchell® Processing Liquid, apply to damp hair and process for up to 20 minutes. Perform strand tests to check deposit. Rinse, shampoo with Paul Mitchell® Color Protect® Post Color Shampoo and dry hair. 5 Next create the final color formula and apply on dry hair. Use The Demi for a semi- opaque, demi-permanent result or Color XG® for a solid, opaque, permanent result.

SERVICES & APPLICATION

TOP COAT OR FIRST-TIME ROOT RETOUCH REFRESH (DURING TONE & REFINE GRAY APPLICATION USING THE DEMI A PERMANENT COLOR (PRE-LIGHTENED) BLENDING RETOUCH) STEP 1 STEP 1 STEP 1 For an initial application, follow the steps Divide dry hair into four segments. Divide dry hair into four segments. STEP 1 Divide towel-dried hair into four for Top Coat or First-Time Application. segments. STEP 2 STEP 2 Divide dry hair into four segments. For retouching gray hair, follow the steps Take fine ¼-inch sections and apply The Take fine ¼-inch sections and retouch STEP 2 STEP 2 for Root Retouch Using The Demi. Demi formula from base to ends. Work all of the regrowth. If the midlengths Apply permanent color formula to the Take fine, ¼-inch sections and apply through all 4 segments in the same way. and ends need a refresh, pull the regrowth. Take fine, ¼-inch sections and The Demi formula to the base area Process for up to 20 minutes. color through as needed for up to 20 complete all 4 segments. Set a timer first, then onto the midlengths and STEP 3 minutes. based on permanent color directions. ends. If the hair is porous, add an Rinse, shampoo with Paul Mitchell® STEP 3 equal amount of The Demi Clear + STEP 3 Paul Mitchell® Processing Liquid to Color Protect® Post Color Shampoo Rinse, shampoo with Paul Mitchell® With about 20 minutes remaining, take your remaining mixture before pulling and condition. Color Protect® Post Color Shampoo ½-inch sections and apply The Demi it through. Process up to 20 minutes. and condition. formula to the midlengths and ends. Process for remaining time. (Consider STEP 3 porosity of midlengths and ends; adjust Rinse, shampoo with Paul Mitchell® timing accordingly.) Color Protect® Post Color Shampoo and condition. STEP 4 Rinse the retouch color first before rinsing the midlengths and ends. Then shampoo with Paul Mitchell® Color Protect® Post Color Shampoo and condition.

MUTED METALLICS GUIDELINES FLASH TONERS GUIDELINES

LAVENDER ROSE GOLD SILVER BRASS-FREE BLUE BRASS-FREE VIOLET NEUTRAL BEIGE

The Muted Metallics Flash Toners Lavender, Rose Gold and Silver are uniquely formulated to Tone level 9 or 10 hair in under ten minutes. produce diffused, wearable fashion shades. u Flash Toners are only intermixable with each other and The Demi Clear. u u They may not be intermixed with each other or any other of The Demi shades. u Because Flash Toners process in 2-10 minutes and The Demi shades Apply Flash Toners to towel-dried hair. u They can be mixed with Clear for a more translucent look. require a standard 20-minute processing time, intermixing Flash Toners u Decide how long to process Flash Toners based on the desired amount of deposit. u Apply to dry or towel-dried, blonde or pre-lightened, level 7-10 hair. with The Demi shades will result in either over-processing the Flash Toners or under-processing The Demi standard shades. u Process for up to 20 minutes, depending on the desired depth.

Recommended Starting Level(s) by Shade Recommended Starting Level(s) by Shade Lavender 8-10 Brass-Free Blue 9-10 Rose Gold 7-10 Brass-Free Violet 9-10 Process for up 2-10 minutes on Silver 10 to 20 minutes Neutral Beige 9-10 Towel-dried hair

Always mix the Muted Metallics shade and Paul Mitchell® Processing Liquid in a 1:1 ratio. Always mix the Flash Toners and Paul Mitchell® Processing Liquid in a 1:1 ratio. Apply immediately and process for up to 20 minutes at room temperature. Apply immediately to towel-dried hair and process for up to 10 minutes.

PEARL ASH ASH ASH ASH MATTE BLUE VIOLET NATURAL NATURAL BEIGE GOLD ORANGE RED VIOLET RED VIOLET LEVEL PA AA A MT BV N NB G OR R VR V

BLACK-TO-GRAY BACKGROUND COLOR BROWN-TO-TAN BACKGROUND COLOR PURE TONE/NO BACKGROUND COLOR

10 10PA 10AA 10A 10BV 10NB 10V 10/81 10/11 10/1 10/08 10/07 10/6

4:1 9 9PA 10AA + 6AA 9A 9MT 9BV 9N 9NB 9G 9OR 9R 9V 9/81 9/1 9/2 9/08 9/0 9/07 9/03 9/34 9/4 9/6

2:1 2:1 2:1 2:1 2:1 2:1 2:1 8 8PA 10AA + 6AA 9A + 6A 8MT 9BV + 6BV 8N 8NB 9G + 6G 9OR + 6OR 9R + 6R 9V + 6V 8/81 8/2 8/0 8/07

1:1 1:2 1:2 1:2 1:2 1:2 1:2 1:2 7 7PA 10AA + 6AA 9A + 6A 9MT + 6MT 9BV + 6BV 7N 7NB 9G + 6G 9OR + 6OR 9R + 6R 9V + 6V 7/81 7/0 7/07

6 6AA 6A 6MT 6BV 6N 6NB 6G 6OR 6R 6VR 6V 6/11 6/1 6/2 6/08 6/0 6/07 6/03 6/34 6/4 6/64 6/6

2:1 2:1 2:1 2:1 2:1 2:1 2:1 5 6A + 3A 6BV + 3BV 5N 5NB 6G + 3G 6OR + 3OR 6R + 3R 6VR + 3VR 6V + 3V 5/0 5/07

1:1 1:1 1:1 1:1 1:1 1:1 1:1 4 6A + 3A 6BV + 3BV 4N 4NB 6G + 3G 6OR + 3OR 6R + 3R 6VR + 3VR 6V + 3V 4/0 4/07

3 3A 3BV 3N 3G 3OR 3R 3VR 3V 3/1 3/08 3/0 3/03 3/34 3/4 3/64 3/6 2

1 1AA 1N 1/11 1/0 Note: All swatches on the chart are shown on hair that’s pre-lightened to pale yellow.