THE NEW BLONDES We broadened It’s color range adding new shades (levels 8 to 10) with cold/slightly cold reflex (take 8.11 as an example), to meet global market’s expectations (trends are looking towards neutral/cold tones). We also worked on the existing range, adding more levels and reflexes (10.00, for example), answering to customers and hairdressers requests. THE NEW SHADES 10.11 10.81 9.81 9.12 9 Mother of pearl 8.11 8.81 THE NEW BLONDES THE EXPANDED SERIES 10 10S 9.16 8.02 COLOR CHART INTENSE ASH FAMILY 8.11/8AA intense ash light blonde 10.11/10AA intense ash lightest blonde These shades add an intense ash reflex and neutralize orange and yellow/orange residual reflexes. Good grey hair coverage SANDY ASH FAMILY 10.81/10SA 9.81/9SA 8.81/8SA lightest sand ash blonde very light sand ash blonde light sand ash blonde These shades add a cold beige reflex and soften golden ones. Good grey hair coverage IRIDESCENT FAMILY 9.12/9AV very light irisè ash blonde This shade adds an irisé ash reflex and neutralizes golden ones. Fair grey hair coverage PURPLE PEARL FAMILY 9 mother of pearl This shade adds an irisè – pearl reflex, and neutralizes golden ones. Good grey hair coverage CHROMA FAMILY IT’S COLOR EXPANDED SERIES 9.16/9AR very light red ash blonde This shade adds a natural red ash reflex. Fair grey hair coverage IRISÉ FAMILY IT’S COLOR EXPANDED SERIES 8.02/8NV light irisè natural blonde This shade adds a natural irisé reflex and neutralizes golden ones. Good grey hair coverage. COLD NATURAL FAMILY IT’S COLOR EXPANDED SERIES 10.00/10NN lightest cold blonde This shade expresses a cold intense reflex, of Northern European taste. Great grey hair coverage SAND FAMILY IT’S COLOR EXPANDED SERIES 10S/10S lightest sand blonde This shade adds a beige reflex and softens light golden ones. Good grey hair coverage HOW TO USE Recommended mixing ratio: 1:1 with O2 from 5 to 40 volumes 1:1 with 5 or 10 volumes O2 1:1 with 30 volumes O2 Perfect for toning and reflex neutralization Recommended to lift up to 3 levels or to cover thick grey hair 1:1 with 20 volumes O2 Recommended to lift up to 2 levels or to cover 1:1 with 40 volumes O2 thin/medium grey hair Recommended to lift up to 4 levels All new It’s Color shades can be mixed with: 1. All shades from the color chart except Super&Ultra Blondes for the different mixing ratio 2. With Neutral to dilute pigments and ammonia; not recommended to cover grey hair Recommended developing times: • 5-25 minutes for tonalizations and neutralizations using 5/10 Vol O2 • 35- 40 minutes for any other service How to use: How to use: when diagnosing, carefully evaluate if there are any streaks, or previously stripped/bleached areas, to avoid unwanted reflexes; when applying on porous/streaked areas we recommend a test strand first. It is important to remember that to obtain an identical result to the one showed in the color chart (as of level and reflex), color must be applied on a level 10 (platinum) hair or on 100% grey hair. TONES AND NEUTRALIZATIONS The color chart may be of help when you want to neutralize unwanted reflexes during a color service. The strand reflex indicates which shade it can neutralize: - Strand with blue reflex: to counteract red - orange reflexes - Strand with grey reflex: to counteract orange – yellow reflexes - Strand with violet reflex: to counteract yellow reflexes INTENSIFIERS IT’S COLOR INTENSIFIERS They can be used with 5–10–20–30–40 Volumes peroxide. Level and tone can vary depending on the hair porosity, on the hair structure (thin, medium, thick) and on developing time. Technical Features: • Blue and Graphite Grey: to intensify cool reflexes or either to neutralize unwanted red- orange or yellow-orange undertones. • Violet: perfect to neutralize unwanted yellow-reflexes and to intensify the following shades: .02 Irisé .26 Violet Red .62 Red Violet S Sand They can be used with 5–10–20–30–40 Volumes peroxide. Level and tone can vary depending on the hair porosity, on the hair structure (thin, medium, thick) and on developing time. INTENSIFIERS IT’S COLOR INTENSIFIERS DEVELOPER DEVELOPING TIME HOW TO USE: INTENSIFIERS ONLY O2 5/10 Volumes 5-25 minutes Tonalization O2 10 Volumes 35-40 minutes Strong color deposit – up to 1 level highlift O2 20 Volumes 35-40 minutes Up to 2 levels highlift O2 30 Volumes 35-40 minutes Up to 3 levels highlift O2 40 Volumes 35-40 minutes Up to 4 levels highlift EXTRA BLONDING CREAMS Extra Blonding Creams can lift natural or colored hair Technical Features: - Used alone they lift up to 3 levels - Mixed with other It’s Color shades they boost their highlifting power - Mixed with Bleaching Products they adjust their highlifting power : - Light Blue Extra Blonding Cream is perfect to neutralize warm residual undertones when bleaching Developer Developing time How to use: Extra Blonding Creams only 10 Volumes O2 20-45 minutes Up to 1 level highlift 20 Volumes O2 20-45 minutes Up to 2 levels highlift 30 Volumes O2 20-45 minutes Up to 3 levels highlift EXTRA BLONDING CREAMS Developer Developing time How to use: mix with It’s Color 5/10 Volumes O2 5-25 minutes Tonalization 10 Volumes O2 20-45 minutes Up to 1 level highlift : 20 Volumes O2 20-45 minutes Up to 2 levels highlift 30 Volumes O2 20-45 minutes Up to 3 levels highlift 40 Volumes O2 20-45 minutes Exclusively mixed with Super&Ultra blonde shades – Up to 4-5 levels highlift EXTRA BLONDING CREAMS Developer Developing time How to use: mixed with How to use: mixed with Bleaching Products Bleaching Products Mixing ratio 5:1 Mixing ratio 1:5 10 Volumes O2 20-45 minutes Up to 1 level highlift Up to 3 levels highlift : 20 Volumes O2 20-45 minutes Up to 2 levels highlift Up to 4 levels highlift 30 Volumes O2 20-45 minutes Up to 3 levels highlift Up to 5 levels highlift .