ISO EXPANDS THE POPULAR i.LUMINATE COLLECTION WITH SIX NEW SHADES

Four sizzling new coppers and reds, plus two cool new toners offer fans of ISO's i.Luminate demi-permanent crème color more creativity and versatility than ever before. The newest additions to the i.Luminate family of gorgeous, high-shine shades bring the total shade selection to 36—providing a complete range of hues that enables color pros to produce any effect from classic, natural-looking or sophisticated to high fashion. Great for retouching and refreshing, i.Luminate is the ideal companion to ISO's i.Color collection of permanent, conditioning shades.

Just in time to enliven fall color designs, the new i.Luminate shades include:

• 9SA/very light soft ash blonde
• 9B/very light beige blonde
• 8CG/light copper gold blonde
• 7RR/bright red (a unique, true red with no orange or brown undertones)
• 7CC/bright copper
• 6R/rich scarlet red

Like all i.Luminate formulas, the new shades are acid-balanced and ammonia-free. The revolutionary, patented, Triplex C Triactive Technology produces longer-lasting color; amped up shine, elasticity and moisture retention and protection from damaging environmental stressors, including UVA and UVB rays. And the unforgettable tropical vanilla fragrance transforms the i.Luminate haircolor service into a sensual experience.

"With the addition of these reds, coppers and cool toners, colorists have more flexibility than ever before in the salon," comments Annie Hu, Joico/ISO Marketing Manager for Color and Texture. "Stylists tell us they appreciate that the i.Luminate line is compact and manageable, yet offers unlimited shade and service possibilities and superior performance and results. Basically, they love i.Luminate, and now, there's even more to love!"