ACTIVATION AND TECHNIQUE GUIDE Look ing for someth ing more long las t ing? Check out E lumen Non-ox idat ive Permanent **

ha i r co lor. Ask your sa les or educat ion consu l tant for more in format ion .

A P A I N T B O X T O C O L O R O U T S I D E

T H E L I N E S .

Don’t overthink i t .

Al l you need to know i s how d i rect dyes work .

The res t i s up to your c reat iv i ty.

Trus t in your own genius . Fo l low your ins t inc t .

You dec ide what works .

P R E S S P L A Y T O S T A R T.

EXTRAORDINARY COLOR INTENSITY AND SHINE

ELUMEN PLAY HDmax TECHNOLOGY

» Semi-permanent direct dyes create color intensity

by sitting on the outer and inner levels of the cuticle.

» Direct dyes designed to fade on tone.

SHINE AND CARE

» Provides outstanding color shine and brilliance.

» Boosts the health of the hair to make hair look like it ‘s glowing.

* Up to 100%. ** Metallic Shades available March 2020

* Up to 100%. ** Metallic Shades available March 2020

SEMI-PERMANENT COLOR.

17 Semi-Permanent Shades.

Create us ing v iv id and paste l shades — on the i r own or cus tom mix and match!

Fades on tone * and can be removed eas i l y.

@PASTEL CORAL

blush cora l

@PASTEL ROSE

bashfu l rose

@PASTEL LAVENDER

sweet lavender

@PASTEL MINT

cool mint

@CLEAR

PA

ST

ELS

ME

TALL

ICS

**

@YELLOWsunny ye l low

@METALLIC S ILVER

sh iny s i l ver

@ORANGEju icy orange

@METALLIC BERRY

gl i s ten ing berry

@REDf iery red

@METALLIC PURPLE

gl immer ing purp le

@PINKhot p ink

@VIOLETmyster ious

v io le t

@METALLIC PETROL

shimmer ing pet ro l

@GREENtropica l

green

@BLACKjet b lack

PU

RE

S @BLUEocean b lue

17 Semi-Permanent Shades.

UNLIMITED CREATIVITY. 2 EASY STEPS.

1. MIX, APPLY & TIME Get creative. Go play.

» Mix Elumen Play hair color in any color mixing bowl.

» Apply the color where desired to dry hair and be sure to saturate the hair completely for the best results.

Timing. The time is now.

» Process for 30 min. without heat or 20 min. with heat.

2. RINSE. SHAMPOO. CARE.

» When time‘s up, rinse completely without emulsifying.

» Follow with Elumen shampoo.

» Finish with your favorite Elumen conditioner.

TIPS AND TRICKS:

» Creamy consistency allows full flexibility when it comes to your creative freehand techniques.

What you see is what you get.» Use the Elumen Creative Coloring

Sheet (reusable) to see what your formula looks like.

Cleaning Supplies.» Oily hair? Product buildup?

Shampoo the hair before applying Elumen Play to ensure even color results.

» Use Elumen Clean to gently remove any color from the skin.

EXPAND YOUR COLOR TOOLBOX

READY FOR A CHANGE?

ELUMEN PLAY @CLEAR

» With Elumen Play @CLEAR you can dilute or pastelize any

Elumen Play shades.

ELUMEN PLAY @BLACK

» Use Elumen Play @BLACK to give a smokey tone — start by adding

small amounts (1ml).

» Elumen Play @BLACK can also be used pure on dark bases

(level 2 to 3) to intensify shine and depth.

ELUMEN PLAY ERASER Remove the color. Play again.

WHY YOU‘LL LOVE IT

» Eraser is designed to remove any Elumen Play shade by up to 100%* on pre-lightened hair.

» Create a clean canvas for your creativity and give your client flexibility to change their color.

» Caring agents help protect the integrity of the hair and give the feeling of conditioned and smooth hair.

HOW TO USE IT

» Mixing ratio 2:1 or 3:1 (3% lotion** to powder). Create a customized consistency for specific areas or for full head application.

» Apply to towel-dried hair to the sections where you want to remove Elumen Play.

» Process up to 30 min. without heat (checking strands every 5–10 min.).

» Rinse thoroughly, shampoo and continue with an Elumen conditioner.

* Depending on hair structure & intensity of existing color. **Recommend using Silk Lift 3% lotion 

STARTING LEVEL: pre-lightened to level 10

Formula used on regrowth:

a) 80 ml Elumen SV@10

Mid-lengths and ends/ merging technique (alternate a&b&c/a&b&d)

b) 50 ml Elumen Play @CLEAR + 0.5 ml Elumen Play @BLUE + 0.5 ml Elumen Play @BLACK

c) 20 ml Elumen Play @PASTEL LAVENDER + 1 ml Elumen Play @VIOLET

d) 20 ml Elumen Play @CLEAR + 1 ml Elumen Play @BLUE

STARTING LEVEL: pre-lightened to level 10

Formula used on regrowth and nape:

a) 80 ml Elumen Play @PINK

Mid-lengths and ends/ merging technique (a&b)

b) 60 ml Elumen Play @PASTEL CORAL + 5 ml Elumen Play @ORANGE + 3 ml Elumen Play @PINK

STARTING LEVEL:

pre-lightened to level 10

Formula used on regrowth:

a) 80 ml Elumen Play @METALLIC SILVER + 3 ml Elumen Play @METALLIC PETROL + 1 ml Elumen Play @BLACK

Mid-lengths and ends/ merging technique (alternate a+b/a+c)

b) 30 ml Elumen Play @PASTEL ROSE

c) 30 ml Elumen Play @METALLIC SILVER

Discover the E lumen range on the Goldwel l Educat ion P lus App.

For a chance for your images to be featured on our

soc ia l media pages , p lease use #Goldwel lapprovedUS in your posts .

#ELUMEN #ELUMENPLAY #COLORDIFFERENT #ELUMENATOR

TIPS AND TRICKS: Use Colorance Express Toning Icy to silverize your canvas if unwanted brassiness is present after pre-lightening.

Discover the E lumen range on the Goldwel l Educat ion P lus App.

For a chance for your images to be featured on our

soc ia l media pages , p lease use #Goldwel lapprovedUS in your posts .

#ELUMEN #ELUMENPLAY #COLORDIFFERENT #ELUMENATOR

C O L O R C A R EThe perfect match for Elumen Play. Dedicated color care to maintain the exceptional color brilliance and vibrancy. Made for Elumen Play (and Elumen): Supports fading

true-to-tone up to 100%

Elumen Conditioner» Color care conditioner for fine

to normal hair. » Detangles instantly for better

combability.

Elumen Leave-in Conditioner» Lightweight leave-in conditioner

forfine to normal hair. » Nourishes instantly for improved

detangling and combability.

Elumen Shampoo» Color care shampoo for all

hair types.» Gently cleanses and supports the

tone-on-tone fading of Elumen Play.

Elumen Mask» Nourishing mask for thick and

porous hair. » Provides intense care to Elumen

colored hair.

Elumen Conditioner»

»

Elumen ConditionerColor care conditioner for fine to normal hair. Detangles instantly for bettercombability.

Elumen ConditionerColor care conditioner for fine to normal hair. Detangles instantly for bettercombability.

Elumen ConditionerColor care conditioner for fine to normal hair. Detangles instantly for bettercombability.

Elumen ConditionerColor care conditioner for fine to normal hair. Detangles instantly for bettercombability.

Color care shampoo for all

Gently cleanses and supports thetone-on-tone fading of Elumen Play.

Nourishing mask for thick and

Gently cleanses and supports thetone-on-tone fading of Elumen Play.

ACTIVATION AND TECHNIQUE GUIDE Look ing for someth ing more long las t ing? Check out E lumen Non-ox idat ive Permanent **

ha i r co lor. Ask your sa les or educat ion consu l tant for more in format ion .

© 2

019

V2

Kao

USA

Inc.

#3

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AS

F A D E S O N T O N E *

* Swatches shown on Level 10 hair color

**Permanent co lor w i th regard to durabi l i t y o f the co lor, which i s dependent on the poros i ty o f the ha i r.