L'Oreal announces new Dia Colour Range

L'Oreal has announced that L’Oréal Dia richesse has been replaced by Dia colour and some shades have been discontinued.

There will be 40 shades in total in the new Dia colour range.

There are 11 new shades, 28 shades will be renovated and 25 shades will be discontinued.

Here's what L'oreal say about the new Dia Colour range;

The new range will be available in 40 shades, mixable and customizable for personalized colour results.

L'Oreal state that the new range will give;

 6 weeks of gloss colour

 3x more shine

 Up to 70% grey coverage.

100% true-to-tone colour.

Up to 91% natural-origin ingredients.

There are more neutralising cool shades and more luminous warm shades.

The new tube is twenty percent bigger.

The tech

L'Oreal claim that the end of dull hair is here.

Melanin Gap Filler Technology fills gaps from lost melanin and reinjects colour inside the fibre.

The new range will be up to 91% natural origin, contain no ammonia , will have up to seventy percent grey coverage and will compensate melanin loss effects for 6 weeks of gloss colour.

In addition the new range can be mixed safely with the discontinued Dia Richesse range to prevent wastage.

All images courtesy of L'Oreal