Aveda has recently launched Demi+, the brand’s demi-permanent and ammonia-free hair colour and gloss. What makes it unique is that it’s comprised of 93 per cent naturally derived ingredients and includes a blend of organic plant oil.
We had the opportunity to get a sneak peek of the new hair colour at The Demi+ preview event, which took place on February 5, 2018 at Civello Salon. The event paired each guest with a hairstylist, giving them a chance to test out the product first-hand and experience the benefits for themselves.
Each service was catered to the guest’s specific hair needs, whether it was grey coverage, a root touch up, or a clear gloss for added shine.
“It conditions, nourishes and works as a treatment for the hair,” says Vanessa Bianchi, director of hair colour at Civello Salon in Toronto. “With this product, you can change or refresh hair’s tone, blend greys or perform full colour changes.”
With a service time ranging between five to 20 minutes, this versatile addition to Aveda’s colour line works for every hair type and lasts an average of six weeks or up to 28 washes. “It’s great for dark hair or light hair; any hair type in which you can use a demi-permanent colour,” she says. “It can add colour, tone or just be used as an express shine treatment.”
Bianchi compares the express shine service to a face mask, which will work as a treatment to nourish and condition hair and recommends it to help control and manage frizz in the summer months, for hair that’s silkier and more manageable.
“The shine factor is unlike anything we’ve ever seen before,” she says, “especially for clients who don’t have colour in their hair and are happy with their natural hair colour, but may be feeling that their hair is lacking something. A five-minute express shine service with Demi+ is a great option.”
“My favourite looks that I’ve done with Demi+ are ones in which I’ve just increased the longevity of colour for clients I had previously worked on,” adds Bianchi. “For example, at the six- to eight-week mark, hair may not be ready for a balayage reapplication, but the hair just doesn’t look the same as it did. Putting on a gloss or toning gives the hair more longevity.”