[Dia color] Alkaline Demi-permanent
Meet Dia color, our new upgraded alkaline demi-permanent.
Description
The end of dull hair is here.
Meet Dia color, our new upgraded alkaline demi-permanent. Dia color compensates melanin loss for up to 70% grey coverage and 6 weeks of gloss color with 2x shine.* Providing high visibility for every reflect and 100% true-to-tone reflects for vibrant color.
Formulated with Melanin Gap Filler technology to fill gaps from lost melanin by reinjecting color inside the fiber. Up to 92% natural origin formula** with no ammonia.
The texture is creamy for easy mixing, application, and rinsing with a quick 20-minute processing time.
*vs. unwashed hair.
**We consider an ingredient to be naturally derived if it is unchanged from its natural state or has undergone processing yet still retains greater than 50% of its molecular structure from its original natural state.
Check out the Dia color lookbook
Download the Dia color Chart
Download the Dia color Tech Guide
Download the Dia richesse to Dia color Conversion Chart
Meet Dia color, our new upgraded alkaline demi-permanent. Dia color compensates melanin loss for up to 70% grey coverage and 6 weeks of gloss color with 2x shine.* Providing high visibility for every reflect and 100% true-to-tone reflects for vibrant color.
Formulated with Melanin Gap Filler technology to fill gaps from lost melanin by reinjecting color inside the fiber. Up to 92% natural origin formula** with no ammonia.
The texture is creamy for easy mixing, application, and rinsing with a quick 20-minute processing time.
*vs. unwashed hair.
**We consider an ingredient to be naturally derived if it is unchanged from its natural state or has undergone processing yet still retains greater than 50% of its molecular structure from its original natural state.
Check out the Dia color lookbook
Download the Dia color Chart
Download the Dia color Tech Guide
Download the Dia richesse to Dia color Conversion Chart
Click here to learn more about what “natural origin” and “naturally derived ingredients” mean.
What it does
Your favorite alkaline demi, Dia Richesse, reimaged to new Dia color.
• Up to 70% grey coverage. With Melanin Gap Filler Technology to fill gaps from lost melanin by reinjecting color inside the fiber. No ammonia.
• Up to 92% natural origin formula.*
• Lifts up to 1.5 levels.
• Dia color's 40 shades are categorized into one of ten true-to-tone tonal families and are fully intermixable (with Dia Richesse as well) allowing you to deliver endless color possibilities.
• Formulated with Shea butter, Glycerin, and Hyaluronic acid for conditioning.
• 1 to 1.5 mixing ratio.
• 20-minute processing time.
• Dia color and Dia Richesse are completely intermixable.
*We consider an ingredient to be naturally derived if it is unchanged from its natural state or has undergone processing yet still retains greater than 50% of its molecular structure from its original natural state.
• Up to 70% grey coverage. With Melanin Gap Filler Technology to fill gaps from lost melanin by reinjecting color inside the fiber. No ammonia.
• Up to 92% natural origin formula.*
• Lifts up to 1.5 levels.
• Dia color's 40 shades are categorized into one of ten true-to-tone tonal families and are fully intermixable (with Dia Richesse as well) allowing you to deliver endless color possibilities.
• Formulated with Shea butter, Glycerin, and Hyaluronic acid for conditioning.
• 1 to 1.5 mixing ratio.
• 20-minute processing time.
• Dia color and Dia Richesse are completely intermixable.
*We consider an ingredient to be naturally derived if it is unchanged from its natural state or has undergone processing yet still retains greater than 50% of its molecular structure from its original natural state.
How to use
• 1 to 1.5 mixing ratio.
• 1 tube (2 oz.) to 3 oz. DIActivateur Developer.
• Mix Dia color with DIActivateur Developer 6, 9, or 15-volume depending on the desired intensity of the result.
• 1 tube (2 oz.) to 3 oz. DIActivateur Developer.
• Mix Dia color with DIActivateur Developer 6, 9, or 15-volume depending on the desired intensity of the result.
- • 6-vol. DIActivateur Developer for soft color deposit for more natural result.
• 9-vol. DIActivateur Developer for regular color deposit for standard tone on tone results.
• 15-vol. DIActivateur Developer strong color deposit for more visibility and 1.5 levels of lift.
Service Opportunities
First Reflect & Shine: Recruit new clients to color with low commitment first reflect & no harsh regrowth.
First White Hair & Shine: Blends white hair.
• Standard white hair blending (9-volume).
• Reinforced white hair blending (15-volume).
Color Take Through: Refreshes the lengths and ends after permanent color (Majirel or iNOA) has been applied on the regrowth area.
First White Hair & Shine: Blends white hair.
• Standard white hair blending (9-volume).
• Reinforced white hair blending (15-volume).
Color Take Through: Refreshes the lengths and ends after permanent color (Majirel or iNOA) has been applied on the regrowth area.
Ingredients
AQUA / WATER / EAU, CETEAR L ALDOHOL, ETHANOLAMINE, GLYCERIN, PROPANEDIOL, BUT ROSPERMUM PARKI BUTER / SHEA BUTTER, OLEIC ADD, CLENL ALDOHOL, 0000-GLUCOSIDE, SODIUM METABISULFTE, PAYRUM FRICRANCE, TOLUENE-25-DJAMINE,AMINOPHEVOL, ASPOREIC ACID, TETRASODIUM GLUTAMATE DIAC-ETATE, HYDROXYBENZOMORPHOLINE, XANTHAN GUM,HYDROXYETH 3,4-METH LE EDIOXVANLINE HOL, NLN-BIS(2-HYDRONIETHILH, PHENYLEMEDIAMINE SULFATE,SODUM HALLAONATE » THOGLYCERN, CITRIC).
Individual shades vary, please see package for details.
Individual shades vary, please see package for details.
Reviews
Average Customer Ratings
Quality, 3.0 out of 5
Value, 3.1 out of 5
Filter Reviews
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1 to 8 of 11 Reviews
1 – 8 of 11 Reviews
Most Recent
2 out of 5 stars.
Every color is to ashy purple
2 months ago
Please bring back original formula! I’ve change lines and now using ALK redken
Helpful?
Response from L'Oreal USA, Inc.:
2 months ago
Consumer Care Center
We are very sorry to hear that you are unhappy with the new formula and have decided to switch lines. We truly value your loyalty to our original products, and we will certainly share your feedback with our team.
Please feel free to reach out to us at 1-800-345-5012 if you would like to discuss this further.
Columbia, MO
5 out of 5 stars.
Fantastic!!
6 months ago
This is by far my favorite color line in LP. Smooth creamy mixture, applies beautifully & leaves the hair very soft and shiny. When using for a root touch-up, the grow out is unparallel, and a line of demarcation doesn't exist. Highly recommend!
Yes, I recommend this product.
Helpful?
Quality, 5.0 out of 5
Value, 5.0 out of 5
Scottsdale, AZ
1 out of 5 stars.
Nothing like Diarichesse, which was the best!
8 months ago
Used Diarichesse for many years. I am disappointed in the color and lack of shine in the new version. If there is a discontinuation with replacement, the replacement should be new and improved.
No, I do not recommend this product.
Helpful?
Quality, 1.0 out of 5
Value, 1.0 out of 5
Response from L'Oreal USA, Inc.:
7 months ago
Consumer Care Center
Hello! We completely understand your disappointment regarding the new Diarichesse. After many years of loyalty, it's truly frustrating when a trusted product changes and no longer delivers the color and shine you've come to expect. You're right, replacements should always be improvements. Your feedback is very important, and we will report your thoughts to our teams.
Toronto
5 out of 5 stars.
Love it! The BEST
8 months ago
Love the new formula the results look amazing. The breath of colour is phenomenal.. The hair looks shiny afterwards and the integrity and health is maintained.
I found that lowering one shade provides the desired results: ei, a 5 would be a 6, etc.
Yes, I recommend this product.
Helpful?
Quality, 5.0 out of 5
Value, 5.0 out of 5
san francisco, ca
1 out of 5 stars.
a year ago
i have been using Lorel for 25 years. This product is lousy. Feels un porefessional
Drab and darker. Lost all vibrancy and shine.
I have had to re formulate for all clients and still am un happy with the color.
Helpful?
Response from L'Oreal USA, Inc.:
a year ago
Consumer Care Center
Hi there, We would like to assist you. Please call L'Oreal Professionnel at 800-345-5012 M-F ET and give the advisor answering your call the reference number 40661498. Thank you!
New York, NY
2 out of 5 stars.
Why change an amazing thing??
a year ago
I read another review here and completely agree, as a long time Loreal Professionnel colorist Día Richesse was the best alkaline Demi on the market. I like the Día Color added shine, however at times there’s an oily feel that casts hair and effects the grey coverage. The new formula is about 3/4-1 shade darker and much too cool. Every straight N looks flat and the added opaqueness makes porosity differences more apparent. Please consider tweaking this product to make it perform more like Richesse
Yes, I recommend this product.
Helpful?
Quality, 3.0 out of 5
Value, 4.0 out of 5
Response from L'Oreal USA, Inc.:
a year ago
Consumer Care Center
Hi Bumble, Thank you for your comments about our new Dia Color. We can help and would like to speak with you. Please call L'Oreal Professionnel at 800-345-5012 M-F ET and give the advisor answering your call the reference number 39624202. Thank you!
1 out of 5 stars.
Incredibly poor DARK results.
a year ago
Why change something that isn’t broken?
I cannot get on with the new dia colour. The natural bases drop about 2 shades darker than normal and are so ashy! I hate using these now because they are so unpredictable. Absolutely loved richesse before but will be looking to change line.
Can’t understand why they have changed something that worked perfectly.
No, I do not recommend this product.
Helpful?
Quality, 1.0 out of 5
Value, 1.0 out of 5
Response from L'Oreal USA, Inc.:
a year ago
Consumer Care Center
Hi there, We appreciate your comments about Dia Color and would like more information. Please call L'Oreal Professionnel at 800-345-5012 M-F ET and give the advisor answering your call the reference number 39433663
1 out of 5 stars.
Very disappointed with change to Dia Color
a year ago
I have been a L’Oréal Professional colorist for 40 years started with Majeril, Crescendo and then Dia in the canisters. Crescendo phased out then the Dia switched to Dia Richesse in a tube. Both very easy transitions- I use some Inoa but it’s not my favorite like Dia Richesse it’s even my preferred color for my own hair and then L’Oréal decided to change a good thing- so disappointed with Dia Color. I find the naturals to be a shade darker than it always has been and flat to the point of ashy and adding .3 or .34 tends to go beige. Where’s the shine it’s always had too? I can’t believe after all these years I’m seriously considering leaving this line.
Helpful?
Response from L'Oreal USA, Inc.:
a year ago
Consumer Care Center
Hi Robin P, We appreciate your comments about Dia Color and would like more information. Please call L'Oreal Professionnel at 800-345-5012 M-F ET and give the advisor answering your call the reference number 39423685
1 – 8 of 11 Reviews
Reviews
Average Customer Ratings
Quality, 3.0 out of 5
Value, 3.1 out of 5
Filter Reviews
Rating
Locale
9 to 10 of 11 Reviews
9 – 10 of 11 Reviews
Most Recent
Santa Cruz california
1 out of 5 stars.
so disappointed
a year ago
I am so disappointed with this product, the neutrals are very dull and ashy, the coverage seems weak, the other colours I have tried are not correct. I would love some feedback from L'Oreal
Helpful?
Quality, 1.0 out of 5
Value, 1.0 out of 5
Response from L'Oreal USA, Inc.:
a year ago
Consumer Care Center
Hi there, Thank you for trying Dia Richesse and for your comments. We can assist you with color. Please call L'Oreal Professionnel at 800-345-5012 M-F 9-5:30 ET and give the reference number 38140854 to our professionals.
Idaho
5 out of 5 stars.
5.12 & 5.18 = 👏🏽👌🏽👏🏽
a year ago
Absolutely obsessed with the 5.18 and 5.12!! They are the beautiful, deep, cool shades I cannot live without!!!!
Yes, I recommend this product.
Helpful?
Quality, 5.0 out of 5
Value, 5.0 out of 5
1 Ratings-Only Review
9 – 10 of 11 Reviews