Along with many other 'rules', the old rules about hair go out of the window. No longer must hair be long and carefully groomed, and it does not have to be shiny any more either. Change is the very nature of fashion. Modern women do not spend a lot of time on elaborate hairdos, and embrace the matte look as an expression of their style; whether they have short blonde hair or long brunette locks.
Argentine model Candela Novembre (see the photo above) shows the appeal of matte hair. She styled her hair into a lob (long bob hairstyles) with a hint at beach waves. Her thick medium-blonde hair shows no shine.