SALONS CREATE THE COLOR WE KEEP IT WOW. a federici brand FEDERICI BRANDS LTD, 2 UXBRIDGE STREET, LONDON W8 7SY UK CW107

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Gabriella Joseph
5 years ago
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2 SALONS CREATE THE COLOR WE KEEP IT WOW a federici brand follow colorwowhair.com FEDERICI BRANDS LTD, 2 UXBRIDGE STREET, LONDON W8 7SY UK CW107

The definitive range for coloured hair. From care products to root touch-up, everything is wellformulated and a pleasure to use, and of course, leaves colour looking better for longer. WHY NOW?

Today, more than 87% of salon clients get colour treatments and they are starting younger, doing it longer and going to extremes. Hair colour is no longer a secretive does she or doesn t she?

..there s a kaleidoscope of options. Ombres, sombres, pinks, blues and rainbow colours are becoming the new norm. What was extreme is now mainstream.

3 The definitive range for coloured hair. From care products to root touch-up, everything is wellformulated and a pleasure to use, and of course, leaves colour looking better for longer. WHY NOW? Hair colour use is at an all-time high. Hair texture and condition is at an all-time low. Today, more than 87% of salon clients get colour treatments and they are starting younger, doing it longer and going to extremes. Hair colour is no longer a secretive does she or doesn t she? proposition. In our selfie-obsessed society, hair colour is a means of self-expression and a method of grabbing attention. It s no longer a matter of adding highlights, going lighter, covering grey...there s a kaleidoscope of options. Ombres, sombres, pinks, blues and rainbow colours are becoming the new norm. What was extreme is now mainstream. The new obsession with colour isn t about maintenance, it s about expression. Whenever there is a major pervasive change in hair fashion and culture (i.e. the shift to wash and wear hair in the seventies, then to big hair and stiff, structured styles of the eighties, followed by straight, sleeker looks), there is a concurrent launch of new products and tools that cater to the new sensibility. Therein lies the opportunity. WINNER OF MORE THAN 34 MAJOR INDUSTRY AWARDS!

4 WHY COLOR WOW... This new era of kaleidoscopic colour is the catalyst behind COLOR WOW. Up until now, formulas for colour-treated hair have been basically slight adjustments to standard formulas, but yesterday s standards don t hold up to today s styles. Different times require different solutions. Enter COLOR WOW serious problem-solvers for today s colour-treated hair. Prescriptive formulas that deal differently with this new level of use and abuse. A critical re-think that ushers in not only a new category but also a new level of WOW results.

A CLEAR THINKING APPROACH CLEANSE + CONDITION The new colour-craving consumer requires a complete re-think.

The first is a dirty little secret : virtually EVERY shampoo on the market contains one or more of these dulling

COLOR WOW Color Security Shampoo contains: no silicones no conditioning agents no pearlising agents just a

The second is that most conditioning agents actually discolour colour-treated hair.

5 A CLEAR THINKING APPROACH CLEANSE + CONDITION The new colour-craving consumer requires a complete re-think. Two major issues became apparent: 1. The first is a dirty little secret : virtually EVERY shampoo on the market contains one or more of these dulling ingredients: silicones, conditioning agents, pearlising ingredients. COLOR WOW Color Security Shampoo contains: no silicones no conditioning agents no pearlising agents just a super-gentle sulfate- free formula that delivers rich lather 2. The second is that most conditioning agents actually discolour colour-treated hair. COLOR WOW Color Security Conditioner (Fine to Normal, Normal to Thick) is formulated without the typical conditioning agents that can oxidise on the hair and turn it brassy, preserving the integrity of freshly-coloured hair. NO DULLING NO DARKENING NO YELLOWING NO FILTER With COLOR WOW s cleansing and conditioning system there s never a dull moment.

6 SAFE SEXY STYLE STYLING + TREATMENT = A MASH UP WHAT IS A COLOR WOW MASHUP? A combination of two critical technologies in a single formula: a styling technology PLUS a targeted-treatment technology. WHY A MASHUP? Brighter colour More gloss More bounce Smoother texture Less stress Less breakage Easier to style More WOW

MASH UPS TREATMENT + STYLING FOR COLOUR-PROCESSED HAIR COLOR WOW POP & LOCK SHELLAC THE MASHUP: styling + oil treatment Combines two hair styling game-changers (oil + serum) for improved texture,

Serum forms a crystal clear sheath around the re-moisturised hair, locking in lubricants and making colour pop. UV filter guards against colour fade. Use on wet or dry hair. High-gloss finish.

COLOR WOW ONE-MINUTE TRANSFORMATION THE MASHUP: styling + re-moisturising treatment Creates smooth, frizz-free surface and salon blow- out results without wetting the hair.

7 MASH UPS TREATMENT + STYLING FOR COLOUR-PROCESSED HAIR COLOR WOW POP & LOCK SHELLAC THE MASHUP: styling + oil treatment Combines two hair styling game-changers (oil + serum) for improved texture, epic shine. Moisturising oils help repair over-processed hair so it s more responsive to styling. Serum forms a crystal clear sheath around the re-moisturised hair, locking in lubricants and making colour pop. UV filter guards against colour fade. Use on wet or dry hair. High-gloss finish. Reparative treatment. WOW results. COLOR WOW ONE-MINUTE TRANSFORMATION THE MASHUP: styling + re-moisturising treatment Creates smooth, frizz-free surface and salon blow- out results without wetting the hair. This multi-tasking finishing cream is rich in Omega 3 s. Smoothed onto dry hair, it serves as a powerful leave-in reconditioning + styling treatment. Proprietary vinyl polymers allow for easy style manipulation and memory. No greasy or oily residue. Polished. Frizz-free. WOW results. COLOR WOW SPEED DRY THE MASHUP: styling + strengthening treatment Colour-treated hair is very vulnerable to breakage during the styling process, and to make matters worse, the more the hair is blow-dried, the more dehydrated and dull the hair appears. Speed Dry utilizes silk and cashmere amino acids to help strengthen the hair during and after the styling process. A crystal-clear polymer wraps around the cuticle to close it tight, shrink-wrapping each strand so excess water beads off, speeding the blow-dry process by 30%. Stronger hair. Less heat. Less time. WOW results.

COLOR WOW GET IN SHAPE 2-IN-1 WORKING HAIR SPRAY THE MASHUP: styling + vitamin treatment Keeps hair smooth, elastic and gives it guts for repeat restyling.

Formulated with translucent, elastic shaping resins (that won t build up or dull and darken hair) for natural-looking, flexible hold.

MOUSSE MASH UPS TREATMENT + STYLING FOR COLOUR-PROCESSED HAIR COLOR WOW RAISE THE ROOT THE MASHUP: styling + cushioning treatment Non-stiff, non-brittle, all-day lasting lift.

Crystal clear formula (that won t yellow or darken hair) wraps around roots to form tiny, cushiony-springs, creating instant volume and lift.

8 COLOR WOW GET IN SHAPE 2-IN-1 WORKING HAIR SPRAY THE MASHUP: styling + vitamin treatment Keeps hair smooth, elastic and gives it guts for repeat restyling. Vitamin-enriched spray targets cuticles and split ends, smoothing and closing. Instantly penetrates and conditions hair, leaving it liquidy and malleable for easy styling. Formulated with translucent, elastic shaping resins (that won t build up or dull and darken hair) for natural-looking, flexible hold. Delivers high-gloss shine that makes hair colour appear more dimensional. Total control. Natural hold. Fixes splits and snags. WOW results. MOUSSE MASH UPS TREATMENT + STYLING FOR COLOUR-PROCESSED HAIR COLOR WOW RAISE THE ROOT THE MASHUP: styling + cushioning treatment Non-stiff, non-brittle, all-day lasting lift. Wheat and cashmere amino acids help thicken, fortify and give hair muscle. Crystal clear formula (that won t yellow or darken hair) wraps around roots to form tiny, cushiony-springs, creating instant volume and lift. Unlike other lifting sprays formulated with acrylic polymers that make hair brittle and breakable, this unique volume-booster features an utra-light, vinyl polymer that keeps hair soft and pliable never sticky or stiff. UV filter helps protect colour vibrancy. Springy lift. Maximum volume. Upright stamina. WOW results. COLOR WOW BRASS BANNED MOUSSE THE MASHUP: styling + elasticising treatment Gives hair bounce, style retention and enhanced colour. Universal styling product for all colour-treated hair. Brass Banned Mousse is formulated with rosins, a natural rubber-like substance derived from trees, instead of resins which are found in most styling products (acrylic polymers that can make hair stiff and breakable). Rosins act as a leave-in treatment, helping to renew flexibility and bounce so that vulnerable, colour-treated hair can be coaxed rather than forced during styling. Subtly pigmented with lavender (for blondes) or teal (for brunettes) to keep colour bright and balanced. Bouncy. Responsive. Perfectly-balanced colour. WOW results. teal for dark shades lavender for blondes

OUR HERITAGE IS BASED ON PROBLEM- SOLVING... Federici Brands is founded on a 25-year legacy of award-winning product innovation.

From first solving frizz, to brightening blonde and now solving the unmet needs of colour-treated hair, our past, present and future are all about delivering powerfully-effective solutions to

9 OUR HERITAGE IS BASED ON PROBLEM- SOLVING... Federici Brands is founded on a 25-year legacy of award-winning product innovation. Our pioneering team, led by founder and CEO Gail Federici, is known for a needs-based approach to product development, which starts by identifying frustrating, unmet beauty problems and results in first-of-a-kind, efficacious solutions. Our legacy in professional and consumer hair care includes category-shattering technologies, advances in merchandising and education, and some of the most iconic, industry-altering beauty brands. From first solving frizz, to brightening blonde and now solving the unmet needs of colour-treated hair, our past, present and future are all about delivering powerfully-effective solutions to pervasive beauty problems. AND CARING. Founded in 2010 by veteran beauty business partners, Gail Federici and John Frieda, HAIRraising for Boston Children s Hospital is a charitable initiative that brings together the salon and hair care industries to help children by supporting the #1 pediatric hospital and research center in the United States. Each year, hundreds of salons participate in a one-day cut-a-thon, offering haircuts at a discounted price, with 100% of proceeds benefiting Boston Children s. To learn more or join us, visit

BRAND PROFILES BEHIND THE BRAND. In 2004 the first few SACHAJUAN Haircare products were introduced into the

BRAND PROFILES BEHIND THE BRAND In 2004 the first few SACHAJUAN Haircare products were introduced into the Swedish market. What makes the SACHAJUAN brand unique and interesting, is the simplicity and functionality