2010 NATIONAL TRAINING MANUAL

Transcription

1 2010 NATIONAL TRAINING MANUAL 1

2 EDUCATOR LEVEL SYSTEM 2

3 Director of Education Mr. Gary Tenore 3

4 DISTRIBUTOR EDUCATOR Responsible to distributor, hired and paid by distributor Requirements: Attend pre-certification Attend updates Responsibilities: Two days a month to distributor for: In-Salon Classes Detailing with sales reps Support small distributor programs Support for multi-manufacturer shows Support for all IT&LY HAIRFASHION programs IT&LY HAIRFASHION requirements: Attend three day Certification Training Pass written test Present verbal presentation Attend annual updates and presentation classes 4

5 Distributor Educator NATIONAL SUPPORT TEAM Responsible to IT&LY HAIRFASHION Hired and paid by IT&LYHAIRFASHION or distributor Requirements: Active participating educator for distributor Minimum 12 classes a year Actively attending up-dates as required Responsibilities: Support distributors in local regional area Train distributor educators Conduct Pre-Certification Bi-annual updates for distributor educators Support National Artistic and Educational teams Detail for regional distributors Support distributor in In-Salon classes Support IT&LY HAIRFASHION: Multi-manufacture shows National trade shows Assist National team in formulation and application of product Sales on show floor Attend annual trainings conducted by IT&LY HAIRFASHION 5

6 ARTISTIC AND EDUCATIONAL TEAMS Responsible to IT&LY HAIRFASHION IT&LY NATIONAL REPRESENTATIVE Hired by IT&LY HAIRFASHION Responsibilities: Support IT&LY HAIRFASHION in: Multi-manufacture distributor trade shows National trade shows Distributor programs Instruct new techniques, formulas, and programs, to new educators Attend annual meetings conducted by IT&LY HAIRFASHION Assist or teach in anyway deemed necessary by the manufacturer 6

7 PROGRAM ADMINISTRATION 7

8 PROGRAM REQUEST PROCEDURES 1) All program requests should be sent directly to IT&LY HAIRFASHION and submitted by using the PROGRAM REQUEST FORM 90 days prior to event. (see Example A) 2) Once the requested or chosen available IT&LY HAIRFASHION representative(s) is confirmed by phone, or fax a PROGRAM CONFIRMATION (see Example B) will be mailed to the Distributor. A picture and biography of the IT&LY HAIRFASHION Representative(s) will be provided upon request. 3) IT&LY HAIRFASHION will then proceed with the planning procedures outlined in the EVENT PLANNING FORM (see Example C). 4) AN INFORMATION SHEET (see Example D) will be sent to each program/event participant(s) days prior to the program date. 5) A PROGRAM EVALUATION FORM (see Example E) will be sent to the distributor and all program staff immediately following the program or event. 8

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23 TRAVEL POLICY AND EXPENSE GUIDELINES 23

24 EXPENSE REPORTS The Expense Report is used to reimburse company personnel for out-of-pocket expenses and substantiate certain business related expense deductions on State and Federal Tax returns for this company. Therefore, it is imperative each Report be filled out completely and accurately with all supporting receipts attached. EVERY REPORT MUST BE SIGNED. Expense reports should be submitted within five (5) days following when they occurred. However, Expense Reports postmarked more than 30 days after the expense occurred will not be paid. Expense Reports must be mailed with all receipts for verifying. Expense Reports not properly filled out, not containing receipts, or not approved will be returned to the sender for correction and this will result in at least a ten (10) day delay. Requests for travel advances and salary advances will be denied of employee have outstanding expense reports. Expense Reports will be paid on Pay dates with the other Accounts Payable billings. The Expense Report is divided into two parts: DO NOT COMBINE THESE EXPENSES! Due Employee: The Educator is to itemize the money he/she spent, of his/her own money, for which the reimbursement is being requested. This is the main body of the report. Summary of Charges: The Educator is to itemize and attach receipts for all expenses that were charged directly to the Company or paid in advance by the Company. This is the summary of charge section. 24

25 The Expense Report should be completed as follows (refer to attached numbered sample). 1. The NAME is of the individual requesting reimbursement. 2. The DATE OF SHOW is the date the event took place. 3. The DISTRIBUTOR is the name of the Distributorship you worked for. 4. The TYPE OF EVENT is just that, detailing, dist. Show, tech training, etc. 5. The FOR WEEK ENDING is the date the expense report was made out. 6. The NUMBER OF DAYS WORKED is the number of days worked at the program. 7. This row should have the date of the day completed. 8. The line numbered 1 to 3 is for listing destinations. 9. This is a daily record of mileage driven. 10. This is to calculate auto expense allowed. # of miles times (rate listed on form). 11. This line is for any cost you paid for traveling other than by auto. 12. Any costs for cab, limo or bus travel. This covers ground trans portation between airports and hotels. If more than one person is requested to attend the same business function, they should travel together in one car, not separate ones. The driver/owner is to submit the request for reimbursement. Technicians are entitled to reimbursement if they are requested to travel out of their area to attend and/or participate in a show or educational event. This must be authorized in advance by the Event Manager. Technicians using their personal vehicle for business purposes, who are not reimbursed by the company, are entitled to a deduction from their income tax. Day by day documentation is required by the I.R.S. It is suggested technicians in this category contact their CPA for complete details. 13. This line is for parking and tolls. 14. This line is for hotel fees you paid for. The paid room receipt must be attached to the back of the expense report. Copies of the charge card slip are not acceptable receipts. 25

26 Even though the lodging may have been paid in advance or is to be billed directly to the Company, the employee must obtain a copy of the motel bill and attach it to the expense report. Cost for movie rentals and personal laundry will not be reimbursed. 15. Enter expenses you pay per meal per day. (You will receive $50.00 per day for meals except on travel days.) 16. Any telephone expenses related to work. Under special circumstances, phone calls may be reimbursed providing the phone calls are listed by the name of the person called, telephone number, the reason for the call, and the amount. The total is to be listed on line 14 and itemized on a separate sheet of paper. Failure to itemize the telephone calls will result in the Educator not being reimbursed for this expense. 17. This line is for car rental you pay for. 18. Any expenses that do not fit on other lines are recorded here and itemized in the lower right corner. 19. This is the line that your per diem will be recorded on. 20. Entertainment expense will be disallowed unless approved in advance by Andy Lazzari, Richard Zucckero or Larri Jo Domhoff. Any expenses incurred by entertaining the client is totaled here and itemized in the lower edge of the page. All columns must be completed in the itemization. Please also note the person s name authorizing the entertainment expense. 21. This is a list of all costs charged on company credit cards with receipts attached. 22. This column is for total expenses due employee by line item. It is recommended a copy be made of each expense report so it can be reconciled with the reimbursement. 26

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31 DISTRIBUTOR PROGRAMS 31

32 DISTRIBUTOR PROGRAMS DISTRIBUTOR OPENING: Two-Day event GOAL: To give an overview yet in-depth knowledge of IT&LY HAIRFASHION for the new distributor and principle salons. PRODUCT KNOWLEDGE CLASS: Four-hour class PURPOSE: To show the features and benefits of the IT&LY HAIRFASHION HAIR COLOR SYSTEM. GOAL: This program is look, feel, and learn; yet have fun. All IT&LY HAIRFASHION products will be featured. CERTIFICATION TRAINING: Three full days PURPOSE: To train new educators. PURPOSE: To introduce IT&LY HAIRFASHION the company and products, to distributor staff, salon consultants, prospective stylists, color educators, and salon owners. GOAL: To educate any prospective educators, in-salon color educators, sales consultants, telecommunicators, other interested parties, and distributor staff on all aspects of the IT&LY HAIR COLOR & PRODUCT SYSTEM. DISTRIBUTUR RE-CERTIFICATION TRAINING: One to Three days PURPOSE: To certify Distributor Educators. GOAL: Review, update, and show techniques to previously trained educators. MUST BE PREVIOUSLY CERTIFIED!!! A CHALLENGE: Five-hours including lunch PURPOSE: Converting colorists in both thought process and color choice (If they are not already using the IT&LY HAIRFASHION HAIR COLOR SYSTEM). GOAL: Convert as many colorists into using IT&LY Products. Sell Done Deals. 32

33 A CREATIONS: Two-Four hour presentation PURPOSE: Inspire, create, and educate. GOAL: Instill the drive and creativity of the stylist by showing the latest techniques. COLOR CLINIC: Hands on application PURPOSE: To showcase IT&LY HAIRFASHION products, styles, techniques in a venue of ever changing classes. Geared specifically for the distributor and their needs as well as the stylist colorist and salon owner. To create the best environment for learning, with hands-on experience and creative inspiration and cinergy. GOAL: Attendees will leave class with a sense of accomplishment, inspiration, and fun. Increase sales in color, new clientele, and increased retail. CUTS & COLOR PURPOSE: Create an awareness of cutting and coloring with the IT&LY HAIRFASHION SYSTEM. Inspire and instruct the use of cutting techniques with color placement GOAL: The stylist will leave with a new sense of awareness in color placement as it pertains to the finished cut. Inspires the stylist to continue to reach beyond their capabilities and create new looks from the techniques they have learned. BEAUTIFUL BODACIOUS BLONDS: PURPOSE: To incorporate all possible products involved in creating the best blonds. How to implement, formulate, and create the IT&LY HAIRFASHION blond. Provide an environment of safe and comfortable use of decolorizing products, permanent colors and toners. Who is the best client for blonds from strawberry, gold and platinum blonds? GOAL: The stylist will leave the class with a comfortable level of application, formulation and creativity of the use of IT&LY HAIRFASHION blonding products. Will be able to determine who is the best blonding client, the use of different toners, and how to maintain that ultra blond look. COLORLY 2020 GRAY COVERAGE: PURPOSE: To help define the complexities of gray coverage in hair coloring. Learn to recognize the differences in types, structures, and percentages gray hair. How depositing and lifting of hair color can affect gray hair. All information and tools pertinent to gray coverage, from A to Z will be covered. GOAL: Stylist will feel confident in recognizing all aspects of gray coverage. The definition of percentages in all over coverage, gray blending, recognizing no pigmented areas, and resistant gray coverage will be covered. The use of IT&LY HAIRFASHION products from semi-permanent to permanent colors will be addressed. 33

34 RADIANTLY REDS: DEMI S PURPOSE: To define the need for quality reds in all shades and hues. Helps to eliminate brown outs, hot roots, and red fadage. To define the need for repigmentizing and the possible use corrective procedures which allows for the best possible red? To achieve even balanced reds on gray hair GOAL: To create the best reds available. To learn what types of reds are best for the client, and when to choose the products to achieve the best reds? To be able to mix, match and coordinate the IT&LY HAIRFASHION HAIR COLOR SYSTEM. PURPOSE: To introduce the Demi-Permanent line of colors featured with IT&LY HAIR- FASHION N.A. To help the stylist recognize the need and use of a Demi color, its implication in the color market and its potential money generating revenue. GOAL: After attending a Demi Color class, the stylist will understand the working process of a Demi, its use with permanent color lines, and the possibility of increasing their own revenue. Increase the stylists color knowledge by instilling the complete usage of permanent, semi-permanent and demi permanent colors. COLORLY , 102, and 103: Three part series PURPOSE: Inform and educate the stylist on the usage of COLORLY GOAL: At the end of the series, the stylist will be able to implement all of COLORLY 2020 instructions on formulation, blonding, and corrective color. COLORLY 2020 CORRECTIONS: PURPOSE: To define the need for corrective color. Helps define the differences in color correction from removing color bands, dark ends, over lightened ends and incorrect color balancing. To take away the fear of corrective coloring. GOAL: To improve the stylists color capabilities, help define the different types of color corrections, and increase colorists use of the IT&LY HAIRFASHION COLORLY 2020SYSTEM. To see how easy it is to correct and enhance hair color from all levels. TECH FOR A DAY: In-Salon program: eight-hours. PURPOSE: Support Salon in conversion process GOAL: To reduce the problems occurred in converting salon customers from a former color to new IT&LY HAIRFASHION products. 34

35 SALON DETAILING: Eight- hours PURPOSE: Support distributor in sustaining accounts and acquiring new salons. GOALS: To assist Sales Consultant in converting or supporting salons in the features and benefits of : IT&LY HAIRFASHION products and programs. SALES MEETING: 20 minutes to two-hour presentations PURPOSE: Support distributor with education, deals, question and answers. GOAL: To inform the Distributor of the most recent news and happenings, from deals to education from IT&LY HAIRFASHION. AQUAR&LY 101, 102, and 103: Three part series PURPOSE: Inform and educate the stylist on the usage of AQUAR&LY. GOAL: At the end of the series, the stylist will be able to implement all of AQUAR&LY instructions on formulation, blonding, and corrective color. ACADEMY ON TOUR 3 TO 4 HOURS PURPOSE: To show the newest cutting and coloring trends-only academy members teach GOAL: To get IT&LY users excited about cutting and coloring the cut 35

36 New Distributor Opening PURPOSE: To introduce IT&LY HAIRFASHION the company and products, to distributor staff, salon consultants, prospective stylists, color educators and salon owners. Two days of informational and physical application of the IT&LY HAIRFASHION HAIR COLOR SYSTEM and all IT&LY products. GOAL: After attending program, prospective clientele will have an in-depth knowledge of IT&LY HAIRFASHION the company, products, programs offered and philosophy. Basic product knowledge will generate excitement in product usage. Distributor staff will be able to position IT&LY HAIRFASHION products in their prospective markets. Requirements: Facility 2-4 Assistants (prospective educators) Set-up for product display White board and/or easel/tripod Work area for shampooing and styling models Tools: Complete IT&LY HAIRFASHION Hair Color System (Colorly 2020, Aquar&ly, Ly- COLOR, delyton, ACP, XTREME, Riflessi, Meches, Vivly, Vivly Plus Bowls, Brushes, Beakers, and Tube keys) PROGRAM AGENDA: Two days of informational and physical application of the IT&LY HAIRFASHION HAIR COLOR SYSTEM and all IT&LY HAIRFASHION products. You will also learn how to use all paperwork provided by IT&LY HAIRFASHION, e.g., technical reference guide and the COL- ORLY 2020 Selection Guide. This program will create a solid base of color usage in the application of the IT&LY HAIRFASHION HAIR COLOR SYSTEM. Actual Color application will be a part of the program. Features and Benefits will be emphasized along with the positioning of IT&LY HAIRFASHION products in the market place. 36

37 FORMAT: Day one: Time: 9:00a.m. 4:00p.m. A break for lunch included. Location: Distributor house, hotel, or large salon. Facilities will be needed for application and the removal of hair color. (Two to three models will be needed, no corrective work). Participants: Any interested potential color accounts, stylists, colorists, salon owners, future color educators, sales consultants, telemarketers and any other staff of the distributor. Day one will consist of the history of IT&LY HAIRFASHION, basic product knowledge, and the application of IT&LY systems. The Participants will receive excellent instruction in the usage of the IT&LY technical and sales literature. Day Two: Time: 9:00a.m. 12:00 (longer if needed) Participants: Distributor staff, sales consultants, in house color educators, or future educators. Day two will specifically deal with the position of IT&LY HAIRFASHION products in the market. Product support. Programs 37

38 A CREATIONS PURPOSE: To introduce new and exciting techniques, products, formulas, and stimulate stylist creativity. GOAL: To inspire the stylist with new ideas, creative techniques and confidence to realize their own artistic endeavors. A CREATIONS offers live demonstration on models that is not only inspirational to the creative colorist, but also specific to what is current for the season with color for the trend conscious. A CREATIONS is a seminar introducing new hair color and haircutting techniques. AGENDA: A Sunday or Monday seminar is recommended. A CREATIONS is a 2 and ½ hour Seminar and is limited to a maximum of 100 attendees to facilitate a full look and learning environment. REQUIREMENTS: Site selection Purchase promotional packages Pre-sell up to 100 tickets Model recruitment, at least 12 All products necessary for coloring Sound/audio/visual and lighting requirements IT&LY HAIRFASHION Responsibility Provide representatives Event coordination Brochures and paperwork 38

39 IT&LY HAIRFASHION A CHALLENGE Description Format Program Requirements IT&LY HAIRFASHION A CHALLENGE DESCRIPTION The Challenge: The Tools: Show Length: Models: Ticket Price: Converting colorists in both thought process and color choice (If they are not already using the IT&LY HAIRFASHION HAIR COLOR SYSTEM). Oprah Winfrey Style makeovers and vegematic versatility. 5 hours with lunch break pre-done and 4 technique models on stage. $ $50.00 including lunch. Full audio/visual presentation High-impact color achieved through simple formulation and expert artistry. The A Challenge is designed to reinforce current users with corporate image, person -to-person marketing and outstanding color. For potential users, it s a presentation that exposes the myth of the science behind hair color to reaffirm the true meaning of the art. What features and benefits really matter and why? Why hair color companies purposely over-complicate their education. What makes a true master hair colorist? And most importantly, what can our system do for you that your current system cannot. 39

40 The IT&LY HAIRFASHION HAIR COLOR SYSTEM maintains performance advantages that do not need to be wrapped in theoretical mumbo-jumbo or hidden behind a facade of contrived complexity. As far as we are concerned, if you or your client cannot see it or perceive it it s a waste of effort. Hair color raw... No, styling products to add extra shine. A slew of models video taped BEFORE to show where they actually started. Technique models on stage that the audience will actually see finished after a welcome lunch break. A show that covers all of the bases with measurable success. IT&LY HAIRFASHION A CHALLENGE FORMAT Time Example: Monday at 10:00 a.m. SUNDAY Model Call - 10:00 a.m. All Models will be pre-done by IT&LY National Team Members. There will be a maximum of 16 models, for PRE-DONE/4 for on STAGE TECHNIQUE DEMONSTRATION. If the model call is good, we will not have a problem saving another 1 or 2 for on-stage demonstration. Model Pre-done and Video - 12:00 p.m. MONDAY Models arrive - 8:30 a.m. Introduction - 10:00 a.m. The introduction of the show will be a simple opening welcome and summary of the show outline. Master of Ceremony (MC) will also begin to convey our company s specific marketing position. Slide Presentation - 10:25 a.m. The Slide presentation to promote corporate image and to introduce the educational literature. National Introduction - 10:45 a.m. 40

41 The stage National Team Members will be introduced. Simple by Design Education - 10:50 a.m. How to utilize and understand the IT&LY literature (includes literature on slide screen). Our presenter will show the COLORLY Pager and IT&LY HAIR- FASHION HAIR COLOR SYSTEM Color Selection Guide and review their simplicity in total system understanding. Questions and Answers - 11:15 a.m. Technique Models - 11:30 a.m. The National Team Member will introduce their demonstration models and begin their technique explanation and application. The audience will be invited to come on stage to observe and participate and question (placing foils or color). Lunch - 12:00 Pre-done Model Presentation - 1:00 p.m. Each pre-done model will be introduced by the National Team Members. The introduction will include the video of the model prior to and during initial preparation (about 3 minutes of video). The model will then be introduced to stand next to her before video. The artist will then describe in detail the technique and choice of product. Questions may be asked about each individual model during their specific presentation. Presentation of Finished Demonstration Models - 2:15 p.m. The models that were started prior to the lunch break are brought back to the stage finished. Each of the 4 models will be presented individually with a review of what was done. Closing Remarks - 2:30 p.m. MC will summarize the show and gain audience feedback. We will also review the folders that they will have been given including formulas and literature. Distributor Remarks - 3:00 p.m. Grand Finale - 3:10 p.m. Formulas and techniques will be noted. All will be wearing black (from their own wardrobe). As soon as the presentation is completed the audience will be graciously thanked and welcomed to the stage to see the models and be reminded to visit sales consultants for special sales 41

42 IT&LY HAIRFASHION A CHALLENGE SCRIPT Program Opening Master of Ceremonies Good morning and welcome, on behalf of IT&LY HAIRFASHION, I would like to thank you for dedicating the expense and time to attend this very special presentation. It is our understanding that many of you are current and long-term users of the IT&LY HAIRFASHION HAIR COLOR SYSTEM... We thank you for your loyalty and we remain firmly committed to your future growth. To those of you who are here to explore, evaluate and challenge, we welcome your professional curiosity and opinion. Curiosity and challenge are the fuels of progress. For all of you, our presentation is designed to inspire, educate and lend confidence to your creativity and applications. Our education lends us the confidence to move forward and raise our standards. Our education allows us the freedom to expand our art... To offer more refined and advanced choices to our clients. To be inspired and educated is to be a far greater asset to us, our salons, and our clients. WE ARE THEN WORTH MORE. That is what this presentation is about using a system and methodology to make your service worth more. What is it about hair color that requires continuous education? What is it about hair color companies that continue to insist that one company s use of color theory is different than any other? What is it about hair colorist that provokes them to argue endlessly about chemical relevance of hair colors intricate claims? The molecular weight of this, The extended effect of free radicals on the stability of that... Yet for all of this obvious chemical expertise that we fire about like some ominous offspring of Mr. Science meets Vidal Sassoon, We feel uncomfortable about performing simple bleaching or tint-back services. Are we scientists, artists?... artist/scientist? Right-brained, left brained, scatter-brained. All of the science that we actually need to apply can be found in the product directions. The rest is for your ego and does not make you one bit better than the skilled artist who couldn t be bothered with anything that cannot be seen or felt in a strand test. 42

43 The education is easy, there are after all only three PRIMARY colors (Red, Yellow and Blue). Three SECONDARY colors (Orange, Violet and Green). and SIX TERTIARY colors; Only twelve colors in all. Yellow - Orange Red - Orange Red - Violet Yellow - Green Blue - Green Blue - Violet You know that there are only twelve notes in music. How you combine them, time them and apply them is the only difference between you, me, and Mozart and Beethoven. AND SO IT IS WITH HAIR COLOR. Are there hair color naturals? Yes, there are naturals... almost naturals... and nowhere near naturals. What makes a perfect Hair Color? Skill and practice. Ask our color chemists how they create the perfect color and they will tell you to gather a dozen great chefs and tell them each to prepare you the perfect tomato basil sauce. Allow them their choice of the best ingredients and materials and you will still be delivered twelve different final recipes. The perfection is in artistic impression, quality and technique. Some color companies would like to be protected by the image of the great secret formulator splitting sub-atomic particles during a lighting storm on the night of a full moon. In the true spirit of Italy, our chemists would rather sip wine and argue the essence of feminine beauty. Our chemists are far more comfortable with being compared to great chefs and painters than engineers or nuclear physicists. If you want to bring the look of total terror to their faces, tell them that you are going to have them explain hair color to American hairdressers. They remain endlessly confused as to the demands of the American hairdresser to dissect the chemistry of art. Why must you make it so hard? They ask. And we diligently remind them that America is a land where marketing is the only great art form. You see, Italian hair color is taught in a standardized artistic approach. The choice of color is by artist preference and budget. The differences of artistic value are stressed however a relatively uniform standard of usage is expected. 43

44 How do you use it? You would ask... Just like a hair color! Would be the resounding reply. When you paint you paint the same way pretty much with any paint... But if you use a better paint she cover better and last longer. If you don t know how to paint well it s no difference. Unfortunately company education and educational delivery have become weapons of confusion and marketing instead of confirmation of fact. With distributor competition and companies desperately trying to get a piece of the hair color market, hair color is no different than any other marketed product. Cars, TV s, detergent or tissues. What are the major differences in hair color? There are in as in all marketed goods three basic classifications. They are not liquid, gel or cream... They are Premium Quality Standard Quality Economy Quality Within these classifications the following is defined such as method of delivery (liquid, gel, cream etc.) PREMIUM QUALITY - best raw materials, best delivery, most dependable STANDARD QUALITY - good raw materials, good delivery, dependable ECONOMY QUALITY - sub standard materials, sometimes delivers, not as dependable. The majority of product offerings are included in standard quality. Premium quality products are referred to as Exclusive. A premium hair color has excellent raw materials to deliver the best possible results by the most dependable means. This means that the hair is better protected and conditioned... The results are consistent and outstanding... and the means of delivery are predictable and dependable. But how hard is it to use a premium system? Doesn t using a premium quality system just make it harder? Does it have to be so confusing? IS HAIR COLOR REALLY HARDER THAN CUTTING OR PERMING OR RELAX- ING HAIR? 44

45 Let me rephrase that question, do more people cut their hair at home with store bought scissors and clippers or use home hair coloring? I can tell you that the retail hair color companies sold more than 1 billion dollars of home Hair Color last year. These companies who many of us have been foolish enough to support spend hundreds of millions of dollars in television and ad campaigns convincing hair color clients that you don t need a professional to get professional hair color results. They show celebrities like Jane Seymour, Heather Locklear, Natasha Kinsky, Julia Luis Dreyfus and Cindy Crawford showing their L OREAL, CLAIROL and REVLON color that s good enough for stars and easy enough for consumer. Then these same companies come to you with a big story of how they re going to support your salon and educate your stylists. Why is it that these companies can create a simple display in a drug store or super market that says to a consumer; If you are this and would like to be this... Use this. So what s the story? If it s so easy why do professionals act like it s so difficult to understand? And worse than that why do they screw it up so much!? For the most part it s our fault... the color companies and the American hair dressers obsession with unlicensed practice of chemistry! What features and benefits really matter? Do lowest ammonia, finest raw ingredients and tri-level bases make that much of a difference? YES. What s more important, the complexity of a system or the expertise of the colorist? The system should never declare itself more important than the colorists. A good colorist is good with any system but great with a premium system. Like the most elegant of styles a truly great system must be Simple by Design. This is always been the goal and message of IT&LY HAIRFASHION Hair Color. Our system is Simple by Design because we are convinced that the time that you dedicate to your color should be about getting better... not getting started. Prior to the product descriptions, that we will review shortly, there is one simple concept that I will ask you to acknowledge. This concept will allow us to direct our discussions without obscuring the obvious. The ultimate simplicity of hair... 45

46 IT S DEAD! We are working on a non-regenerating, healing or replenishing patient. Any product or service that does not protect the hair from further deterioration limits our creative options. For all intents and purposes there is very little difference between the calluses on your feet and that beautiful flowing mane on your favorite celebrities head. We stain it preserve it and protect it from deterioration but nevertheless its DEAD! Contrary to many popular company doctrines... You don t feed your hair, or keep it healthy. It doesn t matter whether you use active oil, olive oil or motor oil. It s still going to be DEAD. You can make it look healthy and revitalized you can even make it feel stronger. But still... it s DEAD! I ve heard tremendous arguments over how chemical processes cannot condition the hair and all color damages and so on. It s DEAD! So we're not going to have those arguments here. We re just going to make it look better, feel better and get more compliments than anybody else is for a longer period of time. Creating and sustaining the illusion of beauty. That s what we are here to share. 46

47 IT&LY HAIRFASHION A CHALLENGE SHOW REQUIREMENTS Room Requirements: Audio/Visual Requirements: Lighting Requirements: Model Requirements: 40 x 50 or 2000 Square feet 1 - Podium with Microphone 2 - Lavaliere Microphones 1 - Slide Projector with remote 1 - VCR equipped for Video Camera playback 1-25 Video Monitor with VCR input 1-9 x 12 Projector screen with white dress kit Ample house lighting with dimmer switch 15 to 18 - Pre-done Models 4 - On Stage Models IT&LY HAIRFASHION Responsibility: 3 - National Representative (Fee/T&E) Model Recruitment Flyers Digital Camera Shipped by IT&LY HAIRFASHION: Computer/Projector Literature Hair Color Capes Aprons Banner(s) Stage & Lights if requested and available Distributor Responsibility: Site Selection Audio/Video Order Staging Model Recruitment TOP 4 or 5 Assistants (shampooing etc....) DISTRIBUTOR REQUIREMENT EVENT USAGE. DISTRIBUTOR REQUIREMENT DISPLAY PRODUCT 47

48 . NEW REGIONAL EDUCATOR AGENDA (New regional and/or Re-certification) 9:00-9:30 Welcome from IT&LY HAIRFASHION and educators 9:30-12:00 Presentations and Techniques Use the program guideline; combine the features and benefits of COLORLY 2020, lycolor, VIVLY, VIVLY PLUS, AQUARLY, delyton, ACP, EXTREMES, EASILY BLOND 2020, and AD- VANCED CONTRAST in with your presentation. 12:00-1:00 Lunch 1:00-2:00 Policies and Procedures Distributor can speak at this time on his procedures Explain the IT&LY HAIRFASHION HAIR COLOR SYSTEM (class set up and time) Commitment to Dist. and IT&LY HAIRFASHION 2:00-3:00 Presentations (IT&LY HAIRFASHION Product) 3:00-5:00 Coloring (preferably on mannequin heads and REVIVOR) Show standard application for retouch and SS retouch Standard foil application Practice new techniques set by IT&LY HAIRFASHION 48

49 TECH FOR A DAY PURPOSE: To support the salon in a color conversion process. Also to sell in the entire IT&LY HAIRFASHION system and support products! GOAL: To minimize concerns that could arise when converting salons from one color line to the IT&LY HAIRFASHION HAIR COLOR SYSTEM. This program is extremely successful for the salon. The fear of converting the salon clientele and stylist to a new color is virtually eliminated. AGENDA: This program is preceded by a previous IT&LY HAIRFASHION basic class. 8:00-9:30 am - Product review and basic formulation. 9:30-5:00 pm IT&LY Educator will assist in the formulation of color clients. The IT&LY Educator will not do the stylist's work but help the stylist to choose the correct color application. The Salon should carry the full IT&LY HAIRFASHION HAIRCOLOR SYSTEM to qualify for this class. The program can also be set up for an afternoon and evening session. An Italian theme may be incorporated, discounts for color service, etc. 49

50 PURPOSE: To showcase IT&LY HAIRFASHION products, styles, techniques in a venue of ever changing classes. Geared specifically for the distributor and their needs as well as the stylist colorist and salon owner. To create the best environment for learning, with hands-on experience and creative inspiration and synergy. GOAL: Attendees will leave class with a sense of accomplishment, inspiration, and fun. Increase sales in color, new clientele, and increased retail. Time: Two days and party for first night! Requirements: Depending on Classes chosen Site Selection Pre-sell tickets (15-20) Mannequin heads, swatches, for practicum. All products necessary for hair coloring Sound/audio/visual and lightening requirements Evening before second day event: Guests are invited to a meet and greet the National team. Wine, Cheese, Chocolate, etc is encouraged. One to two hours is sufficient. Day Two: Dependent on distributor needs. Class examples to follow (COLORLY 2020 Sensations and Cuts & Color). 50

51 Class Choices: Radiantly Reds Demi-Permanent Colors Techniques SPECIAL EFFECTS/EASILY BLOND 2020, CONTRAST AND XTREME 9:00-10:00 National team shows new cuts, colors and techniques. 10:15-12:00 Class 12:00-1:00 Lunch 1:00-2:30 Class 2:30-4:00 Class 51

52 IT&LY COLOR & STYLING PROJECT PURPOSE: Create an awareness of cutting and coloring with the IT&LY HAIRFASHION SYSTEM. Inspire and instruct the use of cutting techniques with color placement. GOAL: The stylist will leave with a new sense of awareness in color placement as it pertains to the finished cut. Inspires the stylist to continue to reach beyond their capabilities and create new looks from the techniques they have learned. 9:00-10:30 National team shows new cuts, colors and techniques. 10:30-12:30 Class, everyone cuts with mannequin heads 12:30 Lunch 12:30-3:30 Class, color technique 3:30 Close 52

53 PURPOSE: To incorporate all possible products involved in creating the best blonds. How to implement, formulate, and create the IT&LY HAIRFASHION blonds. Provide an environment of safe and comfortable use of decolorizing products, permanent colors, demi and toners. Who is the best client for blonding? GOAL: The stylist will leave the class with a comfortable level of application, formulation and creativity of the use of IT&LY HAIRFASHION blonding products. Will be able to determine who is the best blonding client, the use of different toners, and how to maintain that ultra blond look. Requirements: Full use of IT&LY HAIRFASHION HAIR COLOR SYSTEM. Attended COLORLY 2020 basic class 101. Tools: 4- Hour class One- two models Bowls, brushes, etc. COLORLY 2020 or AQUARLY Done Deal Advanced Contrast COLORLY XTREME lycolor delyton ADVANCED COLOR PROTECTION (ACP) RIFLESSI PURITY DESIGN 53

54 COLORLY 2020 CUTS & COLOR PURPOSE: Create an awareness of cutting and coloring with the IT&LY HAIR- FASHION SYSTEM. Inspire and instruct the use of cutting techniques with color placement. GOAL: The stylist will leave with a new sense of awareness in color placement as it pertains to the finished cut. Inspires the stylist to continue to reach beyond their capabilities and create new looks from the techniques they have learned. Requirements: Site selection Pre-sell tickets Mannequin heads and stands Product for color placement Product for display along with charts etc. If evening event occurs, snack, drinks, etc stylists, if more educators present, number may be increased. Tools: (stylist provides) Cutting tools Combs, clips, brushes, etc. Spray bottles CUTS AND COLOR AGENDA: Day one: Evening before, meet and greet with The National Team. It s a great time to socialize before class, and for asking questions, talk and just get to know each other. Day two opens: 9:00-10:30 National team shows new cuts, colors and techniques. 10:30-12:30 Class, everyone cuts with mannequin heads 12:30 Lunch 12:30-3:30 Class, color technique 3:30 Close 54

55 Certification Training 55

56 CERTIFICATION TRAINING PURPOSE: To train new educators GOAL: To educate any prospective educators, in-salon color educators, and distributor staff (as needed) on all aspects of the IT&LY HAIRFASHION HAIR COLOR SYSTEM. After three days of training the new distributor educator will have the knowledge to teach in-salon classes, detail and assist the National Team of educators in large show venues. THIS PROGRAM IS DESIGNED ONLY FOR EXPERIENCED IT&LY HAIRFASHION USERS, NOT FOR NEW USERS!!! REQUIRMENTS: Three days Site selection: Hotel will work, Beauty School etc. 10 prospective educators [well versed in hair color & a major user of the all IT&LY HAIRFASHION hair color products for 3 years] Video camera Monitor for viewing video of presentations Display products, full color lines, swatches, and ACP styling line Distributor and sales associates on hand. 56

57 TERMINOLOGY 57

58 SCIENTIFIC TERMINOLOGY ACCELERANT DROPS Sold by several different manufacturers to speed through hair color by way of heat. Almost all are nothing but Vitamin e oil (which is contained in our haircolor) and or grape seed oil. These are great antioxidants but do nothing to speed up the haircoloring process. If these really worked other manufacturers would make use of them but they do not. None of the companies who produce these drops make haircolor. Maybe they should to see that they do not work. All you end up with is undeveloped haircolor. FDA has no rules regarding natural ingredient. Any claim can be made. ACID - A compound that contains hydrogen replaceable by metallic elements. ALKALI - A hydroxide base having the power to neutralize an acid. ALKALINE - Having properties of an alkaline. An aqueous solution having a ph higher than 7.0. ALKYL - An organic group of carbon, hydrogen, and nitrogen AMINO ACID - An organic acid containing the amino group, the chief components of protein. Composed also of carbon, oxygen and sometimes sulfur (salt or iron). There area a variety of amino acids, are found in hair. AMINE - Any of a class of organic compounds derived from ammonia with one or more alkyl groups. AMMINE - A molecule of ammonia as it exists in a coordination complex. AMMONIA - An alkaline compound of nitrogen and hydrogen that is water-soluble and is easily condensed by cold or pressure. AMMONIUM LAURETH SULFATE- Primary cleansing and foaming agent used in shampoos. Ammonium Laureth Sulfate is milder and less irritating to the skin than their counterpart Ammonium Lauryl Sulfate. AMMONIUM LAURYL SULFATE- Primary cleansing and foaming agent used in shampoos. Can be irritating to the scalp more than Ammonium Laureth Sulfate. CALCIUM HYDROXIDE- is an inorganic alkali used as a ph adjuster most commonly found in hair straightening hydroxide relaxers, depilatories, and misc. AMMONIUM PERSULFATE- An inorganic salt that is used in powered bleaches and hair lightening products. AMMONIUM THIOGLYCOLATE- is the ammonium salt of thioglycolic acid along with ammonia which is used as a reducing agent in permanent waves and hair straightness. ANIONIC - A negatively charged ion in an electrolyzed solution. CARBON - An electropositive (negatively charged) element composing an amino acid group. CATIONIC - A positively charged ion in an electrolyzed solution. CHELATING AGENTS- Also called sequestrants, are ingredients that have the ability to combine with and deactivate metallic ions to eliminate unwanted reactions and stabilize the product. Chelating agents prevent the formation metal precipitates, stabilize the products color, and prevent oils from becoming rancid. Chelating agents aid in the removal of products that leave a coating or buildup on the hair. COCONUT - A fluid high in lactic acid. CORTEX - A cortical fiber system comprised of photo, micro, and macro bundles. Hydrophilic, (water loving) protein with mucopolysaccharides 58

59 CUTICLE - A translucent layer of cells comprised of cystine, serine and proline. The cuticle is isotropic and less hydrophilic than the cortex. CYSTINE - A two-sided amino acid molecule that is widespread in proteins (as keratins) and is a major sulfur source. CYSTEAMINE - A molecule comprised of sulfur, carbon, hydrogen, and nitrogen. This is derived from ammonia. DENSITY - The mass per unit measurement. DIMETHICONE- is a mixture of fully methylated linear siloxane polymers that are end blocked trimethylsiloxy units. Dimethicone refers to various blends of a series of polydimethysiloxanes of varying viscosity. Dimethicones impart a soft feel and a shiny, water repellant, breathable film. EDTA- is used as a chelating agent to prevent unwanted reaction with the trace metals that are inevitably present in hair care products. It stabilizes product color and keeps clear products clear. It prevents unsaturated oils from becoming rancid. ELASTICITY - The inherent property of recovery from pressure, tension or distortion. ENZYME - An organic protein catalyst produced by a living cell. ESSENTIAL FATTY ACID - EFA's are positively charged and act as a magnet to a toxic (negatively charged) amino acid. ETHANOLIMINE is a monoamine, organic alkali. It is used as an ammonia substitute in hair colorants and permanent waving, also known as MEA or monoetanolimine. FREE RADICAL - An especially reactive atom or group of atoms that has one or more unpaired electron (negative electricity). ION - A particle that facilitates the process or act of relating negatively or positively. Atom, electron, and proton connection of the elements of amino acids HYDROGEN PEROXIDE - An oxidizing agent, an antiseptic KERATIN - sulfur containing fibrous protein that forms the chemical basis of horny epidermal tissues such as hair and nails. LACTIC - A liquid containing carbon, hydrogen, and oxygen. LIPIDS - A group of organic substances, which are insoluble in water. Soluble by alcohol, ether, and other fatty solvents. MEDULLA - A protein material of the trichohyalin type. This may not be present in all hair, innermost protein in hair follicle. MOLECULAR SIZE and WEIGHT - The molecules dimension is determined by the atomic weight of all the atoms in the compound. This is a measurement of penetration. MATE - UV filter in COLORLY OXIDATION - To combine with oxygen. The dehydration of oxygen by increasing another element and decreasing electrons. PEPTIDE - Any of various amines that are derived from amino acids. PEPTIDE BOND - A chemical bond of carbon and nitrogen. 59

60 ph Potential of Hydrogen A symbol, which expresses the hydrogen ion concentration and is the basis of the logarithmic chart commonly used to illustrate acidy and /or alkalinity. PHYSICS - A science that deals with matter, energy, and their interactions. PHYTO - Plant derived PHYTOKERATINE - Simulated hair keratin protein, or plant origin. POLYPEPTIDE - A molecular chain of amino acids. POLYSTRUCTURED - A substance or structure containing many. A molecule structured with multi-parts of sides. POROSITY - The degree of allowance relative to the passage of liquid or gas through pores. PRISM - A transparent body that is bounded in part by two nonparallel plane faces and is used to refract or disperse a beam of light. PROTEIN - A naturally occurring substance of amino acid joined by peptide bonds contains the elements carbon, hydrogen, nitrogen, oxygen, and sometimes sulfur. PSYCHOLOGY - The science of the mind and the behavioral reaction. RADICAL - A group of atoms having an unsatisfied valance and acting as a single unit. SODIUM LAURETH SULFATE-Primary cleansing agent used in most shampoos as well as other hair care products. It is much milder than Sodium Lauryl Sulfate. SODIUM LAURYL SULFATE- Excellent foaming agent known for its ability for producing rich, thick suds. Used, in shampoos, conditioners, hairsprays, haircolors, and misc. It can be very irritating to those with sensitive scalps. It is also known as Sodium Dodecyl Sulfate. SODIUM PERSULFATE- is an inorganic salt used as an oxidizing agent. Found in powered bleaches and lighteners. SOYBEAN - A natural protein comprises of 11 of the known 13 amino acids found in hair. TENACITY - Holding or tending to hold firmly, cohesive. Terminology/Ingredients HELIANTHUS ANNUUS-Derived from SUNFLOWER, Nature s most protective anti-oxidant and UV filter extends color longevity, condition and vibrancy 4 times more than previous generation chemical compounds. MELANIN-Derived from Natural Melanin extract Natures pigment found in human hair cortex, responsible for color and pigmentation. Stabilizes pigment and creates a direct bond of color. BISABOLO-Derived from the essential oil of GERMAN CHAMOMILE. Recognized for its effective Anti-Irritant, Anti-Inflammatory and Anti-Microbial properties. Excellent scalp and skin protectant. LIMNANTHES ALBA-Derived for MEADOWFOAM SEED OIL. Contains 98% fatty acids to add moisture and shine with outstanding oxidative stability. PHYTON-KERATIN/Micro-Proteins-Plant derived wheat and soy base restructuring agent that bonds and assimilates directly with human hair keratin to strengthen, increase hair resistance and reduce breakage. ACP s Phyto-Keratin Micro proteins leave hair stronger than virgin natural, non-treated hair. VITAMIN B5-Converts to Pantothenic Acid, Which becomes integrated into Coenzyme A which is vitally important to cellular metabolism. Helps to maintain protein and moisture balance while supporting structural integrity of hair. SILK PROTEINS Soft, luxurious and strong structural protein naturally found in silk recognized for its reinforcement and protection of hair fibers. 60

61 COLOR TERMINOLOGY ACCENT Emphasis is laid on a part of an artistic design or composition. A small detail in contrast with its surroundings. CLIMATE - The relationship of cool or warm. HUE - A graduation of color. An intermediate that permits color to be classed. INTENSITY - A degree of strength, energy, determination, or concentration. NEUTRALIZE To render neutral, lacking positive or negative affect. OPACITY - Degree to which light can reflect of penetrate. Opposite of transparency. OPAQUE - A quality of state being impervious to rays of light. PRISM - A transparent body that is bounded in part by two nonparallel plane faces and is used to refract or disperse a beam of light. REFINEMENT - To free from impurities, to improve or perfect. SHADE - Referring to the combination of hues and the degree of value. TONE - Referring to the gradation of climate, warmth or coolness. TRANSLUCENT - Permitting the diffused passage of light. TRANSPARENT - Fine or sheer enough to be seen through. VALUE - A numerical quantity that is assigned, or is determined by calculation or measurement. Relative lightness or darkness of a color. 61

62 TEACHING METHODS 62

63 COMPANY INFORMATION AND FOUNDATION Founded, Milan Italy in 1987 by experienced chemists, artists, and administrators. Dedicated to the advancement and development of professional hair color products and accessories. Worldwide distribution to over 100 countries The mission of IT&LY HAIRFASHION is to serve and expand the boundaries in the art of hair color Technical refinement and a "Simple by Design" approach to education recognizes the products from IT&LY HAIRFASHION as the "Colorists Color" Full service hair color range, formulated with respect of the professional, by maintaining the artistry. Education as an integral part of the success of IT&LY HAIRFASHION, achieves creativity, artistic expertise and confidence through enjoyment of hair color art. 63

64 CHEMISTRY OF COLOR Physics Color is light Color spectrum Primary Hues Secondary Hues Tertiary Hues Color Climate The creation of color Blue Red Yellow Combination of two primaries Orange Violet Green Combination of primary and secondary colors Yellow-Orange Red-Orange Red-Violet Yellow-Green Blue-Green Blue-Violet Color balancing Warmth and coolness Color Wheel Complimentary / opposite of each other Neutralizing Tri-level color bases Chemistry-The study of Pigmentation and Hair Structure Hair structure Medulla Cortex Cuticle 64