Hot Fun VIVA ESSENTIAL 7 OIL. for Summer TONE UP. is an AWARD WINNER! I am... Florentin e Dream. Make Way for. in the Summer time JULY/AUGUST 2015

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1 $2.50 VOLUME 5 ISSUE 4 JULY/AUGUST 2015 VIVA YOUR HAIR COLOUR IS OUR ONLY BUSINESS I am... Florentin e Dream TONE UP for Summer Make Way for Hot Fun in the Summer time ESSENTIAL 7 OIL is an AWARD WINNER!

2 SUMMER FAVORITES Great Fashion. Great Food. Great Family. And a Whole Lot of FUN! That s what makes up the personality of Aloxxi. -- George Schaeffer, CEO of Aloxxi International and Founder of OPI HEAT WAVE Make sure hair beats the heat this summer with our Top Five Must-Have Aloxxi products! TEXTURIZING SPRAY Tousle, twist and texturize for effortless style and separation. Texturizing Spray is a summer staple providing buildable texture and definition to all hair types without heavy residue. ESSENTIAL 7 OIL COLLECTION Summer heat can zap moisture. Provide intense hydration, nourishment and elasticity to dry, coarse color treated hair with this luxurious CARE and STYLE Collection. REPARATIVE TREATMENT MASQUE When summer strands feel dull, revitalize with a super blend of multi-weight plant proteins to fortify, restore, add luster and improve manageability. LIGHTWEIGHT SCULPTING WAX Ideal for short styles or creating beachy definition, this foam to wax definer offers the ultimate in stylability and separation with movement. 2 VOLUMIZING WHIP Take summer styles to the next level with this conditioning mousse that creates body, defines waves and controls frizz while leaving hair soft and silky and crunch free.

3 EDUCATION Summer was a thousand colors in a parched landscape. -- Harper Lee GET THE LOOK! C olor How To Formula A: TONES 7N + 6N with 7 Vol. Activator Formula B: DIMENSIONS.0 with 40 Vol. Developer Formula C: White LIGHTENER with 20 Vol. Developer Formula D: Overlay TONES 9NA with 7 Vol. Activator Step 1: Apply ColourPrime Pre-Color Treatment. Step 2: Create a wave section on the top and secure. Then, secure the front perimeter directly in front of the wave section. Apply Formula A to all remaining hair. Step 3: Apply Formula B in diagonal slices starting at the back of the wave section working toward the face. Apply Formula A in between the foils. Step 4: Balayage in the front perimeter section with Formula A and Formula C utilizing Formula C to accent the natural fall of the hair. Develop, then rinse thoroughly and apply ColourLock Post-Color Finisher. Step 5: Glaze with Formula D. Step 6: Develop then rinse thoroughly and apply ColourLock Post-Color Finisher. COVER CREDITS Color Personality: Florentine Dream Hair: Marilyn Cole, Erin Nelson & Peggy Wright Makeup: Noel Nichols Photographer: Dani Brubaker Wardrobe: Lisa Peckham EDUCATION CREATIVITY. DEFINED. 3

4 ACADEMY Summer: Hair gets lighter. Skin gets darker. Water gets warmer. Drinks get colder. Music gets louder. Nights get longer. Life gets better. -- Unknown ALOXXI ACADEMY 2015 CLASSES ARE READY FOR YOU! The Aloxxi Academy offers the chance to experience it all -- from cut and style to today s most inspiring color techniques. Classes will be taught by our talented Artistic Team and will provide a platform to perfect your skills in an intimate environment that caters to your personal needs. EVOLUTION OF STYLE 2015 with Marilyn Cole July 13th, Los Angeles Get ready to blow, set, curl, braid or bun and GO! In this hands-on seminar, hairdressers will not only learn to create the latest in styling, but by focusing on the fundamentals, hairdressers will acquire the skills to create a roadmap for creating fashion forward looks with staying power! Limited spots available so register now! CAREER INVESTMENT: $ For more information or to register for a class, education@aloxxi.com 4 Mark your calendars! Don t forget to save the date for Rocco s Inspirational Hairdressing class in Los Angeles on September 21st and Teri Dougherty s Blueprint Cut and Color for Success Class in Los Angeles on October 19th! EDUCATION CREATIVITY. DEFINED.

5 SPOTLIGHTS It s always summer somewhere. -- Lily Pulitzer SALON SPOTLIGHT CERON HAIR STUDIO HOUSTON, TEXAS Why did Ceron Hair Studio in Houston, TX choose Aloxxi? We asked! Fellow salon owners ask me all the time why we chose Aloxxi above all the other brands that have courted us. My answer is simple. One, Aloxxi guest artists and education are inspiring and teach us fresh, current techniques. Two, the color results are true to the swatch every single time. Three, the condition of the hair after a color service always feels great and looks gorgeous -- and the color lasts! Ceron Owner, Ceron Hair Studio Houston, Texas Col or Personal ity: ESPRESSO YOURSELF! Shhhh we want to reward a few readers with some summer treats! pr@aloxxi.com with the subject SUMMER TREAT by August 31st, 2015 and you might just win one of the following prizes: $300 AMEX gift card / 1 prize 12 Hydrating Take Home Collections ($144 salon value) / 2 prizes 12 Volumizing Take Home Collections ($156 salon value) / 2 prizes 5

6 COLOR PERSONALITY Just imagine how much cooler I'll be in summer. -- Olaf Want to know Roger McCauley s Color Personality? WE ASKED ALOXXI S REGIONAL MANAGER! ROGER MCCAULEY ITALIAN ICE Hottest fashion trend of the season? One Food You Can t Live Without? Motto? Celebrity Whose Color Personality You Love? Undone up-style, using Aloxxi Working Hairspray, is always my go to. Live Long and Prosper 6 Favorite Aloxxi Product? ColourLock Post-Color Finisher -- It s a game changer! Authentic Cuban cuisine Lady GaGa Color Personality: Verdi s Aida What Do You Do After the Working Day is Done? Enjoy our home, our dogs and the other half of our Your Go to Hairstyle? Smooth classic waves What do you do for FUN? Sit down for a good episode of Star Trek

7 SUMMER FAVORITES $36.50 SALON VALUE FREE PROFESSIONAL SUPPORT KIT WITH 12 OR MORE TUBES OF CHROMA SUPPORT KIT CONTAINS: BARRIER CREME, 5oz/150ml REPARATIVE TREATMENT MASQUE, 16.9oz/500ml CONDITIONING DETANGLER, 10.1oz/300ml SALON COST PER CHROMA TUBE: $5.95 *JULY ONLY PROMOTION COLOUPRIME & COLOURLOCK COLOURPRIME PRE-COLOR TREATMENT SALON COST: $14.00 VALUE: $20.00 COLOURLOCK POST-COLOR FINISHER SALON COST: $17.50 VALUE: $25.00 JULY/AUGUST 2015 PROMOTIONS 30% OFF 25% OFF BUY ONE, GET ONE 50% OFF SALON COST: $24.00 VALUE: $32.00 FREE ACTIVATOR SUMMER STYLE FAVORITES FIRM HOLD HAIRSPRAY, 9.1oz/300ml SALON COST: $6.75 VALUE: $9.00 LIGHTWEIGHT SCULPTING WAX, 6oz/179ml SALON COST: $7.50 VALUE: $10.00 TEXTURIZING SPRAY, 6.5oz/218ml SALON COST: $7.50 VALUE: $10.00 WITH 6 OR MORE TUBES OF TONES SALON COST PER TONES TUBE: $5.95 *AUGUST ONLY PROMOTION $6.50 VALUE FREE

8 NEW ESSENTIAL 7 OIL COLLECTION WITH COLOURCARE COMPLEX & ESSENTIAL 7 BOTANIC BLEND JULY/AUGUST 2015 PROMOTIONS SALON VALUE: $ SALON SAVINGS: 29% SALON COST: $ per Salon. SALON OPENER Enjoy special savings on the entire Essential 7 Oil Collection. This opener contains all 5 Essential 7 Oil products in a variety of sizes for backbar and station use, retail and sampling. 1 Cleansing Oil Shampoo, 33.8oz/1L 3 Cleansing Oil Shampoo, 10.1oz/300ml 3 Cleansing Oil Shampoo, 1.5oz/45ml 1 Treatment Conditioner, 33.8oz/1L 3 Treatment Conditioner, 10.1oz/300ml 3 Treatment Conditioner, 1.5oz/45ml 4 Leave-In Conditioning Cream, 6.8oz/200ml 3 Leave-In Conditioning Cream, 1oz/30ml 4 Restorative Hair Serum, 3.4oz/100ml 3 Restorative Hair Serum,.16oz/5ml 4 Dry Oil Shine Mist, 3.4oz/100ml 3 Dry Oil Shine Mist, 1oz/30ml 20 Trio CARE Packette 1 Shelf Talker Purchase: 1 Cleansing Oil Shampoo, 10.1oz/300ml 1 Treatment Conditioner, 10.1oz/300ml 1 Leave-In Conditioning Cream, 6.8oz/200ml 1 Restorative Hair Serum, 3.4oz/100ml 1 Dry Oil Shine Mist, 3.4oz/100ml Receive FREE: 1 Cleansing Oil Shampoo, 33.8oz/1L 1 Treatment Conditioner, 33.8oz/1L FREE BACKBAR Ideal for booth renters, this pre-pack contains one of each Essential 7 Oil product + FREE Cleansing Oil Shampoo and Treatment Conditioner liters for back bar. SALON VALUE: $ SALON SAVINGS: 42% SALON COST: $ per Stylist. SALON VALUE: $26.50 SALON SAVINGS: 15% SALON COST: $22.50 CARE + SHINE FREE Dry Oil Shine Mist, 1oz with purchase of Cleansing Oil Shampoo and Treatment Conditioner. Purchase: Cleansing Oil Shampoo, 10.1oz/300ml Treatment Conditioner, 10.1oz/300ml Receive FREE: Dry Oil Shine Mist, 1oz/30ml FREE! TAKE HOME COLLECTION Send clients home with everything they need to nourish dry, coarse color treated hair in a stylish reusable cosmetic bag. SALON COST: $17.00 TAKE HOME COLLECTION CONTAINS: Cleansing Oil Shampoo, 1.5oz/45ml Treatment Conditioner, 1.5oz/45ml Leave-In Conditioning Cream, 1oz/30ml Restorative Hair Serum,.16oz/5ml Dry Oil Shine Mist, 1oz/30ml Aloxxi Cosmetic Bag

9 BE SEEN Every summer has its own story. -- Anonymous MAKE A BIG STATEMENT! If your salon is truly delivering the full Aloxxi experience, we want to know & show you off! WHAT DOES THE FOUNDER OF OPI DO NEXT? BRING A MUCH-NEEDED BURST OF PERSONALITY TO HAIR COLOR WITH ALOXXI! I am... I am... Naughty I am... in Napoli A Touch of Tuscany La Bel la Signorina W hat s Your C olor Personality? With endless hair Color Personalities, Aloxxi delivers multi-dimensional, healthy, shiny hair that s all your own. So, tell us... #WhatsYourColorPersonality Naughty in Napoli A Touch of Tuscany Amaretto Perfetto Ciao Bella George W. Schaeffer Founder of OPI President & CEO of Aloxxi International I am... Georgio s Folly From head to toe and everywhere in between, you decide how to define your personal style. The details matter. They give personality to your story. But what about when it comes to your hair color? With over 30 years in the Professional Beauty Industry and delivering personality to nails worldwide with OPI, I am infusing my passion for color and quality salon-only products into Aloxxi and changing the hair color experience. YOUR SALON Now, instead of being a natural blonde, how about becoming a Blonde Bambino? You aren t just a chocolate brown or a coppery red, with Aloxxi you re a Florentine Dream or a Party in Lombardy. With over 100 Color Personalities, which are the end result that only a COULD hairdresser can create, we invite you to participate in your hair color experience and express a style that s all your own. BE HERE! Because you don't just color your hair, you wear Aloxxi! George W. Schaeffer Ask your hairdresser for Aloxxi! I love all of the fun catchy names Aloxxi has given to their colors, it really adds to a color experience. Who wants to be a boring 9N? Wouldn t you much rather be a Roman Goddess? So would I! It gives you a way to connect with and understand your color. Marilyn Cole Owner, Elektrum Hair Studio, Hollywood, CA I am... Espresso Yourself The Color Personality experience is such a cool way for clients to have a real connection with their color other than just loving what they see. It s interactive and a way for me to share some information about their formula. It's a universal language that belongs to Aloxxi and the person wearing the color. This is something totally different than anything I've worked with in the past. Erin Nelson Owner, Fix Hair Studio, Chicago, IL I am... Verdi s Aida FROM THE FOUNDER OF O. P. I SALON COLOR & CARE Amalfi Chic Firenze Fire Roman Goddess Moda Fantastica Espresso Yourself La Bella Signorina To locate an Aloxxi Salon near you, visit: aloxxi.com GF Gluten Free Purity from a Higher Power 2015 Aloxxi International Los Angeles, CA NOT Tested on Animals FROM THE FOUNDER OF O. P. I SALON COLOR & CARE HERE S HOW: Purchase at the Focus Salon Level Carry Aloxxi color, care and styling products for at least three months Deliver the Aloxxi Consultation Experience to clients Have professional photography of salon along with the salon owner or lead hairdresser List Aloxxi on your website and social media channels (if other color brands are listed) Have the look and feel that InStyle readers will fall in love with Show us your Aloxxi and we might just feature you in an upcoming Aloxxi advertisement in consumer and/or trade magazines. pr@aloxxi.com to share! All entries subject to approval by Aloxxi International. 7

10 TRENDS Cause a little bit of summer is what the whole year is all about. -- John Mayer 1. HIGH 5 IN FASHION LAZY WAVES OF SUMMER Buona Sera Blanca 2. WET AND TEXTURED Espresso Yourself CARAMEL BLONDES Sangiovese at Sunrise 4. CRIMP MY STYLE Blonde Bambino 5. MULTI-TONAL BRUNETTES Galileos Glaze 8

11 HAVE YOU HEARD? Aloxxi is making some noise! Our Essential 7 Oil line is making headlines! From People StyleWatch to W Magazine to a HUGE Beauty Award in Self, the Essential 7 Oil Collection is shaping up to be a summer must have! BUZZ It s a smile. It s a kiss. It s a sip of wine It s summertime! -- Kenny Chesney Winner! 9

12 TEAM TIPS It's gonna be a long, hot summer, we should be together with your feet up on the dashboard now. -- Keith Urban TONE UP for summer with our Artistic Advisors tips for getting the hottest looks with TONES Demi-Permanent Colour! Get Colorful! Use TONES to add some FUN to your hair for summer. Aloxxi TONES GEMS can be added to any level 10 shade to create unique and playful shades to blondes such as a drop of Red GEM to 10V for a gorgeous Rose Gold tone or Violet GEM added to 10V for pops of violet to balayage. -- Marilyn Cole Go for Gold! I transform moisture lacking winter blondes (levels 7-9), into healthy golden blondes by glazing with TONES 9G 18g + CLEAR 5g + 8K 2g with 7 Volume 50g. Sometimes I add more CLEAR for a more sheer result. For brunettes (levels 3-6) I transition them to rich golden hues for summer with TONES 7GV 20g + 8K 3g with 7 Volume 46g. Lastly, for a summer sunrise copper, glaze with TONES 8K 20g + Gold GEM 5g + Red GEM 1g with 7 Volume 52g. This formula will enhance any copper or red with a sunshine effect. -- Teri Dougherty The Color Purple Reigns My favorite formulas to create the hottest summer looks are TONES 10V 20g + Violet GEM 2g with 7 Volume 44g on a pre-lightened level 10 or TONES 9P 20g + Violet GEM 2g with 7 Volume 44g, to create a light lavender effect that s trending. -- Erin Nelson I like to create a fun trendy lavender hue on pre-lightened blondes (level 9 and above) by utilizing TONES 9P with 7 Volume. The results are dreamy mermaid hair. -- Rocco 10

13 SOCIAL MAKEOVER LET S GET SOCIAL Palm trees, ocean breeze, salty air, sun kissed hair, endless summer, take me there! -- Unknown HOT NOT If image is everything, here are a few tips for looking good on your social platforms! Lighting that shows off color Clean, simple backgrounds Too dark, bad lighting Busy/ugly backgrounds *Nothing in a bathroom! In focus Blurry Eyes open, smiles, FUN Not looking at the camera, eyes closed Filters that show off hair color Strange filters Want to be featured in an upcoming newsletter or on our social media channels? pr@aloxxi.com with your Instagram name, any pictures you want to make sure we see and a short description about your relationship with never know, you could be the next big Aloxxi sensation! 11

14 Food Brings the FUN! BOB S BOARD Every summer has its own story. -- Anonymous We ve enlisted our Director of Education, Robert Siebert, who is also a Le Cordon Bleu trained chef, to share his favorite bites and sips for Summer Get ready to cook! Watermelon & Arugula Salad Serves 6 Ingredients: ½ lb arugula 2 lbs seedless watermelon, medium diced 1/3 c olive oil 1/4 lemon juice 1 t kosher salt ½ t pepper ½ lb piece of Parmesan cheese 1. Place arugula and watermelon in a large bowl. 2. In a small bowl, whisk together lemon juice, olive oil, salt & pepper. 3. Pour enough dressing on the arugula and melon to moisten and toss well. 4. With a sharp knife or vegetable peeler, shave the Parmesan into large shards over the salad. Pair with rich and creamy Chateau Carbonnieux Bordeaux Blanc 2011! Item #: LTVA Aloxxi International Corporation Ventura Blvd, Suite 110 Los Angeles, CA TECHNICAL HOTLINE: