CONTENTS. J Beverly Hills COLOUR

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3 3 CONTENTS Introduction...4 Colour Story...6 Colour Features...8 Colour Wheel Step System...11 H2O2 Developer...12 Pre Boost...13 Grey Coverage...14 Controlling Blondes...16 Traditional Re-pigment Chart...18 Re-pigmentation & Mixers...19 Refining Toners...20 Max Lightener...22 Balayage Lightener...24 Soft Lightener...26 Mixing Ratios...28 Fashion Colour...30 Developed By J Beverly Hills 2017 All Rights Reserved Available Internationally USA J Beverly Hills COLOUR

4 J Beverly Hills COLOUR THE NEXT GENERATION

5 5 Our Mission At J Beverly Hills we believe anything is possible. We are committed to empowering you, the salon professional, with the inspiration, resources, and support to achieve dreams that surpass your wildest imagination. Our Commitment INTRODUCTION J Beverly Hills is a global leader in the professional salon industry and is the creative fruition of famed Beverly Hills hair stylist, Juan Juan. His vision marks the return of passion, loyalty, and commitment to the industry he supports and loves. To ensure that all salon artists are supported by a professional line providing optimum performance, Juan Juan has created J Beverly Hills Colour. We have a variable mixing ratio providing everything from a modern, vibrant, dimensional look to a rich, intense, more opaque result from levels 1 through 10. Semi, demi, and permanent color can all be acheived with one tube. J Beverly Hills Colour contains less than 1% ammonia content making it one of the lowest in the industry. Our colour will inspire creativity and innovation while assisting hair artists to become the best the industry has to offer. J Beverly Hills COLOUR

6 6 COLOUR STORY 4 Key Qualities Behind The Science Pigments Quality 1 Much like a diamond, there are different qualities of pigments and unless we are told the quality directly, we can never be sure of their purity. Our pigments are pharmaceutical-grade and measure 99.98% in purity, which is the smallest and purest pigment molecule in the world (micromolecular). Ammonia Quality 2 Ammonia is used in colour to bring the cuticle to an alkaline level so it can open and the colour pigment can be deposited. Our colour has a ph level of 8.59 which is the minimum ph level needed to push the colour pigment in. Because our pigments are so small and pure, we only have to raise the ph slightly to open the cuticle and allow for colour deposit. This process is not as stressful on the hair and therefore is not as damaging as other lines can be. This is why our colour line has 1% or less ammonia (with the exception of our Highlift Series which has 2% Ammonia). COLOUR J Beverly Hills

7 7 COLOUR STORY Active Botanicals black pearl powder, aloe vera, argan, acai berry, beeswax, vitamin c Formulated with pure botanicals that survive in a moderately alkaline ph and work to leave the hair healthy and shiny. Quality 3 Pharmaceutical Grade Production Process We use a pharmaceutical manufacturing protocol with a completely automatic production process. All production, transport, and stock phases are carried out in a sterile environment, under vacuum and at a controlled temperature. This ensures our colour does not undergo oxidation and its molecules reach a level of purity equal to 99.98%. Quality 4 KEY QUALITIES MAKE US CANDIDATES FOR THE FOLLOWING CERTIFICATES Excellence Company Ethics D.m /08 Dec. Leg (Ex 626) Tuv Hessen Certifications : Iso 9001 : 2008 Iso : 2004 Ohsas : 2007 En : 2008 J Beverly Hills COLOUR

8 8 COLOUR FEATURES features 3.4 OZ TUBES VARIABLE MIX RATIO ALL THREE CONTROLLING BASES SUPER BOOST WARM AND COOL BROWN MIXERS PHARMACEUTICAL GRADE MICRO-PIGMENTS 2 TRANSFORM ALPHA-NUMERIC IDENTIFICATION BOTANICALLY INFUSED 5-STEP FORMULATING SYSTEM COLOUR J Beverly Hills

9 9 Key Botanicals benefits Aloe Vera A moisturizing botanical that provides hydration to the hair and scalp. Aloe Vera contains powerful antioxidants, which belong to a large family of substances known as polyphenols. Argan Oil A precious, rare and primary essential oil that provides radiance and nourishment to hair and skin. COLOUR FEATURES Acai Berry Acai Berries are one of the best sources of antioxidants with one berry holding 10x the amount of antioxidants as grapes and 2x the amount in blueberries, and may contribute to an ability to slow or reverse typical processes of aging related to oxidative damage. Black Pearl This natural marine mineral is essential for the structure of the hair, acting as a co-factor for many enzymes and antioxidants. By improving the metabolism, this ingredient gives extra nourishment and slows down the aging processes, supports moisture and protects against damaging environmental effects. Beeswax Adds extra shine to the hair. Vitamin C One of the most effective nutrients to help grow and strengthen hair. It helps build collagen, which is very important for hair growth. It also plays a necessary role in absorbing iron, which keeps the hair strong and healthy. J Beverly Hills COLOUR

10 10 COLOUR WHEEL COLOUR NUMERIC SYSTEM (second number after decimal) is the secondary tone 4 (first number after decimal) is the primary tone 7 (first number) is the natural color level * a third number after the decimal signifies an intense tonality. COLOUR J Beverly Hills

11 11 Step 1 Determine natural level with level finder Step 2 Step 3 Step 4 Step 5 Establish desired level Identify remaining pigment contributions (RPC) * Always consider texture of hair when formulating. Confirm % of grey. (Formulate with N Series) Select H2O2 and determine processing time 5 STEP PROCESS NATURAL LEVEL REMAINING PIGMENT NEUTRALIZING PIGMENT 10 Lightest Blonde 9 Very Light Blonde 8 Light Blonde 7 Blonde 6 Dark Blonde 5 Light Brown 4 Medium Brown 3 Brown 2 Dark Brown 1 Black Pale Yellow Yellow Yellow/Orange Orange Red/Orange Red Red/Violet Violet Blue/Violet Blue Light Violet Violet Violet/Blue Blue Green/Blue Green Green/Yellow H2O2 DEVELOPERS 2 TRANSFORM 5 VOLUME 10 VOLUME 20 VOLUME 30 VOLUME 40 VOLUME 3 to 30 minutes 15 minutes 20 minutes 30 minutes 40 minutes 50 minutes semi or demi level on level, deposit only up to one level of lift and grey coverage up to two levels of lift and grey coverage up to three levels of lift and grey coverage up to four levels of lift and grey coverage TONAL BASES 0/N 1/A 2/B 3/G 4/C 5(R/V) 6/R 7/V 8(G/V) J Beverly Hills COLOUR

12 H 2O 2 D EV ELO P ERS 12 H2O2 Developers J Beverly Hills H2O2 Developer is a hydrogen peroxide designed to be mixed with the J Beverly Hills Colour tubes and lighteners. The amount of oxygen in the developer is determined by the volume number. The higher the volume of the developer, the more oxygen. When a tube and developer are mixed together and applied to hair, the alkalinity of the hair colour allows it to penetrate the hair shaft. H2O2 then oxidizes, allowing the colour and protein molecules to bond creating a new hair colour. Using J Beverly Hills H2O2 developer ensures easy mixing, the correct colour results, and long lasting colour. Measuring is an important part of the process and a scale must be used to ensure accuracy. 2 Transform 2 Transform is a low volume peroxide that does not fully activate the ammonia in the tube. This allows for a semi or demi permanent result. 2T should be mixed 1 part colour to 1.5 parts of 2T. Allow it to sit in the bowl 5-7 minutes prior to application for best results. Apply to pre-shampooed towel-dry hair. Semi/Demi Colour Developer Processing + Time 2T semi 3-10 minutes 2T demi minutes Note: lack of processing time is the number one reason for colour fading.

13 P RE BO O S T 13 Pre Boost ph 5.5 4oz 16oz Key Ingredients Hydrolyzed Wheat Protein Hydrolyzed Soy Protein Hydrolyzed Keratin Hydrolyzed Silk Protein Panthenol Pro Vitamin B5 PRE BOOST is an extremely concentrated protein treatment designed for the stylist to use prior to chemical services. Pre Boost prepares the hair structure for chemical processing as it is packed with the highest grade of proteins and infused with conditioning agents, humectants, vitamin B, and amino acids. Cleanse hair with Clarifier Shampoo and towel dry 80% of the hair. Mist the hair evenly with Pre Boost and proceed to apply J Beverly Hills Colour. Using Lighteners J Beverly Hills recommends Pre Boost prior to lightening. Prior To Re-pigmenting Darker on Pre-lightened Hair Saturate entire hair shaft with Pre Boost. Cap and place hair under heat for 15 minutes. Apply your re-pigmentation formula directly to the hair. Do not rinse. Note: Shake well before using to distribute the molecules early.

14 14 GREY COVERAGE COLOUR J Beverly Hills

15 15 Grey Coverage The Natural Series can be used as your foundation to cover grey. The Natural Series consists of all three primaries and will anchor your colour while increasing durability. 50% or less grey does not need to incorporate Natural Series 50-75% grey use ¼ formulas Natural Series % grey use ½ formulas Natural Series GREY COVERAGE The Matte Finish Series was created for the ease of formulation when dealing with resistant grey, ensuring this process is straightforward and time efficient. green based natural levels 4 to 9 double pigmented can be mixed with other shades to enhance opacity Pre-pigmentation For increased coverage of resistant areas around the hairline, you can pre-pigment the area prior to applying the colour formula. Use one level lighter than the desired color in the Gold Series and thinly apply directly out of the tube to the resistant area. Apply the regular colour formula all over the base and apply it over the pre-pigmented area last. Allow full processing time for best results. Processing Time Processing time is determined by the developer used. Clear can be added to any formula to dilute the depth of the shade while maintaining tonality. * J Beverly Hills does not recomend the use of heat during colour processing. J Beverly Hills COLOUR

16 C O N T RO LLIN G BLO N D ES 16 Controlling Blondes Series The Controlling Blondes Series allows you to achieve modern dimensional highlights on dark hair. Is designed to neutralize RPC at level 9. Can be used with all developers, including 2T for toning or glazing purposes. Highlift Series Highlifts help achieve the lightest modern dimensional shades. Is designed to neutralize RPC at level 10. Can be used with any J Beverly Hills developer. Is designed to lift on level 6 or lighter. Can be incorporated with Super Boost (000) for extra lift. Recommended for highlighting techniques as well as solid colouring. Contains 2% ammonia. Super Boost (000) Used to achieve up to 1 level of added lift. Half of your colour formula should contain Super Boost when wanting to increase lift. Contains 3% ammonia. COLOUR J Beverly Hills

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18 T RAD IT IO N AL RE - PIG M EN TAT IO N C H A RT 18 Traditional Re-pigmentation Chart Traditional re-pigmentation is a necessary step when wanting to go darker on hair that is 2 shades from the desired result. Traditional re-pigmentation steps are as follows: Use chart to determine the re-pigmentation formula to be used. Example: Client is a level 9 and would like to be a level 7. Use 1 part 7.34 and 1 part 2T Apply to the areas, which need filling (porous hair/ faded) sparingly. Filler should be applied with a brush to the affected areas of the hair, which need re-pigmenting. Process for 20 minutes Rinse Towel Dry Apply desired color with 5 volume developer mixed 1:1.5 for a dimensional end result and 1:1 for a richer deposition. Process up to 15 minutes. Target Shade Re-pigmentation Colour to be Used 1 PART OF THE GC SHADE AND 1 PART 2T Level T, up to 20 min Level T, up to 20 min Level T, up to 20 min Level T, up to 20 min Level T, up to 20 min Level T, up to 20 min Level T, up to 20 min Level T, up to 20 min COLOUR J Beverly Hills

19 19 Single Step Re-pigmentation Re-pigmenting the hair with J Beverly Hills Colour can be achieved in a single process. The gold/copper (.34 or GC series) contains the perfect balance of colour for creating the missing RPC in de-coloured hair. * On porous hair, apply Pre Boost prior to applying formula. J Beverly Hills One Step Process Increase % of Copper Series With Natural Series For An Even Warmer Result RESULTS COLOUR DEVELOPER PROCESS TIME natural 3 parts natural series 5 volume 15 minutes 1 part gold/copper series warm equal parts natural series 5 volume 15 minutes & gold / copper series warmest 3 parts gold / copper series 5 volume 15 minutes 1 part natural series Mixers* J Beverly Hills mixers are used to enhance or modify unwanted tones. * Mixers must be added to your formula to be activated. LEVEL SINGLE STEP RE-PIGMENTATION yellow 15g 7g 4g 3g 2g 1g red 15g 7g 4g 3g 2g dot warm 10g 5g 3g 2g 1g dot cool brown 10g 5g 3g 2g 1g dot Controlling Mixers Take control with our new J Beverly Hills Mixers: Blue, Green, and Violet. Enhance or modify unwanted tones by adding our mixers to your existing formulas. Mix only with oxidative dyes. Can not be used alone. Less than 1.5% ammonia. LEVEL blue 5g 3g 2g 1g dot NR green 5g 3g 2g 1g dot NR violet 5g 3g 2g 1g dot NR J Beverly Hills COLOUR

20 20 REFINING TONERS Refining Toners Three ammonia and PPD-free shades with naturally derived ingredients such as honey for shine and aloe vera for added moisture are formulated for the modern client. Our colour palette includes Dark Grey, Silver and Lilac for complete customizable colouring that s gentle to your hair and scalp. Base Tones: Dark Grey = Blue Silver = Light Blue Lilac = Violet Mixing Instructions: ln a non-metallic bowl, mix 20 grams of toner formula with 30 grams of 5 to 20-volume developer at 1:1.5 ratios. Mix until uniform. Apply to hair with a brush, allow to process, rinse, and shampoo thoroughly. Process Time: 5-20min on 80% towel dried hair. Formulas To give strong lilac tones to very light hair, in this case, you can mix Lilac with 2T-10vol Developer, mixing ratio 1:1 1/5. To tone and give more control and definition to yellow/orange hair you can mix Dark Grey along with 2T-20vol Developer, mixing ratio 1:1 1/5. (Dark Grey is also ideal for men). REFINING TONERS BRING YOUR ARTISTRY TO THE FOREFRONT COLOUR J Beverly Hills

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22 MAX LIGHTENER THE LIGHTENER OF CHOICE

23 23 Max Lightener ph 10 1lb jar J Beverly Hills Max Lightener is a dual purpose, dust-free lightening powder designed for use on and off the scalp. Mixing Ratio: 1:2 up to 4-5 levels of lift 1:1 up to 6 7 levels of lift. On Scalp: Mix Max Lightener with 2T, 5, 10, 20 Volume Developer. Off Scalp: Mix Max Lightener with 20, 30, 40 Volume Developer. MAX LIGHTENER Contains sodium metasilicate - a natural alkalizer found in green cleaning products. This formula contains sorbitol as a humectant and ethylhexyl pelargonate, which is a fatty acid and is used as a conditioning and de-dusting agent recommended for highlighting techniques as opposed to solid colouring. Timing and Processing Processing time is up to 50 min. Check frequently until desired lightening is achieved. Developmental time depends on condition of the hair, porosity and desired lightening results. Use of heat not recommended. J Beverly Hills COLOUR

24 24 BALAYAGE LIGHTENER Balayage Lightener J Beverly Hills Balayage Lightener is formulated with a kaolin clay base traditionally used in skin care. Its nourishing and soothing properties help coat and encapsulate the hair, forming an outer shell that doesn t dry out or flake. Achieves up to 7 levels of lift. Balayage Lightener contains argan oil, which is high in linoleic acid and omega-6 essential fatty acids. It is also paired with seaweed extract to aid in moisture retention and assist in protecting the integrity of hair fibers. Mixing Instructions: ln a non-metallic bowl, mix 20 grams of Balayage Lightener powder and 40 grams of 20 Volume Developer at a mixing ratio of 1:2. Mix for two minutes, until uniform. Apply to hair with a colour brush, allow to process, rinse and shampoo thoroughly. Processing Times: Balayage Lightener can be processed for up to 60 mins. Resistant hair will need a longer development time than porous hair. For off scalp application only. Use of heat not recommended. COLOUR J Beverly Hills

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26 26 SOFT LIGHTENER Key Ingredients Argan Kernel Oil Safflower Oil Amino-Acids Seaweed Extract Aloe benefits COLOUR J Beverly Hills

27 27 Soft Lightener J Beverly Hills Soft Lightener is a cream lightener that lifts up to five levels and is suitable for both on and off scalp applications. Its smooth and creamy consistency makes for easy mixing and application. It s an oil based system that is more gentle than traditional lighteners and is suitable for use on a wide array of hair types. It remains moist during processing and is enriched with argan kernel oil and safflower oils, both of which are high in linoleic acid which conditions the hair and leaves it feeling silky smooth. SOFT LIGHTENER Mixing Instructions: ln a non-metallic bowl, mix 20 grams of Soft Lightener and 40 grams of 20-volume cream developer at a 1:2 ratio. Mix for two minutes, until uniform. Apply to hair with a brush, allow to process, rinse, and shampoo thoroughly. Special Ingredients: J Beverly Hills Soft Lightener also contains a special blend of amino acid (lauroyl lysine), bladderwrack (a seaweed extract), and aloe all of which aid in providing conditioning, moisture retention, and assist in protecting the integrity of the hair fibers during the gentle lightening process. Use of heat not recommended. For on scalp use, do not exceed 20vol. J Beverly Hills COLOUR

28 28 MIXING RATIOS Mixing Ratios COLOUR TUBE Level 1 10 Level series 12 series 1 : : 1 1 : : 3 RESULTS modern dimensional rich deposition opacity 2T 1 : 1.5 MIXING RATIO FOR TONERS 1:2 LIGHTENERS MIXING RATIO Max Lightener Balayage Lightener Soft Lightener 1 : 1 (see page 23) 1 : 2 1 : 2 J Beverly Hills COLOUR MOST TECHNOLOGICALLY ADVANCED IN THE WORLD COLOUR J Beverly Hills

29 macro-pigements neutral value pure micro-pigments acidic value of the hair alta acidita PH 0 PH 5.8 PH 7.0 alkaline value of the hair tintura con macropigmenti PH 14 MULTI-CHROME TECHNOLOGY Ultra Refined Pigments that have a purity degree of up to 99.98% for gentle low ammonia processing in total respect of the bio-natural environment of the hair and scalp, guaranteeing excellent coverage, brilliance and long lasting colour intensity. C T S texture composure 100% uneven cream texture COLOUR TEXTURE SYSTEM COLOUR TEXTURE SYSTEM An innovative industrial bending process for optimal atomization of raw materials and active ingredients in the transition from liquid to cream. The results is a perfectly homogenized colouring cream. MSF Molar Stoichiometric Formulated BALANCE ENGINEERING A sophisticated technology that balances the biochemical reactions. The result is a formula with a reduced allergenic impact. CERTIFIED QUALITY CERTIFICATE OF EXCELLENCE ISO 14001, ISO 10014:2007, EN 22716:2007, EN ISO 9001:2008, EN ISO 14001:2004, OHSAS 18001:2007

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31 31 Fashion Colour Botanicals Aloe Vera Chamomile Nettle Rosemary Sage J Beverly Hills Fashion Colours are direct dyes containing intermixable shades to create an array of various shades. Features Benefits no mixing simple and time efficient application no ammonia direct semi-permanent dye FASHION COLOUR intermixable shades botanically infused endless colour options and results provides added moisture and shine to hair How To Pump desired colour combo into a non-metallic bowl. Evenly apply to clean, damp pre-lightened hair. Process up to 25 or 30 minutes. Rinse well with cool water. Finish with Detangle. Tips Create a pastel shade by mixing one part Fashion Colour to two parts Masque (or any other J Beverly Hills conditioner). You can add more parts Fashion Colour or more parts Masque to create a darker or lighter shade. Notes Fashion Colour should not be mixed with developer or other permanent colour tubes. Heat should not be applied. J Beverly Hills COLOUR

32 J BEVERLY HILLS COLOUR was created by JUAN JUAN, celebrity stylist. J Beverly Hills is a premier producer of hair and colour products avail- able only through the finest p ro f e s s i o n a l s a l o n s. J u a n Juan s vision is to empower fellow salon professionals by providing the knowledge and resources to establish themselves with an individualized perspective and approach in this ever-changing competitive industry. t o l l f r e e : c o l o u r h o t l i n e : j b h. l i n e ( )

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