NEW TECHNICAL FOLDER
Strength is the foundation for true beauty. With Wella Professionals new WELLAPLEX strengthening service and FUSIONPLEX care line, stylists empower their clients to color and lighten with strength, creating beautiful, confident looks. OWN YOUR STRENGTH From coloring or lightening in salon, to take-home hair care, this complete line designed by Wella Professionals strengthens hair and reduces breakage by up to 95%.* Optimized ph system to deliver the perfect color development and stronger hair every time you color or lighten. N 1 Bond Maker N 2 Bond Stabilizer N 3 Hair Stabilizer Instantly protects against breakage and recharges results at home for up to 5 weeks.** Intense Repair Shampoo Intense Repair Conditioner Intense Repair Mask Amino Refiller (Salon Only) SOPHIE TURNER WELLA PROFESSIONALS GLOBAL AMBASSADOR *vs lightening without Wellaplex. **with use of conditioner 2
CHALLENGES IN A NEW WORLD OF BEAUTY Today only 50 % of women who would like to enhance their beauty are coloring their hair Products that cause less damage to hair are the #1 reason consumers choose to color in salon and to color more often. Many stylists are concerned of clients hair quality due to increasing number of lightening services SOURCE: Pan Beauty segmentation. 2010. Total women: U.S.-U.K.-Germany-China-Japan 3
INTRODUCING WITH THE OPTI ph SYSTEM An exclusive technology that helps to reconstruct inner hair bonds for stronger hair during lightening and color services while ensuring perfect lifting & color results. Reconstructing hair bonds for stronger hair OPTI ph SYSTEM enables optimal penetration of lifting & dye molecules for perfect color and lightening development. The perfect match for Wella Professionals lighteners and color No need to change peroxide or development time IN-SALON PRODUCTS AT-HOME CARE PRODUCT N 1 BOND MAKER Helps to create bonds within the hair during lightening or color service. To be mixed with lightener or color. N 2 BOND STABILIZER Further strengthens the bonds, re-balances ph and strengthens the hair structure after chemical treatments. N 3 HAIR STABILIZER Helps to keep the hair strong, smooth and soft, until the next WELLAPLEX treatment in-salon. To be used at-home following a WELLAPLEX in-salon service. 4
IDENTIFY YOUR CLIENTS CLIENTS WHO WANT TO LIGHTEN THEIR HAIR CLIENTS WITH DAMAGED HAIR WHO WANT TO COLOR Recommend WELLAPLEX with all your lightening services. Reduce damage while lightening For stronger hair structure with no compromise on lightening result Superior hair quality with up to 7 levels of lift 1 Whenever you do a coloring service for damaged or sensitized hair, recommend WELLAPLEX for stronger hair quality while coloring. Wella Professionals colors are designed to keep the hair integrity at its best. CLIENTS WITH CONCERNS ABOUT HAIR INTEGRITY Recommend WELLAPLEX for all your clients who Want to grow their hair longer Have weakened, stressed hair Are looking for color transformation that requires multiple steps Want texture transformation 1 WELLAPLEX & BLONDOR service vs. BLONDOR alone 5
RECOMMENDING Introduce the WELLAPLEX service to your clients and explain how it can help improve your clients hair. For example... As we re about to lighten your hair, I would recommend to add WELLAPLEX in your service. It s an innovation that creates new bonds inside the hair during lightening, for stronger hair. Your hair stays in the most optimal condition. As we re about to color your hair and since I noticed some damage on it, I would recommend to add WELLAPLEX in your color service. It will help reduce damage during coloring service for stronger hair. Your lengths and ends are looking a bit stressed and your hair lacks strength. I would recommend we do a WELLAPLEX service it s a new innovation that helps to reconstruct inner hair structure for stronger hair. Invest in your new look and significantly improve the quality of your hair with a WELLAPLEX add-on service. Would you like to try it? 6
FITS WITH ALL SALON SERVICES SERVICES WITH WELLAPLEX LIGHTENING SERVICES STAND-ALONE TREATMENT SERVICE Full head lightening or highlights Painting or freehand techniques COLOR SERVICES Permanent or demi-permanent colors TEXTURE TRANSFORMATION SERVICES Perms or straightening 7
{ HOW THE OPTI ph SYSTEM WORKS DAMAGED HAIR Inside damaged hair some of the amino-acid bonds are broken. Hair damage can result from chemical processes, mechanical or environmental stress happening within the hair. WHAT IS THE BENEFIT OF OPTI ph SYSTEM? OPTIMAL ph MATTERS WITH LIGHTENING AND COLOR: Lightening and oxidative color products have a high ph (~9-10) which is necessary to open the hair cuticles thus enabling penetration of lifting and color molecules. WELLAPLEX with OPTI ph SYSTEM is formulated to work in perfect synergy with Wella Professionals products: N 1 Bond Maker has matching ph with lightening and color products enabling optimal lift and penetration of dye molecules. N 2 Bond Stabilizer rebalances the ph factor after chemical service. Stronger hair structure with no compromise on lightening or color result. 14 13 12 11 10 9 8 7 6 5 4 3 2 1 0 Wella Professionals lightening and color & WELLAPLEX N 1 Bond Maker WELLAPLEX N 2 Bond Stabilizer 8
OPTI ph SYSTEM Formulated to work in perfect synergy with Wella Professionals products. ACTION OF WELLAPLEX DURING LIGHTENING / COLORING SERVICE N 1 Bond Maker helps to reconstruct inner hair bonds for stronger hair. The ph perfectly matches the ph of Wella Professionals lightening & color products, enabling optimal lift and penetration of dye molecules. N 2 Bond Stabilizer further strengthens the hair bonds and rebalances the ph factor. It enriches the hair fiber, smoothens and protects hair surface. Blue dots: WELLAPLEX White dots: lightening / dye molecules 9
DURING LIGHTENING SERVICES WELLAPLEX is recommended to be mixed with all BLONDOR products for a stronger, better blonde. STEP 01 STEP 02 STEP 03 STEP 04 Mix lightening mixture as usual. Add WELLAPLEX N 1 Bond Maker. Apply on hair. Develop as usual. Rinse, towel-dry do not shampoo. Apply WELLAPLEX N 2 Bond Stabilizer. Develop 10 minutes. STEP 05 STEP 06 STEP 07 Rinse. Shampoo, rinse and towel-dry. Apply post treatment. Rinse. With lightening service: Use BLONDOR SEAL & CARE as a post treatment. 10
LIGHTENER MIXING RATIOS WELLAPLEX is recommended to be mixed with all BLONDOR products. It will create new bonds inside the hair for stronger hair. N 1 BOND MAKER Mix WELLAPLEX N 1 Bond Maker in lightening or color mixture in relation to lightening powder. 1 FULL HEAD OR FOIL HIGHLIGHTS 5:1 (Lightening powder : WELLAPLEX N 1) BLONDOR POWDER PEROXIDE (mixing ratio may vary) WELLAPLEX N 1 BOND MAKER (g) 30 g 45 g 1 6 g SOFT BLONDE CREAM, PAINTING OR FREEHAND TECHNIQUE SOFT BLONDE CREAM, BLONDOR FREELIGHTS, MAGMA POWDER 10:1 (Lightener : WELLAPLEX N 1) PEROXIDE (mixing ratio may vary) WELLAPLEX N 1 BOND MAKER (g) 30 g 45 g 1 3 g N 2 BOND STABILIZER With lightening service, N 2 Bond Stabilizer is applied after rinsing out the lightener. Use approximately double the amount of N 1 Bond Maker. Comb through and add more if needed. N 1 BOND MAKER N 2 BOND STABILIZER 4 g or less 1-2 pumps (4-8 g) 6 g 8 g 3 pumps (~12 g) 4 pumps (~16 g) N 2 Bond Stabilizer has luxurious creamy consistency that is easy to apply evenly on hair. 1 The peroxide amount may vary. 11
DURING COLOR SERVICES WELLAPLEX is recommended to be used with all Wella Professionals Color when coloring sensitized or damaged hair. STEP 01 STEP 02 STEP 03 STEP 04 Mix color mixture as usual. Add WELLAPLEX N 1 Bond Maker. Apply on hair. Develop as usual. Rinse, towel-dry do not shampoo. Apply WELLAPLEX N 2 Bond Stabilizer. Develop 10 minutes. STEP 05 STEP 06 STEP 07 Rinse. Shampoo, rinse and towel-dry. Apply post treatment. Rinse. With color service: Use Service Post Color Treatment as the post treatment. 12
COLOR MIXING RATIO WELLAPLEX is recommended to be used with color especially when coloring sensitized or damaged hair. Hair will feel healthier, more flexible and more manageable. N 1 BOND MAKER Mix WELLAPLEX N 1 Bond Maker in color mixture in relation to color cream amount (the peroxide amount may vary depending of product used). COLORING ALL TECHNIQUES 15:1 (Color Cream : WELLAPLEX N 1) COLOR PEROXIDE (mixing ratio may vary) WELLAPLEX N 1 BOND MAKER (g) 30 g 30 g (60 g with Special Blondes and COLOR TOUCH) 2 g 60 g 60 g (120 g with Special Blondes and COLOR TOUCH) 4 g N 2 BOND STABILIZER With color service, N 2 Bond Stabilizer is applied after rinsing out the color. Use approximately double the amount of N 1 Bond Maker. Comb through and add more if needed. WELLAPLEX N 1 BOND MAKER 4 ml or less 6 ml 8 ml N 2 BOND STABILIZER 1-2 pumps (4-8 g) 3 pumps (~12 g) 4 pumps (~16 g) N 2 Bond Stabilizer has a luxurious creamy consistency that is easy to apply evenly on hair. 13
AS A STRENGTHENING TREATMENT Recommend WELLAPLEX as a stand-alone treatment for all your clients with damaged hair who Want to grow their hair longer Have weakened, stressed hair STEP 01 STEP 02 STEP 03 STEP 04 Pre-shampoo and towel-dry. Mix WELLAPLEX N 1 Bond Maker with water in an applicator bottle. Apply mixture on hair. Develop 5 minutes. Do not rinse. Apply WELLAPLEX N 2 Bond Stabilizer. Develop 10 minutes. STEP 05 STEP 06 STEP 07 Rinse. Shampoo, rinse and towel-dry. Condition and rinse. STRENGTHENING TREATMENT 6:1 (WATER : WELLAPLEX N 1) WATER WELLAPLEX N 1 BOND MAKER N 2 BOND STABILIZER SPECIAL NOTE Short hair 60 g 10 g 2-3 pumps (~10 g) Mid length to long hair 90 g 15 g 4 pumps (~15 g) During stand-alone treatment, N 2 Bond Stabilizer is applied on top of N 1 + water mixture. Use approximately same amount of N 2 Bond Stabilizer and N 1 Bond Maker. 14
GET THE LOOK SOPHIE TURNER WELLA PROFESSIONALS GLOBAL AMBASSADOR 15
LIGHTEN AND COLOR COLOR FORMULAS A 30 g Blondor Multi Blonde Powder + 45 g Color Touch 1.9% Emulsion + 6 g WELLAPLEX No.1 B 30 g Koleston Perfect 10/86 + 60 g Koleston Perfect Pastel Developer STEP 01 STEP 02 Begin by highlighting the hair in a fine weave pattern. Apply Formula A in foils from the new growth to the pre-existing lightened areas to blend and unify blonde throughout. After processing to desired level of lift, rinse, towel-dry and apply WELLAPLEX N 2. Develop for 10 minutes. STEP 03 STEP 04 Thoroughly rinse, cleanse with FUSIONPLEX Shampoo, and apply Blondor Seal & Care. Rinse before toning. Apply Color B and process for 10 minutes or until the desired tone is achieved. Rinse and finish with Color Post Treatment. 16
STYLE STYLING PRODUCTS EIMI Shape Me EIMI Stay Essential EIMI Glam Mist STEP 01 STEP 02 Apply EIMI Shape Me from roots to ends on damp hair and blow-dry with a round brush for smoothness, body, and shine. Once dry, spray EIMI Stay Essential on each section, brush to spread evenly, then set waves with a 1-inch curling iron with a flat wrapping technique. Start a few inches away from the scalp all the way to the ends to create a glamorous wave. STEP 03 AT-HOME CARE RECOMMENDATION Use FUSIONPLEX Shampoo & Intense Repair Mask. Treat hair weekly with WELLAPLEX Nº3 Hair Stabilizer. Once completely cool brush thoroughly and use a tail comb to place waves. Finish with EIMI Glam Mist for added shine and dimension. 17
& TEXTURE TRANSFORMATION SERVICES WELLAPLEX DURING PERM SERVICE 1. Mix WELLAPLEX N 1 Bond Maker with water (1:6 e.g. 10 g WELLAPLEX N 1 Bond Maker + 60 g water) in a non-spraying applicator bottle. 2. After rinsing the perm lotion, apply mixture on perm rollers and develop for 5 minutes. Rinse. Continue with neutralizing. 3. After second neutralizing and rinsing, instead of using post-perm treatment apply WELLAPLEX N 2 Bond Stabilizer. Leave on for 10 minutes and rinse well. EXPERT TIP: In case of fine hair, a light shampoo after N 2 Bond Stabilizer is recommended. WELLAPLEX DURING STRAIGHTENING SERVICE 1. Mix WELLAPLEX N 1 Bond Maker with water (1:6 e.g 10 g WELLAPLEX N 1 Bond Maker + 60 g water) in a non-spraying applicator bottle. 2. After rinsing out the straightening cream, towel-dry and apply mixture on hair and develop for 5 minutes. Rinse. Continue with blow-drying the hair, straightening and applying neutralizing cream. 3. After neutralizing cream and rinsing, instead of using postperm treatment apply WELLAPLEX N 2 Bond Stabilizer. Leave on for 10 minutes. Rinse and finish (no shampooing needed). 18
HOME TREATMENT FOR YOUR CLIENT N 3 HAIR STABILIZER To fully benefit from the WELLAPLEX in-salon service, recommend the N 3 Hair Stabilizer to your client. It helps to keep the hair strong, smooth and soft until the next WELLAPLEX in-salon service. WELLAPLEX N 3 Hair Stabilizer should be used once a week in addition to normal hair care regimen after the WELLAPLEX in-salon service. How to use at home: Shampoo hair as usual, towel-dry and apply from roots to ends; leave on for 5-10 minutes and rinse thoroughly. Style hair as usual. FUSIONPLEX FUSIONPLEX Shampoo and Conditioner are recommended for damaged hair to complement WELLAPLEX treatment. 19
NEW TECHNICAL FOLDER WELLA PROFESSIONALS FUSIONPLEX
21 WELLA PROFESSIONALS FUSIONPLEX
INTRODUCING WELLA PROFESSIONALS FUSIONPLEX Wella Professionals 1 st instant and long-lasting hair care recovery regimen from salon to home. FOR UP TO 95 % MORE RESILIENCE AGAINST BREAKAGE* Did you know... // Hair breakage is the main concern for client s who are at age 18-35** // Clients who are visiting salons and doing care services are mainly looking for hair repair solutions (care against damage and hair breakage) // Longer hair is the ultimate aspiration for the 18-34 years old. They blow-dry/curl/straighten regularly, highlight or bleach. However they would do anything to get virgin hair back and avoid cutting to keep growing their hair YOUR SALON S OPPORTUNITY GROW YOUR SPEND PER CLIENT OPTIMIZE SALON & STAFF OPERATIONS By offering your clients new salon services and premium care products. *vs. non conditioning shampoo **Source: IPSOS 2015 Omnibus (base size 4427) Salon vs Retail Brands Desired Salon Product Benefits. Ipsos 22 WELLA PROFESSIONALS FUSIONPLEX
FUSIONPLEX PRODUCTS 2 1 4 3 1 INTENSE REPAIR SHAMPOO Delicate shampoo that helps to repair damaged hair, leaving the hair clean and cared. With EDDS, micronized lipids and silk amino acids. How to use: Apply to wet hair, lather and rinse thoroughly. (250 ml/1000 ml) 3 INTENSE REPAIR MASK Luxurious creamy mask that helps to repair and protect against breakage. With intense conditioning ingredients and silk amino acids. How to use: Apply to damp hair. Leave on for 5 min. and rinse thoroughly. (150 ml/500 ml) 2 INTENSE REPAIR CONDITIONER Instantly helps to protect against breakage due to combing and mechanical damage. Detangles hair leaving it smooth. With silk amino acids. How to use: Apply to damp hair. Leave on for 30 sec. and rinse thoroughly. (200 ml/1000 ml) 4 AMINO REFILLER SALON SERVICE SPECIFIC Penetrates down to the cortex, refilling the hair with amino acids. With silk amino acids. How to use: Apply on shampooed damp hair, concentrating on the damaged parts (lengths and ends). Comb through and apply heat to intensify for long-lasting result. Rinse thoroughly. Conditioner or Mask can be used following the Amino Refiller service. (70 ml) 23 WELLA PROFESSIONALS FUSIONPLEX
HAIR DAMAGE WHAT IS HAIR DAMAGE In our daily life there are many types of damage influences that can weaken the integrity of hair: // Mechanical and thermal influences (combing or heat tools: blow-drying, straightening or curling) // Chemical treatments (lightening/coloring/perming) // Environmental influences (weathering or UV/sunlight-damage) When hair gets damaged, the amino acids which make up the protein of the hair are weakened and the strength of the hair decreases. This can be seen as hair breakage and brittleness, frizzy hair that is difficult to manage, and non-shiny, dull hair. Damaged hair also need moisture to bring back hair s moisture level, help repair cuticles and add shine and smoothness to hair. FUSIONPLEX care program adds amino acids in hair, recovering the hair fiber, penetrating down to the cortex, for a hair that is smooth, elastic and resilient against breakage. HAIR LENGTH AND DAMAGE Hair lengths and ends might have years of history with styling and/or color changes and therefore have suffered a lot of damage influences. Hair damage is progressive: once hair is damaged it is inclined to deteriorate more rapidly. With FUSIONPLEX Amino Refiller you can add targeted care for the most damaged parts. 1 MONTH 1 YEAR 2 YEARS 3 YEARS 24 WELLA PROFESSIONALS FUSIONPLEX
FRAGRANCE STORY TOP Elegant and luxurious floral woody fragrance. PINK LADY APPLE GRAPEFRUIT GREEN TEA LEAVES HEART A sense of sensuality is provided by a touch of gardenia enhanced by pink peony and heliotrope. GARDENIA PINK PEONY HELIOTROPE BASE The opulent and warm woody nutty textures of the cedarwood and sandalwood are sophisticated. VANILLA SANDALWOOD CEDARWOOD 25 WELLA PROFESSIONALS FUSIONPLEX
CONSULTATION GET TO KNOW YOUR CLIENTS AND THEIR HAIR CONCERNS After finding out your client s care and styling habits, analyze the hair condition in more detail to find the specific care information: // What concerns you most about the condition of your hair? // What do you look for in a shampoo, conditioner, or mask? ANALYZE HAIR Listen to the client s responses and then look closely at the hair, how does it look and feel? Are there signs of hair damage, such as: // Hair lacks shine / looks dull // Difficult to manage, lacking suppleness // Over processed, brittle // Dry, frizzy If damage is the key concern, recommend the FUSIONPLEX in-salon service and care line to use at home. // Make a strand test to analyze and overall state of hair: lengths to ends Use FUSIONPLEX Amino Refiller as targeted care on the most damaged parts of the hair. Is the hair fine, normal or coarse? // This might affect your treatment selection. Coarse hair needs more moisture and therefore the FUSIONPLEX Intense Repair Mask would be the preferred option, where for fine-normal hair, the FUSIONPLEX Intense Repair Conditioner might be sufficient // Diagnose the hair by its look, feel and based on client s care and styling habits. Understanding the hair s history will help you to evaluate the status of the hair and the daily influences hair has to go through. 26 WELLA PROFESSIONALS FUSIONPLEX
RECOMMENDING FUSIONPLEX Talk positively about the benefits of the FUSIONPLEX service and how it can address her concerns. For example You told me that your hair is damaged and tends to go frizzy I would recommend the FUSIONPLEX service as it will help to repair your hair and also create smoothness. As we ve agreed to lighten your hair, it is important that you take good care of it at home. Therefore I recommend the FUSIONPLEX care products to be used at home so you will maintain your new blonde in the best possible condition. As you style your hair with straighteners every day, I notice some damage in the lengths and ends therefore I would recommend a new FUSIONPLEX care service that helps to repair and smooth the hair and bring back the moisture level. BEAUTY COACH Share tips with your client on the right home care & styling routines. For example, they might find these kinds of tips useful: // You should always towel-dry the hair after shampooing prior to conditioner/mask. This way hair gets most of the product and one needs less product, too. // Conditioner can be used as the daily treatment, and mask is recommended to be used once a week for an at-home care boost. // Use any leave-in treatment or Oil Reflections oil as an extra treatment and protection. This will also help detangle the hair. // Never use straightening or curling irons on damp hair hair needs to be entirely dry first. 27 WELLA PROFESSIONALS FUSIONPLEX
Silksteel FUSION program: Empowered by advanced amino acids. 28 WELLA PROFESSIONALS FUSIONPLEX
HOW IT WORKS SILKSTEEL FUSION PROGRAM Inspired by spider silk, one of the strongest fibers in nature, our innovative formula is designed with Silksteel FUSION program, a fusion of silk amino acids and micronized lipids. It penetrates the hair deep down the cortex and instantly recovers hair fiber at micro and macro levels and helps to prevent future hair breakage. Even the most damaged hair feel renewed, smooth, elastic and resilient against breakage. DAMAGED HAIR Damaged hair has imperfect cuticles and weakened protein structure. Metallic impurities and free radicals harm the hair surface. Hair feels dry, rough and the hair structure is weakened. SILKSTEEL FUSION PROGRAM RECOVERS HAIR FIBER ON MICRO AND MACRO LEVELS Amino acids and silk amino acids Micronized lipids EDDS INSIDE HAIR: Two amino acids penetrate deep into hair cortex, refilling the hair. OUTSIDE HAIR: FUSIONPLEX Shampoo s EDDS technology removes metallic impurities via antioxidant action. Micronized lipids provide instant wet conditioning. Silksteel FUSION program protects the hair from further damage. 29 WELLA PROFESSIONALS FUSIONPLEX
FUSIONPLEX INTENSE REPAIR SERVICES INTENSE REPAIR: SERVICE TO REPAIR HAIR, WITH AMINO REFILLER PREPARE: Shampoo the hair with Intense Repair Shampoo to prepare hair for the treatment. Shampoo, lather and rinse. Repeat if needed. Towel-dry hair. REFILL: Take client back to styling chair. Divide the hair into 4 sections and apply Amino Refiller Treatment specifically on most damaged areas, lengths and ends. Apply heat for 5-10 min. Climazon 30 WELLA PROFESSIONALS FUSIONPLEX
REPAIR, SMOOTH & SEAL: CONDITIONER Recommeded for fine hair. Leave on for 30 seconds. MASK Recommended for normal to coarse hair. Leave on for 5 minutes. TIP: Use Oil Reflections oil as a finishing product to protect from heat. Style as usual. EXPRESS REPAIR: A PERFECT QUICK ADD-ON CARE SERVICE FOR OTHER SERVICES FUSIONPLEX is the perfect care partner with salon services (lightening, color, perm or straightening) when working with compromised hair. For express service use: Intense Repair Shampoo & Mask. 31 WELLA PROFESSIONALS FUSIONPLEX
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