CREATINE + PERMANENT CURLS AND STRAIGHTENING SERVICES DESIGN GUIDELINES

CREATINE + PERMANENT CURLS AND STRAIGHTENING SERVICES DESIGN GUIDELINES

GENERAL INFORMATION On the following pages you ll find design guidelines for all CREATINE + Permanent Curls and Straightening Services material. These guidelines are mandatory for each layout in order to ensure creative consistency across all media and all instances related to CREATINE + Permanent Curls and Straightening Services. Additionally, please use the provided toolbox layouts as references for your design, in order to keep the defined look and feel of the initiative. CONTENTS 03 The story 04 Visual world 06 Visual assets 07 Look and feel 08 Typography 12 Special features 13 Layering of images 14 Colors 15 Overview 16 Visuals 17 Packshot composition 18 Contact GENERAL INFORMATION 2

THE STORY Wella Professionals developed the new CREATINE + texture line to work hand in hand with WELLAPLEX for a new generation of texture services. Our professional team needed to overcome the challenge of perms seeming old-fashioned to make them attractive again for both hairdressers and a younger target group. So we created a new and appealing brand world for an appealing, up-to-date permanent service that delivers beautiful curls, waves or straightened hair. THE STORY 3

VISUAL WORLD The new CREATINE + initiative focuses on the new texturizing products, their new package design, and WELLAPLEX as an ideal complement for creating beautiful, healthy-looking hair. The overall look and feel represents a harmonious combination of WELLAPLEX assets and the already established design elements of RIO PERM creating a unique new world of texturizing services. Two beauty visuals representing a straightening service and a curl service create a premium look and feel that focuses on new technologies in an emotional and desirable way. We ve also introduced a helpful new color-coding for our new packaging, offering easier navigation and understanding. 4

WELLAPLEX AND RIO PERM ASSETS CREATE CREATINE + RIO PERM CREATINE + VISUAL WORLD 5

VISUAL ASSETS CREATINE + TEXTURIZING SERVICES CREATINE + CURL FOR BOUNCY CURLS Two variations: (75ml / 250ml) CURL (N) For normal to resistant hair CURL (C) For colored or sensitized hair CREATINE + WAVE - FOR NATURAL WAVES Two variations: (75ml / 250ml) WAVE (N) For normal to resistant hair WAVE (C) For colored or sensitized hair CREATINE + NEUTRALIZER ONE NEUTRALIZER FOR BOTH CURLS AND WAVES Ready to use no need to mix with water (1000ml / 100ml) HAIR TYPE / CREATINE + Straight variant (without heat) THICK / COARSE HAIR NORMAL HAIR FINE HAIR CREATINE + STRAIGHT FOR PERMANENT STRAIGHTENING Three variations: (200ml) (H) FOR HIGHLIGHTED AND VERY SENSITIZED HAIR 15 min 10 min 5 min STRAIGHT (N) For normal to resistant hair STRAIGHT (C) For colored or sensitized hair STRAIGHT (H) For highlighted or very sensitized hair (C) FOR COLORED OR SENSITIZED HAIR 15 min 10 min 5 min STRAIGHT NEUTRALIZER (1000ml) (N) FOR NORMAL TO RESISTANT HAIR 25 min 20 min 15 min BLEND OF PREVIOUS INITIATIVES It s essential that the initiative has a warm and emotional look and feel referencing science, but never overly technical Dotted outlines refer to the science aspect of WELLAPLEX Speech bubbles and arrows linking copy and images are taken from RIO PERM, and are used to create an emotional link GRADIENTS/COLOR CODING Balance of science and emotion: blue refers to WELLAPLEX beige adds warmth This gradient comes to life in typography and design elements in order to highlight important information The new package design s color-coding helps to easily navigate through the new product portfolio LINK TO HAIR TYPE Behind-the-scenes images also strengthen the two services visually The leaves of a plant represent curly hair Geometric lines represent the straightening service VISUAL ASSETS 6

LOOK AND FEEL THE TOOLBOX OVERVIEW G H T E NIN S T R A IG V IC E SER R AIG HT HAI R* AND STR HAI SMO OTH FOR STR ONG ER AST ING DS * LON G-L CT HAIR BON LITY TRU HAIR QUA RECONS SUP ERIO R INTRODUCING CREATINE+ PERMANENT CURLS AND STRAIGHTENING SERVICES OUR AND IMPROVED PRODUCTS FOR PERMANENT CURLS AND STRAIGHTENING SERVICES COMBINATION OF HIGH-CONDITIONING AGENTS REDBERRY ROSE PERFUME MILDER ODOR FOR MORE PLEASANT CLIENT EXPERIENCE PACKAGING AND SIMPLIFIED NAVIGATION PERMANENT CURLS AND STRAIGHTENING SERVICES WELLAPLEX RECONSTRUCT HAIR BONDS FOR STRONGER HAIR* READY TO USE NEUTRALIZER FOR CURLS AND WAVES Our new texture line has been designed to work hand in hand with Wellaplex for new and improved texture services. BONDS Hair is formed mainly by proteins. Its main protein being keratin. Keratin is made of amino acids which form different bonds, the most important are DISULFIDE BONDS, HYDROGEN BONDS and SALT BONDS. These different types of amino acid bonds are working together to make hair such a strong, yet flexible material. Amino acid bonds are important in determining the condition and strength of the hair. 1 HOW IT WORKS: ACTION CREATINE+ TEXTURE TRANSFORMATION PRODUCTS AND WELLAPLEX Straight Texture transformation products work with Disulfide bonds. They are opened by perm lotion / straightening PACKAGING EASY NAVIGATION cream and fixed into new position with neutralizer. Hydrogen and Salt bonds can be broken if the hair is CHOOSE YOUR VARIANT DEPENDING ON CURL TYPE AND CLIENT S HAIR TYPE. damaged (due to chemical process for example) WELLAPLEX can reconstruct the hydrogen and salt bonds. Result: Reconnect more bonds during permanent curls and straightening services with WELLAPLEX for CREATINE+ lines have variants for normal to resistant hair and for colored or sensitized hair. * stronger hair. Straight range now also has products for highlighted or very sensitized hair. perm former with our EX compared WEL LAPL without 3 2 en Recons truc t Neu tral 4 ize Stab ilize service PERMANENT CURLS WELLAPLEX CREATES MORE BONDS INSIDE THE HAIR, FOR STRONGER HEALTHIER HAIR. CREATINE+ CURL FOR BOUNCY CURLS Two variations: (75ml / 250ml) CURL (N) For normal to resistant hair CURL (C) For colored or sensitized hair BETTER CURL DEFINITION AND BOUNCINESS * RECONSTRUCT HAIR BONDS FOR STRONGER HAIR * SUPERIOR HAIR QUALITY * CREATINE+ WAVE - FOR NATURAL WAVES AFTER TEXTURE PROCESS Two variations: (75ml / 250ml) WELLAPLEX WAVE (N) For normal to resistant hair DISULFIDE BONDS are reconnected in a WAVE (C) For colored or sensitized hair new form and HYDROGEN & SALT BONDS are reconstructed CREATINE+ NEUTRALIZER ONE NEUTRALIZER FOR BOTH CURLS AND WAVES compared with our former perm service without WELLAPLEX Ready to use no need to mix with water (1000ml / 100ml) CREATINE+ STRAIGHT FOR PERMANENT STRAIGHTENING Three variations: (200ml) STRAIGHT (N) For normal to resistant hair STRAIGHT (C) For colored or sensitized hair STRAIGHT (H) For highlighted or very sensitized hair STRAIGHT NEUTRALIZER INITIAL STAGE DISULFIDE BONDS HYDROGEN & SALT BONDS 1 * (1000ml) 3 4 7 8 Curl * 2 Reconstruct 3 Neutralize 4 Stabilize compared with our former perm service without WELLAPLEX compared with our former perm service without WELLAPLEX WIT H STRAIGHT HAIR * SMOOTH AND LONG-LASTING STRONGER HAIR HAIR BONDS FOR * RECONSTRUCT QUALITY SUPERIOR HAIR TE NING NE W ST RA IGH SE RV ICE BETTER CURL DEFINITION AND BOUNCINESS* RECONSTRUCT HAIR BONDS FOR STRONGER HAIR* SUPERIOR HAIR QUALITY * WELLAPL EX service without our former perm compared with * PERMANENT CURLS MORE? WANT TO KNOW tep video to see our step-by-s Visit www.wella.com the service information on and for further * LONG-LASTING SMOOTH AND STRAIGHT HAIR RECONSTRUCT HAIR BONDS FOR STRONGER HAIR* SUPERIOR HAIR QUALITY * ST RA IGH TENING SERV IC E 1. PREPARE the hair with INVIGO o. Aqua Pure Shampo Towel-dry. STRAIGHTEN + Straight Apply CREATINE on hair Cream evenly and let section by section Rinse develop 5-25 min. well. the produc t out 2. RECONSTRUCT Maker with Mix N 1 Bond on damp water (1:6). Apply for 5 hair and develop Blow dry minutes. Rinse. the hair. ten straigh and 3. NEUTR ALIZE Neutralizer Apply Straight by onto the hair strand Then strand with a brush. and rinse leave to develop 4. STABILIZE Apply N 2 Bond hair, Stabilizer on damp s develop 10 minute and rinse well. thoroughly. compared with our former perm service without WELLAPLEX * STRAIGHTENING SERVICE LOOK AND FEEL 7

TYPOGRAPHY In all our material, we only work with Clan Narrow in thin and book and in rare cases with Clan Narrow Medium. Headlines and sublines are always written in caps. Clan Narrow thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Clan Narrow book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Clan Narrow medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 TYPOGRAPHY 8

HEADLINE CHARACTER Clan Narrow thin/book all caps flush left/centered Color: CREATINE + gradient/white DESCRIPTION Headlines are always written in all caps and can be in different fonts (thin and book) in order to highlight information. The size of the headline depends on the layout format and copy volume, and needs to be adjusted for each material. The following data should be used as a guideline to determine your appropriate point-size: TECHNICAL FOLDER (210 x 297 mm): 45pt (leading 45pt) tracking: 50 SALON POSTER (A2 PORTRAIT FORMAT): 107pt (leading 107pt) tracking: 50 WOBBLER (120 x 123 mm): 23pt (leading 23pt) tracking: 50 PLEASE NOTE: Headlines are often accompanied by a disruptor visual element that includes copy. When using the word for this disruptor copy, always use a similar font size to what was used for the subhead copy. Also use Clan Narrow book in all caps, and in white, for the font, and use the CREATINE + gradient for the box the disruptor copy is placed in. The space between the disruptor copy and the headline should be the same height as the disruptor copy. Technical folder Salon Poster Wobbler PERMANENT CURLS AND STRAIGHTENING SERVICES RECONSTRUCT HAIR BONDS FOR STRONGER HAIR * PERMANENT CURLS BETTER CURL DEFINITION AND BOUNCINESS * RECONSTRUCT HAIR BONDS FOR STRONGER HAIR * SUPERIOR HAIR QUALITY * * compared with our former perm service without WELLAPLEX STRAIGHTENING SERVICE LONG-LASTING SMOOTH AND STRAIGHT HAIR RECONSTRUCT HAIR BONDS FOR STRONGER HAIR * SUPERIOR HAIR QUALITY * TYPOGRAPHY HEADLINE 9

INTRODUCING CREATINE + OUR AND IMPROVED PRODUCTS FOR PERMANENT CURLS AND STRAIGHTENING SERVICES COMBINATION OF HIGH-CONDITIONING AGENTS Technical folder PERMANENT CURLS BETTER CURL DEFINITION AND BOUNCINESS * RECONSTRUCT HAIR BONDS FOR STRONGER HAIR * SUPERIOR HAIR QUALITY * SUBHEAD CHARACTER Clan Narrow thin all caps fush left/centered Color: grey (80% black)/white DESCRIPTION Subheads are always written in all caps, and are used to best structure information. The size of the subhead depends on the layout format and copy volume, and needs to be adjusted for each material. The following data should be used as a guideline to determine the appropriate size: * compared with our former perm service without WELLAPLEX Salon Poster TECHNICAL FOLDER (210 x 297 mm): 20pt (leading 20pt) tracking: -10 STRAIGHTENING SERVICE LONG-LASTING SMOOTH AND STRAIGHT HAIR RECONSTRUCT HAIR BONDS FOR STRONGER HAIR * SUPERIOR HAIR QUALITY * Wobbler SALON POSTER (A2 PORTRAIT FORMAT): 49pt (leading 55pt) tracking: -10 WOBBLER (120 x 123 mm): 7pt (leading 9pt) tracking: -10 PLEASE NOTE: Always use the WELLAPLEX logo when using WELLAPLEX for subheads, and use a similar font size in relation to the logo. Use Clan Narrow thin in all caps for the copy. Height is 1½ size of the typography height Distance between the word and the logo is a simple space TYPOGRAPHY SUBHEAD 10

BODY COPY CHARACTER Clan Narrow book sentence case flush left/centered/ flush right tracking: 10 Color: grey (80% black) Highlighted parts: Clan Narrow book or medium all caps Color: grey (80% black) or Wella Red (c0/m100/y65/k15) BONDS Hair is formed mainly by proteins. Its main protein being keratin. Keratin is made of amino acids which form different bonds, the most important are DISULFIDE BONDS, HYDROGEN BONDS and SALT BONDS. These different types of amino acid bonds are working together to make hair such a strong, yet flexible material. Amino acid bonds are important in determining the condition and strength of the hair. DESCRIPTION Overall, please use Clan Narrow book for body copy, and always ensure an optimized legibility by using an appropriate point-size on calm, light backgrounds. The point-size of the body copy depends on the layout format and text volume, and needs to be adjusted for each material. The following data should be used as a guideline to determine your appropriate point-size: HOW IT WORKS: ACTION CREATINE + TEXTURE TRANSFORMATION PRODUCTS AND WELLAPLEX Texture transformation products work with Disulfide bonds. They are opened by perm lotion / straightening cream and fixed into new position with neutralizer. Hydrogen and Salt bonds can be broken if the hair is damaged (due to chemical process for example) WELLAPLEX can reconstruct the hydrogen and salt bonds. Result: Reconnect more bonds during permanent curls and straightening services with WELLAPLEX for stronger hair. WELLAPLEX CREATES MORE BONDS INSIDE THE HAIR, FOR STRONGER HEALTHIER HAIR. Technical folder TECHNICAL FOLDER (210 x 297 mm): 9pt (leading 15pt) tracking: 10 WOBBLER (120 x 123 mm): 7pt (leading 9pt) tracking: 20 Straighten Wobbler 1 2 3 4 Reconstruct Neutralize Stabilize TYPOGRAPHY BODY COPY 11

SPECIAL FEATURES 1 BEFORE NEUTRALIZING In case service with WELLAPLEX, apply N 1 Bond Maker after rinsing off the curl lotion. Mix WELLAPLEX N 1 Bond Maker with water (1:6). 5. Apply on rods and develop for 5 minutes. Rinse. NEUTRALIZING: After rinsing gently remove the excess water by tapping with a towel. Measure 100ml of neutralizer (ready to use) in bowl. Apply 2/3 of the neutralizer on rods with sponge and leave in for 5 minutes. (You may also use application bottle). 6. OUR COMBINATION OF HIGH-CONDITIONING AGENTS NEUTRALIZING CREATINE Technical foldermolecules HYDRO-CONDITIONER 7. 1. INFO BOX REMOVE the rods. HELP TO Apply CONDITION THE HAIR DURING the remaining THE TEXTURE TRANSFORMATION 1/3 Neutralizer mixture hair and ELASTICITY, leave PROCESSonto FOR the INCREASED to develop for more BOUNCINESS AND5 SHINE. minutes. In order to best highlight and structure information, please use Clan Narrow book with all sentence cases in grey (80% black), and place copy inside a white box with a dotted outline in the CREATINE+ color gradient. Please use the data from the technical folder (210 x 297 mm) as a reference to determine the appropriate size TOWEL DRY and style with DURING PERM PROCESS EIMI Ocean Spritz for defined ALTERNATIVE STEP 6 look enhance curls with curler. In case of service with WELLAPLEX, use N 2 Bond For more casual look scrunch Stabilizer instead of Post Perm treatment. Apply on damp the curls let air dry. hair, develop for 10 minutes and rinse well. for different layout formats. The dotted box can include an arrow pointing to the image the text is referring to, Hair before New CREATINE+ CREATINE+ CURL & perm service. complex will help to WAVE NEUTRALIZER: condition the hair em ll RECOMMENDED HOME CARE AND STYLING REGIMEN during perming. or else the image can be displayed inside the dotted box, and itself contain a white Result: arrow that correlates to the text. Shinier curls Ready to use with more bounce. neutralizer - no need to mix with water. INVIGO NUTRI-ENRICH Shampoo, Conditioner and Mask FUSION Shampoo and Conditioner 2. RANGE GRADIENT EIMI Sugar Lift 10 Because there are two product ranges (Curls/Waves and Straightening), when using the CREATINE+ gradient for the headline, the colors must correspond to the DURING STRAIGHTENING PROCESS Technical folder colors of the products they re referring to: Waves and Straightening is warmer, while Curls is cooler. 2 Hair before New CREATINE+ Result: straightening service. complex will help to Smoother, shinier hair condition the hair with less frizz. during straightening. STRAIGHTENING SERVICE LONG-LASTING SMOOTH AND STRAIGHT HAIR RECONSTRUCT HAIR BONDS FOR STRONGER HAIR * SUPERIOR HAIR QUALITY * Wobbler Sraightening 6 PERMANENT CURLS BETTER CURL DEFINITION AND BOUNCINESS * RECONSTRUCT HAIR BONDS FOR STRONGER HAIR * SUPERIOR HAIR QUALITY * Wobbler Curls SPECIAL FEATURES 12

LAYERING OF IMAGES The images need to follow the shape language defined in the Wella Visual ID. (For formats similar to the technical folder (210 x 297 mm), please use a radius of 5 mm). Three layers allow images with a light look and feel, and which match the color-coding of the CREATINE + initiative. The lowest one has an image with a transparency of 20%. The second layer is the CREATINE + gradient with 30% transparency and screen effect. The third and upper layer is white, and has a screen effect and transparency of 30%. In order to increase legibility, the opacity of the layers can be adjusted individually, regardless of whether or not there is text placed above it. LAYER 3 white / 30% transparency / screen effect Please ensure a consistent use of the these types of images, as the beauty appearance of the brand is the focus. LAYER 2 CREATINE + gradient / 30% transparency / screen effect LAYER 1 image / 20% transparency LAYERING OF IMAGES 13

COLORS In order to maintain a premium look and feel, the layouts need to be light and airy. Our primary colors are the CREATINE + gradient and dark grey. These predefined colors should always be used when materials are being produced for the initiative. Please ensure a consistent use of colors in order to best accentuate the layouts. BASE COLORS: CREATINE + GRADIENT: SECONDARY COLORS: WHITE used for headlines, sublines, copy in boxes and tables c60/m40/y20/k5 CURLS (c60/m90/y5/k10) used only to highlight curls range GREY (c0/m0/y0/k80) used for body copy used for headlines, sublines, boxes, tables WAVE (c17/m85/y20/k2) used only to highlight wave range WELLA RED (c0/m100/y65/k15) used for highlighted copy c10/m25/y25/k5 STRAIGHT (c0/m50/y90/k0) used only to highlight straightening range COLORS 14

OVERVIEW Subhead Headline INTRODUCING CREATINE + OUR AND IMPROVED PRODUCTS FOR PERMANENT CURLS AND STRAIGHTENING SERVICES Body copy highlighted COMBINATION OF HIGH-CONDITIONING AGENTS REDBERRY ROSE PERFUME MILDER ODOR FOR MORE PLEASANT CLIENT EXPERIENCE PACKAGING AND SIMPLIFIED NAVIGATION PERMANENT CURLS AND STRAIGHTENING SERVICES WELLAPLEX READY TO USE NEUTRALIZER FOR CURLS AND WAVES PACKAGING EASY NAVIGATION CHOOSE YOUR VARIANT DEPENDING ON CURL TYPE AND CLIENT S HAIR TYPE. Body copy CREATINE + lines have variants for normal to resistant hair and for colored or sensitized hair. Straight range now also has products for highlighted or very sensitized hair. Info box outline 1,5pt CREATINE + CURL FOR BOUNCY CURLS Two variations: (75ml / 250ml) CURL (N) For normal to resistant hair CURL (C) For colored or sensitized hair CREATINE + WAVE - FOR NATURAL WAVES Two variations: (75ml / 250ml) WAVE (N) For normal to resistant hair WAVE (C) For colored or sensitized hair Gap 3mm CREATINE + NEUTRALIZER ONE NEUTRALIZER FOR BOTH CURLS AND WAVES Ready to use no need to mix with water (1000ml / 100ml) CREATINE + STRAIGHT FOR PERMANENT STRAIGHTENING Three variations: (200ml) STRAIGHT (N) For normal to resistant hair STRAIGHT (C) For colored or sensitized hair STRAIGHT (H) For highlighted or very sensitized hair Rounded corners 5mm STRAIGHT NEUTRALIZER (1000ml) 3 4 Technical folder OVERVIEW 15

VISUALS The CREATINE + visuals show two different women with different hair types, who represent the possibilities that can be achieved with the services offered: Straightening and Curls/Waves. In addition to our two beauty visuals, we provide behind-the-scenes images (mood, location, and product shots) to create the world of the models. PLEASE NOTE: The maximum size of the key visuals is DIN A0 (BTS and SBS is A4). Please adhere to the format of the retouched images in order to achieve a high-quality print result. Never flip the beauty images. VISUALS 16

PACKSHOT COMPOSITION In order to deliver an ideal and highly realistic composition of our pack shots, we create general Photoshop files in which we ve adjusted all shadow/light reflections, etc. If one or more pack shots needs to be changed, removed or added, please use the additionally delivered pack shots, and create a new composition. PACKSHOT COMPOSING 17

CONTACT CREATINE + TEXTURIZING SERVICES DESIGN GUIDELINE 2017 For any questions or requests, please contact: Select World GmbH Hoheluftchaussee 18 20253 Hamburg, Germany +49 (0) 40 45 02 19 0 info.hamburg@selectworld.com CONTACT 18