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product book

total beauty

Where does beauty spring from? Vitality’s believes it springs from scientific research and innovation. It is from these «ingredients» that Vitality’s creates cosmetic products for the work of beauty and hair professionals and for women’s precious daily beauty routines. An Italian company for an Italian style: at the heart of it all, a passion for beauty and the enthusiasm to search ceaselessly for new offerings. This is the Vitality’s spirit: a constant attention to purity, to nature, to our active ingredients. In the salon as at home.

colour

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17:28

Pagina 1

colour

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ZERO THE 360°COLOUR REVOLUTION: «ZERO» THE COLOURING WITHOUT AMMONIA FOR DELICATE SKINS

patent vitality’s

CHARACTERISTICS

ADVANTAGES

RESULTS

 Microemulsions of fatty alcohols with derivative of salicylic acid and lactic acid, emollients contained in NMF

 Regenerates the hair fibre

 The hair’s absorption of the pigments is optimal

 Microemulsion with pyroglutamic acid (PCA)

 Moisturises the cuticle and the cortex, protects the scalp

 Does not damage hair and cutis during application

 Does not contain ammonia

 The product is not aggressive on the hair and the oxidant mixture does not give off the pungent smell of ammonia

 May even be applied on individuals with a particularly sensitive cutis

 Regulation of oxidant power

 The «Zero» colouring cream and «Zero» specific activator regulate the process of oxidation progressively, thanks to the pyroglutamic acid which binds with the basic colourants

 Uniform and strong-holding colour

 Microemulsions

 Carries the pigment into the hair cortex itself

 Colour brightness and shine

 New type of pigments

 25 colouring pigments

 Extreme variety of highlightscoverage and glossiness

 Derivatives of lactic acid

 Moisturises the hair and makes it soffice

 Combable, shiny and soft hair

 No stripes

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Pagina 2

DIAMOND SKIN PROTECTION EXCLUSIVE PATENTED HYPOALLERGENIC SYSTEM The Diamond Skin Protection creates a barrier on the cutis protecting it from the threat of colourants, without altering its effectiveness (fig. 1). The system uses new generation colourants for perfect adhesion and colour hold over time (fig. 2). Thanks to Shine Complex’s active ingredients the hair is glossy and the colouring is perfectly protected from repeated washing and from the sun’s rays (fig. 3). * This scientifically-controlled product has not caused allergies in a tested number of individuals with particularly delicate skins.

FIG. 1

FIG. 2

FIG. 3

8-10-2009

17:30

Pagina 3

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Colouring Cream COLOURING CREAM WITHOUT AMMONIA FOR DELICATE SKINS

The exclusive system formulated by Vitality’s for coloured hair, healthy and glossy.        

Is a permanent oxidation hair dye Does not contain ammonia Is formulated to limit allergy risk Contains the patented and exclusive «Diamond Skin Protection» Lightens up to 4 tones Covers 100% of white hairs Has a soft and creamy texture Has a pleasant flowery scent

DILUTION: 1+1.5 for the natural series 1+3 for the very blond Cont.: 60 ml

Specific Activator SPECIFIC ACTIVATOR

18-25-38

VOLUMES

Formulated for use along with «Zero» colouring cream. The innovative «Diamond Skin Protection» makes «Zero» particularly suited to individuals with a delicate and sensitive cutis. Use the 18 volumes for coverages and lightenings of 1 tone Use the 25 volumes for coverages and lightenings of 1 or 2 tones Use the 38 volumes for lightenings of 3 or 4 tones Cont.: 1000 ml

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8-10-2009

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Pagina 4

THE SPLENDOUR CONTINUES TO CONTINUE CARING FOR YOUR COLOUR, «ZERO» LIGHT-EFFECT PROTECTIVE SHAMPOO AND LIGHT-EFFECT DERMO-MOISTURISING MASK HAVE BEEN BORN. TWO IRREPLACEABLE ALLIES IN THE POST-COLOURING PHASE, BASED ON NATURAL ACTIVE INGREDIENTS. BECAUSE TRUE BEAUTY DOES NOT FADE AWAY.

Cont.: 200 ml Cont.: 500 ml

Cont.: 250 ml

PROTECTIVE SHAMPOO DERMO-MOISTURISING MASK       

With Diamond Skin Protection maximum luminosity and protection Without preservatives Without colourants Without aggressive tensioactives Delicate and flowery scent Extract of pomegranate to counter damage caused by free radicals Bisabolol (contained in the mask) to soothe an irritated cutis

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17:30

Pagina 5

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ART ABSOLUTE INNOVATIVE TECHNOLOGY «COUPLING EFFECT» GUARANTEED BY THE EXCLUSIVE FORMULATION OF «PROTECTOR OIL» IN TANDEM WITH THE COLOURING CREAM «ABSOLUTE»

CHARACTERISTICS

ADVANTAGES

RESULTS

 Microemulsions of fatty alcohols

 Regenerates the keratin

 Prepares hair fibre to absorb the pigment

 «ART» adjuvant oil, to mix with the colouring cream, contains jojoba oil, rice oil and olive oil

 Softens the cortex and protects the scalp

 Protection of the hair fibre and cutis

 Regulated development of the oxidation of the mixture (mix of cream, oxidant and powder sachet)

 The colouring mixture penetrates progressively and uniformly through the hair fibre and dyes the melanin, the hair’s natural pigment

 The colouring is uniform and is wash-resistant

 Controlled alkalinity; low percentage of ammonia

 Less aggressive with reduced damage to the hair

 The hair is left unharmed

 Protective interaction of the natural extracts of camomile, mallow, linden and calendula

 Anti-inflammatory moisturising and soothing action

 Fewer burns and skin irritations

 Reconstructs the hair fibre

 Soft and combable hair, natural colouring

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17:30

Pagina 6

Absolute COLOURING IN CREAM

An infinite series of shades. Strong-hold colouring cream with mixture of protective oils. Natural essences to enhance the glossiness of the colour. Superior duration and greater stability with the new strong-hold colourants. Innovative «coupling effect» technology guaranteed by the exclusive Protector Oil formulation in tandem with «Absolute» colouring cream. Maximum protection thanks to linden and calendula extracts. Delicate scents to make the colour service more pleasing. DILUTION: 1 + 1,5 for the natural series 1 + 3 for the ultralightening series Cont.: 100 ml

Absolute Pure EXTRACT OF COLOUR IN CREAM

Extracts of pure colour which allow more vivid colours to be achieved. Used in combination with the «Art Absolute» colouring in cream, to create personalised nuances. Give greater shine, more light, more hold. Cont.: 60 ml

Performer CREAMY OXIDANT

High-stability product, allows a smooth and creamy mixture. Delicately scented, does not drip during application. Available in 4 formulations for a perfect synergy with «Absolute» colouring cream. 10 volumes (3%) - 20 volumes (6%) 30 volumes (9%) - 40 volumes (12%) Cont.: 1000 ml

8-10-2009

17:30

Pagina 7

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COLLECTION HERBS OF THE FIELD COLOURING CREAM COLOURING CREAM

 Its low content of ammonia formulation colours gently, protecting the hair.  The herbs of the field lend the product a soothing and emollient.  Results: luminosity and uniformity of colour action.  Total coverage of hair white in any percentage. DILUTION:

1 + 1,5 for the natural series 1 + 3 for the ultralightening series

Cont.: 100 ml

CHARACTERISTICS  Microemulsion of fatty alcohols  Oxidation regulation

ADVANTAGES  Regenerate hair fibre  Control of the process of oxidation with gradual development of the oxygen and thorough penetration of colouring pigments  The pigment is carried into the cortex to dye the melanin

 Large variety of pigments

 22 types of pigments

 Alkalinity controlled; low percentage of ammonia  The natural extracts of yarrow, camomile, mallow and nettle protect cutis and hair structure

 Low aggressiveness, minimum damage to the hair  Reconstruction and moisturising of cortex and cuticle

OXIDANT CREAM

The special formula enriched with natural waxes performs a protective action on the hair for a final result of colour shine and luminosity 10 volumes (3%) - 20 volumes (6%) 30 volumes (9%) - 40 volumes (12%) Cont.: 1000 ml Cont.: 250 ml

RESULTS  Open the hair structure for pigment transfer  Uniform and durable colour

 Luminosity of the colour  Beauty and variety of the highlights, luminosity and coverage  Does not affect the structure of the hair  Hair is healthy, glossy and combable; colour shine, cutis remains unharmed

8-10-2009

17:31

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Pagina 8

TONE COLOURING TREATMENT TONE ON TONE WITHOUT AMMONIA

COLOURING TREATMENT WITHOUT AMMONIA

Is a colour without ammonia which colours gently. Enriched with natural oils for intense and luminous highlights. Lasting colour. Respects hair fibre completely. DILUTION: 1 + 2 Cont.: 100 ml

REVEALING CREAMS

Two delicately scented revealing creams, studied specifically to enhance the result of the Vitality’s Tone colouring. Soft Emulsion Particularly delicate, ideal both for toning streaks and blond highlights, as well as for enlivening existing colourings. 6 volumes - 1,9% Emulsion Ideal to obtain a more intense and longer-lasting result. 13 volumes - 4% Cont.: 1000 ml

CHARACTERISTICS

ADVANTAGES

 Colouring without ammonia  With extracts of curative plants such as: mallow, yarrow, camomile, nettle  Controlled alkalinity

 Delicate colouring  Regenerates the keratin

 Tone on tone

 Delicate action on cutis

 Jojoba oil

 Glossiness and softness to the hair  Nourishing and protective for hair fibre

 Lasting colour resistent to washing  Glossy hair

 Wheat germ oil and castor oil

RESULTS

 Healthy hair

8-10-2009

17:31

Pagina 9

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ESPRESSO INSTANT COLOURING AND RESTRUCTURING

CHARACTERISTICS  Without ammonia, without hydrogen peroxide, pH acid, direct pigment colouring  Clear colour definition

ADVANTAGES

RESULTS

 Maintains the integrity of the hair

 Instant colour

 Quaternised pigments which colour the hair fast  Softening, nourishing, cuticle-repairing; detangling, leaves hair soft and flexible

 Strengthening and repairing effect

 Ease of application

 Easy to use

 Leaves the hair soft

 Delicate scent  Active ingredient which eliminates hair heaviness

 Easy to sell

 Glossy and healthy hair  Lively and vivid colours

 Contains Keravit which strengthens the hair shaft’s keratin

 Antistatic effect

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8-10-2009

17:31

Pagina 10

Espresso CONDITIONER COLOURING

 Espresso is a colouring and restructuring conditioner, which livens up your colour in just 1 minute  Guarantees vivid and luminous colour in 2 minutes  Thanks to the Keravit’s treating action, the vitalising keroprotein, «Espresso» restructures in depth lending glossiness and softness Cont.: 200 ml

Brown Cappuccino Purple

Red

Copper Golden

Platinum Blond Very fair Light blond Medium blond Dark blond Light chestnut Chestnut Dark chestnut Dark Black

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•• •• •• •

•• •• •• • •

•• •• •• •• • •

•• •• ••

• LEAVES HAIR GLOSSY AND RESTRUCTURES •• HIGHLY INDICATED

•• •• •• ••

Silver Platinum

•• •• ••

•• ••

8-10-2009

17:31

Pagina 11

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HIP-POP COLOURING CREAM FOR STREAKS

COLOURING CREAM FOR STREAKS

The most important characteristic of this colour is the capacity to lighten and colour in one go and in a single application. To create partial effects and colour contrasti: easy to apply. Contains -Oryzanol to protect the hair and make it shine. For best results apply the product to natural hair

g

DILUTION:

1 + 1,5 a 20 - 30 - 40 volumes depending on the result desired

Cont.: 60 ml

CHARACTERISTICS

ADVANTAGES

RESULTS

 Microemulsion of fatty alcohols with Gamma Oryzanol

 Regenerates the keratin and has a protective effect on the hair

 Prepares hair fibre to absorb the pigments, protecting it

 New type of pigments

 Less aggressive to the hair

 The colouring is even and bright

 Hydrolysed keratin

 Repairs coloured hair

 Healthy and luminous hair

 Single application time for decolouring and colouring  Greater colour hold

 Vivid and intense highlights

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8-10-2009

17:31

Pagina 12

DIRECT COLOURING Joy Color DIRECT COLOURING

Is the new direct colouring without ammonia and without oxygen, which colours and restructures in one go. Ideal for masking those first white hairs and for giving splendid highlights to hair whether natural or treated. Cont.: 70 ml x 3

Hair Color Plus DIRECT COLOURING

Is an ammonia-free colouring with a pleasant scent studied for creative solutions with a great «fashion effect». As a strengthener to create infinite colour effects and controlled shades, to stun with fantastic short-lasting «crazy» colours, for new colours for your streaks, for healthy and gleaming hair. Cont.: 100 ml

Art Color HIGHLIGHTING MOUSSE

A triple action mousse: restructuring, highlighting, volumising. Gives luminous glints to coloured hair. The formula’s extract of calendula makes the structure smooth and glossy. The «Meadowfoam Oil» strengthens the structure of the hair. Cont.: 200 ml

8-10-2009

17:32

Pagina 13

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DECO VITALITY’S PRESENTS ITS EXCLUSIVE DECOLOURING SYSTEM

CHARACTERISTICS

ADVANTAGES

RESULTS

 Does not affect the structure of the hair in the least; even if application times are exceeded, no damage occurs

 Good degree of decolouring, equal to at least 5/6 tones  Good physical state of the hair

 Il prodotto non contiene ammoniaca.

 Good results of decolouring

 Suitable for fine hair

 Absolute integrity of the hair

 Application times necessary for lightening are reduced  Lightening by 6/7 tones

 Excellent lightening result

DECO JO  Indicated for fine and delicate hair  Application time max 60 min.  Lightening 6 tones  Contains rice starch with softening effect on hair and cutis DECO SOFT  Indicated for tone on tone lightenings and for delicate light effects  Application time max 45 min.  Lightening 5/6 tones  Contains rice starch with softening effect on hair and cutis DECO RAPID  Indicated for whole-head decolouring  Application time max 45 min.  Lightening 6/7 tones  Contain rice starch with softening effect on hair and cutis

 Does not affect the structure of the hair

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8-10-2009

17:32

Pagina 14

Deco Jo EXTRA DELICATE DECOLOURANT WITH JOJOBA OIL

The new formulation, enriched with jojoba oil, protects the structure of the hair during decolouring, making it ideal for fine and delicate hair. Volatility zero for the utmost respect of the environment and health. Thanks to the exclusive Vitality’s patent, «Deco Jo» is particularly delicate, allowing it to be used even on particularly sensitive individuals. Cont.: 400 g

Deco Soft COMPACT DECOLOURANT WITHOUT AMMONIA

Extremely delicate decolourant in compact powder. Ammonia-free and enriched with naturally-occurring elements like Guar gum and rice starch, it lightens gently without attacking the structure of the hair. Provides smooth lightenings and is particularly indicated for natural hair, medium-light bases, medium-fine hair. Cont.: 400 g

Deco Rapid NON-VOLATILE FAST-ACTING DECOLOURANT

Extreme performance respecting the hair to the utmost. The high-adhesion, fast-lightening creamy mixture makes this product particularly suitable for difficult decolouring of coloured hair, medium-dark bases and medium-thick hair. Excellent ratio of application time and lightening achieved. Cont.: 500 g

Deco Light On 12% SPECIFIC DEVELOPER FOR DECOLOURING

Is an emulsion specially created to mix with Vitality’s decolouring powders. Its extraordinary stability guarantees an optimal blend, preventing puffing and allowing intense and even lightenings to be achieved. Cont.: 1000 ml

8-10-2009

17:32

Pagina 15

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COLOR OFF REMOVES COSMETIC COLOUR OF THE HAIR

COLOR OFF

The Reducer 1 and the Catalyst 2 mixed allow the cosmetic colour of the hair to be removed The Stabiliser 3 is indispensable for fixing the result obtained and guaranteeing lasting hold. Cont.: 100 ml Reducer 1 Cont.: 100 ml Catalyst 2 Cont.: 200 ml Stabiliser 3

CHARACTERISTICS  The extraordinary

ADVANTAGES  Lightens or eliminates

RESULTS  Eliminates colouring

versatility of «Color Off»

the cosmetic colour

or partially decolours

allows the hair colour

totally

colours which are too

to be changed in absolute safety, whenever you wish

intense

8-10-2009

17:32

colour

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Pagina 16

TECHNICA

1

SE

DEFEN

SE G

EL

2P

HA

TO KEEP THE COLOUR ALIVE, INTENSE AND UNALTERED

MASK OR+ L O C

OVER REM

4b

2

4a

3 POO AM H S + COLOR THE IDEAL PATH FOR APPLICATION OF TECHNICA

CHARACTERISTICS

ADVANTAGES

 Technology Color+: fixes the pigments of the colour, ensuring it lasts longer  Fragrance: Green Tea

 Ensures protection of the cosmetic colour  Creates a thin protective and very elastic film around the hair  Protects the hair from artificial sources of heat such as hairdryers and straightening irons  Creates a protective barrier against humidity

COLOR+ SHAMPOO  Fixes the pigments of the colour  Protection from U.V. rays  Hair soft and glossy COLOR+ MASK  Long-lasting colour  Restructuring action of wheat proteins 2PHASE  Silk proteins and active ingredients  Repairs the structure of the hair and ensures glossiness and ease of combing

RESULTS  Colour unaltered over time  Hair more glossy and soft  The hair appears healthy and protected

8-10-2009

17:32

Pagina 17

Defense Gel ANTI-STAIN PROTECTIVE GEL

Protects the cutis from any deposits of colour creating an effective protective barrier. Applied to the cutis before carrying out the colouring near the hairline. Has a pleasing scent immediately noticeable and gives a sensation of freshness. Cont.: 150 ml

Remover REMOVING CREAM Eliminates with a simple movement any traces of colour remaining around the face without leaving marks. Its exceptional qualities permit a good result with a simple and delicate massage. Octyl Palmitate: powerful emollient with excellent nutrient properties.

Cont.: 100 ml

Color+ Shampoo COLOUR PROTECTION SHAMPOO

Shampoo specifically for the treatment of coloured hair. The ÂŤColor+Âť technology fixes the pigments of the colour, ensuring longer life, and protecting the hair from UV rays. Used continuously, leaves the hair soft and glossy. Guar gum: guarantees a repairing and restructuring action on the fibre of the hair, rebuilding its hydrolipidic film. Cont.: 250 ml Cont.: 1000 ml

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colour

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8-10-2009

17:32

Pagina 18

Color+ Mask MASK FOR COLOURED HAIR

Mask specific for the treatment of coloured hair. The technology ÂŤColor+Âť guarantees long-lasting colour and prevents early fading. Gives an extraordinary glossiness to the hair providing a restructuring action. Wheat proteins: nourish the structure of the hair, improving its glossiness and giving silkiness and leaving the hair tangle-free. Vitalsoft: principle of vegetable origin, it increases the shine and softness of the hair. Cont.: 200 ml Cont.: 450 ml

2Phase BIPHASIC RESTRUCTURING WITHOUT RINSE FOR COLOURED HAIR

Biphasic conditioner gives the hair immediate moisturising and leaves it glossy and silky. It is necessary to shake the product to allow the two separate phases to activate properly. Silk proteins: perform an important moisturising and restructuring action preventing hair breakage. They are composed of aminoacids which hold in water, hydrating the hair. Extract of green tea: antioxidant action, protects the hair from the UV rays. Filmogenic ingredients: give structure, glossiness and combability to the hair. Cont.: 200 ml

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8-10-2009

17:59

Pagina 1

waving

003_FORMA_UK:proposta_1

8-10-2009

17:59

Pagina 2

8-10-2009

17:59

Pagina 3

waving

003_FORMA_UK:proposta_1

SO NICE WAVING SYSTEM

CHARACTERISTICS

ADVANTAGES

RESULTS

 Alkaline perm based on PH balanced ammonium bicarbonate

 The bicarbonate has a tampon effect on the PH

 Does not damage the hair during application

 Contains wheat protein, conditioning polymers, silk proteins and extracts of Althea

 Neutralises the aggressive effect of the thioglycolates; softening and antioxidant effect

 Soft and protected hair

waving

003_FORMA_UK:proposta_1

8-10-2009

18:00

Pagina 4

Natural Perm NATURAL PERM WAVING SOLUTION

The new Vitality’s waving system which guarantees a tough, elastic and natural result. Its formulation enriched with Althea Officinalis, a natural emollient, ensures soft and smooth hair. Silk Complex (proteins natural of the silk) recreates the natural state of the hair, making it strong and resistant. Available in 3 formulations: Os: robust hair 1n: natural hair 2c: treated hair Cont.: 250 ml

Natural Fix NEUTRALISING

New strength and well-being. The specific fixative to use in combination with the waving solution. Natural silk proteins to ensure combability and glossiness. The specific formulation guarantees a reduction in the usual smell of the perm. Cont.: 1000 ml

Natural Energy ENERGISING SHAMPOO FOR PERMED HAIR

More volume and body for the treated hair. Shampoo specifically for permed hair and natural curls. Formulated with Cysteine Complex to hydrate and repair the keratin structure of the hair. Cont.: 250 ml Cont.: 1000 ml

8-10-2009

18:00

Pagina 5

waving

003_FORMA_UK:proposta_1

SOFT COSMETIC WAVING SYSTEM WITHOUT AMMONIA

COSMETIC WAVING SYSTEM

Is the new cosmetic waving treatment without thioglycolates, without ammonia pleasantly-scented. Elastic and natural curls respecting the nature of the hair completely. Available in 2 formulations: n. 1 for natural and fine hair n. 2 for delicate and coloured hair

CHARACTERISTICS

ADVANTAGES

RESULTS

 Derivative of Cysteine, present in the cells of the hair cuticle, it works like traditional perm products, but replaces the traditional synthetic acids

 Does not damage hair fibre

 Natural wave to the hair

 Extracts of mallow, nettle, camomile, yarrow

 Softens the hair

 Healthy and glossy hair

 Conditioning polymers

 Provides combability to the hair

 Tangle-free hair

8-10-2009

18:00

Pagina 6

waving

003_FORMA_UK:proposta_1

SOLIXX PERMANENT-LOOK STRAIGHTENING TREATMENT

PERMANENT-LOOK STRAIGHTENING TREATMENT

The complete straightening system for: protecting, straightening, fixing and nourishing. Comprised of 4 products specifically for absolute straightening. 1) Pro-Care Fluid protective rebalancing 50 ml. 2) Sleek Action Cream straightening 200 ml. 3) Neutral Milk neutralising 200 ml. 4) Hydra Care Treatment restorative 50 ml. Available in 2 formulations: n. 1 for robust hair n. 2 for treated hair

CHARACTERISTICS

ADVANTAGES

RESULTS

 Pro-Care

 Protects the hair thanks to its wax in synergy with the «Soft» molecule

 Undamaged and luminous hair

 Sulphurate molecules

 Straightening action

 Straight hair

 Hydra Care (Avocado oil and wheat proteins)

 Softening and moisturising action

 Easy to comb hair

styling

styling INTERPRETS THE FASHION TRENDS WITH WE-HO

MEDIUM ROAD

LIGHT STREET

GLOSS, STRAIGHTENING AND DETANGLING TREATMENTS FOR GLOSSY AND SILKY HAIR

VOLUME AND HOLD WITHOUT HEAVINESS

HIGH SQUARE

MODELS, FIXES AND PROTECTS

MAIN STREET

THE NEW VOLUME TECHNOLOGY

LIGHT HOLD

MEDIUM HOLD

STRONG HOLD

styling

Light Tears

LIGHT STREET

FINISHING FLUID

Concentrated formula ÂŤThermo-Protection ComplexÂť for the maximum protection of the hair Leaves hair dry, rebellious and frizzy hair soft, sealing the cuticle Leaves the hair combable, tamed, endowed with exceptional luminosity Cont.: 100 ml

Liss Styler STRAIGHT EFFECT CREAM

Combats and disciplines frizzy, dry and porous hair Moisturises the hair and gives an extraordinary long-lasting straight effect Reduces the effects of static electricity Fights humidity Cont.: 150 ml

Hair Pomade GLOSS CREAM

Based on jojoba oil and provitamin B5, moisturises and leaves the hair shiny Excellent antistatic Leaves no residue Cont.: 100 ml

LIGHT STREET

GLOSS SPRAY

Ingredients based on «Gamma Oryzanol» wrap, shine and protect the hair from pollution Gives instant shine Ideal for any hairstyle Cont.: 200 ml

Mirror Wax MIRROR EFFECT WAX

Shines the hair without making it heavy and without leaving residue Hold light for a mirror effect guaranteed to last Creates straight effects for locks of hair Cont.: 75 ml

styling

Cristal Spray

styling

MEDIUM ROAD

Creative Mousse VOLUME AND CONTROL

Ideal to create soft volumes Gives body and volume to thin hair Ideal for every type of hairstyle Forms a film around the hair shaft, protecting and hydrating it Cont.: 200 ml

Style In VOLUME AND HOLD LOTION

Ideal for brushing Contain silk proteins which ensure optimal moisturising of the hair leaving it soft and silky Volumises the base increasing the volume of fine and fragile hair Protects from the heat of the hairdryer, reducing the effects of the static electricity. Cont.: 200 ml

Curl Designer CURL ACTIVATOR

Ideal for curly or frizzy hair Contains the volumes and tames the frizz Non-greasy and does not make the hair heavy Its silk proteins ensure excellent glossiness and body Softly fixing action Cont.: 200 ml

Star Wax GLOSS AND MODELLING WAX

Allows defining and modelling of single locks or of the whole hairstyle Easy to apply Non-greasy and does not make the hair heavy The presence of natural oils provides lasting glossiness Cont.: 200 ml

HIGH SQUARE

LACQUER SPRAY STRONG

UV filters for a protection from the sun’s rays and from pollution Protects from the humidity Holds the set firmly Strong hold Easy to remove without leaving residue Cont.: 300 ml

Leave-In Style PROGRESSIVE-FIXING MODELLING SPRAY

Environmentally-friendly spray with progressive-fix micro-diffussor Strong, lasting and glossy hold Dries quickly Easy to remove without leaving residue Cont.: 200 ml

Diamond Mousse FIRM SUPPORT

Firm-support mousse Macadamia oil for maximum protection of the hair Treating and structuring action More volume and structure to your hairstyle Cont.: 200 ml

styling

Hard Control

styling

HIGH SQUARE

Iron Gel EXTREME HOLD

Strong-hold gel with UV filters Allows you to obtain pronounced shapes and sculpted locks Leaves no residue on the hair, guarantees glossiness and duration Cont.: 150 ml

Rebel Paste FIXING PASTE

Strong-hold modelling paste for a Scruffy and trendy look Leaves no residue on the hair, guarantees a decidedly dishevelled effect Rough and mat effect Easy to remove Cont.: 75 ml

MAIN STREET

VOLUMISING SHAMPOO

Body-giving push-up effect shampoo Extraordinary volumes thanks to to the natural filmogenic ingredients Moisturised and protected hair Cont.: 250 ml Cont.: 1000 ml

Volume-Up VOLUMISING CONDITIONER

Immediate effect energy concentrate Vitamin B5 and siliconic derivatives for soft, bright and light hair Recommended application time 3 minutes Cont.: 150 ml

Atmosphere Spray VOLUMISING WITHOUT RINSE

Volumising treatment, instant reconstructor Innovative polymers for robust and protected hair Vitamin B5 and cotton for ultralight moisturising Cont.: 150 ml

styling

Baloon Shampoo

styling

LIGHT TEARS

CRYSTAL SPRAY

MIRROR WAX

STYLE-IN

CREATIVE MOUSSE



   

        

                 

RECOMMENDED

 



IDEAL

HARD CONTROL

DIAMOND MOUSSE

LEAVE-IN STYLE

       

    

IRON GEL

REBEL PASTE

BALOON SHAMPOO

VOLUME-UP

ATMOSPHERE SPRAY

Dull

Frizzy

Curly

Wavy

Smooth

Dull

Frizzy

     

CURL DESIGNER

STAR WAX

Curly

      

LISS STYLER

HAIR POMADE

Wavy

Smooth

TABLE OF PRODUCTS WE-HO

             



     



             



   



   



9-10-2009

11:20

Pagina 1

styling

004B_STYLING_PARTE2_UK:proposta_1

CREATES THE WORLD OF «EFFECTO»: SPECIFIC PRODUCTS IN SALON FORMAT EFFECTO IS SYNONIMOUS WITH QUALITY AND VALUE FOR MONEY: LARGE FORMATS, GREATER PROFIT FOR THE SALON TIME-SAVING THANKS TO THE PRATICAL DOSER FOR SPEEDING UP DISPENSING RESPECTS THE ENVIRONMENT THANKS TO ITS LARGE FORMATS, REDUCING THE ENVIRONMENTAL IMPACT TO THE MAXIMUM

dry with the hairdryer

set the hair with the comb

define with fingertips

PROFESSIONAL LACQUER





PROFESSIONAL STRONG HOLD LACQUER





NO GAS VOLUMISING LACQUER





NO GAS STRONG HOLD VOLUMISING LACQUER





FIXING RESTRUCTURING MOUSSE

dry with the diffusor



set the hair with the brush

 

FIXING RESTRUCTURING STRONG HOLD MOUSSE



FIXING LOTION GLOSS







FIXING LOTION STRONG GLOSS







HIGH-DEFINITION STRONG GEL











MAT MODELLING PASTE FIXING CONDITIONING FLUID







styling

004B_STYLING_PARTE2_UK:proposta_1

9-10-2009

11:20

Pagina 2

Lacquer PROFESSIONAL LACQUER

Ideal for fixing all types of hairstyle. Gently holds the movement. Its specific formulation fixes without leaving residue. Ensures quick drying without heaviness and is removed with a few strokes of the brush.

STRONG HOLD PROFESSIONAL LACQUER

Cont.: 500 ml

Gives the hairstyle body and hold fixing its moviments, without making it heavy. Is ideal for structured and assertive hairstyles. Dries fast and is removed with a few strokes of the brush. Cont.: 500 ml

Lacquer no Gas NO-GAS VOLUMISING LACQUER

The progressive spread formulation allows the hairstyle to be fixed in an extremely natural way. The new dispenser distributes the product more quickly allowing for very rapid drying. Easy to remove. Cont.: 300 ml

NO-GAS VOLUMISING LACQUER STRONG HOLD

Ideal for obtaining strong immediate fixing. Gives extended hold to the hairstyle. The new dispenser distributes the product more quickly leaving the hair shiny and light. Is removed with a few strokes of the brush. Cont.: 300 ml

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Restructuring Mousse FIXING RESTRUCTURING MOUSSE

Specifically formulated to create volumes soft and bestowing natural support to the hairstyle. Gives particular luminosity to the hair. The «D-panthenol» ensures excellent moisturising and total protection of the hair. Cont.: 250 ml

FIXING RESTRUCTURING STRONG HOLD MOUSSE

Mousse specially studied to obtain structured and sculpted effects. Gives maximum hold even to the most elaborate hairstyles. Leaves the hair soft and luminous. The «D-panthenol» ensures Excellent moisturising and total protection of the hair. Cont.: 250 ml

Fixing Lotion FIXING GLOSS LOTION

Is ideal for prolonging the hold of the set naturally. Leaves the hair elastic and luminous. Cont.: 17 ml x 24

STRONG FIXING GLOSS LOTION

Created specially to prolong the hold of the set on big hair. Resists humidity in the air remarkably well. Leaves the hair easy to comb and particularly glossy. Cont.: 17 ml x 24

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Gel HIGH-DEFINITION STRONG GEL

Ideal to guarantee firm and extreme effects. Quick drying. Leaves no residue. Cont.: 450 ml

Modelling Paste MAT MODELLING PASTE

Defines and models any type of hairstyle, giving a mat effect. Thanks to its consistency it dispenses and spreads easily. Non-greasy and does not make the hair heavy. Cont.: 50 ml

Fixing Fluid FIXING CONDITIONING FLUID

Liquid gel ideal for defining single locks or modelling the entire hairstyle. Non-greasy and does not make the hair heavy the hair. Cont.: 200 ml

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EFFECTO LINEA TREATMENTS: FOUR SPECIFIC TREATMENT PRODUCTS, IN «SALON» FORMAT

INTENSE MOISTURISING SHAMPOO Indicated for cleansing and moisturising cutis and hair. Respects the hair structure leaving it glossy and alive .

Cont.: 1500 ml

NOURISHING SHAMPOO FOR LIFELESS HAIR

Indicated for cleansing and nourishing dry and lifeless hair. The precious contribution of the Guar gum restores to the hair its natural shine and softness. Cont.: 1500 ml

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Pagina 6

Conditioner

CONDITIONER SILKENER Ideal for making the hair combable and glossy. Thanks to its precious ingredients the hair regains elasticity and softness.

Cont.: 1500 ml

Mask DETANGLING MASK

Formulated to ensure perfect combability on any type of hair. Gives softness and glossiness without heaviness. Cont.: 1000 ml

treatments

treatments

DISCOVER IN NATURE

BIOFRUIT The benefits of a life-enhancing massage

SEBO Normalises sebaceous secretion

ENERGY Against hair loss

PURIFY Purify regains natural balance

LIGHT For every day well-being

NUTRIACTIVE Dry and lifeless hair

FRUIT ACIDS TO ELIMINATE IMPURITIES AND INCREASE THE EFFECTIVENESS OF EVERY TREATMENT

EXTRACT OF CITRON AND ACTIVE PRINCIPLE SEBUM CONTROL, FOR A VISIBLE AND LASTING TREATMENT

FROM JUNIPER, THANKS TO THE VITALPROLINE SYSTEM, AN EFFECTIVE ANSWER

FROM MYRTLE, WITH THE ACTION OF THE PURIFY SYSTEM, DANDRUFF ELIMINATION AND PREVENTION

THANKS TO ITS MARINE OLIGO-ELEMENTS MOISTURISES AND REMINERALISES GIVING TONE AND VOLUME

OLIVE OIL FROM THE MEDITERRANEAN AND PROVITAMIN B5, FOR CLEANSING AND BESTOWING SOFTNESS

SENSITIVE Sensitive dry and sensitive cutis

COLOUR THERAPY New light for your hair

ACTIVE REPAIR Strength and vigour to your hair

HAND REPAIR

EXTRACT OF HONEYSUCKLE AND VALINE TO SOOTHE AN IRRITATED CUTIS

WITH COLOUR SHINE SYSTEM AND VITIS VINIFERA FOR HEALTHY AND GLOSSY HAIR

WITH AMINO COMPLEX AND BAOBAB FOR RESTRUCTURED HAIR

WITH CHESTNUT MILK AND BISABOLOL

Hand repair moisturising for your hands

SUMMER THERAPY In the sun, search for vitality

INTENSIVE MEN Intensive line for men

WITH EXTRACT OF SUNFLOWER AND MALACHITE FOR PROTECTED HAIR

HAIR LOSS PREVENTION WITH VITAXIL AND GUARANA

treatments

THE ESSENCE OF A REFOUND WELL-BEING

treatments

BIOFRUIT THE BENEFITS OF A LIFE-ENHANCING MASSAGE

SOLUTION FOR DEEP CLEANLINESS WITH AHA

Specially studied to fluid to gently eliminate flakes, sebaceous blockages and impurities thanks to the fruit acids present in formula. Its principal role is to aid penetration of products applied subsequently, thus increasing their effectiveness. Particularly indicated before each treatment. Cont.: 150 ml

ACTIVE INGREDIENTS

FUNCTION

RESULTS

 Fruit acids for purifying

 Stimulates cell renewal; exfoliant, emollient, astringent

 Scalp ready to receive the specific treatments

 Panthenol

 Gives elasticity to the hair; moisturising and protecting

 Healthy hair

NORMALISES SEBACEOUS SECRETION

SEBO SHAMPOO

Gently washes greasy cutis and hair respecting the natural hydrolipidic balance. The active ingredient «Sebum Control» with its sebo-regulating action in synergy with the purifying citron extract, guarantees an effective result from the very first applications. Cont.: 250 ml Cont.: 1000 ml

SEBO THERAPY

The recognised antiseborrheic properties of the citron in combination with the technological active principle «Sebum Control», provides an astringent action and tonic restructuring. Eliminates itchiness giving the hair volume and lightness. Cont.: 7 ml x 8

ACTIVE INGREDIENTS

FUNCTION

 Citron extract

 Antiseptic, astringent, tonifying

 Sebum Control

 Sebo-regulating and bactericidal complex

RESULTS Scalp and hair clean for longer

treatments

SEBO

treatments

ENERGY EFFECTIVE ANSWER TO HAIR LOSS

ENERGY SHAMPOO

Cleanses delicately performing an effective tonifying action, thanks to the aminoacids contained in its energetic complex, its Vitalproline System and its Vitamin B2. In addition, extracts of juniper perform an effective stimulating action. Cont.: 250 ml Cont.: 1000 ml

ENERGY FORZA

Vitality’s laboratories have formulated a compound capable of countering hair loss effectively. The Vitalproline System is capable of acting in depth on the vascularised zone of the hair bulb, guaranteeing a stimulating and fortifying action. Cont.: 7 ml x 8

DUO ENERGY

The Duo Energy maintains the cutis and hair in optimal health preventing any anomalies, performs an effective antioxidant action and aids metabolic activity of the cells remineralising the scalp. Cont.: 10 ml

ACTIVE INGREDIENTS  Juniper extract  Vitalproline System  Vitaxil  Capsicum

FUNCTION  Antiseptic, stimulating the scalp  Combination of stimulating active ingredients specific for hair loss  Proven agent for the prevention of hair loss  Activator of the microcirculation, stimulating the scalp

RESULTS  Stronger more vigorous hair  Hair with more body

treatments

PURIFY REMOVES DANDRUFF DELICATELY

PURIFY SHAMPOO

Removes dandruff delicately and effectively from cutis and hair, preventing its reappearance. The profound antimicrobial action of the «Purify System» in combination with soothing myrtle extract guarantee an immediate sensation of well-being. Cont.: 250 ml Cont.: 1000 ml

PURIFY THERAPY

Intense deep treating lotion. Counters and prevents the spread of dandruff. The synergy between the Purify System and the myrtle extract guarantees an effective purifying action whether on greasy or dry dandruff. Cont.: 7 ml x 8

ACTIVE INGREDIENTS  Myrtle extract  Eucalyptus  Piroctone Olamine

FUNCTION  Antiseptic, disinfectant, tonifying  Disinfectant, antiseptic, refreshing  Prevents the proliferation of dandruff germs.  Prevents the formation of new dandruff and cleans the scalp

RESULTS Sensation of well-being thanks to a a flake-free scalp

treatments

LIGHT SHAMPOO MOISTURISES AND REMINERALISES GIVING TONE AND VOLUME

DELICATE ACTION WITH MARINE OLIGO-ELEMENTS

Shampoo particularly indicated for frequent washing and for hair lacking in tone and volume. The marine oligo-elements remineralise the cutis hydrating it in depth. Cont.: 250 ml Cont.: 1000 ml

ACTIVE INGREDIENTS

FUNCTION

RESULTS

 Marine oligo-elements

 Extracted from the waters of the Dead Sea, they contribute to the processes of cell regeneration

 Soft and voluminous hair

 Olive oil from the Mediterranean

 Fortifying, softening, nourishing

treatments

NUTRIACTIVE FOR DRY AND LIFELESS HAIR: NOURISHES AND GIVES SOFTNESS

SHAMPOO FOR DRY AND LIFELESS HAIR

Cleanses gently bringing extraordinary softness to the hair. The synergic action of provitamin B5 and olive oil from the Mediterranean, makes this product ideal for nourishing and fortifying tired hair. Cont.: 250 ml Cont.: 1000 ml

DEEP RECONSTRUCTING SERUM WITH CERAMIDES

Vitality’s laboratories have devised the new formula based on ceramides to ensure a thorough repair of the hair fibre. The purity and the high concentration of the Ceramides used ensure a constant and profound action on the hair shaft. Cont.: 10 ml x 4

ACTIVE INGREDIENTS  Provitamina B5  Olive oil from the Mediterranean  Ceramide 2  Guar gum  Creatine  Jojoba  Macadamia  Panthenol

FUNCTION  Nourishes, restructures and fortifies lifeless hair  Fortifying, nourishing softening  Lipidic cement specific of the structure of hair and skin  Thickening, reconstructs the hydrolipidic film  Repairing, protecting  Emollient, conditioning  Moisturising and nourishing  Gives elasticity to the hair, moisturising and protecting

RESULTS  Restored hair full of body and healthy  Healthy and protected hair

treatments

Mask INTENSE REPAIRING ACTION

Highly nourishing treatment for dry and sensitised hair. The purity and quality of the olive oil from the Mediterranean and the strength of the provitamins ensure an optimal dose of active ingredients, restructuring the hair in depth. Cont.: 250 ml Cont.: 450 ml

Linfa REPAIRING LOTION

Indicated for giving the hair glossiness. Its ingredients perform an effective filmogenic action on the structure of the hair eliminating split ends. Cont.: 30 ml

DRY AND SENSITIVE CUTIS: SOOTHES AN IRRITATED CUTIS

SENSITIVE SHAMPOO

Cleanses delicately hydrating the dry cutis. The honeysuckle in synergy with the valine soothes irritations and bothersome itches. Cont.: 250 ml Cont.: 1000 ml

SENSITIVE THERAPY TREATMENT CALMING

Calming and soothing treating fluid. Moisturises and protects the scalp giving a immediate relief. The aminoacids Valine and Betaine relax and loosen the cutis. Cont.: 50 ml

ACTIVE INGREDIENTS

FUNCTION

 Honeysuckle

 Soothes skin irritations

 Valine

 Relaxes and loosens the cutis  Fundamental aminoacid; repairing action

 Betaine

RESULTS Hydrated cutis

treatments

SENSITIVE

treatments

COLOUR THERAPY COLOURED HAIR: GIVES NEW LIGHT TO THE COLOUR

COLOUR THERAPY SHAMPOO

Cleanses delicately enhancing the luminosity of the hair. The «Vitis Vinifera» extract in synergy with the «Colour Shine System» prolongs the colour’s hold preventing the loss of the highlight, protects from the threats of pollution and from the damaging exposure to UV rays. Cont.: 250 ml Cont.: 1000 ml

COLOUR THERAPY MASK

Deep restructuring mask. The combined action of the Colour Shine System and of the specific active principles present in the formula, protect the hair from free radicals enhancing its shine, restructuring the hair fibre in depth. Cont.: 250 ml Cont.: 450 ml

ACTIVE INGREDIENTS

FUNCTION

 Vitis Vinifera and Colour Shine System  Sunflower extract

 Prolongs colour hold

 Guar gum

 Thickening, reconstructs the hydrolipidic film  Gives elasticity to the hair  Moisturising, nourishing, tonic, astringent

 Quaternised wheat proteins  Black grape  Jojoba

 Rehydrating, protective antioxidant action

 Emollient, conditioning

RESULTS  Bright highlights between two colour services  Healthy and protected hair  Hair with more body

STRENGTH AND VIGOUR TO YOUR HAIR

SHAMPOO ACTION RESTRUCTURING

Cleanses and restructures the hair thanks to the properties of the aminoacids contained in the Amino Complex. Baobab nourishes lifeless and weakened hair, giving strength and vigour. Cont.: 250 ml Cont.: 1000 ml

ACTIVE REPAIR C2 RECONSTRUCTING MILK NO RINSE

Reconstructing treatment for weakened hair. Regenerates the inner structure of the hair thanks to to the invaluable Amino Complex present in formula. The Baobab nourishes lifeless and weakened hair, giving strength and vigour. Cont.: 150 ml

ACTIVE REPAIR SOLUTION MULTIPROTECTIVE FLUID THERMAL RESTRUCTURING

Improves the resistance of the fibre making the hair more elastic and less prone to breakage. Protective treatment ideal for use with a straightening iron. Cont.: 50 ml

ACTIVE INGREDIENTS  Baobab  Amino Complex  Arginine and Betaine  Ceramide 2

FUNCTION  Fruit pulp rich in mineral salts and vitamins, nutrient, antioxidant properties  Nourishes lifeless and weakened hair  Aminoacids essential for their repairing action  Specific lipidic cement of the hair structure

RESULTS Stronger and more vigorous hair

treatments

ACTIVE REPAIR

treatments

HAND REPAIR PRECIOUS HELP FOR HANDS DRIED BY THE COLD, AND BY PROLONGED USE OF WATER; IDEAL FOR YOU AND AN EXCELLENT RETAIL PRODUCT

CMOISTURISING CREAM FOR HANDS WITH CHESTNUT MILK AND BISABOLOL

Its precious formula gives pleasing relief to dry hands, stressed by a variety of environmental factors and by continual contact with water. Cont.: 100 ml

ACTIVE INGREDIENTS

FUNCTION

 Panthenol

 Moisturising and protecting, gives elasticity alla skin

 Bisabolol

 Anti-reddening, anti-irritant and anti-inflammatory

 Chestnut milk

 Moisturising and anti-age, protects from free radicals

RESULTS Soft hands, elastic and hydrated skin

IN THE SUN HAIR PROTECTED

PROTECTIVE RESTRUCTURING OIL

With avocado and ceramides. The avocado oil, emollient, and the UV filters ensure a profound action on the hair shaft keeping hair soft and glossy. Cont.: 125 ml

ACTIVE INGREDIENTS  Malakite  Creatine  Avocado  Bisabolol  Sweet almonds  Sunflower extract  Rosemary  Panthenol

FUNCTION  Protective and anti-free radical Action  Repairing, protecting  Emolient, nourishing with antioxidant properties  Anti-reddening, anti-irritant and anti-inflammatory  Emollient oil, ideal for sensitive skins  Rehydrating action, protective antioxidant  Anti-irritant  Gives the hair elasticity

RESULTS Soft, glossy, hair healthy and protected

treatments

SUMMER THERAPY

treatments

Shampoo REHYDRATING SHAMPOO

Its specific formulation contains sunflower extract, with a rehydrating action and malakite, a stone rich in copper with a protective and antiradicals action. Ideal, also, to use as shower gel. Cont.: 250 ml

Mask REGENERATING MASK

Its exclusive formulation with sunflower extract and malakite, a stone rich in copper, works effectively hydrating protecting and reinforcing the hair structure. Cont.: 150 ml

After Sun AFTER-SUN DERMO-CALMING FLUID

Smooth non-greasy emulsion, pleasantly scented and easy to absorb. Its Rosmarinus Officinalis ensures the restoring of the functions of the skin subjected to stress by UV-A and UV-B rays. The exclusive combination of Vitamin E, D-Panthenol, avocado and sweet almond oils, guarantees a moisturising and anti-ageing action. Recommended for all types of skin. Cont.: 200 ml

LONG LIFE SHAMPOO HAIR LOSS PREVENTION WITH VITAXIL AND GUARANA

Reinforces and strenghthens the with its delicate cleansing action. The tonic and stimulating effect of the guarana, combined with Vitaxil, aids hair regrowth, giving a pleasing sensation of well-being. Cont.: 250 ml

LONG LIFE TONIC HAIR LOSS PREVENTION TONIC WITH VITAXIL AND GUARANA

Stimulates and restructures naturally thanks to Vitaxil, a molecule studied to increase the microcirculation of the skin, and guarana well-known for its tonifying principles. Cont.: 150 ml

ACTIVE INGREDIENTS  Guarana extract  Vitaxil  Vitis Vinifera  Bacocalmine

 Dermidrol  Fenugreek and black grape

FUNCTION  Tonic and stimulating  Proven agent for the prevention of hair loss  Moisturising, nourishing, tonic and astringent  Combats skin stress and defends against attacks from free radicals. Reduces inflammation  Soothes skin irritations  Moisturising, nourishing, tonic, astringent, stimulating

RESULTS Healthy and cared-for hair

treatments

INTENSIVE MEN

treatments

Silver Shampoo SILVER HIGHLIGHTING WITH DERMIDROL AND BLACK GRAPE

Corrects golden colour and gives a lovely shine to grey hair. The strong moisturising power of the Dermidrol guarantees an impeccabile result on the greying mane, while the grape extract tonifies and refreshes the cutis. Cont.: 250 ml

Shower Gel REFRESHING BATH AND SHOWER GEL WITH BACOCALMINE AND FENUGREEK

Cleanses the skin gently and without drying it out. The Fenugreek works with its tonifying power on body and hair, while the Bacocalmine acts with its protective elements. Cont.: 200 ml

After Shave Cream SOOTHING CONDITIONER WITH BACOCALMINE AND FENUGREEK

Protects every type of skin from the irritating effects of shaving. The Bacocalmine effectively defends against the attacks of free radicals. The Fenugreek adds a sensation of immediate refrehment. Cont.: 125 ml

cod. Axx

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