from Gene Juarez Salons It all began in 1971, with the hopes and dreams of a single hairdresser to make women feel beautiful, special and happy. Today that dream continues under the guidance of a visionary, experienced team of hairdressers who seek to bring something unique to the industry – identity¹ – a professional haircare collection that focuses on delivering the ultimate guest experience. Through a collection of products, a rich educational offering and proven systems, identity¹ seeks to provide the tools for salons to thrive. With uncompromising attention to the needs of the hairdresser, the guest and results.
identity¹ believes that by creating the ultimate guest experience, salons thrive.
Gene Juarez Salons
deeply understands: hairdressers We currently employ 450 hairdressers. We train, motivate, inspire and provide tools for success behind the chair.
guests By providing 600,000 hair services annually, we have an understanding of guest needs and what fits their lifestyle.
education For over 30 years, we have operated 2 cosmetology academies & 1 Advanced Training Salon. We cultivate a culture of continuous learning, develop natural educators, and a broad curriculum that is the foundation of our salon success.
salon operations & retailing Through operating, retailing and marketing 10 premier salons over 40 years, we have industry-leading knowledge and experience.
40 years of listening, styling, educating, growing with our guests and providing beauty solutions that fit their life, has been harnessed into a collection of products that deliver simple, touchable, effective results and an educational offering that will inspire and elevate the guest experience.
attention to product details
Products are developed by hairdressers for hairdressers, in a true salon environment with special attention to the needs of:
salons Respecting the need to manage the product assortment, we offer products and tools needed to care for, style and finish hair for a beautiful result and ultimate guest satisfaction.
hairdressers The care taken in product development honors the hairdresser and their needs behind the chair, for a long and successful career.
guests Products are designed to protect and/or build hair health, with ease of use and versatility.
responsibility Every effort is made to care about our planet and guests. No unnecessary ingredients are added and products are paraben free.
attention to package details
names and copy
color and design
Products named for what they do.
Color and design choices help to categorize
Pumps allow the hairdresser to provide
Instruction and copy are simple to
the line making it easy for hairdressers and
dosing solutions. Pumps also help to
understand. Font sizes are legible
guests to choose and use products.
informs, inspires & engages identity1 supports your salon through a relevant and proven curriculum, built on the pillars of art and business. Designed to help you deliver the ultimate guest experience.
art of hairdressing Includes fundamentals, techniques, fashion & trend and inspiration.
business of hairdressing Hairdressing as a profession, salon operations & retail and marketing.
delivered by national educators A group of highly talented and passionate educators. They work behind the chair and understand hairdresser needs. They deliver a broad curriculum and bring you an elevating education experience.
easy to access Directly through the loyalties program, at regional studio events, in your salon and/or at the national Seattle studio. Or, anytime through the professional portal at identity1.com
styling create the shape
Uncomplicated options to create your desired look, whether big, straight, sleek or curly. Use on damp hair prior to styling. Styling products offer thermal protection and are paraben free.
curl forming cream
thermal protecting gel
Control curls or create soft waves through a blend of unique ingredients that reduce frizz and protect hair from heat damage.
Smooth and protect hair from thermal styling with a unique blend of extracts. Offers uv protection and maintains hairâ€™s natural texture.
soft body foam Build body and protect hair from heat damage. This weightless non-aerosol foam is easy to apply and keeps hair shiny, voluminous and touchably soft.
nourishing oil Reduce frizz, add shine and protect hair with this high concentration of nourishing argan oil. Enjoy dosing solutions with a no-mess pump.
finishing finish the look
For use on dry, styled hair to customize, set or enhance the look. Finishing products can be applied all over or to a specific area of focus. Paraben free.
firm hold hair spray Strong, lasting hold with retention memory. Contains non-flaking resins, controls static and enhances shine.
illuminating mist Reduce frizz, soften, condition and add shine with a blend of jojoba, safflower and lemongrass extracts. Offers thermal and uv protection.
medium hold hair spray Lasting, moveable and touchable hold that controls static and adds shine.
silkening gloss Satin-soft, shiny hair without greasiness. A unique ingredient blend reduces frizz, offers thermal protection and conditions.
niche result specific
Multiple-use and result-specific products that are a combination of categories, or have a specific function. Paraben free.
ocean texture spray Create tousled, touchable texture. Epsom salts texturize, while algae and kelp extracts moisturize and keep hair touchable.
hair powder Add or maintain volume, create a matte finish and remove oils from the hair with alluvial mud. Tea tree oil promotes healing and rice starch offers protection.
quick dry spray Easily reduce drying time, protect hair from thermal damage and condition.
haircare cleanse and condition The identity1 collection is built on an ingredient code of Hawthorne Fruit Extract, Mt. Rainier Blueberry Extract and Black Walnut - to maintain or build hair integrity, protect, nourish and condition. Each collection is further enhanced with ingredients to address the needs of specific hair types. identity1 haircare is paraben free and color-safe.
nourishing shampoo & conditioner
balancing shampoo & conditioner
Intense nourishment for dry to very dry hair. Wooly sunflower seed extract nourishes, smooths and softens. Sulfate free. Sodium chloride free. UV protection.
Lightweight nourishment for normal to dry hair. Mushroom extracts hydrate, restore elasticity and enhance manageability and radiance.
volumizing shampoo & conditioner Volume and fullness for fine or limp hair. Pectin-rich Hawthorne Fruit and American hazelnut seed extracts create big, beautifully full and soft styles. Sulfate free. Sodium chloride free. UV protection.
At identity1, our goal is to help you build a thriving salon environment by working with you to elevate industry standards and achieve the ultimate guest experience. identity1 offers loyalty members access to education, product and marketing tools customized to your needs. Connect with us at identity1.com and experience the benefits of loyalty.
We seek to connect with market leading salons, grounded in service and education that share a common vision. Connect with us to gain tools for the ultimate guest experience through: • A thoughtful product collection • A rich educational offering • Support systems Learn more at identity1.com or contact your Sales Consultant.