ELEMENTS New
Products & Services
PRODUCTS FOR HEALTHY-FEELING HAIR & SCALP
EXPERIENCE NEW ELEMENTS THE LINE THE INGREDIENTS THE FRAGRANCE
IDENTIFY YOUR ELEMENTS CLIENTS
IN-SALON SERVICE AND HELPFUL TIPS
TAKE ACTION FOR SUSTAINABILITY
SENSE DIFFERENCEthe gentle
WHAT
ARE CLIENTS
looking for?
MORE NATURAL SOLUTIONS
Gentleness is the #1 consumer expectation from a hair care line.
50% of clients have scalp care concerns.
70% of clients would rather go to a salon that offers a sustainable brand.
Sustainability is more and more important with beauty. Clients are looking for more natural solutions with sustainable packaging (made from recycled material / being recyclable).
New Elements
High performance formulas with 91% to 99% natural origin ingredients – transparently shared on pack. The remaining ingredients ensure sensorial qualities & preservation of the formula.
Recyclable packaging, also made with up to 100% post-consumer recycled plastic*.
Elements products are formulated without silicones and yet have efficiently smoothing and detangling properties due to efficient natural-origin ingredients.
Elements formulas do not contain animal-derived ingredients or by-products.
NEW SCALP-DEDICATED SERVICE
New Purifying service with Pre-Shampoo Clay for your ingredient-conscious clients and clients with specific scalp care needs.
What is
CLEAN BEAUTY?
There is no clear-cut definition of clean beauty. However, it is becoming increasingly popular in cosmetic markets around the world. Generally, it means products that have a high percentage of natural-origin ingredients and are designed without specific synthetic ingredients, such as sulfates.
“Clean Beauty is the new green, with consumers looking for beauty products free from specific synthetic ingredients rather than synthetic-free.”
mintel / a global provider of market research
most gentle
HAIR CARE LINE FOR HEALTHY-FEELING HAIR & SCALP
NEW ELEMENTS has a regimen that is gentle to hair and scalp, dermatologically tested, pH-compatible and suitable for all hair types. The purifying pre-shampoo clay addresses oily scalps.
The regimen is suitable for color treated*, plant-based color treated*, keratin treated or chemically-treated hair.
NEW ELEMENTS is designed with caring ingredients that are carefully selected, consciously added and transparently shared.
ALL HAIR TYPES
Renewing
/
NORMAL TO OILY SCALP
Aloe Vera inspiring for its gentle caring properties
Vitamin E with antioxidant power, the formulas effectively reduce free radicals damage
Olive Essence to give smoothness & shine
Cotton-based conditioning ingredients to give smoothness & shine
Purifying
Clay natural mineral used classically in skincare to gently absorb excess oil helps to absorb excess sebum, leaving scalp with a clean & comfortable feel
Captivating CLEAN LABEL FRAGRANCE
Enchanting fragrance inspired by the green forest of the Amazon, teeming with life.
TOP NOTES
MIDDLE NOTES
BASE NOTES
NEW Elements carries a Clean Label fragrance with extremely low level of allergens.
Cedarwood
Musk Amber
Green basil
Ecocert / COSMOS certified
Water lily
Watery starfruit Mandarin
African geranium Ecocert / COSMOS certified Gardenia azalea
Blackcurrant leaves
ALL HAIR TYPES / NORMAL TO OILY SCALP
Renewing
Renews hair smoothness & shine while protecting from mechanical stress.
Purifying
FOR AN OILY SCALP
Absorbs excess sebum and cleanses scalp, promoting root volume.
SALON SERVICE AND AT-HOME PRODUCT
THE PRODUCTS
Renewing
FOR ALL HAIR TYPES / NORMAL TO OILY SCALP
RENEWING SHAMPOO
Gently cleanses hair with a luxurious foaming experience, without stripping out hair moisture. Revives hair smoothness and shine for a healthy look and feel.
Apply a small amount to damp hair and massage. Rinse thoroughly.
CARING FORMULA:
• 91% natural origin ingredients
• formulated without sulfates, silicones
• free of animal-derived ingredients
• dermatologically tested
PACKAGING:
• 80% recycled plastic 250ml bottle
• 50% recycled plastic 1L bottle
RENEWING CONDITIONER
Instant detangling conditioner renews hair manageability and shine. Leaves hair feeling moisturized and protects it from frizz or breakage.
Apply on damp hair mid-lengths and ends for 30 seconds and rinse thoroughly.
CARING FORMULA:
• 95% natural origin ingredients
• formulated without silicones
• free of animal-derived ingredients
• dermatologically tested
PACKAGING:
• 50% recycled plastic tube & bottle
RENEWING MASK
This moisturizing mask with intense conditioning renews hair smoothness and shine. It also protects hair from frizz and breakage.
Apply to clean, damp hair. Leave for 3-5 min and rinse thoroughly.
CARING FORMULA:
• 95% natural origin ingredients
• formulated without silicones
• free of animal-derived ingredients
• dermatologically tested
PACKAGING:
• recyclable jar
TO 99% LESS BREAKAGE AFTER ONE USE!*
RENEWING LEAVE-IN SPRAY
This de-stressing and detangling spray protects hair from daily mechanical stress (combing or heating tools) and breakage, while it hydrates and tames static or frizzy hair.
Spray on clean, damp hair. Do not rinse.
CARING FORMULA:
• 99% natural origin ingredients
• formulated without silicones
• free of animal-derived ingredients
• dermatologically tested
PACKAGING:
• 80% recycled plastic bottle
Recylable Pouches
recyclable
72% LESS PLASTIC PER ML**
72% less plastic per ml*
25% recycled plastic
ONE SMALL POUCH one big change
Keep your bottle. Refill it. Reduce your plastic footprint.
…OR REFILL BOTTLE OR JAR DIRECTLY
• You can also sell pouches for clients so that they can refill their retail-size shampoos and masks at home. We don’t recommend that salons refill retail bottles for their customers.
USE WITH THE RECHARGE SYSTEM…
• Easy to use and change the pouch with no mess.
• For replacing the pouches, unscrew the pump from the pouch and screw it into the new pouch. No need to wash the pump in between changing the pouches.
• Note that refilling of retail-size conditioners is not possible as they are packed in tubes. MADE WITH 92% RECYCLED PLASTIC AND RECYCLABLE
Purifying
SERVICE
FOR OILY SCALP
PERFORM THE PRE-SHAMPOO SERVICE AT YOUR SALON CHAIR AND GUIDE YOUR CLIENT THROUGH THE STEPS SO THEY WILL KNOW HOW TO KEEP THEIR SCALP OIL-FREE BETWEEN SALON VISITS.
PURIFYING
PRE-SHAMPOO CLAY
Pre-shampoo with the power of Kaolin clay, cleanses excess sebum, rebalancing scalp and leaving hair with new purified feel. Promotes root volume.
How to use: Apply to dry scalp section by section. Leave for 5 minutes and massage in. Emulsify and rinse well. Finish with Renewing Shampoo and Conditioner.
CARING FORMULA:
• 97% natural origin ingredients
• formulated without silicones
• free of animal-derived ingredients
• dermatologically tested
PACKAGING:
• 50% recycled plastic tube
WITH KAOLIN CLAY TO ABSORB EXCESS SEBUM & GIVE ROOT VOLUME
Elemental Purity
SERVICE
Purifying service for oily scalp.
Deep cleansing and scalp rebalance.
Hair manageability, smoothness and shine, without weighing down hair.
1
PRE-TREAT & CLEANSE
PURIFYING
PRE-SHAMPOO CLAY
Removes excess sebum and enhances root lift.
Apply on dry scalp with a soft brush section by section. Can be applied at the shampoo bowl or salon chair.
Leave in for few minutes and massage. Massage and emulsify before rinsing thoroughly. Use approx. ~25g per application.
RENEWING SHAMPOO
Gently cleanses with luxurious foam. This will remove excess clay and cleanse the hair.
Expert Tip: For hair with lots of impurities, shampoo twice.
CONDITION
RENEWING CONDITIONER
Detangles for manageability, smoothness and shine.
Apply to damp hair and massage. Rinse well, finish with cool water.
# protip
Finishing with cool water is especially beneficial for people with an oily scalp, as cool water helps to close sebaceous glands.
3
PROTECT
RENEWING LEAVE-IN SPRAY
Protects from daily mechanical stress and breakage.
Apply to damp hair. Do not rinse. Style as usual.
RETAIL TREATMENT
You can also sell the pre-shampoo clay for at-home use. Remember to guide your client on how to apply:
Apply a small amount to finger tips and apply to areas where you see or feel the most oil. Leave for a few minutes, massage, and rinse well. Follow with Renewing Shampoo and Conditioner.
LET’S FOCUS ON
the scalp
ELEMENTS is suitable for all hair types and is your go-to line for ingredient-conscious clients. ELEMENTS is also designed to offer solutions for scalp. Here are some tips how to identify your client.
HOW TO IDENTIFY IF YOUR CLIENT HAS AN oily scalp
• During the consultation, ask about washing and styling habits. Those who suffer from oily scalp feel the need to shampoo their hair more often and want tips to prolong the time between washing.
• Age—oily scalp is more common in younger clients.
• Use of dry shampoo—clients that frequently use dry shampoos may be experiencing oily scalp and feel the need to wash more often.
Helpful
TIPS
TIPS FOR CLIENTS WITH OILY SCALPS
• Finish with cool water, it not only refreshes but it also helps to close the sebaceous glands, minimizing sebum production.
• A little goes a long way; use Pre-Shampoo Clay sparingly.
• During the styling phase, make some root lift! Lifting the hair roots up will reduce the sebum moving from the scalp to hair, which can lead to an oily hair feel.
• Do not blow dry scalp with hot air as this may stimulate sebum production. Instead, use medium heat or cool settings.
• If your client likes dry shampoo, guide them to apply it even before the hair begins to feel dirty.
• And finally, touching and brushing hair tends to distribute the oil from scalp to hair. So once dried and styled, it would be best to keep their hands off!
SUSTAINABILITY
in action
HOW TO START IN YOUR SALON
Recycle
• Recycle plastic bottles, cardboard, aluminum. ELEMENTS products are all recyclable material.
• Please also recycle color tubes and highlighting foils. The highlighting foils do not need to be washed before.
Reduce
• Ban all single-use plastic, such as bags or cups. Offer pretty paper bags and nice glasses or mugs instead.
• Reduce the use of paper—go digital whenever you can.
Reuse
• Refill products when possible.
• Choose products that are made with recycled and recyclable materials.
education.wella.com
instagram.com/WellaHairUSA instagram.com/WellaEducation facebook.com/wella.com
pinterest.com/Wellapro
@WellaHairUSA