Easy Guide - Actyva Coloro EN by Kemon Italia

coloro

THE REVOLUTION IN HAIR COLOURING

Actyva represents Kemon’s solid commitment to making professional cosmetics more and more advanced, effective and sustainable. It is our best contribution for true, visionary and uncompromising beauty to no longer have to choose between naturalness and effectiveness.

By combining cosmetic research on technologically advanced raw materials and the utmost attention to natural ingredients, we can make increasingly sustainable and efficacious products

These are the pillars of Actyva that also lie at the very origin of Coloro

SCIENCE AND NATURE

Actyva Coloro is the professional hair colour system comprising two different Green & Clean Cosmetics-certified hair colour treatments, both formulated according to the principles of transparency, environmental sustainability and consumer safety to offer a thoroughly customised service

Hair colouring becomes a beauty treatment that takes care of the scalp and hair in a natural and gentle way.

Each hair colour line has been developed with dedicated key ingredients to ensure performance and comfort during application

Both colour treatments contain Velian Complex, Kemon’s patented blend of the extracts of 4 medicinal plants organically grown in the Kemon Open Lab and providing antioxidant, emollient and soothing activity.

The bespoke colour treatment

From the research activity of Kemon’s laboratories and the principles of skin care comes the new Actyva Coloro This innovative way of colouring hair with bespoke performance offers intense and shiny results while fully respecting the scalp and hair, and enables one-step lightening and toning thanks to its exclusive Alkela Complex technology.

VELIAN COMPLEX

Both Actyva Coloro System hair colour treatments contain Velian Complex, Kemon’s patented blend of the extracts of 4 medicinal plants organically grown in the Kemon Open Lab and providing antioxidant, emollient and soothing activity

In 2006, in the hills of Umbria – not far from our plant – we converted 28 hectares of land to organic farming. This is how we started extensive experimentation with the plants in our “open-air laboratory”, a research activity that still goes on today and has led us to achieve unprecedented results for cosmetics. After a long period of studies, we selected four plants for their emollient and soothing properties. These plants, native to the area, hardy and resistant, do not need a lot of water and are grown in accordance with organic farming techniques in our Kemon Open Lab

Velian Complex is the result of a combination of:

- Mullein (Verbascum densiflorum): with soothing powers.

- Helichrysum (Helichrysum italicum): with calming and refreshing powers.

- Flax (Linum usitatissimum): with protective and emollient powers.

- Dyer’s Chamomile (Anthemis tinctoria): with antioxidant powers.

The result is a patented blend of plant extracts, the fruit of extensive research conducted by Kemon in collaboration with Vivacell Biotechnology (Denzlingen, Germany) and the University of Ferrara.

The patent

Scientific studies have demonstrated that “specific blends of extracts of mullein, helichrysum, flax and dyer’s chamomile, produced using plants grown in accordance with organic farming techniques in our Kemon Open Lab, possess noteworthy anti-inflammatory, antibacterial and antioxidant characteristics”, and that the patented Velian Complex blend produces an important synergistic effect, with results greater than those expected from the sum of the individual extracts

OUR CERTIFICATIONS

As a testament to our constant commitment to excellence, the sustainability and quality of our Actyva Coloro System products meet the needs of consumers who are sensitive to environmental protection and cosmetics safety.

GREEN & CLEAN COSMETICS GUIDELINE

With Actyva Coloro, we renew our commitment towards more advanced, effective and sustainable professional cosmetics. All formulas are certified Green & Clean Cosmetics, a self-imposed procedural guideline that sets very high standards for our research and development of every product in the line. This guideline stands on three pillars: transparency, Green & Clean formulas, sustainability and safety for the environment and consumers.

TRANSPARENCY

Our aim is to communicate with all users in a clear and transparent way. For this reason, we have chosen “talking” packaging, which tells about the product line and its attributes through symbols.

GREEN & CLEAN FORMULAS

Free of unnecessary or potentially harsh ingredients

We deliberately search for the things that bring tangible quality and value to beauty, health and the environment, leaving out the superfluous and harmful. For this reason, our procedural guideline includes a list of ingredients that are allowed to be used in cosmetics but that we have chosen to replace with nextgeneration alternatives that can offer increasingly sustainable products

Ingredients of natural origin

We pursue scientific and technological innovation to harness and boost what nature offers, drawing inspiration from the principles of green chemistry. Our orientation towards natural cosmetic products is demonstrated by the high percentage of ingredients of natural origin in our formulas. Actyva uses over 100 raw materials of natural origin; their percentage in the formula is shown on the front label of every product.

ICEA Vegan-certified formulas

We want to promote a more respectful way of making cosmetics. To us, this means safeguarding life and nature in all of its forms and also keeping animal welfare in mind. The ICEA Vegan certification ensures that in the ingredients and throughout the entire production cycle of Actyva products, no raw material, process aid or auxiliary agent of animal and GMO origin is used. What’s more, production and hygiene standards are very high

The Green & Clean Cosmetics guideline does not include the use of the following ingredients: Ammonium Lauryl Ether Sulfate, ingredients of animal and GMO origin, Methylchloroisothiazolinone and Methylisothiazolinone, Nanomaterials, Parabens, Paraphenylenediamine, Resorcinol, Petrolatum, Paraffin oils and waxes, Retinol, SLES, SLS, Triclosan, Cocamide DEA and Cocamide MEA.

ENVIRONMENTAL SUSTAINABILITY AND CONSUMER SAFETY

Ingredients from responsible sources

We prefer short supply chain raw materials that are sourced in close proximity to the place of production. This significantly reduces packaging and transport-related CO2 emissions. For this reason, many years ago we converted a 28-hectare piece of land near our production plant to organic agriculture, to grow medicinal plants and local crops. We call it our Kemon Open Lab, an open-air laboratory where the best locally sourced organic ingredients are tested and sustainable cosmetics produced. Our Velian Complex was created here, a patented blend of medicinal plant extracts that work synergistically to provide soothing, emollient and protective effects, boosting the effectiveness of our Actyva products even further.

Dermatologically tested formulations

To us, protecting the user’s health and creating gentle formulas are essential in the development of our products. This is why Actyva product formulations are subject to thorough and rigorous safety assessments by experts and are dermatologically tested by independent testing institutes to confirm skin tolerability under the close supervision of a dermatologist.

Packaging made from sustainable materials

GREEN PE – This is the material used for the 1000 ml packaging of our Actyva Coloro Cream Activators. It is an innovative nonpetroleum-based material obtained from sugarcane, a renewable resource that helps reduce greenhouse gas emissions.

rPET – This acronym stands for “recycled polyethylene terephthalate”, the material utilised for the packaging of Actyva Coloro Demi-Permanent Color and Actyva Coloro Gloss. The use of recovered and recycled packaging results in a significant decrease in plastic waste and CO2 emissions: recycling 1 kg of rPET reduces CO2 emissions by 3 kg.

r-ALU – Short for “recycled aluminium”. This is the material selected for the tubes of Actyva Coloro The Permanent Hair Color.

Clean energy

We implement actions to reduce the impact that emissions produced have on our planet. We only use clean energy from renewable sources generated by the power plants of Gruppo Dolomiti Energia. In addition, we voluntarily adhere to the Kyoto protocol, offsetting our total CO2 emissions from methane gas use.

ISO 16128

Actyva Coloro The Permanent Hair Color contains up to 95% natural origin ingredients and Actyva Coloro Demi-Permanent Color up to 84% after mixing the colour treatments with Actyva Coloro Cream Activator. Such values are calculated according to the ISO 16128 international standard.

ISO (International Organization for Standardization) standards are internationally recognised and consist of industry standards, guidelines, rules and requirements for maintaining product quality, safety and consistency.

ISO 16128 gives technical definitions and adopts quantitative criteria to indicate the natural and organic content in any cosmetic product by providing standard and comparable methods to determine natural and organic origin indexes

ICEA VEGAN

The Vegan certification delivered by the ICEA (Istituto per la Certificazione Etica e Ambientale, Ethical and Environmental Certification Institute) ensures that in the ingredients and throughout the entire production cycle of Actyva Coloro products, no raw material, process aid or auxiliary agent of animal and GMO origin is used What’s more, production and hygiene standards are very high.

ACTYVA COLORO THE PERMANENT HAIR COLOR

THE BESPOKE COLOUR TREATMENT

This permanent hair colour range developed by Kemon’s laboratories expresses the most advanced cosmetic research that combines science and nature. It is the new way of providing a bespoke hair colour treatment to respond to every demand and need, and is formulated according to the principles of skin care.

Actyva Coloro The Permanent Hair Color is a patent filed by Kemon. This confirms the level of innovation and uniqueness of our formulation that guarantees exceptional and lasting results: a patent-pending, cutting-edge solution

The unique pluses of our formula:

- ALKELA COMPLEX

- Equimolar formulation

- Up to 95% natural origin ingredients*

- ICEA Vegan certification

The colour range consists of 64 shades divided into 15 colour series, plus 5 Super-lighteners and 1 Booster

*This is a value calculated according to the ISO 16128 technical standard after mixing Actyva Coloro colour treatment with Actyva Coloro Cream Activator.

SKIN CARE & HAIR CARE

The new face cream with 97% natural ingredients, specifically designed by Kemon’s laboratories, offers a skin care solution using the same ingredients that make up the base formulation of Actyva Coloro The Permanent Hair Color

It represents Kemon’s excellence by combining the passion for hair care and skin beauty in one revolutionary product.

Its formula has been carefully studied to ensure maximum skin benefits by delivering intense hydration and deep nutrition

ALKELA COMPLEX

THE ROLE OF ALKALISERS

Alkalisers play a decisive role in permanent hair colours, their actions consisting in:

- Swelling the hair structure

- Promoting the penetration of hair dying substances

- Triggering off the oxidative process

The way these actions are performed determines not only the quality of the colour result, but also the quality of the entire hair structure.

To date, hair colours were divided into two types:

- With ammonia

- Ammonia free (with Monoethanolamine)

Both types of alkalisers are legally allowed and not harmful to health.

Corteccia

Midollo

Cuticola Cortex Medulla Cuticle

ALKELA COMPLEX

From Kemon’s Research and Development laboratories comes ALKELA COMPLEX, a synergistic blend of molecules with alkalising/chelating activity that goes beyond the concept of traditional alkalisers in oxidative hair colours.

Due to its innovative “alchelating” action, ALKELA COMPLEX ensures controlled cuticle opening while binding and removing metal ions* from both the hair surface and the innermost layers of the hair structure.

This dual effect of gentle cuticle swelling and deep hair detox remarkably preserves hair integrity and guarantees unparalleled shine and extraordinarily even results

*Metal ions play an unexpected role when it comes to hair colour. Exposure to pollution and washing hair with tap water cause metal particles to accumulate inside the hair fibre. The levels of metals deposited within the hair depend both on the quality of tap water and on the degree of hair porosity. Damaged, dry and coloured hair is more porous and has greater accumulation of such metal particles. Metals inside the hair fibre may react with the developer used during hair colouring and bleaching, and negatively affect hair appearance and the scalp microbiota.

ALKELA

ALKELA COMPLEX enables:

- Controlled cuticle swelling

- Increased gentleness to the scalp and hair

- More even colours as a result of its chelating and detoxifying action

- Improved shine due to a healthy cuticle that reflects a more radiant colour

- Longer-lasting colour results, as an intact cuticle locks in colour molecules within the hair, extending colour longevity

- Greater lightening of the cosmetic colour

- Extremely comfortable use thanks to its delicate fragrance

EQUIMOLAR FORMULATION

Actyva Coloro The Permanent Hair Color is formulated according to the equimolar principle for greater:

- Colour stability

- Scalp tolerance

- Shine, as a result of correctly balanced oxidative intermediates

- Colour accuracy

- Colour longevity

ACTIONS AND KEY INGREDIENTS

NUTRITION: UPCYCLED POMEGRANATE OIL

At the core of pomegranate oil is a rare omega-5 fatty acid named punicic acid

This cosmetic active ingredient is contained in pomegranate oil at a level of over 60% and has exceptional antioxidant properties that protect skin and hair from free radical-induced oxidative stress The use of pomegranate oil on hair improves its appearance by adding shine, volume and softness

Upcycling is a process that consists in transforming by-products or waste materials considered useless into higher-value products without compromising their quality in order to use them as ingredients in the cosmetics industry.

The remaining seeds from pomegranate juice production are used to obtain this valuable, nutrient-rich, high-quality organic oil.

PROTECTION: BIOMIMETIC BLEND OF AMINO ACIDS

Actyva Coloro The Permanent Hair Color is enriched with a biomimetic blend of specific amino acids mimicking the composition of keratin to restructure the hair fibre and repair any damaged areas. As a result, the hair will be more evenly structured and, therefore, able to lock in colour pigments more effectively for improved wash fastness

PHOTOGRAPHIC COLOUR CHART

DIRECTIONS FOR USE AND SPECIAL SERIES

MIXING AND GREY/WHITE COVERAGE

The following table shows the grey/white coverage percentage provided by each shade.

4.24 - 5.24 - 6.24 - 7.248.24

1 - 3 - 4 - 5 - 6 - 7 - 8 - 9 - 10

MAHOGANY NATURALS 4.06 - 6.06 - 8.06

ASH COPPERS

5.14 - 6.14 - 7.14 - 8.14 - 9.14

ASH GOLDS

5.13 - 7.13 - 9.13 GOLDEN VIOLETS

6.37 - 8.37 - 9.37

MAHOGANY ASHES

4.61 - 5.61 - 6.61

ACTYVA COLORO BOOSTER

This is a cream containing the innovative ALKELA COMPLEX: its breakthrough formula enhances colour performance by promoting pigment penetration and boosting colour lightening

SUPER-LIGHTENERS

This series makes it possible to lift the natural base up to 5 levels

The lightening action is limited to the regrowth area, which should not exceed 1.5 centimetres to avoid demarcation lines.

50 ml of Actyva Coloro The Permanent Hair Color Super-lightener + 100 ml of 40 vol. Actyva Coloro Cream Activator

For more intense lightening, deposit a generous amount of mixture on the regrowth area only, and do not brush to avoid bringing the lightening product down the mid-shafts and ends.

Leave in place for 50 minutes. Once the processing time is up, do not comb or massage the product along the midshafts or on the ends. After rinsing and washing the colour, the mid-shafts can be toned with the desired shade of Actyva Coloro Demi-Permanent Color mixed with 6.5 vol. Actyva Coloro Cream Activator. Apply the mixture to the base that has just been lightened, too.

Mixed with Actyva Coloro Booster, the Super-lighteners let you lighten and tone the cosmetic colour in just one step. For instructions on how to use them, refer to the Hi-Lift service.

ACTYVA COLORO

DEMI-PERMANENT COLOR

Demi-permanent hair colour treatment endowed with strong illuminating and silkening properties that gives a new meaning to the concept of hair colour.

Actyva Coloro Demi-Permanent Color ushers in multiple colour services in the salon, both for natural and cosmetically treated hair, guaranteeing unique performance even when it comes to grey/white coverage, and preserving its high conditioning and silkening power in all circumstances.

Its characteristics are as follows:

- MpH technology

- Up to 84% natural origin ingredients

- ICEA Vegan certification

The colour range consists of 52 shades divided into 13 colour series, plus 3 correctors/intensifiers and 1 Gloss

EXCLUSIVE MpH TECHNOLOGY FOR pH MODULATION

Actyva Coloro Demi-Permanent Color introduces the new MpH technology that modulates the pH of the colour mixture depending on the activator used. Thus, the same product can be utilised to achieve different results and meet multiple needs:

- Cover grey/white hair with a natural-looking effect while making hair colour regrowth minimally noticeable

- Add shiny, long-lasting tones to natural hair

- Restore level and tone in cosmetically treated hair, leaving it silky soft and radiant

Actyva Coloro Cream Activator – available at 6.5 and 10 volumes – is an essential complement to the exclusive MpH technology of Actyva Coloro Demi-Permanent Color. This technology enables pH modulation for maximum coverage and extremely lustrous results, allowing service diversification.

- Restore

- Shiny hair

- Vibrant and

- Up to

- Radiant, natural-looking hair

- Long-lasting tone

- Minimally noticeable hair colour regrowth