KeraStraight - Manual 2011

THE MANUAL AUGUST 2011 1

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contents

Welcome.

Congratulations on joining our KeraStraight partner salon group.

This Manual is the first step to creating a successful add-on service to your salon treatment portfolio. This guide will teach you all you need to know to become truly expert at this ground breaking service that will delight your clients and give them that WOW factor every single time. We will take you through the essential steps to successfully launch the KeraStraight service into your salon and show you how to maximise its potential.

We hope we have covered everything you need but we’re always keen to hear from our salon partners, so please contact us if you have any further questions.

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Jez Barnett, Managing Director

Brand Development

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How KeraStraight is Made

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Step by Step

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Keep The Curl

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The story so far

From the ideas to the bottle

How to apply the treatment

Conditioning without straightness

Expectations and Results

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Business Building

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Taking It Further

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Support

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Mark’s Top Tips

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Glossary

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FAQ

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Testimonials

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Learn everything you need to know about KeraStraight

How to successfully launch KeraStraight to your team and clients

All the essential extra’s you need to know

How KeraStraight helps you to succeed

Tips from KeraStraight’s International Technical Director

A comprehensive breakdown of ingredients

Tips for your clients

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What the experts are saying

KeraStraight: An evolution in straightening and repair From KeraStraight’s Brazilian Laboratories to Great Britain and the world, KeraStraight has set the benchmark in the industry for beautifully conditioned, frizz free hair.

Created by Jez Barnett, hairdresser, salon owner and business entrepreneur, the KeraStraight brand was introduced to the market in 2009 and has evolved into the process it is today – a trilogy of in-salon treatments that answers the needs of hairdressers, the dreams of clients whilst cementing that client-stylist relationship as never before.

May 2008 Following the success of keratin straightening treatments into the USA, Jez recognises an opening in the UK market for such an amazing new salon service, but wanted an improved formula that would meet the safety and performance standards demanded by the most discerning hairdressers. After extensive researching, Jez locates a company in Brazil with expert credentials and Anvisa health & safety accreditation. These credentials are imperative to ensure the treatment is safe for use in the UK and Europe.

September 2008 Jez and his team begin trialling the newly christened KeraStraight Brazilian Keratin Treatment over six months in his salon. This allows them to test conclusively that the effects of the treatment last for four months, to refine the service for the consumer, and to compile the compulsory product data demanded by the Health & Safety Executive for a British owned company.

March 2009 The KeraStraight brand launches onto the UK hairdressing scene amongst much fanfare and with an advertising campaign in the trade press. An instant success with forward thinking salons recognising its potential and revelling in rapid client uptake, re-orders and recommendations swiftly follow.

October 2009 Salon International proves pivotal in the KeraStraight success story. The stand is a magnet for salon owners across the globe attracted both by the treatment’s USPs and incredible word of mouth from UK salon partners already on board.

February 2010 Jez enhances his credentials further with a trip to the laboratory in Brazil to work closely with the scientific team on further refinements to the system inspired by the fast pace of global technological advancement and direct feedback from UK salons and their clients.

April 2010 The KeraStraight vapour capture system - KS Complex - is launched. Improvements in the technical process also ensure that only two days need now elapse

history the birth of a global brand

between salon application and first shampoo at home, reducing waiting time for the client by a third.

June 2010 KeraStraight, the new generation of Brazilian Keratin Treatments, announces that Trevor Sorbie International is official UK brand ambassadors for the brand.

January 2011 The ground breaking KeraStraight KS Complex same-day application and shampoo is launched. The new technology uses a low pH protein that penetrates deeply into the hair’s cortex to strengthen from within - this supersedes the need for aldehydes. New KeraStraight KS Complex Treatment changes all the rules by allowing the hair to be shampooed immediately after application.

July 2011 Colour Protect & KS Intensive Treatments are launched. Colour Protect activates at a lower temperature and has been designed for highly coloured, lightest blonde and white hair. KS Intensive is our most powerful treatment yet and gives extra straightening to virgin, resistant and very curly hair types.

Oct 2011 Intense Boost launches. Our new in-salon service utilising KeraStraight’s Protein Mask and Moisture Mask developed from KeraStraight’s ground breaking protein technology. These quick and easy to use treatments rebuild what the hair lacks and locks in moisture and strength for up to 30 days.

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KeraStraight KS Complex, Colour Protect and KS Intensive are semipermanent, hair repair, straightening and smoothing treatments that provide unrivalled condition, shine and strength for up to 4 months.

the science

why & how KeraStraight works

22 carat gold

Some Deeper Understanding The hairs natural composition and makeup is mainly Keratin, a protein containing approximately 15 different Amino Acids that repeat and interact.

Amino acids combine to form proteins; in the case of hair this is the protein keratin. Proteins are polypeptide chains of hundreds of amino acids.

Amino Acids are critical and serve as the building blocks for proteins. In KeraStraight, the amino acids are extracted from orange vegetables and green leaves.

With KeraStraight the amino acid Cysteine is added to the existing amino acid Cystine and they form semi-permanent bridges across the hair’s inner structure to create a new shape. The cysteine protein aligns with the hair’s natural cystine to form new disulphide bridges.

KeraStraight Treatments also contains synthesized Urea which allows the transformation of the keratin shape. Its Keratolytic action softens the keratin molecules, allowing them to be realigned with the addition of heat. As a secondary benefit Urea also binds water molecules within the cells in the hair increasing hydration for a longer time.

KeraStraight Treatments do not contain any chemical ingredients that structurally alter or damage the hair.

1: The KeraStraight straight effect works 30% within the cuticle and 70% within the cortex.

70% CORTEX

30% CUTICLE

2: The KeraStraight repair effect works 80% within the cuticle and 20% within the cortex.

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80% CUTICLE

20% CORTEX

Keratin

science and testing KeraStraight invests a huge amount of time in researching, testing and proving the formulas to ensure the highest standards in health & safety as well as performance.

Working closely with our laboratory in Brazil, KeraStraight is at the forefront of product development and is setting the industry standards for this new type of professional treatment: Creating the Ingredients List It is essential that we select ingredients that past the strict EU Health & Safety regulations.

KeraStraight is 100% free of formaldehyde or aldehydes in its ingredients and vapour.

key ingredients Keratin: the main protein in hair which provides strength and resilience, comprising of 15 amino acids

Precise Measuring Our KeraStraight scientists have great experience and knowledge, which is one of the reasons why we wanted an authentic Brazilian treatment as opposed to just a Brazilian type of treatment made elsewhere.

Carbo cysteine: a low pH protein derived from the amino acid cysteine Urea: a synthesized moisturizer and humectant that allows Keratin to be softened and transformed into a new shape.

Correct Order After deciding on the ingredients and quantities, it was then a matter of our scientists blending the products into the right order to ensure that they work correctly. It may sound obvious, but it is vital for the product performance and helps us to create formulas that leave the hair with a lightweight feeling.

Nano-molecules of 22 carat gold: helps to create uniform and consistent results by being naturally heat conductive.

KeraStraight After Care Alongside our treatments, we have also developed KeraStraight Straight Maintain Shampoo and Straight Maintain Conditioner.

With a gorgeous watermelon scent, the sodium chloride and sulphate free formulas help to lock in the keratin for a longer lasting treatment.

KS Complex: protects against environmental stresses and locks in the treatment with added shine and moisture whilst providing an immediate super-light feeling.

All KeraStraight ingredients are rigorously sourced and tested for compatibility and best performance. Our scientists are continuous in their efforts to ensure that not only do we have the best product but that we are consistent and pro-active in finding solutions for the future that provide quality unrivalled results for our business partners and clients.

Production After deciding the formulations, the KeraStraight Treatments are mass produced ready to be bottled and distributed around the world. The exclusive KS Complex Vapour Capture System protects against environmental stresses, significantly minimises the smoke and eliminate fumes.

SAFETY DATA SHEET according to 1907/2006 EC, Article 31

KeraStraight KS Complex Treatment

Revision Revision date

0 22-Nov-2010

1. IDENTIFICATION OF THE SUBSTANCE / PREPARATION AND THE COMPANY Product name

KeraStraight KS Complex Treatment

Description

KeraStraight KS Complex Treatment is an advanced Brazilian Keratin Repairing & Straightening Treatment that rebuilds with Keratin and creates a straight effect that lasts up to 4 months. This ground breaking aldehyde free treatment has been passed completely safe and acceptable for use as a hair treatment.

Company

KeraStraight Ltd Office 404, 4th Floor Albany House 324/326 Regent Street London W1B 3HH United Kingdom info@kerastraight.co.uk

Telephone

0845 459 0026

Fax

01582 380146

www.kerastraight.co.uk

2 HAZARDS IDENTIFICATION. Main hazards

May cause sensitisation by skin contact.

Health & Safety Testing As part of our dedication to health & safety, KeraStraight Treatments are put through their paces with stringent UK/EU testing to ensure full compliance. The essential Material Safety Data Sheets (MSDS) are created.

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step bystep KeraStraight Treatment

2 1. BEFORE Our model has naturally curly hair that requires straightening every day. She also has some highlights scattered throughout.

2. Gently cleanse the hair with the deep penetrating KeraStraight Pre-Treatment Shampoo to open up the hair shaft and soften the hair in readiness for the treatment. Rinse and repeat. The second shampoo should be left on for 10 minutes if the hair is nonporous, resistant, virgin or very curly to open up the hair cuticle before rinsing.

3. Once rinsed, dry the hair with a medium heat to remove 100% of the moisture. Use a paddle brush to smooth the ends to make application easier. With Colour Protect Treatment, only remove 80% of the moisture from the hair.

4. Decide which KeraStraight Treatment will be most effective based on a thorough analysis of the hair type. KS Complex for normal and porous hair, KS Intensive for resistant, virgin and very curly hair types and Colour Protect for weak, highly coloured, very blonde and white hair. Sometimes it will be necessary to use different variants on the different areas of the hair. Transfer the required amount of KeraStraight treatment into a bowl. 1 x 50ml bottle will be sufficient for most clients with short hair, but clients with long hair may need up to 2 bottles. Starting at the nape, apply KeraStraight Treatment in sections approximately 1cm apart, close to - but not directly onto - the roots, and continue through to the ends.

5. It is essential to ensure hair is thoroughly dampened. Underapplication may create a less even result. Porous hair can over-absorb the treatment so more treatment may be required.

Development time is not always necessary, unless hair is virgin, very curly or resistant, in which instances the treatment should be allowed to ‘sink in’ for up to 20 minutes.

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6. Check the hair is still damp and then blow dry the Treatment into the hair, ensuring that the hair is completely dry prior to the next step.

Blow-drying may take a little longer than normal, given that there’s treatment on the hair, but stay on a medium setting. Using a paddle brush helps produce a completely dry finish and smooths the hair ready for the next stage. Give the hair a 2 minute blast with cool air to remove some of the heavy feeling.

7. Check the Application Matrix for guidance on the temperature of the irons and the number of passes according to the treatment variant.

We begin at the nape by taking sections of between 0.5 and 1cm in thickness and iron each 7-10 times (4-7 with Colour Protect, 10-15 with KS Intensive) to ensure the treatment is locked into the hair. Start by moving the irons through the hair steadily, do not let the irons pause on the hair, but move down the hair shaft consistently. Make the last pass slower to fully lock in the benefits. Reduce the temperature of the irons to 180-190°C/355-375°F when using Colour Protect or on weak, fragile or white hair which will also often need less ironing.

8. By using the KeraStraight Easy Comb, the irons can be placed right to the root, whilst protecting the client’s scalp and hairdressers’ hands, to ensure perfect silky, straight hair. The tension and control you achieve by utilising the Easy Comb helps to achieve maximum protection and consistency of results.

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9. Once ironed completely, give the hair another quick blast with cool air.

On very curly hair and resistant hair types, the condition and straightening effect of the treatment can be maximised by leaving the hair to settle for up to 30 minutes. The hair should then be rinsed for 3-5 minutes before being cleansed with KeraStraight Straight Maintain Shampoo and then conditioned with KeraStraight Protein Mask or KeraStraight Moisture Mask for 5 minutes before rinsing. Blow-dry into your clients required hairstyle with the suitable styling products.

10. The finished result is beautifully conditioned, healthy and shiny, straight hair, which can be kept salon perfect by the client for up to four months with the refreshingly simple regime of KeraStraight Straight Maintain Shampoo and Conditioner.

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Meet the Family

KeraStraight now has a trilogy of treatments to cater for an even greater amount of clients and their hair repair and smoothing needs.

With the introduction of Colour Protect and KS Intensive you can now offer this increasingly popular service to clients who have never had the opportunity before.

From the finest, weakest hair to the tightest, strongest curls, KeraStraight now has the answer that your clients have been waiting for.

With this choice and the ability to adapt the timings and temperature of the irons, the service can be personalised to each and every client.

Colour Protect

KS Complex

KS Intensive

Very weak & fragile hair

Normal Hair

Resistant hair

Platinum blonde and white hair

Wavy & Unruly hair

Very Curly hair

Highly coloured & porous hair

Damaged hair

Virgin hair

Developed to work at a lower temperature of 180-190째C/355-375째F

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Afro Caribbean hair

Keep the Curl Conditioning Without Straightness

If a client has naturally curly hair and wishes to retain the majority of the movement but benefit from the conditioning effect, this can now be achieved due to the versatility of KeraStraight’s Treatments with the following adaptations of the process.

1. Cleanse the hair twice with Pre Treatment Cleanser and rinse immediately.

2. Dry the hair 80% and apply either KeraStraight KS Complex or KeraStraight Colour Protect Treatment. Apply methodically but with speed.

3. Immediately dry the hair without any development or processing time. Dry the hair 100% and smooth any dry ends with the aid of a paddle brush.

4. Set your irons to the recommended 200°C/390°F. Quickly pass the irons through each section once to seal the treatment into the hair, and then pass the irons again quickly through each section 3-4 times with less tension. This adaption enables the treatment to work predominantly on the exterior of the hair providing highly conditioned results with reduced internal moulding and reshaping. Reduce the temperature of the irons when using KeraStraight Colour Protect.

5. Once the ironing is complete, cold blast the hair for 1 minute with a dryer, then rinse for 3 minutes before cleansing twice with the appropriate KeraStraight Shampoo and work through KeraStraight Conditioner for three to 5 minutes.

6. Style as required with a curl enhancing styling product.

Keep the Curl is an extremely fast salon service that in most cases should be completed in 1 hour.

Beware not to over iron the hair as Keep the Curl can sometimes soften the hair a great deal, which may then need a greater amount of styling product.

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expectations consultation Like any other professional salon treatment, the KeraStraight service begins with a thorough client consultation.

This will include a diagnosis of the hair to ensure you achieve the best results possible.

You will need to evaluate the Texture. Porosity and Previous History.

This will help you decide which of our treatments will be most suitable.

KS Complex

Normal and slightly porous hair types

Colour Protect Very weak, highly coloured, very blonde

and white hair KS Intensive Coarse, resistant, virgin and very curly hair including Afro Caribbean.

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&results

texture

partial colouring

Coarse, Normal or Fine. This will determine the amount of treatment required and will influence your decision whether to leave the Pre Treatment Cleanser and KeraStraight Treatment on to penetrate into the hair. Finer hair will generally need less treatment and fewer passes of the irons whereas course, resistant hair will benefit from more. Occasionally finer hair can prove resistant as the cuticle can be packed tighter and will therefore be as resistant as the most course hair.

porosity The hair’s ability to absorb moisture and how easily the treatment will ‘sink into’ the hair. The greatest and most dramatic results are achieved on more porous hair that will readily absorb the treatment.

For nonporous, very curly & resistant hair types, the Pre Treatment Cleanser should be left on for 10 minutes to open the cuticle and the Treatment for up to 20 minutes before drying in. Very curly and resistant hair can benefit from leaving the hair for up to 30 minutes before shampooing off the treatment. KS Intensive has been developed as the perfect solution for this hair type.

With porous hair, check to ensure that the treatment doesn’t overabsorb into the hair before it is ready to be dried in. It is essential to keep all the hair damp to ensure consistency of results and more treatment may be re-applied to any hair that is becoming dry during the application and development time.

previous history Hair that has a previous technical history will generally have a higher porosity level and will more readily absorb the treatment. This applies to colour and chemical perms, straighteners or relaxers. KeraStraight Treatments will have extremely positive impacts on all treated hair types and can enhance existing colour treatments by sealing the hair shaft, locking in the colour pigments and adding amazing shine. Colour Protect should be used on hair that is very weak, highly coloured, very blonde and white.

Treatment Choice

Smoothing Expectation

Pre Treatment Cleanser leave on time Pre-Treatment Spray Treatment ‘Sink In’ time

When there is both coloured and natural hair, i.e.. highlights and partial colouring, always treat the hair as the least porous and leave the treatment on to ‘sink in’, to help it penetrate through the cuticle layers.

It may be necessary to utilise different formulas on different areas of the hair. i.e. Colour Protect on very fragile and weak ends.

first impressions Feel of hair: Once the treatment has been fully dried into the hair, the hair can feel chalky and look slightly flat in respect of condition and shine.

This is completely normal and is due to the high concentration of low pH protein that has been added and dried directly into the hair.

After applying the irons to each section and systematically sweeping through, the hair will regain lightness to touch. Once the hair is shampooed, the hair will be transformed with incredible shine and condition.

colour treated hair types Colour enhancement: KeraStraight KS Complex Treatment will help to imbed and retain colour pigment of pre-treated clients and can vastly improve the colour intensity.

Note however that in some cases of extremely porous hair types certain colour categories may reduce from the hair in terms of tone and intensity. Should this occur Kerastraight recommends refreshing the colour with a true (non-oxidising) semi-permanent colour bath. This can be minimised by using Colour Protect on vulnerable hair.

As the protein Keratin naturally contains a yellowish pigment, blonde hair, both natural and high-lighted, may occasionally achieve an enhanced tonal effect with slight added warmth as a result. Pure white and grey hair can in some cases absorb some Keratin based tone however this will remove itself through the cleansing ritual and aftercare. We recommend using Colour Protect Treatment and reducing the temperature of the irons to minimise this effect.

Fine, Weak Hair Highly Coloured Hair White Hair

Normal Hair Porous Hair Dry/Damaged Hair

Resistant and Very Curly Virgin Hair

Colour Protect

KS Complex

KS Intensive

90-100% smoothing

80-100% smoothing

80-100% smoothing

0 minutes

0-5 minutes

10 minutes

Spray onto any porous areas of the hair immediately prior to treatment application 0 minutes

0-10 minutes

10-20 minutes

4-7

7-10

10-15

Irons Temperature

180-190°C 355-375°F

200-210°C 390-410°F

210°C 410°F

Settling time

0 minutes

0-10 minutes

up to 30 minutes

Moisture/Protein Mask

Rinse for 5 minutes, shampoo two times with Straight Maintain Shampoo and apply either Moisture or Protein Mask and leave for 5 minutes.

Passes with Straightening Irons

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®

business building team launch The key to succeeding with any new service is to harness the passion and excitement of your salon’s team. Following these top tips will ensure your hairdressers conversations are turned into client bookings!

• Create a buzz – begin with a team meeting to introduce KeraStraight.

• Use the Instructional DVD – Ensure all of your team really know the step by step DVD, they will all then feel confident about recommending KeraStraight to the clients.

• Teach through the features and benefits of the treatment, relating directly to clients and people you all know. Talk about the amount and variety of clients who would benefit from this ground breaking treatment.

• Hold a practical workshop session and use team members as models where possible to showcase the treatment and experience it from a client’s perspective. They will also be your in-salon walking advert to showcase to your clients.

• Check that the team have really learnt and understood the key messages about those features and benefits of KeraStraight by doing a team quiz or challenge.

• Appoint a KeraStraight Ambassador from within your team to head up the training roll-out, promotional activity, and be the salon ‘specialist’.

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• Involve the team in developing ideas and ways to promote KeraStraight and secure the all important appointments!

client launch When it comes to ‘Brazilian’ blow services, your client base will generally fall into 3 categories.

• Those who don’t know anything about the service • Those who have heard something about it but are not quite sure what it is • Those who know about it and may have already requested the service or experienced it elsewhere.

Now you are on-board with being able to offer KeraStraight, getting the right messages across to your clients is the second step to success…

• Promotional material Use the window and mirror stickers, salon posters and leaflets to create an immediate impact both inside and outside your business.

• Verbal get the team talking about KeraStraight. Probably the most important area to focus on. The KeraStraight Ambassador would drive this initiative in and around the salon, starting conversations with clients and team members at appropriate times.

• Written mail outs, advertising, editorial features • Digital feature on your website, email campaigns, text messaging and create the buzz on your virtual media pages (Facebook, Twitter, BeBo etc.)

• Events are a great way to generate interest and direct bookings. Invite clients, and as importantly their friends, to a ‘Brazilian’ evening where you can showcase KeraStraight on before and after models, and demonstrate the technique. Offer incentives for bookings made on the evening and consider a ‘bring a friend’ offer too!

• Competitions are a good way to secure local editorial and advertorial interest from newspapers, lifestyle magazines and local radio. Given the relatively high value of winning a KeraStraight treatment in your salon, you are sure to have a good response.

• Taster treatments offer KeraStraight on fringes and side sections at a really attractive price-point (or for free), to introduce clients to the fantastic benefits on their hair. Salons who have treated clients to a taster treatment have reported a phenomenal take up & referral rate.

ongoing success The stunning results and the ease and simplicity KeraStraight brings to their lives will ensure that clients will make repeat appointments, and it becomes an ongoing part of your salon services. However to really maximise the potential revenue from offering KeraStraight, you and your team will need to keep KeraStraight high on everyone’s agenda. This can be easily achieved with an annual activity calendar to include various promotional, awareness and marketing hot-spots.

As with all services it’s important that every team member embraces the benefits and is able to promote the service to clients, so this annual events calendar will reignite enthusiasm, and create natural times when refresher training can be given.

An Annual Events Calendar should include • A Promotional Calendar - Plan an annual events calendar to promote KeraStraight and use what you know are the most effective methods of promotion.

• Makeovers Book – create a before and after book of real clients for your reception.

• Ongoing education and training to refresh knowledge and confidence. Ensure that all new team members watch the DVD and that KeraStraight is included your induction program. Re-visiting the DVD always helps to re-ignite enthusiasm and commitment to the service.

• Team Brainstorming - use the team’s creativity to come up with ways to gain even more new KeraStraight clients.

• Incentivise the team - with more valuable rewards over longer periods for numbers of treatments carried out or revenue generated.

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Once you have introduced KeraStraight to your team, it’s essential to keep the momentum flowing with plenty of treatment available in the stock room, key tips on promoting the treatment, and ensure a suitable at-home regime:

top selling points for clients 1

Same day shampoo

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Low pH protein

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Colour 2 days either side

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Straightens and repairs simultaneously

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3 variants to benefit all hair types

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Lasts up to 4 months

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KS Complex vapour capture technology

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22 carat Gold - naturally conductive to heat to ensure consistent results

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Reduces styling time and removes frizz

takingit

further KeraStraight Starter Packs Our packs ensure you have everything you need to promote and kick start your KeraStraight treatments in the salon. Each Starter Pack includes A1 posters, Window and Mirror Stickers, Instructional DVD and Client Leaflets.

KeraStraight Treatment packs Available in 50ml individual treatment bottles for economical application. Select from 5, 10 or 20 box sets.

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KeraStraight Maintenance KeraStraight has also developed a complementary range of pre and post treatment prescriptives, to maximise the full effects and longevity of the treatment.

Pre Treatment Cleanser: KeraStraight Pre Treatment Cleanser is a sulphate and sodium chloride free shampoo, which prepares the hair for application. This cleanser gently opens the hair cuticles whilst softening the hair, to enable total ease of application every time. Salon size only.

Straight Maintain Shampoo: Help maintain the full effects of the treatment by encouraging clients to use the KeraStraight Straight Maintain Shampoo. Developed to protect hair from environmental damage, this light weight shampoo lathers easily and contains Keratin to support the treatments longevity. Straight Maintain Shampoo has been specially weighted to the new behaviour of treated hair, and is free from sulphate and sodium chloride, which will strip keratin from the hair and shorten the life span of the treatment. Available in salon, retail and travel pack sizes.

Straight Maintain Conditioner: The low PH formula in KeraStraight’s specially formulated Straight Maintain Conditioner has been developed to adapt to the hairs new behaviour, helping to lock in Keratin and prolonging the longevity of the treatment. Straight Maintain Conditioner also protects hair from environmental stresses, leaving it soft, glossy and full of life. Available in salon, retail and travel pack sizes.

KeraStraight Protein Mask: KeraStraight Protein Mask is a powerful concentration of low weight proteins that form a fortifying net to reconstruct and revitalize extremely damaged hair.

Hydrolyzed wheat protein radically improves elasticity, rebuilding and restoring hair to its natural condition, while simultaneously preventing future hair breakage.

brand KeraStraight With KeraStraight quickly become a must-have treatment that customers are talking about and returning for repeat treatments, it’s only a matter of time before KeraStraight becomes THE WORD for keratin straightening treatments...

“Would you like your frizz KeraStraighted?”

“Oh this... it’s KeraStraight.”

“I don’t care about the rain – I’ve got a KeraStraight” “Summer beach holidays are a breeze now I have a KeraStraight!”

“Wow, styling my hair is so easy now I’m wearing KeraStraight”

KeraStraight Moisture Mask: KeraStraight Moisture Mask is a lightweight nutrient rich treatment that nourishes dry, dehydrated and brittle hair.

The unique blend of moisture-locking ingredients revitalizes and adds remarkable shine. Extracts from Palmeira Tucuma, a Brazilian palm tree, act as humectants to radically improve smoothness and moisture levels.

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Now you’ve become a KeraStraight partner salon you will want to start shouting about this new ground breaking treatment to your clients!

KeraStraight has a strong support structure available to all partner salons.

p.o.s.

Eye catching A1 Posters, mirror and window stickers and leaflets with the KeraStraight brand imagery will ensure conversation starting opportunities for new and current customers.

advertising

KeraStraight regularly advertises in the press and we can provide art work ready designs for local advertising. Speak to your KeraStraight representative for more information.

pr

We have invested in a fantastic hair specialist PR agency that focuses on the national consumer media. With a host of reviews, editorials, competitions, and product placements, these opportunities are all aimed at driving footfall to our partner salons. As a KeraStraight salon partner, you are able to request press releases for regional press, speak to your representative for more information.

consumer press promotions

KeraStraight regularly runs client promotions in consumer magazines to drive new clients into our partner salons. Make sure that you sign up to our recommended salons list to enable us to recommend your salon.

hair collections

We are committed to producing regular hair collections that can be used in-salon to promote KeraStraight. The images are created by leading names in the industry and also appear in magazines across the world. Access to these images is available through your KeraStraight representative.

www.kerastraight.com

Our salon locator has been created to encourage new business to our partner salons. Ensure your details are up to date and that KeraStraight is listed as a click through on your salon website.

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support 16

KeraStraight announces the launch of Intense Boost - a new and revolutionary in-salon treatment service to delight all clients. Intense Boost utilises KeraStraight’s latest ground breaking Protein Mask and Moisture Mask designed to smooth and renew hair from the inside out.

Each has been formulated using the same world leading protein technology as the professional salon KeraStraight Treatment to ensure your client’s hair is in the optimum condition. Intense Boost rebuilds what the hair lacks and locks in moisture and strength for up to 30 days.

Intense Boost Masks are quick and easy to apply, activate with just a hairdryer and lasts up to 30 days.

Protein Boost: All hair types including damaged, chemically treated, straightened or relaxed hair. Great for clients who have received a smoothing treatment.

Moisture Boost: All hair types including clients with extremely damaged, chemically treated, straightened or relaxed hair. Great for highly textured hair and clients who have received a smoothing treatment.

Directions: At Home: Apply after shampoo and leave on for 5-20 minutes as a weekly leave in mask.

In-salon deep conditioning treatment: apply to towel dried hair, place under a hair dryer for 15-20 minutes before rinsing. Dry and style as required.

KeraStraight Protect Sun Protection Spray KeraStraight Protect Sun Protection Spray protects against UVA/UVB with up to 8 times natural protection.

This luxurious, silky spray also reduces the damaging effects of salt water and chlorine.

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Mark Todd’s

Top Tips KeraStraight’s International Technical Director

KeraStraight is an incredibly versatile treatment and results can be best achieved when every client is treated as an individual.

This begins with a thorough consultation.

Consultation Every client is different with their own expectations. Ask many questions to ascertain the result your client is looking for as well as finding out about their hair type and previous history.

Remember that product performance is always controllable and it is in your hands to determine how to achieve the best results.

Hair types A thorough analysis of your clients’ hair is essential as there are many different hair types both natural and previously treated. Utilise the Application Matrix to ensure that you are choosing the best treatment and process for your clients hair needs.

Pre-Treatment Cleanser This first step influences the whole process and the effectiveness of the treatment. Cleansing softens the hairs bridges and opens up the cuticle for maximum product penetration. On coarse, resistant hair types allow the second shampoo to rest on the hair for up to 10 minutes. On other hair types that have high levels of porosity or are finer, the second shampoo should be rinsed straight off.

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Coloured hair: Artificial colour pigments can sometimes be unstable. The cleansing process alone can reduce the pigment’s depth and tone. If in doubt do not leave the second shampoo to rest on coloured hair as this may de-stabilise the colour. (note: there is no need to scrub coloured hair vigorously when cleansing)

Drying first stage Dry the hair in a downwards direction on a medium heat.

On damaged hair it is important to complete this stage with the aid of a paddle brush to make the hair smoother to work with.

Application Apply plenty of treatment to the hair and ensure that thirsty hair is left damp on completion of your application. If the treatment has dried in on some areas re-apply to ensure that the hair is coated prior to the drying in stage.

Development On resistant, very curly and virgin hair types, the treatment will need to be left on the hair to ‘sink in’ for up to 20 minutes to allow maximum penetration. With porous hair this is not

necessary or advisable as the treatment may absorb into the hair unevenly. It is always essential to check that the hair is still damp before proceeding on to the second drying stage.

Second Drying Stage Dry the hair gently for a few minutes without ruffling. Then stop drying and use a paddle brush or de-tangling brush to spread the product throughout the hair from front to back ensuring even distribution. Dry the hair again separately and brush through again applying the same method. This process should be repeated several times until the hair is completely dry to create a smooth and easy to comb effect when completed.

Importantly this technique speeds up the drying phase and provides a secondary surface layer to the hair to protect against the heat when the ironing process is executed.

Ironing It is vital that the Irons are never used above 210°C/410°F as the protein may burn above this temperature.

The ironing process locks the treatment into the hair and seals the hair into its new shape. Judge the hair and utilise the Application Matrix to ensure that you perform the correct amount of passes and have the irons set to the right temperature for your clients hair type and condition.

Ensuring that the irons are set at the optimum temperature, pass the irons from root to tip with one sweep. This first pass is very important to create a seal. Once the hair is sealed, the ironing can be adjusted according to hair type.

The more damaged the hair, the less heat is required and often it is best to reduce the number of passes. A length of hair has a variety of porosity levels so work more vigorously on resistant areas and treat the ends with more care. The ends in some cases only require 2-3 passes however, it is still important to ensure that the ends are completely sealed without allowing the irons to rest on them for too long.

Adjust the tension and the heat of the irons around fragile and delicate hairlines and porous areas. In some cases simply iron delicate sections 1-2 times, drop another section down and repeat. When you have built up the sections volume gather the entire section and re-iron. This enables a wider distribution of heat and provides protection to finer delicate areas.

Once the ironing process has been completed blast the hair with cold air to remove the heat and allow the hair to settle for a few minutes. This settling time can be extended up to 30 minutes on resistant, virgin and very curly hair.

The cooling down phase provides extra power as it enable the newly introduced ingredients to settle and bond firmly.

Ironing on coloured hair: A combination of protein and heat can reduce colour from the hair. Reducing the heat of the irons will reduce this risk and the irons can be worked at a heat of 180-190°C for best results on this hair type.

“Ensuring that the irons are set at the optimum temperature, pass the irons from root to tip with one sweep.”

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glossary product

behaviour

purpose

Aqua Behenyl Alcohol

Purified water A saturated fatty alcohol

Natural Hydration and blending Soothes and softens, aids malleability and helps to form an emulsion

Behentrimonium Chloride Astrocaryum (Murumuru Butter)

Ingredient with a high power conditioning factor

Aids comb ability, leaves hair soft and pliable

Carbocysteine

A cysteine ( Amino acid ) derivative

Penetrates deeply into the cortex to nourish and strengthen

Ceteareth-20

An emollient and emulsifier made from plant oils

Aids malleability by softening and helps to emulsify (blend) ingredients

Cetearyl Alcohol

Fatty alcohol blend of cetyl and stearyl alcohols which emulsifies, retains moisture, smoothes, and regulates consistency.

Aids and emulsifies, regulates product consistency helps to retain moisture, and smoothes the hair

Cetrimonium Chloride

A cationic surfactant used in hair conditioners to detangle the hair.

Aids comb ability and adds softness to the hair

Cetyl Alcohol

Creamy base of the alcohol family formed from suitable vegetable oils

Ensures product consistency, stabilization and even distribution through the hair.

Cetyltrimethylammonium Chloride

A light weight cat ionic surfactant with high heat resistance

Provides the hair with manageability and condition in either a wet or dry state.

CI 16255 CI 19140 CI 77480

Colorant Colorant Nano-molecules of 22 carat Gold

Used as a product Colorant Used as a product Colorant Fortifies the KS Complex process, creating uniformity and consistency of product adhesion

Citric Acid

Produced from sugar cane

Helps to balance and regulate PH level in hair.

Cyclomethicone

A light reflector that binds to the hairs surface

Promotes gloss and aids in protection from the application of heat

Cocamide Dea Cocamidopropyl Betaine

Formed from coconut fatty acids Viscosity regulating agent derived from sugar beets

Acts as an emulsifying agent An ester that can act as an acid or a base

Cyclomethicone

Part of the silicate family

Acts as a surfactant adding shine and silkiness to the hair

Cyclopentasiloxane

A strengthening emollient

Smoothes the hair and protects against damage including breakage

Decyl Glucoside

Mild non-ionic plant derived, bio-degradable surfactant

Mild and suitable for all hair types and sensitivity. Certified for its eco-clean production it acts as a cleanser

Dicaprylyl Carbonate

Plant derived emollient

Adds a moisturizing protective layer to the hair

Dimethicone Dimethiconol

Silicon-based organic polymer Powerful emollient

Adds shine and comb ability A non oily ingredient to aid malleability and provide shine

Disodium EDTA

A water soluble scavenging agent

Disodium Laureth Sulfosuccinate

A larger molecule cleansing agent

Protects against unwanted particles depositing in hair Hypo allergenic cleanser, gentle on all skin types including sensitive and a replacement of Sulphate

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product

behaviour

purpose

Ethylhexyl Methoxycinnamate

Insoluble liquid

Protects from the sun

Glycerin

Hygroscopic Humectant

Hydroxyhexadecyl Hydroxyethyl Dimonium Chloride

A positively charged polyquaternium

Hydrolyzed Collagen

Source of Amino acids rich in protein

Assist in helping the hair to retain moisture to combat frizz Regulates the keratinous charge to allow binding to the hair and regulation of the pH level Adds moisture and helps to increase elasticity

Hydrolyzed Keratin

A keratin which bonds to the hair

Hydrolyzed Wheat Gluten Hydroxyethyl Cetearamidopropyldimonium Chloride Hydrolyzed Wheat Protein

Conditioning agent Anti-Static agent Cationic in action

Acts as a binding agent and helps improve comb ability

Isohexadecane

Emulsifier and thickening agent

KS Complex

The compound that enables the effectiveness, lightness and usability of KeraStraight

Lanolin Methicone

Powerful wax emollient A silicone with a lubricating function

Methylchloroisothiazolinone Methylparaben Methyllisothiazolione Moringa Oleifera leaf Extract

Preservative Preservative and anti bacterial agent Preservative African plant extract

Forms a non greasy , rich cream base for product Protects against environmental stresses and locks in the treatment with added shine and moisture whilst giving an immediate superlight feeling.

Adds moisture and protects the hair Aids in making hair smooth to comb and provides gloss when hair is dry Anti Fungal & Anti Bacterial Water Soluble antimicrobial Anti Bacterial Biocide Protects hair against environmental stress and effects

Parfum Panthenol

Parfum A natural, hydrating form of Vitamin B

Peg 7 Glyceryl Cocoate

A water and alcohol soluble emollient derived from coconut oil and glycerine

Peg 12 Dimethicone

Mixture of Compound polymers

Surface tension depressant

Peg 150 Distearate

An emulsifier and thickening agent

Phenil Trimethicone Polyquaternium 7 Polyquaternium 37

A silicone fluid Conditioning agent Conditioning agent

Polyquaternium 55 Propylparaben Soy Protein Hydrolysate

Conditioning agent Preservative An Amino acid based protein

Theobroma Grandiflorum Seed Butter

A refined ingredient from the Brazilian Fruit Capuassu

Aids in blending ingredients and prevents separation Adds gloss and shine to the hair Adds softness and shine to the hair Adds comb ability , provides elasticity and shine Creates a smooth, moisturised feel to the hair Anti microbial Preservative Easily absorbed into the hair due to its hydrolyzed state assisting in support and structure Conditioning and hydrating agent for the hair

Urea

Powerful humectant and moisturizer

Protein found mainly in the cortex which provides strength to hair Add strength and helps protect the hair.

Prevents static and assists manageability

Fragrance Increases lustre, elasticity and moisture retention To add moisturise to the hair

Allows transformation of the keratin shape when heat activated. Urea binds to water molecules within cells and increases pro-longed hydration.

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faq

frequently asked questions

What makes Kerastraight the first choice over alternative treatments?

Our products are designed by hairdressers who understand the needs of both salons and the clients. It also has the endorsement of some of the greatest award winning hairdressers who value the KS Treatment range as not only providing the ultimate results but also in the fact that KeraStraight is completely and certifiably safe for the user and consumer. are kerastraight treatments permanent hair straighteners?

No, our range of treatments are based on the hairs natural proteins and will gradually fade from the hair.

Can KeraStraight be applied on pre-treated or coloured hair?

Yes, KeraStraight treatments can be applied to all hair types including highlighted, bleached, coloured and also on hair that has had no history of chemical services (virgin hair).

depending on the hair type. On hair that has had previous chemical services the results are more dramatic and last longer.

With hair types that are natural with no chemical service history, the results are better and last longer after subsequent treatments.

How long does the service process take?

Usually between 2-4 hours, depending on hair type and length.

When can I shampoo my hair after a kerastraight treatment?

Once the service is complete you can shampoo and treat your hair as normal on the same day.

Can I use styling products in my hair after a kerastraight treatment?

Yes, but your KeraStraight stylist may recommend an alternative styling product to best suit your newly repaired and straightened hair.

When can I colour my hair if I want to have a KeraStraight?

Hair can be coloured either 2 days before the service or alternatively 2 days after. It is usually best to highlight prior and full head colour after the treatment.

If I am pregnant or breast feeding can I safely have a KeraStraight Treatment?

Yes, KeraStraight treatments are completely safe to use during pregnancy and while breast feeding.

Can KeraStraight be applied on hair that has been permed, chemically straightened or relaxed?

YES, our treatments can be used on any hair that has had previous chemical services.

When am I able to have the a kerastraight Treatment again after the first application?

KeraStraight should last between 2 and 4 months, but can be re-applied after 30 days.

Will KeraStraight work on very curly and Afro Caribbean hair?

YES, KS Intensive has been developed to give a more powerful result for these hair types.

What after care is recommended to ensure best possible results are maintained?

KeraStraight recommends using only the KeraStraight Straight Maintain Shampoo and Conditioner. These products are Sodium Chloride and Sulphate free and have been developed to maximise the longevity of the KeraStraight Treatment.

They also contain our special KS Complex to support and maintain your treatment and protect against daily environmental stresses.

How long do kerastraight Treatments keep the hair straightened, smoothed and repaired?

The benefits will last in the hair for a period of up to 4 months

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testimonials It’s not just about what we say; here is feedback from KeraStraight salon partners, editors and customers:

what the professionals say “Kerastraight has proven itself to lead the market with safety and product innovation.“ Nathan Walker, International Technical Director at Trevor Sorbie international “We have found the results from KeraStraight to be exceptional; its breakthrough technology has been a key factor in our decision to offer the service to clients and they can now celebrate their new looks straight away.“ Sharon Cox, international education director at Sanrizz “The professionalism within the brand and product has made it very easy to change our clients over to and to educate our team. The packaging looks professional and of a luxury quality, also the scent of the products and aftercare has improved from previous brands. Being given a KeraStraight Manual that stylists and reception can use as a reference point is also wonderful, and ensures quality control.”

Jamie Brooks, co-owner of Brooks & Brooks, London “It’s so popular right now. Who doesn’t want sexy, beautifully conditioned, straight hair that’s easy to maintain?”

Mark Woolley, Electric Salon group “KeraStraight’s simple and easy to use and creates an automatic wow factor, which clients appreciate immediately and can maintain at home.”

Greg Mendham, Michaeljohn, London “This has to be one of the ultimate products for giving beautiful, luxurious hair every day - it’s a client’s dream.”

Ken Picton, Cardiff

amazing results” Jam Hair, Croydon – Jacqui Marola “Why I find KeraStraight so wonderful is the simplicity of the product. It’s just so easy to use you really can’t go wrong. The dvd is very simple and easy to understand as well. The end results are great” P Kai, Peterborough – Jenny Wan “Without sounding so dramatic KeraStraight has changed all clients’ lives since they’ve had the treatment. The time it now takes for them to get ready has changed; they can now go out with confidence and have no sign of frizzy hair. It’s wonderful to offer to clients as KeraStraight is a new product that actually works.”

Charlotte Murray, London – Charlotte Murray “Having used pretty much all the Brazilian treatments on the market right now I have found that KeraStraight has been by far the best because of its light formula and easy workability. The back up and support you receive from KeraStraight is great which is always important” Secrets - Rayleigh, Chelmsford and Wickford – Steve Winder

what the public say “As a busy professional the impression my hair makes is incredibly important. However with highlights and natural curls, things can sometimes get chaotic. I wouldn’t hesitate to recommend KeraStraight to anyone wanting great hair that doesn’t frizz up the second you leave the house. I’ve always envied people with straight hair, but now I’m living that life.”

Denise, KeraStraight Customer

“A one-size-fits-all straightening system and a must-have for all technical salons.” Terry Longden, Gayter Hairdressing

“Having KeraStraight has halved the time it takes for me to get ready. No more 5am starts, no more frizz, just beautiful movement.” Tina, client of Louise Price at Ethos, Peterborough

‘I wanted to pick the right straightening treatment which is not only effective, but would really satisfy our customer needs, and KeraStraight really does that. It’s simple to use, the results are instant and my clients can leave the salon with truly beautiful hair.’

Dennis Robinson, PM Studio, London

“For me it’s miraculous, the best thing to happen to hair since conditioner and highlights – quite literally it can change your life.”

Sara Manning, customer of Charlotte Murray, London, as seen in Harpers Bazaar magazine

“It’s a great way for building new business and attracting new clients into the salon. Not only is it a great product but the imagery that the clients have to look at really sells the product” Be Inspired, Amersham – Brendon O’Sullivan

what the press say

“It’s a revolutionary product for perfecting clients hair issues/ problems and changing their lives due to amount of time it saves them” Salon Ian, Falkirk – Rod Smith “The biggest thing about KeraStraight is that it’s a complete life saver. Its time saving, it completely changes you and makes your hair look fantastic – the results are just amazing” Freak or Unique, Bangor – Bruce Dunwoody “I really wish that this treatment had been available when I was younger. As always having unmanageable hair this would have been an answer to all my prayers! It’s a fantastic product with

“One of the best known (of Brazilian keratin treatments) is called KeraStraight, created by hairdresser Jez Barnett, who travelled to Brazil to work with scientists there to develop his own version.” The Times “Still getting frizz? Book in for a permanent blow-dry – a salon treatment that infuses hair with proteins to keep it looking smooth for months. Try KeraStraight in selected hair salons nationwide.”

Best

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