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The Manual


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

1

The Science

2

The KeraStraight Advantages

3

Expectations and Results

6

Step By Step

8

Keep The Curl

11

KeraStraight Maintenance

12

FAQs

15

The WOW Factor

19

Maximising KeraStraight In Your Salon

20

Ongoing Success

23

Top Selling Points

23

How We Can Help

25

KeraStraight Professional Website

26

PR

27

Guide to Social Media

29

KeraStraight Style

35

Testimonials

42


The Science Why & How KeraStraight Works The hair’s natural composition is mainly Keratin, a protein containing 16 different Amino Acids that repeat and interact. Amino acids are critical and serve as the building blocks for proteins. With KeraStraight, the amino acid Cysteine is added to the existing protein molecules to form semipermanent bridges across the hair’s inner structure to create a new shape. KeraStraight Treatments do not contain any chemical ingredients that structurally alter or damage the hair.

Health & Safety Health and Safety is at the forefront of all of our products and all KeraStraight’s ingredients are rigorously sourced and tested for compliance and best performance.

Key Ingredients Keratin: the main protein in hair which provides strength and resilience, comprising of 16 amino acids Carbocysteine: a low pH protein derived from the amino acid Cysteine Urea: a synthesised moisturiser and humectant that allows Keratin to be softened and transformed into a new shape. KS Complex: protects against environmental stresses and locks in the treatment with added shine and moisture whilst providing an immediate super-light feeling.

Our scientists are continuous in their efforts to ensure that not only do we have the best product but that we are pro-active in finding solutions for the future that provide quality unrivalled results for our business partners and clients, setting the standard for the industry.

2


The KeraStraight Advantages

1

Same Day Shampoo With KeraStraight, there are no waiting days. Clients leave the salon with their hair professionally finished.

2

Aldehyde/Formaldehyde free All KeraStraight treatments are certified free from aldehyde and formaldehyde both in formula and vapour prior to launch.

3

Low pH Protein KeraStraight uses Carbocysteine technology to repair, straighten and smooth.

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

30% CUTICLE

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

20% CORTEX

Personalising The Service The KeraStraight service can be personalised to each client by adapting the following 4 areas ˜˜

The Choice of Variant

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The Temperature of the Irons

˜˜

The Timings

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The Passes of the Irons

The Application Matrix on page 7 sets out a fantastic guide, but by adjusting the 4 areas above allows a hairstylist to design a personalised service for their clients. 3


4

Three Variants For All Hair Types KeraStraight’s trilogy of treatments cater for an even greater amount of clients and their hair repair and smoothing needs. This increasingly popular service can now be offered to clients who have never had the opportunity before. 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 ˜˜

Very weak & fragile hair

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Platinum blonde and white hair

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Highly coloured & porous hair 90-100% Smoothing 0 Mins “Sink In”

Irons 180-190˚C/ 355-375˚F

Pre-Treatment Cleanser 0 Mins 4-7 Passes with Irons 0 Minutes Settling Time

KS Complex ˜˜

Normal Hair

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Wavy & Unruly hair

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Damaged hair 80-100% Smoothing 0-10 Mins “Sink In”

Irons 200-210˚C/ 390-410˚F

Pre-Treatment Cleanser 0-5 Mins 7-10 Passes with Irons 0-10 Minutes Settling Time

KS Intensive ˜˜

Resistant hair

˜˜

Very Curly hair

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Virgin hair

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Afro Caribbean hair 90-100% Smoothing 10-20 Mins “Sink In”

Irons 210˚C/ 410˚F

Pre-Treatment Cleanser 10 Mins 10-15 Passes with Irons Up To 30 Minutes Settling Time 4


5

Vapour Capture Technology Enzymes capture the molecules in the vapour making the treatment more pleasant for client and hairdresser.

6

Results Last Up To 4 Months Depends on hair type, lasting longest on more porous hair. KeraStraight Straight Maintain Shampoo and Conditioner will maximise the benefits and longevity of the treatment

7

Can be coloured 2 days either side General rules: ˜˜ When lightening the hair, colour 2 days before KeraStraight ˜˜

8

If adding colour wait 2 days after KeraStraight

Reduces styling time and removes frizz KeraStraight’s combination of proteins, emollients and silicones create a positive charge providing easier control.

5


Expectations and Results 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.

Porosity

Ask many questions to ascertain what your client is looking for as each client is different with their own expectations.

Non Porous, very curly and virgin hair can be resistant to the treatment and will benefit from extended timings as follows.

Utilising the Application Matrix ensures you are choosing the most suitable KeraStraight treatment and process for your client’s hair type and needs.

Texture 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 sink in time and fewer passes with a lower temperature iron. Course, resistant hair will benefit from longer timings and more passes of the iron at a higher temperature.

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.

Pre Treatment Cleanser up to 10 minutes. Sink in time up to 20 minutes. Settling time up to 30 minutes. KS Intensive has been developed as the perfect solution for these hair types. With porous hair, check to ensure that the treatment does not over absorb 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 chemical 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. Colour Protect should be used on hair that is very weak, highly coloured, very blonde and white.

6


Highlights & Partial Colouring When there is both coloured and natural hair, 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 and KS Intensive on more resistant areas.

KeraStraight & Colour With extremely porous hair, certain colour categories may reduce from the hair in terms of tone and intensity. If at any point during the ironing process you notice the colour fading, immediately reduce the irons temperature. Do not reduce below 180C/355F.

The colour can be refreshed on the same day with a true (non oxidising) semi-permanent colour bath.

With very light highlights and natural white hair, do not use the straightening irons above 190°C/375°F as the natural yellowish pigment from the protein and keratin may be absorbed into the hair.

Colour Protect has been developed to work at a lower temperature for white, very blonde and vulnerable coloured hair. KS Complex and KS Intensive may be used on coloured hair that is curlier and more resistant but you will need to lower the temperature.

Application Matrix

7


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

Decide whether KS Complex, KS Intensive or Colour Protect will be most effective based on a thorough analysis of the hair type and needs. Refer to the Application Matrix for guidance.

1. Gently cleanse the hair twice with KeraStraight Pre-Treatment Cleanser to open up the hair shaft and soften the hair in readiness for the treatment. The second shampoo should be left on for 10 minutes if the hair is nonporous, resistant, virgin or very curly to open up the cuticle before rinsing. 2. 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. 3. Lightly mist the Pre-Treatment Spray in sections, concentrating on the most porous areas of the hair. Do not over saturate. 4. Starting at the nape, apply the correct treatment variant in sections approximately 1/4 inch apart, close to - but not directly onto – the roots, and continue through to the ends. It is essential to ensure hair is thoroughly dampened. Short hair - 1 x Bottle KeraStraight Treatment Longer hair - up to 2 x Bottles KeraStraight Treatment Gloves are recommended during application to avoid any possible allergic reactions.

Sometimes it will be necessary to use different variants on the different areas of the hair.

8


5. 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 is treatment on the hair, but keep on a medium heat setting.

Underapplication may create a less even result. Porous hair can over-absorb the treatment, so more treatment may be required. Check the Application Matrix for guidance.

Fast Drying Technique Rough dry 70% from hair Paddle brush through without heat Rough dry another 20% Paddle brush through without heat Dry last 10% in sections with a Paddle brush

6. With the straightening irons set at 210°C/410°F, begin at the nape by taking sections of between 0.25 and 0.5 inches in thickness and iron each 4-15 times to ensure the treatment is locked into the hair. Refer to Application Matrix for exact amount of passes and correct temperature to maximise the benefit of each treatment. Begin 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.

Never use irons above 210C/410F as the protein may burn above this temperature.

7. By using the KeraStraight Easy Comb, the irons can be placed right to the root, whilst protecting the client’s scalp and hairdressers’ hands. The tension and control achieved by utilising the EasyComb helps to give maximum protection and consistency of results of perfect silky, straight hair. 9


8. Once ironed completely, give the hair a 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. 9. The hair should then be rinsed for 5 minutes before being cleansed twice with KeraStraight Straight Maintain Shampoo and then conditioned with either Straight Maintain Conditioner, Protein Mask or Moisture Mask for 3-5 minutes.

It is essential to rinse the hair for at least 5 minutes

10. Blow-dry into your clients required hairstyle with the suitable styling products.

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

10


Keep The Curl Condition Without Straightness For clients who have naturally curly hair and wish to retain the majority of the movement but benefit from the conditioning effect 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 190-200째C/375-390째F. 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 Straight Maintain Shampoo and work through Straight Maintain 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 many cases should be completed in just 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.

11


KeraStraight Maintenance Developed to protect hair from environmental damage, this light weight shampoo lathers easily and contains Keratin to support the treatment’s longevity.

Straight Maintain Shampoo 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.

Straight Maintain Conditioner The low pH formula in KeraStraight’s specially formulated Straight Maintain Conditioner has been developed to adapt to the hair’s 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.

KeraStraight Protein Mask Contains low weight proteins to form a protein net that rebuilds the hair’s strength. Smart Performance allows the ingredients to continue to work within the hair; rebuilding for up to 48 hours. Application: Apply and leave on for five minutes directly after a KeraStraight treatment to maximise the treatment’s instant benefits.

KeraStraight Moisture Mask Contains Palmeira Tucuma, a Brazilian fibre palm to act as a humectant to radically improve smoothness and moisture levels in the hair. Application: Apply and leave on for five minutes directly after a KeraStraight treatment to maximise the treatment’s instant benefits on more coarse hair types.

12


KeraStraight Intense Boost – an exciting 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 the benefits last up to 30 days.

Step by Step

Before

13

Cleanse

Treat

Dry

Rinse


14


FAQs 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 KeraStraight 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). With 3 different formulas, we cater for all clients. 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.

Can KeraStraight be applied on hair that has been permed, chemically straightened or relaxed? YES, our treatments can be used on any hair type that has had previous chemical services. Leave 30 days after a KeraStraight Treatment before applying a perm or chemical straightening service. 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. 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 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.

15


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

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

Yes, but your KeraStraight stylist may recommend an alternative styling product to best suit your newly repaired and straightened hair. KeraStraight Style products have been formulated with complementary ingredients to maximise the look, feel and behaviour of the hair.

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.

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

How long can a KeraStraight treatment bottle be kept for once opened? Once opened you must use within one month, providing the lid is sealed back tightly. Refer to the expiry dates on each bottle for shelf life if unopened.

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

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17


The WOW Factor Creating A Buzz KeraStraight is the most talked about new hairdressing service of a generation. This part of the manual will help to ensure that you have the best training, launch and publicity strategies to maximise the excitement and success for your salon and your team.

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The WOW Factor The WOW factor is what gets people talking, it gets clients coming back and delivers new clients to your salon When your work WOWs, your clients talk.

They Facebook all their friends.

They may even Tweet before they leave.

Get clients to check in for their KeraStraight Treatment... get their friends talking about it before they have even left your salon

Transformations All over the world clients are WOWED by transformations Whether its from a ˜˜

Restyle

˜˜

Dramatic Colour Change

˜˜

Stunning Hair Extensions

˜˜

Transformation of Shape

˜˜

or Manageability… Perhaps for the 1st Time

What Else Do All Clients Want? Hair that looks and feels…Beautiful! For so many clients their first KeraStraight treatment delivers hair they have only previously dreamed of. 19


Team Launch Maximising KeraStraight In Your Salon Team Launch The key to success with any new service is to harness the passion and excitement of your team. Following these top tips will ensure your hairdressers conversations are turned into client bookings!

1

Appoint a KeraStraight Specialist to oversee all of your team’s training and be the ‘go to’ person for any advanced enquiries. Please contact your local distributor for any help you may need.

2

Step by Step DVD - Ensure all of your team really know the step by step DVD, they will then feel confident about recommending KeraStraight to the clients, explaining all the benefits your clients will enjoy.

3

Hold a practical workshop session utilising 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.

4

Ensure your team are confident in recognising clients ‘buy words’ when they speak about their hair. The following words and complaints all lead to an offer of KeraStraight as the solution

Problem

Solution

Hard to manage or unmanageable

Easy to manage

Takes too long

Time Saving

Dry

Repaired

Damaged

Healthy/Repair

Weak

Strong

Frizzy

Smooth

Dull

Shiny

This makes a great team exercise where the team can relate each issue to their clients. This should always lead to immediate success on launch.

20


Client Launch Client Launch Now your team are trained and ready to offer KeraStraight, getting the right messages across to your clients is the second step to success. When it comes to KeraStraight, you will find your clients will generally fall into 4 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.

˜˜

Those who have had an older style treatment where they could not shampoo their hair for days.

Features & Benefits Ensure all of your team know the features and benefits especially the same day shampoo. This will prove invaluable when speaking with clients who have had older style treatments. The thought of not having to leave their hair for days will give those clients an immediate WOW.

Create The Need, Feed The Need Probably the most important area to focus on is ‘creating the need’ by opening up conversations that lead to KeraStraight as the answer. “How long does it take you to style your hair?” “Can you manage your hair easily?” “How are you finding the condition?” ... are all questions which help create the need.

Visuals Utilise KeraStraight leaflets, posters and window and mirror stickers to create an immediate impact both inside and outside your business. This will often kick start the enquiry as clients are engaged and interested. 21


PR Launch The Digital World Make KeraStraight a big feature on your website, email campaigns and text messaging. Create the buzz on your Facebook & Twitter. Sometimes it’s as easy as getting your client to ‘check in’ at your salon letting all their friends know they are having a KeraStraight!

Events Events generate interest and direct bookings. Invite clients and their friends to a ‘KeraStraight Evening’ where you can showcase KeraStraight on before and after models and demonstrate the technique. Offering incentives for bookings made on the evening and ‘bring a friend’ offers can be fantastic in creating an immediate demand.

Local Editorial Competitions are a great way to secure local editorial and advertorial interest from newspapers, lifestyle magazines and local radio.

Taster Treatments Offering KeraStraight on fringes and side sections at a really attractive price-point or for free is a fantastic way to introduce clients to the fantastic benefits. Salons who have treated clients to a taster treatment have reported a phenomenal uptake and referral rate.

22


Ongoing

Ongoing Success The stunning results and the ease and simplicity KeraStraight brings to your clients lives will ensure repeat appointments. KeraStraight will become an ongoing part of your salon services, but to really maximise your salon’s potential revenue, your team will need to keep KeraStraight high on everyone’s agenda. As with all services it’s important that every team member fully understand the benefits and is able to promote the service to clients. Refresher training will always reignite enthusiasm. Makeovers Book - create a before and after book of real clients for your reception., this can be easily added as a Facebook Album which will update your friends every time you add to it. Ensure that all new team members watch the DVD and that KeraStraight is included in your induction program. Re-visiting the DVD always renew your team’s focus and commitment to the service. Team Brainstorming - use your team’s creativity to come up with ways to gain even more new KeraStraight clients.

Top Selling Points Same day shampoo With KeraStraight, there are no waiting days. Clients leave the salon with their hair professionally finished.

Certified 100% aldehyde/formaldehyde free in both formula and vapour All KeraStraight treatments are certified free from aldehyde and formaldehyde both in formula and vapour prior to launch.

Low pH protein KeraStraight uses Carbocysteine technology to repair, straighten and smooth.

23


Three variants for all hair types Three variants to cater for an even greater amount of clients and their hair repair and smoothing needs. 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 Very weak & fragile hair, platinum blonde and white hair and highly coloured & porous hair

KS Complex Normal Hair, wavy & unruly hair and damaged hair

KS Intensive Resistant hair, very curly hair, virgin hair and afro caribbean hair

Vapour Capture Technology Enzymes capture the molecules in the vapour making the treatment more pleasant for client and hairdresser.

Lasts up to 4 months Depends on hair type, lasting longest on more porous hair. KeraStraight Straight Maintain Shampoo and Conditioner will maximise the benefits and longevity of the treatment

Reduces styling time and removes frizz A priority for the majority of clients together with saving time and simple manageability

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How We Can Help Salon Locator One of the best and easiest ways to attract new clients to your salons is to ensure that they can find you on our Salon Locator. Simply visit www…. click on the ‘add your salon’ button on the top right hand corner and enter your details, your salon will be added to our live database within 3 days.

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KeraStraight Professional Website pro.kerastraight.com On this professional salon website you will be able to find the following resources to help you promote KeraStraight in print or on your website ˜˜

All of our DVD & photo Collections

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Health & Safety data sheets

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Printable PDFs of the Technical Manual and this Sales & Marketing Manual for you to print and use with for team

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Press releases

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PR examples

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Content for your website

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Intense Boost Materials

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Point of sale material

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Please speak to your representative if you require any more of the following

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KeraStraight Posters

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Client Leaflets

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Manuals

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Workbooks

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Mirror and Window Stickers

When displayed effectively, these materials can greatly boost interest in your new KeraStraight service.

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PR KeraStraight invests heavily in the best hairdressing PR company to promote our brand, products and salons to trade and national consumer media. Please feel free to share any of our news and Facebook stories, but we kindly request you add credits, where due. These following pointers will help to gain the most publicity and business from our ground-breaking products.

Press Releases First impressions count. Your local press will get hundreds of press releases emailed and posted to them every day: ˜˜

Log onto our pro.kerastraight.com website to download professional written press releases that you can adapt to your local media.

˜˜

If you create your own release, keep it simple ‘who, what, where, when and how’ and always include a relevant image and contact details. Remember to follow up within 2 days to confirm receipt and interest.

All of our current images are located on our pro.kerastraight.com site and are free for your use to promote KeraStraight and Intense Boost.

Remember the timescale of the publication – is it daily, online, weekly, monthly or quarterly? This will have an impact on the news you are sharing.

Two Way Communications Tell us what you’re up to! We like to share news on Facebook and in the trade press on your behalf. Tag us in photos and tweets, show us your styles and share your successes. Make sure you visit our Facebook page regularly to see our consumer coverage and activities so you’re always up to date to share with your team and customers.

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Media Relations Journalists are keen to build relationships with their local businesses so you need to introduce yourself so they know who you are: ˜˜

Get to know your beauty writers! Invite key press into your salon for a complimentary KeraStraight treatment.

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Suggest a competition for their readers, provide a KeraStraight as a prize for a local charity, or invite a local celebrity for a complimentary treatment. Think about how you can create a newsworthy story to share with the media.

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Build your relationship and keep in contact regularly with your salon news. Keep it relevant though.

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Suggest a ‘tried and tested’ feature. As the innovative service may be new to your area, this can prove a great feature for a local publication.

Reader Give-aways KeraStraight is the perfect product to create a buzz within the local media and will open doors to potential new business for you: ˜˜

Speak to your local press about setting up giveaways to ‘Win XX Intense Boost by KeraStraight’ or ‘Win a Free KeraStraight Makeover’. Take photographs before/after and send to the publication afterwards for a possible follow up article.

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Consider a ‘£ off for all readers’ voucher to open up KeraStraight to as many potential customers as possible and see a direct link to your footfall into the salon.

Artist Liaison We’re always looking for talented stylists to work with us throughout the year on various shows, seminars and exhibitions. Share with us your expertise and passion for KeraStraight and we’d love to get you more involved.

For PR services and advice for your salon, please contact Essence PR 020 7739 2858 essence@essencepr.com

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Guide to Social Media eight&four is an award winning digital strategy agency based in London. Below, they examine the fierce impact of social media and how this can be translated into a context relevant to you and your salon.

Why is Social Media Important? A strong online presence is now vital as clients often research salons online before booking an appointment and your social media activity can set you apart from the competition. When fully utilised, social media can be much more effective than traditional marketing options. It’s a place to interact with your target market, network, recruit staff and promote salon activity. Social media sites are evolving faster than ever and simply creating a page or opening an account is no longer enough. It is essential that businesses develop new and creative ways to attract customers and it’s important to ensure that your salon stands out. Here we take a look at a selection of social media platforms and the different ways they can be used to market your business.

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Facebook By the end of 2012, Facebook is expected to have over 1 billion active users. However, it’s not just a place to interact with friends, but an opportunity to connect with clients, promote your salon and network with industry professionals. Creating a Facebook page is easy, but how do you use it in a way that will truly engage your fans? ˜˜

Use incentives: Give clients a reason to ‘like’ your Facebook page and use discounts and offers to incentivise engagement.

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Be visual: Photographs and videos receive the most interaction on Facebook, so ensure what your posting is engaging.

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Be strategic: Think carefully about when your customers are most likely to check Facebook. Are you updating at the best times? Don’t let your activity get lost in the noise. Lunchtimes and early evenings are a good place to start.

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Twitter Twitter is about being a part of the online conversation and not getting involved could mean you miss out on valuable interaction with potential clients. Twitter isn’t just status updates; it’s about interaction and social engagement. To ensure your micro blogging is successful, don’t forget to:

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Follow: Search for users in your target market and begin to follow and interact. Twitter is an effective way to reach out, so don’t wait for potential customers to come to you.

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Be interactive: Don’t be afraid of leading the conversation. Ask questions, share promotions and reach out to your followers.

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Hot topics: Stay on top of what’s trending. Whether it’s London Fashion Week or the latest film release, this is a great way to engage with follows and offer your opinion.

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Show personality: Think about what is important to your salon and how you want it to be perceived. Having a clear voice will make you stand out and encourage users to follow you back and engage with your content.


Pinterest Display your work with a Pinterest moodboard to get people excited about your salon. This social site is a creative hub of images and videos and even has a section dedicated to the hair and beauty industry. Pinterest is a relatively new social site and users are still experimenting with its features. Here some simple tips to get ahead of the rest: ˜˜

Showcase your own work: Use moodboards to inspire and showcase the styles created in your salon

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Competitions: Try a simple ‘pin to win’ competition where entrants can repin your posts for a chance to win discounts or products. This is a great way to generate interest and gain more social media followers

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Consultation: Why not use your Pinterest boards to help your clients choose their favourite style?

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Google+ Local Ensure customers can find your salon by using Google+ local to create a places listing complete with photos, map and reviews. A good places listing will: ˜˜

Encourage reviews: Get your current clients to write a mini review of your salon. Potential customers will look for reviews and happy clients will give you an edge over the competition.

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Upload pictures: Recreate the salon experience with photos of your location and staff

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Be descriptive: Use your profile to offer a detailed description of your services. For example, if you offer beauty treatments ensure that this is clear

And the rest… If you’re interested in extending your social media presence further, why not check out these extra sites? ˜˜

FlickR – A photo sharing site that is great for compiling your favourite looks and styles

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Polyvore – A global community of stylists and fashionistas

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Instagram – A photo sharing app that allows you to add beautiful effects to your images

Find out more information about eightandfour on their website www.eightandfour.com or follow them on twitter @eightandfour.

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KeraStraight Style The Evolution Continues... KeraStraight presents the newest additions to its family of styling and treatment products (launched November 2012) KeraStraight Care & Protect Complex An exclusive heat activated compound of the amino acid Cystine and advanced silicones that have dual functions of penetrating the cortex to fortify, rebuild and seal as well as re-enforcing the cuticle to provide repair and enhanced shine. This innovative protein technology rebuilds the hair’s strength and elasticity, restores moisture and delivers superior heat protection.

Benefits

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Heat Activated Conditioning & Thermal Protection

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Covalently bonds to hair keratin

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Increased Hair Strength

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Seals & repairs cuticle

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Enhanced shine & hydration


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KS Rescue Crème KeraStraight Rescue Crème is a hydrating hair therapy that repairs hair damage and seals split and broken ends. Contains a powerful hair strengthening complex that increases moisture retention dramatically improving the look and feel of damaged hair. Rescue Crème seals the cuticle and controls frizz, visibly improving hair quality. Paraben free. KeraStraight Rescue Crème is a highly concentrated lightweight styling aid that leaves the hair feeling replenished with beautiful softness and incredible shine.

Key Ingredients KS Care & Protect Compound: An exclusive heat activated compound that penetrates the cortex to fortify and rebuild and seals and re-enforces the cuticle to give repair and enhanced shine. Panthenol: Vitamin B5 penetrates the hair shaft to thicken and increase the tensile strength of hair giving it elasticity and resistance to breakage. Cyclomethicone: A silicone providing improved combability giving increased shine and softness with UV Protection.

Recommended For All hair types. Great for damaged or chemically treated hair.

Directions Apply a small amount on to pre-shampooed and towel dried hair, comb through and style as desired.

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KS Moisture Mist KeraStraight Moisture Mist is a leave-in conditioning and styling aid that feeds the hair with incredible moisture without overloading. Revitalises dry, damaged or chemically processed hair. Paraben free A lightweight spray that is is ideal for de-moisturised hair. Moisture Mist maintains increased moisture levels and is equally effective on curls. Contains thermal and UV protection, ideal as an excellent cutting lotion.

Key Ingredients KS Care & Protect Compound: An exclusive heat activated compound that penetrates the cortex to fortify and rebuild and seals and re-enforces the cuticle to give repair and enhanced shine. Bohentrimonium Methosulfate: Rapeseed oil – an extremely mild detangling agent, renowned for its superior combability. Xylitylglucoside: A humectant of natural sugars found in wheat that radically increases the hair’s water levels and retention.

Recommended For All hair types. Great for damaged or chemically treated hair.

Directions Spray close for a high concentration of moisture and from 6-8 inches for lightness. Apply on towel dried hair and comb through. Style as desired.

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KS Heat Protection Spray KeraStraight Heat Protection Spray is a thermal barrier spray that protects hair from the harmful effects of heated styling tools. Conditioning agents form an invisible, lightweight barrier on the hair to prevent heat from penetrating and moisture from escaping. KeraStraight Heat Protection Spray ingredients lock in moisture and are heat activated to guard against harsh styling damage.

Key Ingredients KS Care & Protect Compound: An exclusive heat activated compound that penetrates the cortex to fortify and rebuild and seals and re-enforces the cuticle to give repair and enhanced shine. Arctium Lappa Root Extract: Burdock extract, improves the strength, sheen and body of hair. Betula Alba Leaf Extract: Extracted from white birch, contains a vitamin complex of A, B, C and E to lock in the moisture and protect against heat damage.

Recommended For All hair types. Protects from the harmful effects of straightening irons and other heated styling tools.

Directions Lightly spray on dry hair before passing the flat iron or any other heated styling tool. Can be used to blow dry by spraying on towel dried hair and comb through to the ends. Style as desired.

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Glossing Texture Crème KeraStraight Glossing Texture Crème is specially formulated to reduce frizz and add brilliant shine. Designed to create intense radiance, KeraStraight Glossing Texture Crème contains a unique blend of ingredients including silicones and glycerin that improve hair suppleness whilst combatting unwanted frizz.  These lightweight ingredients allow hair to maintain voluminous styles full of body and shine.

Key Ingredients KS Care & Protect Compound: An exclusive heat activated compound that penetrates the cortex to fortify and rebuild and seals and re-enforces the cuticle to give repair and enhanced shine. Caryocar Brasiliense Fruit Oil: contains moisture-restoring antioxidants, Vitamins A and E, proteins, and lipids, which helps smooth the hair’s cuticle making the hair noticeably softer, shinier, and smoother. Polyacrylamide: acts as a moisture inhibitor to ensure the hair holds it’s shape.

Recommended For All hair types. Eliminates frizz and adds shine.

Directions Apply post-blow-dry to calm frizz or flyaway hair. Can be used any time for extra softness, shine and control.

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KS Root Lift Spray Gel KeraStraight Root Lift Spray Gel provides versatile lift and support for long lasting volume. Providing incredible shine without flaking and hold without stiffness. Copolymer gives the hair added body while glycerin locks in moisture for enviable long lasting style.

Key Ingredients KS Care & Protect Compound: An exclusive heat activated compound that penetrates the cortex to fortify and rebuild and seals and re-enforces the cuticle to give repair and enhanced shine. Panthenol: Vitamin B5 penetrates the hair shaft to thicken and increase the tensile strength of hair giving it elasticity.

Recommended For All hair types. Provides lift and support for lasting volume.

Directions Spray close for concentration and strength and from 6-8 inches for lighter feel. Apply to towel dried hair and comb through. Style as desired.

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Testimonials “KeraStraight really delivers results, for our clients, for our team and for our business.” Trevor Sorbie MBE “KeraStraight has proven itself to lead the market with safety and product innovation.” Nathan Walker - International Technical Director, Trevor Sorbie International “We are proud to use KeraStraight at the Andrew Barton London Salon. KeraStraight has given us an opportunity to boost our business and we are thrilled with the level of support offered.” Andrew Barton - Andrew Barton Salon “We love you KeraStraight. No other smoothing treatment even touches on your perfection!!! WOW is all we can say...” Susan Kennedy - Kennedy & Brown, Scotland “This has to be one of the ultimate products for giving beautiful, luxurious hair every day – it’s a client’s dream.” Ken Picton - Ken Picton, Wales

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www.kerastraight.com


KeraStraight - Manual 2013