CONSUMERS’ REQUIREMENTS The dream of millions of women?
to have PERFECTLY SMOOTH HAIR and MORE TIME FOR THEMSELVES! … to be able to manage their hair quickly and effortlessly, without having to do battle with the hairdryer and brush every day
WHAT DOES TODAY’S MARKET OFFER? 1
Permanent smoothing technologies: thioglycolate, Soda, Guanidine, Lithium
2
Smoothing products containing Keratin
BUT they are not suitable for all hair types and they are more aggressive (they break the keratin bridges)
BUT Lots of the products present on the market contain or release FORMALDEHYDE in quantities higher than 0.2%* and are therefore not compliant with regulations and are harmful and detrimental to health!
3
New “Formaldehyde-free” technologies:
glycolic acid, hydrolyzed keratin + silicones, carbocysteine, etc. BUT they do not deliver adequate performance in terms of straightening, cosmetic effect and duration.
* Legal limit to the use of Formaldehyde and its derivatives as envisaged by European Cosmetics Directive 76/768/EEC and subsequent amendments and corresponding international standards, and as set forth in EC Regulation no. 1223/2009, issued by the EUROPEAN PARLIAMENT.
ALFAPARF MILANO Presents
A revolutionary smoothing treatment containing Keratin!
100%
SAFE VERSATILE HIGH-PERFORMANCE
VE
H HIG ANCE M FOR R E P
For all hair types (also colored and treated hair)
Less cost per application = even more service profit for your salon!
ILE T A RS
E SAF
Formaldehyde-free
TILE A S R
E SAF
VE
Tested safe and legal. Safe for your clients and safe for you!
Smooth + color service on the same day
H HIG ANCE ORM F R PE
E
SAF
Made in Italy. The guarantee of a multinational Italian cosmetics company for thirty years dedicated to Stylists
Progressive* smoothing treatment with Keratin for all hair types Smooth, velvety, glossy and tangle-free hair using an innovative Keratin-based technique. 100% safe, conforms to European and international standards** Lasting result (up to 3 months) Eliminates frizz Paraben-free Salt and Sulfate-free (maintenance products)
* At each application the effect is better and longer-lasting.
** Environmental exposure evaluation tests performed according to the methods implemented by the US Environmental Protection Agency (EPA) and for the evaluation of the limit values proposed by the American watchdog organisations OSHA and ACGIH.
THE GUARANTEE Formaldehyde-free formula Test performed on release of “warm” formaldehyde. Outcome: the analysis performed by Chelab – Chemical Laboratories confirms that the product under the conditions of use complies with legal guidelines.
Tested using the most stringent American standards! Next to zero formaldehyde release: Environmental test evaluating formaldehyde exposure during application of the service.
FORMALDEHYDE RELEASED (Parts Per Million)
1
Threshold Limit Value-TimeWeighted Average (TLV-TWA).
Outcome: the environmental detection test performed by Made HSE S.r.l confirms that the product is regulation-compliant and significantly below the limit values proposed by ACGIH and OSHA.
0,75 0,5 0,25
0,75
100 times lower
than the legal limit!
0,0069
0 OSHA* limit of formaldehyde released into the air over 8 hours (0,75 Parts per million)
LISSE DESIGN - value of formaldehyde released into the air over 8 hours *OSHA: Occupational Safety and Health Administration USA.
THE TECHNOLOGY Keratin combined with the properties of oils Kera-Collagen Complex Complex containing Hydrolyzed Keratin and Quaternised Collagen The complex that guarantees long-lasting smoothness (up to 3 months). With the aid of heat, it reshapes the arrangement of the hair's keratin chains, straightening them to give the characteristic smooth result.
ORG
Babassu oil ANI
C
A precious oil with extraordinary emollient properties from the Amazon leaves hair soft, silky and shiny.
PROFESSIONAL SERVICE Consult Professional Guide for step by step instructions.
1
Phase
2
Phase
SMOOTHING FLUID Uses heat to rearrange hair’s keratin chains and leave them smooth without chemically breaking sulfide bridges.
DEEP CLEANSING SHAMPOO SALT & SLES FREE
Cleanses deeply and leaves hair completely tangle-free. Helps open cuticles to prepare hair for smoothing treatment.
SILVER SMOOTHING FLUID
USE ONLY IN THE CASE OF BLONDE/COOL TONES Smoothing fluid specifically formulated for blonde/highlighted hair with cold tones and natural gray/white hair. Helps prevent the hair from yellowing due to use of high temperature straightening irons.
NEW
market in the
3
4
Phase
Phase
USE ONLY IN THE CASE OF VERY DAMAGED HAIR
REHYDRATING MASK Moisturizes hair and prevents dryness, helps slow the natural drying process. Hair looks bright, shiny and is easy to comb.
DETANGLING CREAM Helps maintain and enhance cosmetic effects during treatment. Makes brushing and styling with an iron easier and faster while protecting hair from heat damage.
If the cosmetic color fades away and you want to refresh it*: Mix Color Wear directly with Rehydrating Mask.
4
Phase
* If the treatment is used on colored hair, the cosmetic color may fade by up to 1 and ½ tones.
B
HOME TREATMENT
MAINTENANCE SHAMPOO Paraben, sulfate and salt-free shampoo Gently cleanses the hair and helps maintain and prolong the cosmetic effects obtained with salon treatments. The formula, enriched with Keratin and Babassu Oil leaves the hair soft, tangle-free and glossy.
MAINTENANCE CONDITIONER Paraben, sulfate and salt-free conditioning cream Nourishes and moisturizes the hair and helps maintain and prolong the cosmetic effects obtained with salon treatments. The formula, enriched with Keratin and Babassu Oil leave the hair soft, tangle-free and glossy.
Perfect for the at-home maintenance of all smoothing treatments.
TECHNICAL DETAILS DURATION: UP TO 3 MONTHS (on colored / treated hair) Natural (not colored) hair will also stay smooth and frizz-free for up to 3 months when washed 2-3 times a week The more the hair is treated, the longer-lasting and better the effect. This keratin-containing treatment leaves the hair healthy-looking and visibly replenished.
PROGRESSIVE RESULT: The treatment has a progressive result. At each application the effect is better and longer-lasting. For natural and particularly curly hair, additional applications are recommended in the weeks following the initial treatment to obtain the best performance in terms of straightness and duration.
NEW SERVICE “LISSE + COLOR & SHINE”: Innovative professional service which combines the keratin smoothing treatment with the permanent color service. LISSE DESIGN Keratin Therapy + Evolution of the Color³ on the same day!
COSMETIC COLOR DAMPENING: If the treatment is used on colored treated hair, the cosmetic color may fade by up to 1 and ½ tones. In order to maintain the original color, during the last step of the treatment, it is recommended to mix the most appropriate Color Wear shade (1:2 with Activator) with Rehydrating Mask and leave to act for 5 – 10 minutes before rinsing the hair.
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