Blondme Technical Manual by Ethos Beauty Partners

TECHNICAL MANUAL

INDEX

BLONDME

TECHNICAL MANUAL

INTRODUCTION 04

The System for ICONIC Blonde

PRODUCT KNOWLEDGE – BLONDME LIGHTENING & COLOUR RANGE 05 06 08 09 11 13 14 15 16 17 18

40 – 41

Blonde Business

FAQ 42 – 43

32 – 39

Intro Five Top Blonde Tips Neutral Blondes Cool Blondes Warm Blondes

BLONDME – BUSINESS 40 – 41

22 – 31

Bonding Care Technology Care BLONDME – All Blondes BLONDME – Keratin Restore BLONDME – Detoxifying System BLONDME – Cool Blondes BLONDME – Warm Blondes

BLONDME – CONSULTATION 32 33 34 – 35 36 – 37 38 – 39

06 – 20

Technology Color BLONDME Color Assortment BLONDME Bond Enforcing Premium Lightener 9+ BLONDME Bond Enforcing Premium Clay Lightener BLONDME Bond Enforcing Blonde Lifting BLONDME Blonde Toning BLONDME Blush Wash BLONDME Instant Blushes BLONDME Bond Enforcing White Blending BLONDME Bond Enforcing Blonde Hi-Lighting Rinsing All BLONDME Lightening and Color Products

PRODUCT KNOWLEDGE – BLONDME CARE RANGE 20 21 22 – 27 23 – 25 26 – 27 28 – 29 30 – 31

04 – 05

42 – 43 FAQ

TOP BLONDE INSIGHTS

CONFIDENT

POWERFUL

INDIVIDUAL

ICONIC

Our bonding color and care expert for beautiful blonde quality and optimal safety.

Excellent lifting and lightening performance up to 9 levels.

Customizable solutions for unique blonde services.

On-trend looks celebrating absolute blonde brilliance.

THE SYSTEM FOR ICONIC BLONDE

THE SYSTEM FOR

ICONIC BLONDE BLONDME® WITH ADVANCED BONDING SYSTEM IS OUR 1ST BONDING COLOR & CARE BRAND DELIVERING ON-TREND BLONDE BRILLIANCE SAFER THAN EVER BEFORE*. BLONDME COLOR AND CARE HAVE BEEN FORMULATED AND DEVELOPED TO WORK TOGETHER AS A SYSTEM DELIVERING ULTIMATE BLONDE HAIR QUALITY.

THE ADVANCED BONDING SYSTEM CONSISTS OF: STEP 1:

COLOR BOND PROTECTION • Integrated bonding technology in the color products • Interlinks with the hair fibers to enforce strong structural bonds • For minimized hair breakage

STEP 2:

IN SALON COLOR CARE BOND CREATION • Integrated bonding technology in all BLONDME in-salon care products • Helps create new bonds and stabalizes the hair structure • For long-lasting strength and suppleness

*compared to our previous formula without bonding technology

STEP 3:

HOME CARE BOND MAINTENANCE • Integrated bonding technology in the OTC care range • Helps maintain the bonds at home between salon visits • Prolong the color results for long-lasting shine

TECHNOLOGY COLOR BOND ENFORCING TECHNOLOGY During the blonding process the hair structure can get damaged by breaking inner hair bonds. As a result, the stability of the hair is reduced and the hair is prone to breakage. The Bond Enforcing Technology has been created to protect the hair from deep within. It contains highly effective Succinic Acid that penetrates during the oxidative process into the hair and creates a protective layer around the hair bonds. By this, most of the bonds survive the blonding process and the hair keeps its strength and elasticity.

The unique Bond Enforcing Technology with highly effective Succinic Acid is integrated in the highperforming BLONDME lightening, lifting and white blending formulas.

BLONDME

COLOR ASSORTMENT LIGHTENING

TONING

NEW

BOND ENFORCING

PREMIUM PREMIUM LIGHTENER 9+ CLAY LIGHTENER

*SLS/SLES Sulfates = Sodium Lauryl Sulfate & Sodium Laureth Sulfate

HIGH PERFORMANCE POWDER LIGHTENER FOR MAXIMUM LIFT

PAGE 8

CLAY LIGHTENER FOR EASY TO WORK WITH CONSISTENCY AND CLEAR LIGHTENING RESULTS

PAGE 9

BLONDE TONING

INTERMIXABLE PASTEL TONERS & DEEP TONERS FOR ENDLESS CREATIVITY

PAGE 13

BLUSH WASH

PASTEL WASHES FREE OF SLS/SLES SULFATES* FOR INSTANT PASTEL COLOR REFLEXES

PAGE 14

INSTANT BLUSH

PASTEL SPRAYS FOR INSTANT BLONDE BEAUTIFYING AND NEUTRALIZATION

PAGE 15

BLONDME® COLOR ASSORTMENT

LIFTING & WHITE COVERAGE

DEVELOPER

BOND ENFORCING

BLONDE HI-LIGHTING

PREMIUM DEVELOPER

HIGH PERFORMING LIFTING SHADES FOR UP TO 5 LEVELS OF LIFT AND TONING IN ONE STEP

LIFTING AND WHITE BLENDING PERFORMANCE IN ONE STEP

HIGHLIGHTING SHADES FOR LIFTING AND TONING ON DARK OR PREVIOUSLY COLORED BASES

PREMIUM DEVELOPER FOR OPTIMAL PERFORMANCE AND CARE WHEN USED WITH BLONDME COLOR PRODUCTS

BLONDE LIFTING

PAGE 11

WHITE BLENDING

PAGE 16

PAGE 17

BOND ENFORCING

PREMIUM LIGHTENER 9+ HIGH PERFORMANCE POWDER LIGHTENER FOR MAXIMUM LIFT SUITABLE FOR: All hair bases

BENEFITS

• Up to 9 levels of lift • Protects the hair fiber during development for minimized hair breakage • Anti-yellow agents to neutralize warm undertones • Flexible mixing ratio • Easy workable consistency • Suitable for all techniques

MIXING

• Always use in combination with BLONDME® Premium Developers • Mix 1:1.5 to 1:2.5 depending upon the required consistency (30 g BLONDME Bond Enforcing Premium Lightener 9+ and 45 to 75 ml of BLONDME Premium Developer)

All Techniques:

BLONDME Premium Developer 2% (7Vol.) or 6% (20Vol.)

Off-scalp techniques:

BLONDME Premium Developer 9% (30Vol.)

APPLICATION & DEVELOPMENT

• Apply to dry hair • Development Time: 20-45 minutes • Additional heat is not recommended • Visually check during development time

EXTRA TIP

• For most gentle lightening and time control, use BLONDME Bond Enforcing Premium Lightener 9+ with BLONDME Premium Developer 2% (7Vol). Check visually every 5 minutes.

PRODUCT KNOWLEDGE – BLONDME® LIGHTENING & COLOR RANGE

BOND ENFORCING

PREMIUM CLAY LIGHTENER CLAY LIGHTENER FOR EASY TO WORK WITH CONSISTENCY AND CLEAR LIGHTENING RESULTS SUITABLE FOR: Bases 3 to 8

BENEFITS

• Easy and precise application • Up to 7 levels of lift • Integrated Bond Enforcing Technology • Soft-to-solid formula • For freehand techniques • Dust-reduced powder

MIXING • Always use in combination with BLONDME Premium Developers • Mix1:1.5 to 1:2 depending upon the desired consistency (30g of BLONDME Bond Enforcing Premium Clay Lightener and 45ml to 60ml of BLONDME Premium Developer)

All Techniques:

BLONDME Premium Developer 6% (20 Vol.), 9% (30 Vol.) or 12% (40 Vol.)

APPLICATION & DEVELOPMENT

• Apply to dry hair • Development Time: 20-45 minutes • Additional heat is not recommended • Visually check during development time

PRODUCT KNOWLEDGE – BLONDME® LIGHTENING & COLOR RANGE

BOND ENFORCING

BLONDE LIFTING HIGH PERFORMING LIFTING SHADES FOR UP TO 5 LEVELS OF LIFT AND TONING IN ONE STEP

ASSORTMENT

SUITABLE FOR: Natural bases 6 and lighter with up to 30% white

L-ICE-IRISE

Optimal neutralizing power, ideal for darker bases

Very strong neutralizing L-STEEL BLUE power, ideal for darker bases L-ASH

Strong neutralization power for yellow-orange undertones

L-ICE

Anti Yellow effect

L-CLEAR

True, natural blonde tone – ideal for diluting other lifting shades

L-SAND

Natural blonde with a soft beige tone

BENEFITS

• Up to 5 levels of lift • Helps protect the hair fiber during development for minimized hair breakage • Lifting and toning and/or neutralization in 1 easy step

MIXING

• Always use in combination with BLONDME Premium Developers • Mix BLONDME Blonde Lifting Cream 1:1 with BLONDME Premium Developer Recommended Developer concentration:

For natural bases 6 and 7:

BLONDME Premium Developer 12% (40Vol.)

For natural bases 8 and lighter:

BLONDME Premium Developer 9% (30Vol.)

EXTRA TIP

• BLONDME Blonde Toning shades can be added for individual shade creations. (E.g.: 45g BLONDME Bond Enforcing Lifting Ice + 15g BLONDME Blonde Toning Steel Blue + 60g BLONDME Premium Developer)

• If needed, refresh lengths and ends using suitable BLONDME Blonde Toning shade mixed 1:1 with BLONDME Premium Developer 2% (7Vol.)

APPLICATION & DEVELOPMENT

• Apply on dry hair, do not shampoo before • Apply the mixture immediately after preparation • Apply in fine sections using a generous quantity of product in order to ensure best possible lifting and equalization

Development Time:

• 30-45 minutes • Additional heat is not recommended 11

PRODUCT KNOWLEDGE – BLONDME® LIGHTENING & COLOR RANGE

BLONDE TONING INTERMIXABLE PASTEL TONERS & DEEP TONERS FOR ENDLESS CREATIVITY

ASSORTMENT

SUITABLE FOR: Pastel Toners: Pre-lightened bases and natural base 9 or lighter Deep Toners: Pre-lightened darker bases and natural blonde hair base 5-8 ICE-IRISÉ T-STEEL BLUE T-ICE

anti-gold effect for cool tones with a subtle iridescent hue counteracts underlying gold-copper directions

T-SAND

for the soft neutralization of delicate golden tone directions enriching natural, sandy tone directions

T- BISCUIT

enriching beige with a slight warm touch

T- BROWN enriching cool rosewood reflects MAHOGANY T-STRAWBERRY fashionable pastel red-rose effects T-LILAC

eye catching lilac tonality

DT- MILK CHOCOLATE DT- NOUGAT

soft brown with a touch of violet for bases 7–9

DT- GRANITE

intense anthracite tone direction for bases 5–7

DT- DEEP CHESTNUT

delicate, neutral brown tone direction for bases 5–7

MIXING PURE PASTEL Mix selected Blonde Toning shade or Toning shade combination 1:1 with BLONDME Premium Developer Recommended Developer concentration: • 2% (7Vol.)

Mix BLONDME Blonde Toning and BLONDME Premium Developer thoroughly until a homogeneous cream is achieved

EXTRA TIP

BLONDME Blonde Toning shade can be used with Brush&Bowl or Bottle without changing the Developer or mixing ratio

rich, warm brown for bases 6–8

BENEFITS

• Pastel Toning for blonde tone enhancement or neutralization of unwanted warm tones • Deep Toning enriches pre-lightened darker bases or natural hair base 5-8, ideal for low lights and blurred roots. • Ammonia-free • pH neutral Mixture • with integrated Bond Enfocing HydroLock Technology • Intermixable with all BLONDME Lifting and White Blending creams

APPLICATION

• Apply to damp, towel dried, light blonde or pre lightened hair • Apply the mixture immediately after preparation • Apply in fine sections using a generous quantity of product in order to ensure best possible toning and equalization • Development Time: up to 20 minutes • Additional heat is not recommended • Visually monitor the development of the color 13

BLUSH WASH PASTEL WASHES FOR INSTANT BLONDE BEAUTIFYING AND NEUTRALIZATION

ASSORTMENT

SUITABLE FOR: Pre-lightened bases and natural base 9 or lighter SILVER

Soft silver-grey toning effect

LILAC

Soft lavender toning effect and anti-yellow neutralization

STRAWBERRY

Pastel rosé toning effect

APRICOT

Soft warm Apricot toning

BENEFITS

• Pastel washes free of SLS/SLES sulfates* for instant translucent color reflexes • Direct dye formulation for temporary color lasting up to 5 washes** • Ideal for quick and convenient temporary pastel toning • Fast and easy service at the backwash • Balances pH and helps create new bonds within the hair fiber *SLS/SLES Sulfates = Sodium Lauryl Sulfate & Sodium Laureth Sulfate **Depending on hair condition and development time

APPLICATION

• Apply to wet hair • Gently massage to distribute the foam evenly • Leave in for up to 5 minutes • Rinse out thoroughly • For technical neutralization and soft refining leave in for up to 2 minutes.

EXTRA TIP

all BLONDME Blush Wash shades are intermixable. Unleash your creativity by creating your own, customized shades, e.g. Apricot mixed with Strawberry 1:1.

PRODUCT KNOWLEDGE – BLONDME® LIGHTENING & COLOR RANGE

INSTANT BLUSHES PASTEL SPRAYS FOR INSTANT BLONDE BEAUTIFYING AND NEUTRALIZATION

ASSORTMENT

SUITABLE FOR: Pre-lightened bases and natural base 9 or lighter

STEEL BLUE

Cool anti-orange neutralization or a steel blue tone

ICE

Crystal clear anti-yellow neutralization or a delicate cendré tone direction

STRAWBERRY Soft rosé blush JADE

Touch of aquatic green

BENEFITS

• Pastel Shades for soft translucent color reflexes • Convenient , no-commitment leave-in or rinse out spray toners • Direct dye formulation for temporary color lasting up to 3 shampoos* • Ideal for quick simple partial temporary pastel toning techniques • Balances pH and helps to close the cuticle

PASTEL TONE APPLICATION (LEAVE-IN)

Instant Blushes can be poured into a bowl and dappled into curly, textured or wavy hair with the Kiss Color Sponge for a soft pastel cloud effect.

NOTE: Each shade contains specially selected direct dyes to stain the hair surface with a soft pastel tone. The liquid formulation is specifically designed to ensure even distribution of the direct dyes over the surface of lightened hair with varying degrees of porosity. The fine spray nozzle ensures accurate spray distribution preventing excessive color splashing on surrounding surfaces.

YELLOW NEUTRALIZATION APPLICATION (RINSE-OUT) • Use BLONDME Instant Blush Ice or Steel Blue for additional neutralization after lightening • Spray evenly through lightened damp hair at the backwash • BLONDME Instant Blush Ice for soft neutralization • BLONDME Instant Blush Steel Blue for strong neutralization • Develop for 3-5 minutes keeping visual eye control • Rinse out • Apply BLONDME Keratin Restore Bonding Conditioner if more care is required

*Depending upon the hair length, porosity and shade selected.

EXTRA TIP

• Pre-lighten the hair to pale yellow minimum level 9 • Rinse, shampoo, condition and towel dry the hair • Spray the selected BLONDME Instant Blush shade evenly over the pre-lightened hair at the backwash • Blot any excess color from the hair with a paper towel • Blow-dry the hair to seal the color and leave the hair feeling soft and smooth

BOND ENFORCING

WHITE BLENDING LIFTING AND WHITE BLENDING PERFORMANCE IN ONE STEP

ASSORTMENT

SUITABLE FOR: Natural bases 6 and lighter with 30% white hair and more W-ICE

Anti-yellow effect

W-SAND

True natural blonde tone

W-CARAMEL

Soft warm caramel tone

W-IRISE

Soft rose pastel tone

BENEFITS

• Up to 4 levels of lift • Protects the hair fibre during processing for minimized hair breakage • Optimal combination of lifting and white blending • Provides up to 100% coverage on white

MIXING

• Always use in combination with BLONDME Premium Developers • Mix BLONDME Bond Enforcing White Blending Cream 1:1 with BLONDME Premium Developer Recommended Developer concentration:

For levels 6 and 7:

BLONDME Premium Developer 12% (40Vol.)

For levels 8 and lighter:

BLONDME Premium Developer 9% (30Vol.)

APPLICATION & DEVELOPMENT

Development Time:

• 30-45 minutes • Additional heat is not recommended

EXTRA TIP

• BLONDME Blonde Toning shades can be added for individual shade creations. Please keep 1:1 mixing ratio with BLONDME Premium Developer (e.g.: 45g BLONDME Bond Enforcing White Blending Sand + 15g BLONDME Blonde Toning Ice Irise, add 60g BLONDME Premium Developer)

PRODUCT KNOWLEDGE – BLONDME® LIGHTENING & COLOR RANGE

BOND ENFORCING

BLONDE HI-LIGHTING HIGHLIGHTING SHADES FOR LIFTING AND TONING ON DARK OR PREVIOUSLY COLORED BASES

ASSORTMENT

SUITABLE FOR: Natural bases 4 and lighter / Previously color treated hair base 6 and lighter H-COOL ROSÉ

Cool anti-yellow neutralizing effect

H-WARM GOLD Warm gold tone direction

BENEFITS

• Up to 5 levels of lift • Helps protect the hair fibre during development for minimised hair breakage • Lightens darker natural hair bases 4 and lighter up to 5 levels • Lightens previously color treated hair lengths bases 6 and lighter* • Ideal for all off scalp foil application and free hand painting techniques

MIXING

• Always use in combination with BLONDME Premium Developers • Mix BLONDME Blonde Hi-Lighting Cream 1:1 with BLONDME Premium Developer

Recommended Developer concentration: BLONDME Premium Developer 12% (40Vol.)

APPLICATION & DEVELOPMENT

PRO TIP

*The degree of lift achievable of previously color treated hair depends upon the specific shade and the number of applications

• Apply on dry hair. • Apply the mixture immediately after preparation • Do not apply to light blonde or pre-lightened hair • For off scalp applications only • Apply a generous quantity of product in order to ensure best possible lift and equalization

Development Time:

• 45 minutes • Additional heat is not recommended 17

PRODUCT KNOWLEDGE – RINSING

RINSING ALL BLONDME LIGHTENING AND COLOURING PRODUCTS

When development time is completed, add a small amount of warm water, gently emulsify, then rinse off the product thoroughly with warm water until the water runs clear.

Shampoo using the suitable BLONDME® Keratin Restore Bonding Shampoo.

Always apply BLONDME Bonding Conditioner or Mask to complement the in-salon blonde service. This will help create new bonds within the hair fibres and help to protect the color from fading. For ultimate bonding care use BLONDME Intense Care Bonding Potion in combination with BLONDME Bonding Mask.

BONDING CARE

BONDING CARE BLONDME INTRODUCES ITS 1ST BONDING CARE REGIMEN The BLONDME® Bonding Care Regimen is perfectly customizable to cater for all blonde needs for tailor-made blonde nourishment and maintenance in 3 dedicated tone directions:

COOL ALL WARM BLONDES BLONDES BLONDES Tone enhancing blonde care for lightened, highlighted or colored blondes with cool cendré tone direction or for subtle neutralizing of unwanted warmth.

Intense Blonde nourishment for all shades of blonde.

Tone Enhancing blonde care for lightened, highlighted or color treated blondes with warm tone direction for refreshing deeper, warm blondes or reviving faded blonde shades.

TECHNOLOGY – CARE

TECHNOLOGY CARE BONDING TECHNOLOGY The BLONDME® Bonding Care Regimen system features the Bonding Technology. This innovative technology has the ability to balance the pH level and stabilize the inner hair structure of delicate blondes by helping to create new, strengthening bonds within the hair fibers.

The Bonding Technology includes Magnesium Citrate, a bi-valent ionic molecule that is double charged. Wherever there are missing bonds inside the hair fiber, Magnesium Citrate is creating new ionic bonds and strengthens the single hair fiber from inside out. Additionally, the ability to bring back the hairs‘ optimal pH level of 4.5 strengthens the hair fiber by tightening the inner hair matrix. High performing care ingredients help blonde hair to feel stronger and look healthier: Hydrolysed Keratin: Penetrates deeply into the hair to repair the inner cell structure, strengthens and regenerates elasticity without over-softening lightened hair. Marula Oil: Natural oil that smoothes the hair surface by refilling the hairs natural lipids to provide a healthy looking and shiny blonde finish.

The Bonding Technology is integrated into the care regimen.

ALL BLONDES IN-SALON INTENSE CARE

BONDING SERVICE

ULTIMATE BONDING CARE FOR IN-SALON USAGE

Apply Bonding Mask ON TOP of Bonding Potion

APPLY FIRST

BENEFITS

• Using the BLONDME® Keratin Restore Bonding Mask together with the Intense Care Bonding Potion, amplifies the effect of the Mask • Expert in-salon bonding care • Provides extra care for any type of stressed hair • High caring oils for extra smoothness

APPLICATION

• Shampoo hair with suitable BLONDME Shampoo • Carefully towel-dry the hair Step 1 • Apply BLONDME Intense Care Bonding Potion section by section, starting at the nape area • Work each strand for good saturation • No development time, proceed directly to step 2 Step 2 • Apply suitable BLONDME Keratin Restore Bonding Mask directly on the top of BLONDME Intense Care Bonding Potion • Leave to develop for 5-10 minutes • Add a little quantity or warm water, emulsify, rinse off thoroughly

PRODUCT KNOWLEDGE - CARE - ALL BLONDES

ALL BLONDES KERATIN RESTORE

BONDING SHAMPOO

RICH SHAMPOO FREE OF SLS/SLES SULFATES* TO COMPLETE AND MAINTAIN THE IN-SALON BLONDE SERVICE

KERATIN RESTORE

BONDING CONDITIONER RICH CREAM CONDITIONER TO COMPLETE AND MAINTAIN THE IN-SALON BLONDE SERVICE

BENEFITS

APPLICATION

• Gently cleanses without overloading the untreated hair areas • Helps create new bonds within the hair fibers • Helps to reinforce weakened areas in the hair structure • Helps to smooth and condition the porous areas of lightened hair • Leaves hair feeling supple and soft • Contains moisturizing Panthenol to balance the natural water content of the hair structure

• Apply to wet hair and gently lather in a rich foam • Rinse out thoroughly • Repeat if necessary • Condition or treat with your selected BLONDME® product

• Protects and repairs lightened and color treated hair • Helps create new bonds within the hair fibers • Balances the optimum moisture level of porous, lightened hair • Helps to detangle the hair, making it easy to comb • Smoothes the surface of porous hair for optimum blonde color and shine • Contains moisturizing Panthenol to balance the natural water content of the hair structure

• Work evenly into towel-dried hair • Leave for 2-3 minutes • Rinse out thoroughly

*SLS/SLES Sulfates = Sodium Lauryl Sulfate & Sodium Laureth Sulfate

Available in backwash size

KERATIN RESTORE

BONDING CLEANSING CONDITIONER LOW-LATHER CLEANSING CONDITIONER TO MAINTAIN THE IN-SALON BLONDE SERVICE

BENEFITS

• Gently cleanses and conditions the hair in one step • Helps create new bonds within the hair fiber • Helps to strengthen weakened areas in the hair structure • Helps to detangle the hair, making it easy to comb • Smoothes the surface of porous hair for optimum blonde color and shine

EXTRA TIP

Alternate shampooing with BLONDME Keratin Restore Shampoo and Cleansing Conditioner for an ideal level of care and refreshing

APPLICATION

• Apply 3-5 pumps and evenly distribute to wet hair and scalp • Gently emulsify and work into lengths and ends • Leave for up to 1 minute • Add a little water, emulsify and rinse out thoroughly

PRODUCT KNOWLEDGE - CARE - ALL BLONDES

KERATIN RESTORE

BONDING MASK

DEEPLY REPAIRING TREATMENT TO COMPLETE AND MAINTAIN THE IN-SALON BLONDE SERVICE Available in backwash size

SHINE ELIXIR

LUXURIOUS LEAVE-IN SERUM FOR DAILY CONDITIONING CARE AND SMOOTHING OF ALL BLONDE HAIR TYPES

BENEFITS

APPLICATION

• Intensively repairs the internal structure of fragile, lightened and color treated hair • Helps create new bonds within the hair fibers • Balances the optimum moisture level of porous, lightened hair • Helps to detangle the hair, making it easy to comb • Smoothes the surface of porous hair for optimum blonde color and shine

• Apply evenly onto damp hair • Leave for 5 to 10 minutes • Rinse out thoroughly

EXTRA TIP

Use once or twice a week for deep and effective internal repair on damaged hair

• Provides smoothness and care • Leaves the hair soft with a silky touch • Provides the hair with a luxurious shiny finish • Controls static and gives light definition • Contains a light styling polymer for anti-frizz control and smoothness • With shine enhancing particles for extra shine

• Rub a small amount between palms • Work through mid-lengths and ends of towel-dried hair • Leave in

EXTRA TIP

Can be re-applied onto dry hair to refresh the style

DETOXIFYING SYSTEM

PURIFYING BONDING SHAMPOO A CLARIFYING CLEANSER THAT REMOVES OUTER LAYER IMPURITIES AND MINERAL BUILD-UP Available in backwash size

BENEFITS

• Removes residues such as dust, styling products and hard water minerals from hair • Revives dull, brassy blondes for a healthy & bright blond color look

EXTRA TIPS

• Use on natural blondes to keep them sparkling • Between color services: to recover bright blondes • During a root retouch service: to revive mid-length and ends • To counteract dull and brassy blondes or greenish swimming pool effect

APPLICATION

• Apply on wet hair and gently lather in a rich foam • Rinse out thoroughly

PRODUCT KNOWLEDGE - CARE - ALL BLONDES

DETOXIFYING SYSTEM

SHOT

DETOXIFYING SERVICE FOR IN-SALON USAGE WITH VITAMIN C TO REDUCE RESIDUES THAT TURN BLONDE HAIR BRASSY AND DULL.

DETOXIFYING SYSTEM

BI-PHASE BONDING & PROTECTING SPRAY A DAILY SPRAY TO NOURISH AND PROTECT ALL BLONDE HAIR TYPES

BENEFITS

APPLICATION

• Sweeps away hard water minerals and other residues • Leaves bright & healthy-looking blonde hair

• Mix 1 sachet (5g) with 25ml of BLONDME Keratin Restore Bonding Mask • Apply evenly onto damp hair • Leave in for 10-20 minutes • Rinse out thoroughly

• Creates a hydrophobic shield that seals the hair • Nourishes and helps to protect against environmental aggressors such as dust or hard water residues.

• Complete the detoxifying service by spraying onto towel-dried hair • Comb through for an even distribution • Leave in

COOL BLONDES TONE ENHANCING

BONDING SHAMPOO

PIGMENTED SHAMPOO FREE OF SLS/SLES SULFATES* WITH COOL CENDRÉ TONE DIRECTION TO SUPPORT AND MAINTAIN THE IN-SALON BLONDE SERVICE Available in backwash size

BENEFITS

*SLS/SLES Sulfates = Sodium Lauryl Sulfate & Sodium Laureth Sulfate

• Gently cleanses and cares for the most delicate lightened and color treated hair • Helps create new bonds within the hair fibers • Helps to reinforce weakened areas in the hair structure • Delivers targeted levels of cool pigments to maintain the fresh cool tone direction for improved blonde clarity • Gently neutralizes yellow tones in the hair without changing the hair color • Leaves the hair feeling soft and silky

APPLICATION

• Apply evenly to wet hair and gently massage • Leave in for up to 1 minute • Rinse out thoroughly

EXTRA TIPS

Perfect tone maintenance for BLONDME tone directions Ice, Steel Blue or Lilac.

PRODUCT KNOWLEDGE - CARE - COOL BLONDES

TONE ENHANCING

BONDING MASK

LIGHTWEIGHT, PIGMENTED TREATMENT WITH COOL CENDRÈ TONE DIRECTION, TO COMPLETE AND MAINTAIN THE IN-SALON BLONDE SERVICE

TONE ENHANCING

SPRAY CONDITIONER

PIGMENTED LEAVE-IN SPRAY CONDITIONER WITH COOL CENDRÉ TONE DIRECTION, FOR LIGHTWEIGHT DAILY BLONDE CARE

BENEFITS

APPLICATION

• Repairs the internal structure of fragile, lightened and color treated hair without overburdening • Helps create new bonds within the hair fibers • Detangles porous hair, making it easy to comb • Delivers cool pigments to maintain, refresh and enrich blonde tone directions • Neutralizes any blondes that have a tendency to turn warm • Visually brightens highlighted blondes

• Apply evenly onto damp hair • Leave in for 5 to 10 minutes and monitor the color effect visually • Rinse out thoroughly

• Maintains and enriches the cool tone directions • Detangles the hair and improves combability • Provides strength and moisture leaving the hair soft, healthy and shiny • Cool anti-yellow pigments: For color enhancement and neutralization • Delivers cool pigments to maintain, refresh and enrich blonde tone directions • Hydrolyzed Silk: Hair conditioning agent derivate from silk. Improves the texture of delicate blondes • Contains moisturizing Panthenol to balance the natural water content of the hair structure • UV-Filter: Helps protecting from damaging UV rays

• Spray onto towel-dried hair • Comb through to evenly distribute • Leave in

EXTRA TIPS

• Can also be used for all other blonde hair-types for soft neutralization • Optimal tone maintenance for BLONDME tone directions Ice, Steel Blue or Lilac 29

WARM BLONDES TONE ENHANCING

BONDING SHAMPOO

PIGMENTED SHAMPOO FREE OF SLS/SLES SULFATES* WITH RICH CARAMEL TONE DIRECTION TO SUPPORT AND MAINTAIN THE IN-SALON BLONDE SERVICE

BENEFITS

*SLS/SLES Sulfates = Sodium Lauryl Sulfate & Sodium Laureth Sulfate

• Gently cleanses and cares for the most delicate lightened and color treated hair • Helps create new bonds within the hair fibers • Helps to reinforce weakened areas in the hair structure • Delivers precise levels of warm pigments to maintain a clean and fresh soft warm tone direction • Leaves the hair feeling soft and silky

APPLICATION

• Apply evenly to wet hair and gently massage in • Leave in for up to 1 minute • Rinse out thoroughly

PRODUCT KNOWLEDGE - CARE - WARM BLONDES

TONE ENHANCING

BONDING MASK

DEEPLY NOURISHING PIGMENTED TREATMENT TO COMPLETE AND MAINTAIN THE IN-SALON BLONDE SERVICE

BENEFITS

• Intensive nourishment of internal structure of lightened and color treated blonde hair • Helps create new bonds within the hair fibers • Contains natural warm color pigment to refresh warm blondes and enrich dull, faded blondes • Detangles porous hair, making it easy to comb • Adds moisture and a healthy looking shine • Contains moisturizing Panthenol to balance the natural water content of the hair structure

APPLICATION

• Apply evenly into damp hair • Leave in for 5-10 minutes and monitor the color effect visually • Rinse out thoroughly

BLONDE

CONSULTATION Every great hair color starts with a great consultation and blonde is no exception. Achieving beautiful blonde results and maintaining that brilliant tone without the hair becoming too light or flat is one of the most challenging tasks for colorists.

BLONDE CONSULTATION All too often as soon as the “BLONDE” word is uttered many people automatically reach for lightening products to do the job without even considering a blonde coloration service. While lightening and toning is the best solution for dark bases or for lightest and extra cool blonde tones BLONDME Bond Enforcing Lifting and White Blending shades enable you to create a wide variety of blonde tonal effects for clients by working with rather than against the natural pigments.

CONSULTATION

FIVE

TOP BLONDE TIPS WHEN TO LIGHTEN AND WHEN TO LIFT? Use the BLONDME Bond Enforcing Lighteners to provide the optimal light blonde base for: a) Natural base 5 and darker b) Natural base 6 and darker where a clear white, platinum or extra cool direction is the objective.

Use the BLONDME Bond Enforcing Lifting shades for beautiful blonde tone directions on: a) Natural base 6 and lighter b) Natural bases 4 to 6 for soft flattering toffee to golden lights.

HOW TO HANDLE WHITE HAIR? Skin tone softens with age, therefore working with the white hair rather than against it ensures the most flattering blonde results. Never go for too bold or bright blonde as this can look ageing. Natural honey or soft beige slices break up the white hair in a natural soft looking way that compliments softer mature skin tones.

WHAT‘S THE PERFECT BLONDE FOR FAIR SKIN TONE CLIENTS? Fair skin types work well with bright bold blonde and even platinum and ash blonde tones can be very flattering.

WHICH BLONDE SUITS MEDIUM SKIN TONE CLIENTS? Medium skin toned clients look best with neutral to slightly warm, beige blonde tones, anything too light can drain the complexion.

WHAT ARE THE BEST SHADES OF BLONDE FOR DEEPER SKIN TONE CLIENTS? Deeper skin tones are more suitable to warmer blonde tones, avoid going too light, a maximum of 2 levels lighter than the natural base is the most flattering.

Choosing the best complementary blonde tone for your clients Blonde tonal directions are endless and the only way to ensure the most stunning result is to first identify the clients skin tone, eye color, hair depth & natural tone direction. Then armed with this information select to most suitable blonde tone, product and service for your client. In general blondes can be placed into 3 key directions:

NEUTRAL, COOL, WARM 33

NEUTRAL

WHEN TO PRE-LIGHTEN & TONE? On natural bases 6 and darker you can achieve the softest and most natural neutral tones lightening and toning with BLONDME Bond Enforcing Premium Lightener 9+ and selected BLONDME Blonde Toning shades. This will enable you to create the most alluring neutral blonde tone directions on darker bases.

BLONDE

Neutral Blonde tones come in a wide range of tonal directions from pale toffee which are extremely flattering on medium skin tones, to creamy caramels that flatter and bring out the soft glow in olive or deeper skin tones.

WHEN TO LIFT? For bases 6 and lighter you can use BLONDME Bond Enforcing Blonde Lifting or White Blending shades. However, soft neutral blondes can be achieved best on natural bases 7 and lighter using BLONDME Bond Enforcing Lifting or White Blending Sand. BLONDME Blonde Toning Biscuit can be added to BLONDME Lifting and White Blending shades to create gorgeous soft blonde tones.

Sand & Ice

NOTE:

SUITABLE BLONDME PRODUCTS:

Biscuit & ice-Irisé

BLONDME Bond Enforcing Premium Lightener 9+ toned with for example BLONDME Blonde Toning mixes Sand & Ice or Biscuit & Ice-Irisé

If the hair contains a significant level of natural warmth then lightening and toning would be required to lift out the warmth and to achieve a soft neutral tone.

CONSULTATION

BLONDME CARE FOR NEUTRAL BLONDES

BLONDME Keratin Restore Bonding Shampoo

BLONDME Keratin Restore Bonding Conditioner

BLONDME Shine Elixir

BLONDME Keratin Restore Bonding Mask

COOL Avoid adding too much warmth to these fair skin clients as this will only highlight the pink undertones in the skin making it look flushed. Platinum blonde is the most challenging color to maintain, often requiring re-adjustment with each retouch service to prevent the hair from becoming too light or flat through the lengths and ends.

WHEN TO PRE-LIGHTEN & TONE? On natural bases 6 and darker you can achieve a clear to cool platinum blonde by pre-lightening with BLONDME Bond Enforcing Premium Lightener 9+. This will provide the best base on which to tone using a selected BLONDME Blonde Toning shade.

WHEN TO LIFT? On natural bases 7 and lighter you can achieve the coolest blonde results with BLONDME Bond Enforcing Lifting Ice-Irise, Steel Blue and Ash or BLONDME Bond Enforcing White Blending Ice.

SUITABLE BLONDME PRODUCTS: • BLONDME Bond Enforcing Premium Lightener 9+ toned with BLONDME Blonde Toning Steel Blue, Ice, Lilac.

For a more intense cool tone direction BLONDME Blonde Toning Steel Blue, Ice, Ice-Irisé or Lilac can be added to BLONDME Bond Enforcing Lifting and White Blending shades to neutralize any excessive natural warmth and to achieve an intensive platinum or silver blonde.

Steel Blue & Lilac

Steel Blue & Ice-Irisé

Lilac & Ice

NOTE: TIP:

Special cool tone mixes can be found in the BLONDME swatch book.

BLONDE

Clients with fair skin (more pink than olive) and light eyes (blue, grey) can really pull off lighter and platinum blonde shades.

Mixing the BLONDME Blonde Toning shades with BLONDME Bond Enforcing Lifting or BLONDME Bond Enforcing White Blending shades may slightly reduce the lifting and white coverage.

CONSULTATION

BLONDME CARE FOR COOL BLONDES

BLONDME Tone Enhancing Spray Conditioner Cool Blondes

BLONDME Tone Enhancing Bonding Mask Cool Blondes

BLONDME Tone Enhancing Bonding Shampoo Cool Blondes

BLONDME Keratin Restore Bonding Conditioner All Blondes

BLONDME BLUSH WASH & INSTANT BLUSH SILVER, LILAC OR ICE are ideal for refreshing and revitalizing cool tone directions in between salon visits.

WARM BLONDE

In general the most suited clients for warm blonde shades are the ones with brown, hazel, light green or light blue eyes and golden-brown, peach or ivory skin tone and possibly with freckles. Pastel strawberry blondes can work fantastic on paler skin tones and by mixing cool and warm tones together a creamy, warm color can be achieved which is both soft and flattering for fair skin types. Darker golden, honey or caramel tones are perfect to enable darker based clients to tip toe into blonde from brunette with partial painting techniques such as Balayage. All warm blonde shades need regular tone refreshing to maintain their warm intensity in-between salon appointments.

WHEN TO PRE-LIGHTEN & TONE? Lightening and toning on natural bases 6 and darker with BLONDME Bond Enforcing Premium Lightener 9+ and a selected BLONDME Blonde Toning shade will provide lightest and beautifully subtle goldes. For more vivid warm blonde tones such as copper or strawberry blondes, it is not always necessary to pre-lighten first as using the natural warm pigment found in the hair can aid the vivid warm tone direction needed.

SUITABLE BLONDME PRODUCTS: BLONDME Bond Enforcing Premium Lightener 9+ toned with BLONDME Blonde Toning Strawberry or Brown Mahogany.

Ice & Strawberry

Biscuit & Milk Chocolate

Nougat & Strawberry

WHEN TO LIFT? BLONDME Bond Enforcing Lifting Sand and lifting up to 5 levels is ideal for intense blonde tones on bases 6 and lighter. Using BLONDME Bond Enforcing Lifting Sand on a natural base 5 gives a wonderful medium to dark caramel and toffee blonde tone.

Subtle strawberry, rose, peach or amber blonde tones can be created by combining for example: • BLONDME Bond Enforcing Lifting Sand mixed with BLONDME Blonde Toning Strawberry. • BLONDME Bond Enforcing White Blending Irise with BLONDME Blonde Toning Strawberry.

CONSULTATION

BLONDME CARE FOR WARM BLONDES BLONDME Tone Enhancing Bonding Shampoo Warm Blondes

BLONDME Keratin Restore Bonding Conditioner All Blondes

BLONDME Tone Enhancing Bonding Mask Warm Blondes

BLONDME Blush Wash Apricot & Strawberry

MAKE THE MOST OF YOUR

BLONDE BUSINESS

… AND INCREASE YOUR REVENUES! BUILD LOYALTY ...thanks to the integrated bonding technology, you can offer iconic, safe blonde results your clients won’t find anywhere else.

SELL IN MORE PREMIUM SERVICES ...thanks to a wide scope of services with sophisticated new color results and highly innovative techniques. Clients will be willing to pay a higher price for exclusive blonde services.

CARA

MEL

KISS

OFFER HOLISTIC PREMIUM PACKAGES FOR COLOR & CARE Provide tailored home care products with integrated bonding technology to prolong salon hair quality between salon visits.

DID YOU KNOW…

Totalling 60% of all salon sales, blonde services represent the greatest opportunity for every salon.

COLO

WITH R SERVI CE BLON DME COLO R BA

LAYA GE TE CHNI QUE YOUR PE

RF WAR M BLO ECT BLON DM NDES AT HO E ME P RODU PACK CTS AGE

PRIC E

BUSINESS

DISCUSS TAILORED CARE WITH YOUR CLIENTS, ENCOURAGE TRIAL & RETAIL SALES

Let clients experience the new BLONDME with trial sizes – they will love the products and come back to buy the full sizes.

EXPERT TIP

Use the ‘deposit system’: offer minis to your blonde clients. Give discounts on standard-sized products when they bring back the empty mini packaging at their next visit.

BLONDME MINIS Offer trial-sized products & use the deposit system

BRING AR ECMPK B TY MINI U YO

T SALON THE NEX DURING EA D RECEIV VISIT AN

$2HEOORFIGINFAL PRODUCT! ON T

POSITION YOUR SALON AS THE BLONDE EXPERT

Attract new clients to your salon and turn them into blonde converts by showcasing new on-trend blonde looks every season. By using exclusive consultation tools, your salon will be ready for new blonde clients.

ADVERTIZE UP TO DATE BLONDME LOOKS

QUESTIONS & ANSWERS COLOR WHAT ARE THE BENEFITS OF HAVING THE BOND ENFORCING TECHNOLOGY INTEGRATED INTO THE BLONDME LIGHTENERS & COLORS? The simplicity & ease of use. No more mixing, measuring or risk of overdosing. The benefits are the same as with the FIBERPLEX service, minimized hair breakage.

IS THE BOND ENFORCING TECHNOLOGY ONLY THERE TO PROTECT THE HAIR STRUCTURE OR CAN IT ALSO CREATE NEW BONDS? During the chemical process the hair bonds are protected. Using the BLONDME care products helps create new bonds.

CAN I MIX ADDITIONAL FIBREPLEX NO.1 TO THE NEW BLONDME BOND ENFORCING LIGHTENERS AND COLORS? It is not recommended as the formulas have been developed to provide the best formulation with the integrated Bond Protection System and adding extra FIBREPLEX® will reduce the lifting and neutralization.

WILL THE BLONDME LIFTING SHADES WITH INTEGRATED BOND ENFORCING TECHNOLOGY INCREASE THE TONAL LONGEVITY? The Bond Enforcing Technology within the BLONDME Lighteners and Lifting shades is there to help improve the hair quality and therefore with better conditioned hair can help to improve the potential for improved tonal longevity.

HOW IS THE BLONDME PREMIUM CLAY LIGHTENER DIFFERENT FROM THE BLONDME PREMIUM LIGHTENER 9+? The BLONDME Bond Enforcing Premium Clay Lightener is especially developed for freehand techniques-thanks to its soft-to-solid formula, a shell is created around the hair, and in this way, patchy results are prevented. The BLONDME Bond Enforcing Premium Lightener 9+ with its moist consistency is most suited to foils and full head application.

HOW DOES THE NEW BLONDE TONING RANGE DIFFER FROM THE PREVIOUS? The new BLONDME Blonde Toning range is ammonia free and pH neutral when mixed with BLONDME Premium Developer. Combined with the new Bond Enforcing Hydrolock Technology, it helps to stabilize the hair fibers by controlling the hair’s inner moisture level while avoiding additional hair stress, for a better hair quality and perfect toning results. The new consistency allows a faster product distribution on hair which is a great benefit for the hair dresser, especially when it comes to long hair clients. The versatile gelcrème consistency could be used for brush and bottle application.Also, the development time was decreased to up to 20 min. For time saving purposes and to increase your income at the same time .

WHAT IS THE DIFFERENCE BETWEEN THE PASTEL TONING AND DEEP TONING SHADES? BLONDME Toners are recommended for pre-lightened bases and natural bases 9 or lighter. BLONDME Deep Toners are recommended to be used on pre-lightened darker bases 5-8. All shades are intermixable for endless mixing opportunities without having to adapt the mixing ratio. WATCH OUT: Take a look at the shade grid to make sure that the correct BLONDME Toner will be used for the correct Base.

FAQ

When lifting the hair, the undertone is always warm and is being revealed. A BLONDME toner is needed to neutralize, enhance or balance the result of the pre-lightened hair, to achieve the most beautiful blonde. All BLONDME toners are intermixable, ideal for endless possibilities and tone creations.

WHAT IS THE BENEFIT FOR THE HAIR DRESSER AND THE CLIENT WHEN A TONER IS USED ? 1) An ideal finish after every pre-lightened service 2) Allows tailor made blonde results to increase the client loyalty 3) Sophisticated and luxurious long term blond results 4) Balance, neutralize or enhance every pre-lightened base 5) Convince the client for a new service to grow your business

CARE DOES THE BONDING TECHNOLOGY IN THE CARE PRODUCTS ONLY PROTECT THE HAIR OR ALSO CREATE NEW BONDS? The Bonding Technology enforces existing bonds and helps create new bonds in the hair structure.

WHICH BLONDME PRODUCT REPLACES MY BONDING PRODUCT NO.2 (E.G. FIBREPLEX NO.2. OR FIBRE FORCE)? The in-salon color service is completed by Keratin Restore Bonding Shampoo and Intense Care Bonding Potion combined with Bonding Mask. However, if the tone shall be enhanced even directly after the coloration service the Tone Enhancing ranges can be used to complete the service.

WHICH PRODUCT WOULD I RECOMMEND TO MY CLIENT FOR HOME MAINTENANCE, INSTEAD OF FIBREPLEX NO.3 ?

WHAT ARE THE BENEFITS OF A SLS/SLES SULFATE-FREE* FORMULATION AND DO THE NEW BLONDME SHAMPOOS HAVE THE SAME CLEANSING POWER THAN SHAMPOOS WITH SULFATES? SLS/SLES sulfate-free* Shampoos have the benefit of being very mild, which is essential for delicate blondes. Yes, the SLS/SLES sulfate-free* BLONDME Shampoos have the same cleansing power than the previous shampoos, while being more gentle to delicate blonde hair structures.

IS THE KERATIN RESTORE INTENSE CARE BONDING POTION THE SAME AS FIBREPLEX OR FIBRE FORCE TREATMENT? BLONDME Keratin Restore Intense Care Bonding Potion contains intensive care ingredients and the bonding technology. It is not an additive like FIBREPLEX No.1 but an accelerator for the Keratin Restore Bonding Mask. It is used as an in-salon treatment for very damaged, delicate blondes: Step 1 Keratin Restore Intense Care Bonding Potion, Step 2: Keratin Restore Bonding Mask.

CAN THE BLONDME DETOXIFYING SYSTEM BE USED FOR ALL BLONDES OR NATURAL BLONDES ONLY? It is especially developed for color treated or prelightened blonde hair to strengthen from the inside and enhance fresh blonde color results & healthy looking hair. It is suitable for all types of blondes (natural or lightened) that have: Dull hair (e.g. due to pollution, dust or hard water) and/or greenish undertones (e.g. due to swimming).

HOW DOES THE BLONDME DETOXIFYING SYSTEM LEVERAGE THE COLOR SERVICE? BLONDME Detoxifying System removes all kinds of residues, brightens blonde bases and prepares for a pastel or gloss service. It is the optimal service between color services: To recover bright blondes before color services (to reduce hard water impacts) of after color service: To revive mid-length and ends avoid in the need for an additional bleach application.

*SLS/SLES Sulfates = Sodium Lauryl Sulfate & Sodium Laureth Sulfate

WHY IS A BLONDME TONER RECOMMENDED AFTER EVERY LIFTING OR LIGHTENING PROCESS ?

For home maintenance the BLONDME range offers customizable solutions for any type of blonde: The Keratin Restore Bonding Shampoo, Conditioner or Mask for all blondes or the Tone Enhancing Bonding Shampoos and Masks for cool or warm blondes to maintain the tone direction. The BLONDME Keratin Restore Bonding Mask would be the equivalent to No.3 bonding products (e.g. FIBREPLEX No.3 or FIBRE FORCE)