CONTENTS • • • • • • • • •
HISTORY PHILOSOPHY Vision Mission ConcePT VALUES CORPORATE SOCIAL RESPONSIBILITY PRODUCTS SERVICES
HISTORY FOR OVER 40 YEARS ELGON HAS BEEN COOPERATING WITH PROFESSIONAL HAIRDRESSERS THAT BELIEVE IN THE POWER OF BEAUTY AND IN THE CREATIVE FORCE OF THEIR JOB. • The history of Elgon started in 1970 in Milan, the international capital of fashion and style, as a result of its founder’s skills and experience in professional cosmetics. • Elgon developed through the creation and production of effective, delicate, and pleasant hair dyes and products, as well as the provision of specific training and approaches to enhance beauty to salons. • Today Elgon has a footprint in more than 70 countries and owns an innovative training Academy in Florence.
PHILOSOPHY Elgon is an Italian company with a human dimension, which believes in ethics at work and in respect for nature. Elgon offers effective and harmless products, as well as a menu of services to respond to all the needs of hairdressers. • • • •
Humanity Quality Italian style Completeness
PHILOSOPHY • Humanity A company with a human dimension, which ensures a flexible response to market and customer demands. • Quality Elgon owns a modern and innovative in-house Research and Development lab, as well as production facilities (ISO 9001 certified) that ensure full product traceability. • Italian style Fashion, style, culture, care for details: Elgon is a reference point for Italian expertise in the hair-styling world. • Completeness Elgon responds to all the needs of hairdressers with its broad range of products (haicolor, haircare, hairstyling, texturization, decolor) and services (Image, Trends, Training).
VISION “BEAUTY IS A UNIVERSAL ASPIRATION. ELGON HELPS ALL WOMEN AND MEN AWAKEN THEIR BEAUTY, WITH RESPECT AND INDULGENCE”. • Origins, culture, and color are not important. • All women want aspire to beauty. • Emotions are universal. • Elgon awaken the beauty of all women and men with through effective, mild, pleasant products.
MISSION “CREATING BEAUTY AND AROUSING EMOTIONS”. • In a loud world, Elgon chose to stand out for talking with a soft voice, just trough the effectiveness and quality of its products and services. • Elgon is dedicated to provide natural sophistication through innovative, mild and pleasant products and services, respectful of nature.
COLOR&POETRY “COLORS, LIKE FEATURES, FOLLOW THE CHANGES OF THE EMOTIONS.” (P.PICASSO)
• For centuries Italian artists have been using color and poetry to celebrate the beauty of women, of nature, of the divine. • Like an artwork, research on cosmetics requires imagination and technical skills, talent and discipline, sensitivity and knowledge. • Elgon uses this universal language to celebrate the innermost beauty of man and nature, creating high-performance hair-styling products.
VALUES EFFECTIVENESS Innovative, rich, and effective formulas for healthy, bright, lively hair. • Innovation: pursuit of trends and ongoing technical development ensured by our in-house lab. • Professional quality: formulas with high concentration of natural active ingredients, developed according to strict scientific research and carefully tested for effectiveness and pleasantness, guaranteed by in-house manufacturing processes. • Origin of raw materials: active ingredients, pigments, and components from all over the world but selected and controlled according to strict European standards.
valUES MILDNESS Mild formulas, subject to on-going testing for maximum harmlessness. • Skin tests: all the products are submitted to skin tests to prevent all kinds of allergic reactions. • Paraben free. Petrolates, phthalates, ammonia free or in a very low levels. • Mild tensioactive substances and, in some cases, no sulphates, for pleasant, effective formulas, respecting the scalp.
valUES PLEASANTNESS Delicate fragrances, thick and soft textures for maximum relax. • Rich fragrances, inspired by nature. • Pleasant textures: soft creams, pearly fluid, clear gels. • Carefully designed packaging: “soft touch” packs and a streamlined, poetic graphic layout.
CORPORATE SOCIAL RESPONSIBILITY ELGON SUPPORTS THE “D AS DEVELOPMENT” PROJECT. • A project launched by COOPI, an Italian non-religious, independent, non-governmental organization struggling against all forms of poverty. • The “D as Development” project is aimed at arousing the awareness of women in Sierra Leon with respect to their rights: education, ownership, prevention, and protection from violence. • Elgon tries to help creating a better world.
PRODUCTS FIVE AREAS OF PRODUCTS ACTING IN SYNERGY TO RESPOND TO ALL THE NEEDS OF HAIRDRESSERS. • haircolor 7 lines of permanent or semi-permanent dyes. More than 200 color nuances. • haircare 7 product lines. 43 products. • hairstyling 16 products. • texturization 11 products. • decolor 6 products.
haircolor
302 products = 292 + 10
DYES PERMANENT
SEMI-PERMANENT
MODA&STYLING (86 nuances)
I|LIGHT Concentrated direct color (16 nuances)
Oxidation color
GET THE COLOR (87 nuances) GET THE COLOR DOLCE Ammonia free (54 nuances)
Direct colors
COLORCARE
MAN
Support to coloring service
Men’s special
14 ref 7+7
8 ref 5+3
I|CARE Conditioning direct color (12 nuances)
10MIN (25 nuances)
Exclusive professional
Retail + professional
haircare
43 products = 37 + 6
PRIMARIA
SINSEA
LUMINOIL
SUN
For the most widespread hair and scalp disorders.
For sensitive scalps.
Restructuring agent for exhausted, dyed, dry hair.
Sun protection.
17 products
7 products
1 products
6 products
REFIBRA
BAMBINI
MAN
For seriously damaged hair.
For kids’ hair.
Specific for men.
3 products
3 products
6 products
Retail + Professional
Exclusive Retail
decolor
texturization
hairstyling
6 products
11 products
16 products
Professional decoloring
PERM
STRAIGHTENING
New System (4 products)
Tango (1 product)
Volume System (1 product)
Tango strong (1 product)
Aenergy (4 products)
Exclusive professional
Retail + professional
Modelling
AFFIXX
SERVICES • Image Elgon offers a comprehensive range of furnishing, merchandising materials, and accessories to help hairdressers set up their salons with good taste and functionality. • Trends Elgon helps its partner salons remain at the top of trends by offering ever new hair treatment. • Training Elgon operates a training Academy in Florence, where hairdressers can receive technical, style, and business training.