KEVIN.MURPHY BLOW.DRY Wash & Rinse LAUNCH.ME

Letter from Kevin

Hi,

Kevin Murphy here, I wanted to let you know why I decided to launch BLOW.DRY WASH & RINSE. I was inspired to extend the line so as to help salons and clients achieve flawless and long-lasting styles. All around the world people use many different methods to blow dry and style their hair. Between tongs, brushes and other hot tools like flat irons, along with colour and environmental factors, hair can really be punished and sometimes stressed. The styling needs and habits of people vary widely due to different needs, hair types and desires.

All of our iconic BLOW.DRY products were created to give you the hair that you wanted regardless of the hair that you have. Next, I needed to address concerns about hair damage due to heat without losing the ever-important styling benefits. I knew that we needed to look at advances in skincare to enhance the product benefit of our EVER’s and find highly efficient ingredients to partner with the range. These ingredients help to address the specific challenges or requirements of all hair textures, types, and qualities. Completing the regimen, we have the perfect combination to pair with EVER.SMOOTH, EVER.BOUNCE, EVER.LIFT & EVER.THICKEN.

Welcome to BLOW.DRY WASH. A sulphatefree repairing and nourishing wash that hydrates. Hydrolysed Pea Protein, and our Wood Bark Complex work together to help strengthen and protect hair against breakage with added protection against heat damage. Next, we have BLOW.DRY RINSE, our nourishing and repairing conditioner that forms a protective layer to guard against colour loss and environmental stressors. Our Anti-Breakage Technology works together to hydrate and protect hair. With added protective benefits against heat damage.

Containing innovative skincare ingredients and Australian Wood Bark Complex selected for their resilience and strength, derived from trees that survive the seasons of harsh landscape in Australia, making it the perfect marriage of plant-based science and skincare technology. This has made it possible to develop a Wash and Rinse that creates silky-smooth texture without the feeling of residue on the hair. We have Shea Butter and Rice Bran Oil to target frizz and potent Rice Amino Acids and Green Pea Protein for strengthening and helping to protect against breakage.

BLOW.DRY WASH & RINSE will also help reduce styling friction, making the hair less vulnerable to damage. Vegan Creatine protects the hair shaft and cuticle from mechanical and heat damage.

BLOW.DRY WASH & RINSE provides both in-salon solutions and a perfect take home for clients who style their hair regularly with hot tools and heated appliances. From straight, to curly, to highly textured hair, this regimen works on all hair textures. A perfect partner to our innovative BLOW.DRY by KEVIN.MURPHY. BLOW.DRY WASH & RINSE gives your clients a unique opportunity, partnered with the results they crave.

Enjoy,

KEVIN MURPHY

breakage*,

- Kevin Murphy

*When used as a three-step regimen with EVER.SMOOTH when compared to a non-conditioning shampoo.

“BLOW.DRY was specifically designed to protect styled hair. With 87% less

frizz control and 24 hour humidity protection, we want to elevate hair’s quality, in turn elevating your style.”

POSITIONING

FASHION

Hair is arguably one of the most utilised tools of fashion. It is an instrumental tool for individuality and a way to identify one as a part of a collective. As the world emerges from a post-pandemic life, the very act of blowing out one’s hair and returning to glamour brings a sense of optimism and expression. Usage of hairstyling tools is widespread, with 65% of adults using at least one hairstyling device, and 51% specifically using a hair dryer*.

With our new BLOW.DRY WASH and RINSE, along with our beloved line of EVERs, this return to your true self has never been easier and healthier.

* Source: Kantar Profiles/Mintel, April 2021

PERFORMANCE

There is a consumer return to not only style, but also to efficacy. They are looking to products that not only achieve the desired look, but also maximizes benefits (Mintel, 2022).

Our new BLOW.DRY WASH and RINSE feature star ingredients that perform on so many levels:

The vegan-derived CREATINE used in this line is a powerhouse of amino acids that are almost identical to those found naturally in the skin and hair. Not only does it improve the properties of stressed hair and protect against heat damage, but it also creates strength and resilience from within the hair shaft.

The BLUE CYPRESS used in our Wood Bark Complex, is key in conditioning and protecting hair. This ingredient has a powerful phenolic antioxidant that actually behaves like an AHA. Blue Cypress is often used in skincare formulations that help reduce fine lines and wrinkles. This ingredient also serves a perfect segue to our last brand position…

Our Anti-Breakage Technology works together to nourish and protect hair with added protective benefits against heat damage*.

ENVIRONMENT

BLUE CYPRESS really encompasses the true origins of KEVIN.MURPHY. Originating from Australia, with 100% traceability to the source and empowerment of growers and indigenous communities. This ingredient is sustainably farmed and/or harvested leading to empowerment of growers and communities. Sourced by the Aboriginal community, a portion of the proceeds from the sale of every extract are donated to Currumbin Wildlife Hospital to protect the wildlife that roam the farms.

*When used as a system.

BLOW.DRY WASH

Nourishing and repairing shampoo

Hydrolysed Pea Protein and our Wood Bark Complex work together to help strengthen and protect hair against breakage with added protection against heat damage*. A sulphate-free wash that hydrates while repairing and nourishing.

Directions: Apply to wet hair and massage into hair and scalp. Rinse and repeat. For best results style with a BLOW.DRY EVER by KEVIN.MURPHY styling product of choice.

KEY Features & Benefits

• Hydrating

• Nourishing

• Strengthening

• Heat protection

• Colour safe

• Smoothing

KEY Ingredients

Wood Bark Complex

• Safe for everyday use

A powerhouse of Australian derived plant and bark extracts from Blue Cypress, White Cypress and Lemon Aspen behave like an AHA to gently protect, while water soluble phyto-acids help to create resilience.

Creatine

Vegan amino acid derivatives similar to the natural creatine in the hair and skin. Designed to improve the mechanical properties of stressed hair and protect against heat damage by rebuilding and strengthening.

Hydrolysed Pea Protein

A superfood rich in amino acids to intensely nourish and replenish the hair binding moisture to improve elasticity and help prevent breakage.

Rice Proteins

To nourish the hair from root to tip and help to fortify to prevent damage and assist in strengthening.

*When used as a system.

BLOW.DRY RINSE

Nourishing and repairing conditioner

Our Anti-Breakage Technology works together to nourish and protect hair with added protective benefits against heat damage*. A repairing and nourishing conditioner that forms a protective layer that guards against colour loss and environmental stressors.

Directions: Apply to freshly washed hair, leave for 1-2 minutes and rinse. For best results style with a BLOW.DRY by KEVIN.MURPHY styling product of choice.

KEY Features & Benefits

• Hydrating

• Nourishing

• Strengthening

• Heat protection

• Colour safe

• Smooths

KEY Ingredients

Wood Bark Complex

• Safe for everyday use

A powerhouse of Australian derived plant and bark extracts from Blue Cypress, White Cypress and Lemon Aspen behave like an AHA to gently protect, while water soluble phyto-acids help to create resilience.

Rice Bran Oil

Creates a natural shine and helps repair dryness, damage, brittleness and contributes to strength.

Shea Butter

A moisturiser that helps hydration to increase softness while having natural antioxidant properties.

Rice Amino Acids

Penetrate the hair shaft and can help bind moisture to hair and contribute to soft and healthy, strengthened hair.

*When used as a system.

KEVIN: THE SESSION STYLIST

On set hair often became dull and lifeless, Kevin needed solutions for long lasting hair that held its style and the brand KEVIN.MURPHY was born. Model’s hair is often styled multiple times with hot tools and can be prone to breakage. Fast forward to now and it is advances in technology that allow us to create BLOW.DRY WASH & RINSE which when in combination with our BLOW.DRY styling products will give you heat protection for hair with less breakage and long-lasting styling results. Time after time.

PERFORMANCE BASED PRODUCTS

Due to its innovative formulation and perfect for all hair types; from soft, fine and flat hair to highly textured hair, BLOW.DRY WASH and RINSE will give you all the options you need to create the style you choose that protects hair and gives you long-lasting style.

• Specifically designed to minimize damage from extensive blow drying

• 87% less breakage*

• 3x more frizz control*

• 24 hours humidity protection*

• Safe for coloured hair

• Safe for everyday use

• UVA/UVB Protection

• Thermal Protection up to 450°F (230°C)*

*When used as a three-step regimen with EVER.SMOOTH when compared to a non-conditioning shampoo

INGREDIENT CHOICES

INGREDIENT CHOICES

CREATINE

Creatine is a powerhouse of amino acids that are almost identical to those found in the composition of hair and skin. In the mindset of the best of science and nature we have used creatine derived from plant proteins, therefore vegan. This ingredient was chosen to improve the properties of stressed hair and protect against heat damage which is perfect in a blow dry line. Suitable for all hair types and textures creatine helps to repair and increase strength by building electrostatic bridges resulting in improved hair strength, protection and a reduction of breakage.

WOOD BARK COMPLEX: BLUE CYPRESS

Blue Cypress is a hero addition to BLOW.DRY WASH & RINSE, with 100% traceability to the source, sustainable farming and harvesting practices lead to the empowerment of growers and communities. This ingredient was selected to assist in skin and hair conditioning and protection. The leaf contains a powerful phenolic antioxidant that behaves like an AHA. It is a special choice because it’s the phyto active compounds that are produced by the plants that allow them to sustain life in challenging environments. In conjunction with other ingredients Blue Cypress helps to smooth, protect and improve the hair’s appearance with a natural sheen.

WOOD BARK COMPLEX: WHITE CYPRESS

The perfect partner to Blue Cypress is White Cypress, while both pine trees native to Australia they have varying constituents, properties and aromas based on where they grow. The function of the extract is to assist in protection as a result of water soluble Phyto Actives that are potent, synergistic and bio available. In conjunction with other ingredients White Cypress helps to restore and strengthen hair. White Cypress leaf represents a powerful Phenolic Antioxidant source, compounds known for their strong antioxidant properties.

WOOD BARK COMPLEX: LEMON ASPEN

Adapted to life in the harsh Australian climate, Lemon Aspen holds efficient mechanisms to create a store of powerful Phyto active compounds that in conjunction with other ingredients assist in aiding repair, conditioning and protection. Sustainable farming and harvesting practices create opportunities in local communities, known by indigenous communities as bush food.

INGREDIENT CHOICES

SHEA BUTTER

Shea Butter delivers moisture to dry and damaged hair, from the roots to the very tips. Particularly beneficial for processed and heat treated hair, it restores lustre and shine to damaged and brittle hair. Shea Butter absorbs into the hair quickly to help rehydrate without clogging the cuticle. Packed with Fatty Acids and vitamins A&E it’s a great way to replace and retain the hair’s natural beneficial oils.

GREEN PEA PROTEIN

A superfood rich in Amino Acids to nourish and replenish the hair. Green Pea contains Glutamic Acid and Aspartic Acid, which are sought after because of their ability to condition hair by binding to water due to a moisture retentive biopolymer that exhibits powerful moisturising properties. Helps promote healthy hair by increasing elasticity and resists breakage, even at low humidity.

RICE PROTEINS

Rice Proteins contain a powerhouse of Amino Acids to help nourish the hair from root to tip, while creating a natural shine. They hold a moisturising effect which can result in increased flexibility and tensile strength. Hair strength is improved, breakage is reduced and strength is increased by offering the hair usable proteins and minerals resulting in enhanced manageability, softness and volume.

RICE BRAN OIL

Rice Bran Oil holds a powerhouse of Essential Fatty Acids along with high levels of antioxidants due to vitamin E. This helps to repair and increase the strength of the hair while smoothing and refining. Hair strength is improved, breakage is reduced and gives a natural sheen. It also assists in repairing dryness, damage, and brittleness, contributing to hair’s moisture and softness without leaving a heavy, greasy residue.

“I wanted a system built for lasting looks and benefits. BLOW.DRY extends any style, making your hair look healthy and transformed for longer.”

- Kevin Murphy

BLOW.DRY vs REPAIR-ME vs SMOOTH.AGAIN

There are many service options provided that make your salon unique and offer custom solutions for your clients’ needs. It is important to complete each service with the correct Finishing Regimen. At KEVIN.MURPHY we have multiple options to prioritise problem solving for clients.

It is important to note that REPAIR-ME and SMOOTH.AGAIN both have reparative properties. All of our haircare products are made to be the ultimate indulgence in beauty benefits, repair being one benefit at the forefront, so let’s explore some FAQ’S and procedures specific to our new regimen and existing options.

WHO IS IT DESIGNED FOR

• BLOW.DRY is designed for those who heat style hair and are looking for long lasting style.

• REPAIR-ME is for hair that is chemically processed and/or needs repair.

• SMOOTH.AGAIN is for those looking specifically for smoothing, regardless of how the hair is styled.

WHAT IT DOES

• BLOW.DRY repairs, nourishes and forms a protective layer to guard against colour loss and environmental stressors, such as heat.

• REPAIR-ME reconstructs hair while gently polishing the surface.

• SMOOTH.AGAIN penetrates the hair shaft, closing the cuticle while creating smoothness and shine.

KEY TAKEAWAY

• BLOW.DRY focuses on protecting from additional styling stressors, while repairing and nourishing. REPAIR-ME and SMOOTH.AGAIN work to reconstruct and repair existing hair issues.

VS. VS.

HAIR,

Prepare to be blown away with BLOW.DRY WASH & RINSE, the newest additions to our iconic BLOW.DRY line. When paired with one of our best-selling BLOW.DRY style extenders, this three-step system asserts* 87% less breakage, 3x more frizz control, 24 hour humidity protection, and thermal protection up to 450°F (230°C), giving you stronger hair and the long-lasting style you crave.

KEVIN.MURPHY LAUNCHES SCALP.SPA, AN ADVANCED NEW REGIMIEN DESIGNED TO ANSWER EVERY SCALP NEED. SCALP.SPA SCRUB AND SCALP.SPA WASH JOIN THE LINE-UP, PACKED WITH A RANGE OF SKIN LOVING INGREDIENTS THAT NURTURE THE SCALP BACK TO HEALTH

KEVIN.MURPHY ANNOUNCES ADDITIONS TO BLOW.DRY LINE TO HELP SALONS AND CLIENTS PROTECT THEIR HAIR AND EXTEND THEIR

FOR IMMEDIATE RELEASE

FOR IMMEDIATE RELEASE

STYLE (January 2023) KEVIN.MURPHY is honored to announce an all-new extension of the brand’s renowned BLOW.DRY collection with the addition of BLOW.DRY WASH & RINSE, now, offering a complete system of heatactivated style extenders and protectors. Meant to work together as a pre-styling regimen to complete the existing BLOW.DRY line, this WASH & RINSE combination will provide an in-salon solution, as well as a perfect take home product for clients who style their hair regularly with hot tools.

(JUNE 2020) – Building on the brand’s “skincare for your hair” philosophy, KEVIN.MURPHY is excit ed to introduce two products as part of a new SCALP regimen; SCALP.SPA SCRUB and SCALP.SPA WASH! Scalp health has always been top of mind for the brand, but new advances in cleansing technology have paved the way for the new additions, assisting in the improvement and overall well ness of the scalp and hair.

The perfect kickstart to the other innovative products in the BLOW.DRY collection, including EVER.BOUNCE, EVER.LIFT, EVER.SMOOTH and EVER.THICKEN, BLOW.DRY WASH & RINSE will help reduce styling friction before drying the hair, making the hair less vulnerable to damage regardless of your natural texture.

Micelles, a remarkable micro-cleanser commonly used in skincare products, has been utilized to create SCALP.SPA SCRUB and WASH. Unlike harsh surfactants, micelles gently attract and dissolve impurities without stripping the skin, while unclogging, soothing, toning and cleansing all at the same time. Together with co-surfactants derived from sustainably harvested ultra-hydrating coconut oil, micellar technology gives the SCALP.SPA regimen its youth-boosting edge.

The first step, BLOW.DRY WASH, is a sulphate-free repairing and nourishing hair wash that hydrates and strengthens the hair using Hydrolyzed Pea Protein and Wood Bark Complex. The second step, BLOW.DRY RINSE, is a nourishing and repairing conditioner that forms a protective layer on the hair that guards against colour loss and environmental stressors. KEVIN.MURPHY’s Anti-Breakage Technology and Blue Cypress work in both products to hydrate and protect strands against heat damage.

Specifically designed to minimize damage from extensive blow drying:

• 87% less breakage* • 3x more frizz control* • 24 hours humidity protection*

• Safe for coloured hair • Safe for everyday use • Thermal Protection up to 450°F (230°C)*

• UVA/UVB Protection

SCALP.SPA SCRUB is a unique exfoliating scrub designed to gently wash away impurities from the scalp and hair follicles to provide a foundation for optimal scalp health and hair growth. The secret to the scrub is a unique ingredient called Perlite, a natural derivative of volcanic rock tooled into a perfect sphere to carefully exfoliate the scalp and follicles, all while protecting scalp and hair integrity. Once exfoliated, the scalp and hair are ready to be cleansed. SCALP.SPA WASH is a soothing post-scrub solution that continues to love the scalp while giving hair new life. Specially formulated with Micellar Water and Celery Seed Extract, the wash soothes and purifies the scalp, leaving the hair feeling clean and moisturised.

BENEFITS:

• Hydrating • Strengthening • Colour safe • Safe for everyday use

• Nourishing • Heat protection • Smoothing

“A clean, healthy scalp is important to ensuring the health and growth of your future hair,” said brand founder, Kevin Murphy. “With the new SCALP regimen, I sought to create products that address many of our scalp needs. These star products are packed with a range of skin loving ingredients that nurture the scalp back to health, thus giving your hair the radiant results it deserves.”

“When I decided to launch BLOW.DRY WASH & RINSE, I was inspired to extend the existing BLOW.DRY line to help salons and clients achieve flawless and long-lasting styles, from start to finish. Now, we have found the perfect pre-styling wash and rinse combination to prepare the hair for the rest of the BLOW.DRY products like EVER.SMOOTH, EVER.BOUNCE, EVER.LIFT & EVER.THICKEN.” – Kevin Murphy

BLOW.DRY WASH & RINSE will be available in KEVIN.MURPHY salons Globally in January 2023. To find a salon near you, visit WWW.KEVINMURPHY.COM.AU.

Gentle enough for daily use or use as desired, SCALP.SPA SCRUB & WASH are the perfect antidote to a week of dry shampoos and other product build-up. Designed to soothe and cleanse, leaving the hair and scalp feeling hydrated and restored, the new SCALP regimen is the perfect addition to any haircare routine. SCALP.SPA SCRUB & WASH will be available in September 2020.

For more information on KEVIN.MURPHY, please visit https://kevinmurphy.com.au.

ABOUT KEVIN.MURPHY

Born from the same philosophy as skincare, KEVIN.MURPHY products feature high performance, environmentally friendly formulas powered by science using high quality, naturally-derived ingredients. Offering a fashion-focused range of professional haircare, styling, and hair colour products inspired from the world of session styling, KEVIN.MURPHY is committed to sharing cutting-edge style via modern technology—straight from the runway to the salon floor. Using session secrets from around the world, the KEVIN.MURPHY product lines give stylists and consumers the tools they need to create full, modern transformations in the salon and at home.

ABOUT KEVIN.MURPHY

Born from the same philosophy as skincare, KEVIN.MURPHY products are designed to weightlessly deliver performance, strength and longevity. KEVIN. MURPHY searches the world for high quality natural, sustainable ingredients that provide the best results for your hair and environment. Offering a fashion-focused range of professional hair care products conceived in the world of session styling, the company’s mission is to share cutting edge style via modern technology – straight from the runways of the world to the salon floor, from hair artisan to consumer

MEDIA

CONTACT PURPLE km@purplepr.com

SOCIAL MEDIA PACKET

WASH & RINSE

TEASER POST #1

Caption: The perfect Line-up! We just made your favourite styling products even better. Are you ready for the style you’ve always wanted? Stay tuned.

#KEVINMURPHY #BLOW.DRY #NOURISH #REPAIR

SOCIAL POST #1

Caption: Introducing BLOW.DRY’s two new additions:

BLOW.DRY WASH BLOW.DRY RINSE

BLOW.DRY WASH & RINSE is the perfect partner for clients who style their hair regularly with hot tools. From straight, to curly, to highly textured hair, all needs are met. Pair it with our best-selling styling line, BLOW.DRY by KEVIN.MURPHY, to get the results you crave.

#KEVINMURPHY #BLOW.DRY #NOURISH #REPAIR

SOCIAL POST #2

Caption: Are you ready for blowouts, without the damage? BLOW.DRY WASH & RINSE helps reduce styling friction, making the hair less vulnerable to damage as you style.

Vegan Creatine protects the hair against mechanical and heat damage by rebuilding and strengthening the hair structure from within. Science and style… your hair will thank you.

#KEVINMURPHY #BLOW.DRY #NOURISH #REPAIR

SOCIAL

POST #3

Caption: Meet the entire BLOW.DRY family

When used as a three-step regimen with EVER.SMOOTH, EVER.BOUNCE, EVER.LIFT or EVER.THICKEN*, the results speak for themselves:

• 87% less breakage*

• 3x more frizz control*

• 24 hours humidity protection*

• Thermal Protection up to 450°F (230°C)*

*When used as a system

#KEVINMURPHY #BLOW.DRY #NOURISH #REPAIR

SOCIAL POST #4

Caption: BLOW.DRY WASH + RINSE

A sulphate-free repairing and nourishing wash and rinse that work together to help strengthen and protect hair against breakage.

• Hydrating

• Nourishing

• Strengthening

• Colour safe

• Safe for everyday use

#KEVINMURPHY #BLOW.DRY #NOURISH #REPAIR

SOCIAL POST #5

Caption: Did you know 65% of adults use at least one heated hairstyling device*?

Prep your hair to take the heat with our three-step system: BLOW.DRY WASH, BLOW.DRY RINSE, paired with one of our best-selling BLOW.DRY stylers: EVER.SMOOTH, EVER.BOUNCE, EVER.LIFT or EVER.THICKEN. This system was designed to minimise damage from extensive blow drying, with added UVA/UVB, and thermal protection.

#KEVINMURPHY #BLOW.DRY #NOURISH #REPAIR

SKU: KMU18605 SIZE: 1000ML UPC - EACH: 9339341036012 UPC - CASE: 39339341036013 CASE PACK: 6 PER CASE CASE DIMENSIONS: 22.7 X 16.5 X 27.9 HS CODE: 3305.30.0000 CN CODE: 33053000

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40ML* SKU: KMU18574 SIZE: 40ML UPC - EACH: 9339341037040 UPC - CASE: 39339341037041 CASE PACK: 24 PER CASE CASE DIMENSIONS: 22.7 X 15.2 X 7.7 HS CODE: 3305.30.0000 CN CODE: 33053000 *One time only promotiomal SKU’s

7ML* SKU: KMUS128 SIZE: 7ML UPC - EACH: 9339341036951 UPC - CASE: 39339341036952 CASE PACK: 600 PER CASE CASE DIMENSIONS: 38.1 X 38.1 X 12.7 HS CODE: 3305.90.0000 CN CODE: 33059000

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