IdHAIR Styleid no. 1 2014 (ENG)

no 1 | 2014

“LA VIE EN ROSE” S/S TREND COLLECTION BY TIM HARTLEY & IDHAIR

IDHAIR BELONGER LONG, GORGEOUS, HEALTHY HAIR

EGO PROFESSIONAL TECHNOLOGY BEHIND BEAUTY

B’LONG HAIR EXTENSIONS GET THE HAIR YOU’VE ALWAYS DREAMED OF

EDUCATOR’S TIPS PRO TIPS FOR HAIR STYLING AND COLOURING

IdHAIR elements production

IdHAIR Head office & logistic center Århus, Denmark

IdHAIR Head office, Århus, Denmark

IdHAIR Head office, auditorium Århus, Denmark

IdHAIR factory, Scandinavian Hair Company Svedala, Sweden

Olli Vähänen, Managing Director at IdHAIR Finland, Preben Munch, founder of IdHAIR Company, Flemming Nielsen, Managing Director at IdHAIR Denmark

International IdHAIR Story Founded in 1986, Aarhus, Denmark IdHAIR has grown quickly and become recognised as a trustworthy, dynamic and forward thinking company.

After the amazing success of IdHAIR wax, it was time for growth and expansion. This started with ownership of a manufacturing plant in Sweden allowing the combination of industry experts the company now employ, along with a chemist to produce and develop exciting products for the hair care market. The expansion continued into Finland, United Kingdom and Norway with further innovative brands accumulating into the companies spectacular portfolio. At the same time export has expanded fast and nowadays IdHAIR operates in 15 different countries.

IdHAIR employs over 100 employers and has built a new head office including education and logistic center in Århus in 2013.

Today IdHAIR’s portfolio includes many different and exciting product ranges for hairdressers: Hair Paint and ColourID; hair colours for professionals, IdHAIR Elements; hair care and styling products,

Colour Bomb; colour conditioners, B’LONG Hair Extensions, Belonger; hair care products for extensions and long hair, EGO Professional; professional styling equipment and of course the waxes that started the success.

IdHAIR wants to offer the best hair colours, hair care and styling products for professional hairdressers to help hairdressers offer high quality services and products to their own customers.

Founder of IdHAIR Company Mr. Preben Munch says.” IdHAIR has for the past 25 years focused on serving the hairdressing customers in the best possible way. We aim to continue on that path for the coming 25 years by listening to the hairdressers needs and wishes carefully and developing the best product portfolio and services to fulfill those needs.” Preben Munch is really devoted to this business and his primary goal is to make IdHAIR the best company in two ways: “It’s very important for me, that we aim to be the best place to be for both hairdressers and employees”, he says.

20-21

EDITOR’S LETTER

EGO PROFESSIONAL

STUART LAING Managing Director, SDL HAIR Ltd

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IdHAIR BELONGER Long, gorgeous, healthy hair

Dear readers Welcome to the IdHAIR Family, I am thrilled to be intro­ ducing StyleID, the first of two editions this year. I am confident that you not only will find it interesting and in­

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IdHAIR ELEMENTS The Power of the Elements

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IdHAIR WAXES

Where the IdHAIR story began!

spiring but will also see the possibilities for introducing our innovative product lines, outstanding sales support packages, along with continual high profile pr & market­ ing into your own portfolio.

We will continue to source, manufacture and distribute only the best most professional brands available to en­ sure that we stay as leaders within this profession.

Our Philosophy - Success through innovation, commit­ ment, cooperation and education.

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INTERVIEW

Scandinavian Hair Company

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“LA VIE EN ROSE”

S/S Trend Collection

by TIm Hartley & IdHAIR

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EDUCATOR’S TIPS

Pro tips for hair styling and colouring

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IdHAIR COLOUR BOMB

Intensify your image!

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NOT FOR AMATEURS IdHAIR Professional Hair Colour Systems

20-21

EGO PROFESSIONAL Technology behind beauty

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B’LONG HAIR EXTENSIONS Get the hair you’ve always dreamed of

Publisher SDL Hair Ltd 62A High Street Lockerbie DG11 2AA

www.sdlhair.co.uk info@sdlhair.co.uk 0845 230 9660

Cover ”La Vie en Rose” Collection by Tim Hartley & IdHAIR

Layout Hanna Peuraniemi IdHAIR FInland Ltd

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Long, gorgeous, healthy hair We, at IdHAIR, know how much your long hair means to you and that is why we want to do our best to help you to get the most beautiful and healthy hair as possible.

The longer the hair is the more care and atten­ tion it needs. This is why you need specialised products such as Belonger. IdHAIR Belonger is the first fusion range, where the ability to nourish extension hair and naturally long hair has been combined.

Yes, Belonger products are perfect for your hair extensions! There are many important things to be considered when you are taking care of natu­ ral human hair extensions and by choosing the right products you ensure a longer life for your long locks. It’s the same thing with your own long hair – the longer your hair is the longer time it has been exposed to damaging factors.

Shampoo should be mild enough,so that it won’t put too much stress onto hair or the attachment part, but powerful enough to remove any prod­ uct build. A good conditioner is one that closes the cuticle gently making the hair more resist­ ant, shiny and stronger. A compact hair surface is stronger and less vulnerable to mechanical stress for example caused by brushing.

One reason for styling and finishing products is to prevent damage caused by heat styling and environmental stress. Always use heat protec­ tion! Belonger styling products shield the hair with an invisible and “breathing” film that makes hair softer, shinier and smoother as well as pre­ venting static and frizz.

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~ SDL HAIR Ltd • freephone 0845 230 9660

BELONGER SHAMPOO Mild shampoo which cleanses and conditions the hair at the same time, removing any product build for clean hair styling.

500 ML

BELONGER CONDITIONER Adds moisture and closes the cuticle, so the hair is sealed, strengthened and unbelievable smooth.

BELONGER IS A PERFECT PRODUCT RANGE FOR BLONG HAIR EXTENSIONS

500 ML

BELONGER HEAT PROTECT The ultimate heat styling spray that protects hair against damage from your heated tools (hairdryer, straighteners and rollers).

125 ML

BELONGER SERUM A finishing serum, that provides a protective film on the hair, leaving it silky soft and shiny.

50 ML

BELONGER HAND & HAIR CREAM The Perfect Duo for hand and hair care. The cream penetrates deep into your hands leav足 ing them soft and smooth. Using the hand & Hair Cream in the hair, you will achieve shiny and softer hair with a little separation. This is the perfect product for dry hair, where hold is not desired.

75 ML

AVAILABLE 02/14

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For many years we have relied on the Elements to feed, nourish and protect us. Now with the addition of science we ask you to put your trust in our Elements.

THE POWER OF THE ELEMENTS With over 60 years of professional hairdressing experience and knowledge in an ever changing world of technology we searched for a solution to repair, reconstruct and deliver more healthy and beautiful hair. We found the solution on our doorstep; Nordic Cotton. This natural cotton, which is growing in Scandinavia, has the amaz­ ing properties of delivering weightless moisture, as well as gentle cleansing abilities. Couple this with the heritage of clean modern Scandinavian design and we have IdHAIR Elements.

These groundbreaking IdHAIR Elements prod­ ucts are designed, developed and manufactured in Scandinavia. All hair products ensure that your hair has the optimal care, moisture and strength for optimal styling with the use of PreStyling­ Complex

PRE STYLING COMPLEX Common hair styling practices such as blow dry­ ing, combing and styling cause cuticle damage to the hair. With the use of product with the PSC (Pre Styling Complex) in you can protect the cu­ ticle from damage as well as repairing internal hair structure, preventing split ends. PSC pre­ pares the hair for styling by repairing hair struc­ ture and providing a thermal damage protection

WHY PSC? Consumers are increasing their use of high tem­ perature heating devices such as ceramic flat irons, curl irons and high heat blow drying. These heating devices are extremely damaging to hair fibers. And the use of hair dyes, bleaching and other chemical applications on hair is damaging the cuticle and the hair can reach a high level of stress to break!

SOLUTION? By using PSC in elements shampoo and con­ ditioner we are preventing styling damage in the best possible way. When the hair is wet it’s open for the key ingredients to absorb into the hairs cuticle protecting and preparing the hair for styling.

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~ SDL HAIR Ltd • freephone 0845 230 9660

WHAT MAKES THE COMPLEX? NORDIC COTTON - Nordic cotton is obtained

from flowers and stems of the cotton edge. To survive in extreme conditions the plant synthe­ sizes active ingredients such as sugar and miner­ als, which protect the plant and boost its resist­ ance to the element.

WHEAT PROTEIN - Wheat protein is well known for it’s strengthening properties. Penetrating the cortex provides replenishment by adding cystine to hair weakened by chemical treatment.

OLIVE OIL - With oil infused into the hair, it helps the hair to become shiny and eliminate dry hair.

The olive oil in PSC formula is chosen to encour­ age healthy hair growth. The presence of antioxi­ dants in olive oil promotes overall scalp health.

CONDITIONING AGENT - A careful selection of ingredients has made this conditioner special and has incredible benefits to the hair.

COCONUT OIL - The health benefits of coconut oil has been used for thousands of years and in­ cludes hair care among many others. It is com­ monly known as the “tree of life” or the “tree of thousand uses”.

SILVER ELEMENTS Flexible movement and volume. Provides the hair with big volume, supplying even the finest hair with voluminous fullness and ensures deep care and protection from start to finish through the unique PSC sys­ tem. KEY INGREDIENTS: Nordic cotton, Wheat protein, Olive oil * VOLUME|BOOSTER VOLUMIZING SHAMPOO 250 ML, 500 ML * VOLUME|BOOSTER VOLUMIZING CONDITIONER 250 ML, 500 ML * VOLUME|BOOSTER WEIGHTLESS LEAVE-IN CONDTIONER 150 ML * SILVER|SHAMPOO SHAMPOO FOR BLONDE HAIR 250 ML DRY|SHAMPOO VOLUMIZING DRY SHAMPOO 150 ML BYTHE|SEA SALTWATER SPRAY 150 ML * PSC

GOLD ELEMENTS

* COLOUR|KEEPER –

Reliable hold and protection. Gives col­ our-treated hair a fantastic glossy colour and provides max UV and heat protection through the unique PSC system, which pre­ vents colour from fading. KEY INGREDIENTS: Sunflower seed extract, Wheat pro­ tein, Coconut

COLOUR SHAMPOO 250 ML, 500 ML * COLOUR|KEEPER – COLOUR CONDITIONER 250 ML, 500 ML FIXIT|INPLACE – STRONG HAIRSPRAY 300 ML FOAMIT|INPLACE – STRONG HAIRMOUSSE 300 ML CONTROL|WAX – STRONG HOLD 100 ML GOLD|PASTE – STRONG FLEXIBLE HOLD 100 ML ** GOLDEN|OIL – HAIR & SKIN OIL 100 ML * PSC ** ALSO AVAILABLE PERFUME FREE

TITANIUM ELEMENTS

* REPAIR|CHARGER – HEALING SHAMPOO 250 ML, 500 ML * REPAIR|CHARGER –

Strong hold and luxury conditioning. Pro­ vides restoring care for dry and damaged hair and provides the hair with heat and UV protection through the unique PSC system.

KEY INGREDIENTS: Shea butter, Olive oil, Conditioning Agent

HEALING CONDITIONER 250 ML, 500 ML * REPAIR|CHARGER – HEALING MASK 200 ML HOLDIT|INPLACE – NON AEROSOL HAIRSPRAY 150 ML HOLDIT|INPLACE – MEGA STRONG HAIRSPRAY 300 ML LOCKIT|INPLACE – MEGA STRONG HAIRGEL 100 ML CONSTRUCTOR|WAX – MEGA STRONG HOLD 100 ML * PSC

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IdHAIR waxes

Where the IdHAIR story began!

INTERVIEW/ SCANDINAVI HAIR COMPA

IdHAIR waxes were the break through products of IdHAIR brand and they quickly grew to be the best selling styling range in Scandinavia! Dedi­ cated professional brand focused on styling. The range includes 5 styling products that are para­ ben free, watersoluble and give key performance and great value for money!

IdHAIR Soft Silver The first wax under the brand IdHAIR. Natu­ ral light hold and separation for short to halflength hair. Easy to apply into the hair because it doesn’t stick to your fingers.

100 ml

IdHAIR Hard Gold This is a harder version of the Soft Silver. Gives powerful hold for short hair and allows you to shape your hair throughout the day. Hard Gold provides sharp separation and is suitable for var­ ious styles.

Anders Olsson, CEO

100 ml

IdHAIR Extreme Titanium This is the strongest hold product in the IdHAIR range. Gives extreme hold and sharp separation for short hair but still allows you to shape your hair throughout the day.

100 ml

IdHAIR Dusty Bronze The only clay wax in the range. Provides a pow­ erful hold for short hair and a dusty, matte fin­ ish. Strong solid hold that does not lose effect when wet.

Scandinavian Hair Company, Svedala, Sweden

100 ml

IdHAIR Beach Gum This wax is quite different from the other waxes.

Gel in wax form for all lengths of hair. Gives the hair long-lasting support, a powerful hold, sharp­ ness and separation.

100 ml

IdHAIR Headquarter, Århus, Denmark

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~ SDL HAIR Ltd • freephone 0845 230 9660

INTERVIEW the main up scaling production to see if there are any parameters that have to be adjusting for the upcoming main production. The product is up scaled and produced in the production and will be transfer to a container where it will be kept sealed awaiting for the mature process and for the microorganism test. When the microor­ ganism test is passed and the mature process is ready, the product will be filtered into the chosen packaging. Our Quality Assurance responsible will control that the products are in good con­ dition before we will sent them to our client for sale. So in total it would take approximately 4-6 months until the products are for sale.

AN NY We at the IdHAIR are very proud for our ownership of a manufacturing plant in Sweden allowing the combination of industry experts the company now employ, along with a chemist to produce and develop exciting products for the hair care market.

We interviewed Anders Olsson, CEO of the Scandinavian Hair Company, about the process of creating and manufacturing products

When this factory is established?

Our Danish owners bought the factory in 2006 and back then the company was known as Top­ well. The 1st of September 2009 is when I came into the picture and changed the working strat­ egy. I came up with our new company name, Scandinavian Hair Company.

Anders, tell about you and your position in the factory.

I’m the CEO of Scandinavian Hair Company and I have 18 years of experience in the hairdress­ ing industry.

How many employers do you have in that factory?

For the time being there are 10 employers work­ ing in the company.

What kind of products you produce?

We have the ability to produce any kind of per­ sonal care product in our production. For the time being we have lay our focus on professional hair care products especially developed to hair salons hence the company name Scandinavi­ an Hair Company. Since we have received a lot of request from our clients regarding skin care products, have we also developed some skin care products to complete our clients’ product range and also to satisfy our clients need. The common product range requested from our cli­ ents is for instance shampoo, conditioner, hair treatment and some hair styling products.

Where does the packaging come from and how the packaging influence product development?

We collaborate with known and reliable packag­ ing suppliers that we have had long term rela­ tionship with and that we know that we can trust on and deliver packaging that fulfill our satisfac­ tions. We also think of the environment in terms of short transportations to us and try to choose

suppliers that are from Sweden or in Europe.

The choice of packaging has a major influence to product development and therefore is it recom­ mended to choose packaging before or parallel to developing the product formula. The packag­ ing material, design and shape play a major role when it comes to developing the formula. For ex­ ample hair oil needs to be contained in a packag­ ing material that would not let the oil penetrate or emigrate out. For packaging design and shape one has to take into account for example of the viscosity of the formula so the formula will not be too thin or thick for the opening of packaging.

You are producing products for many companies. Can you say how many companies approximately?

Today we working and producing for approxi­ mately 25 companies and our clients are from the Scandinavian countries, England and the Netherlands.

Can you tell how the process goes; from when customer briefs you on the certain product and how long it approximately takes until the product is for sale?

The process in short is as following, we have a meeting with the client together with our chem­ ist. Our chemist receives the information she need to formulate the products and I discuss the design and packaging with the client. Our chemist starts to formulate the products in the lab and the time schedule for ready samples de­ pends much on if we have all the ingredients in our lab or we have to order it. Samples will be sent to our client for testing and for approval.

The client gives us the approval of the sample sent. Our chemist starts to send the approved sample for challenge test, starts stability test and sends the formula for safety assessment. When all the tests are passed we will start to order in­ gredients and packaging for the production. A smaller pilot production is performed prior to

You have your own chemist in the factory?

Could she tell something about her self?

Our chemist Emily Hang has experience of work­ ing with personal care products and she has over three years working in other cosmetic compa­ nies before she started to work for the Scandi­ navian Hair Company. Emily is responsible for product development, upscaling processes and also Quality Assurance responsible. She has a genuine passion for product development and is very creative.

For chemist: there are a lot of laws concerning cosmetics and laws are changing all the time.

Is it difficult to follow the new directives and laws when developing products?

Scandinavian Hair Company is member of KTF which is a trade organization for manufactures of personal care products. KTF provide all their member information of the latest news of laws and directives and they also have seminaries for their member to inform them of change of laws or directives. Our chemist Emily also attends to seminaries held by the Medical products agency or other consults so she can be updated on the latest news and changes.

What is the most difficult part when developing a new product? And is there some happy memory you would like to share with us?

A difficult part when developing a new prod­ uct is that some clients find it hard to under­ stand that developing new product takes time and that there are a lots of tests that need to be performed before we can actually produce the new products. Some clients think that we have ready made formulas that they can buy from us straight away. But the thing is we do not work like that. We always custom made the products for our clients upon the desire and the function they like to have on the products. The way we work is unique and we are absolutely no copy cats!

We have a client that was very happy with the product range we helped them to develop and their products are well known in the market. The client was so happy so they invite all the employ­ ers from our factory to their product launch par­ ty and they thanked me personally in a beautiful speech in front of all the invited people.

Interview by Terhi Laakso

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~ SDL HAIR Ltd • freephone 0845 230 9660

PHOTOGRAPHER: SIDSEL CLEMENT

TIM HARTLEY & IdHAIR COLLECTION

LA VIE EN ROSE Inspired by style icons of the 20th century the new “La Vie en Rose” Collection by Tim Hartley and IdHAIR’s International Art Team presents pure lines, varied textures and vibrant shades that connects natural beauty and fashion.

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“We feel so privileged to work with Tim again on our La Vie En Rose collection.

He is an icon and an artist.

The images represent our brands brilliantly.

We know that hair professionals across the globe will understand the depth of skill on show.

Beautiful!”

- SDL HAIR Creative Director Kala Laing & the IdHAIR International Art Team

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~ SDL HAIR Ltd • freephone 0845 230 9660

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EDUCATOR’S TIPS KALA LAING

IdHAIR INTERNATIONAL ART TEAM @ ÅRHUS, DENMARK 2013

HEIDI MAX

CREATIVE DIRECTOR, United Kingdom SDL HAIR Ltd

MASTER EDUCATOR, Denmark IdHAIR INTERNATIONAL ART TEAM

Heat styling as a professional is about taking re­ sponsibility for the hairs integrity. I personally take that really seriously. Ego professional tools give you the confidence to use heated styling tools as they care for the hair, help prevent col­ our fade, increase smoothness and shine, whilst making it easier to create volume.

I really like how you can change your whole im­ age with IdHAIR Colour Bombs! They are packed with pigments and therefore are even able to tint hair! Need a boost to your colour or a to­ tally unique style for couple of washes - Colour Bombs are your choice!

Here’s some great tinting tips for bleached hair!

HEAT CREATES, COOL FIXES! My top tip is to remember that heat creates shape and cool fixes it so really utilise the cool shots on the dryers and use the ego boost for amazing longer lasting curls, volume and shape.

BURGUNDY RED IdHAIR Colour Bomb Fire Red 1/2 + Crazy Violet 1/2.

WINTER WHITE IdHAIR Colour Bomb Silver for cooler result and Soft Vanilla for sandy shade.

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~ SDL HAIR Ltd • freephone 0845 230 9660

VINTAGE ROSE IdHAIR elements silver|shampoo + a touch of IdHAIR Colour Bomb Crazy Violet.

LINDA QUEBEC

HEIDI ALASTALO

MASTER EDUCATOR, Denmark IdHAIR INTERNATIONAL ART TEAM

MASTER EDUCATOR, Finland IdHAIR INTERNATIONAL ART TEAM

If you’re about to colour damaged or dry hair, try this: first apply colour to the roots as usual and then spray IdHAIR elements volume|booster leave-in conditioner to the mid lengths and ends of the hair before applying rest of the colour.

This way you get fantastic and equal colour from root to tip that lasts longer!

IdHAIR elements gold fixit|inplace is my absolute favorite tool to work with. I use it on all hairstyles for fixing the finished style to get good natural feeling support to the hair.

When brushed the spray turns more flexible and shiny. You can spray it before styling with the curling iron to get that perfect grip and hold for your curls!

Fixit|inplace is an ideal product for guys as well.

Spray it onto wet hair and blowdry while work­ ing your fingers trough hair. Result: natural hold and ease-to-style hair.

GOLD PASTE I absolutely LOVE elements gold|paste! It’s so multifunctional when mixed with other styling products - here is couple of my tricks: gold|paste + lockit|inplace gel = wax with more shine and hold gold|paste + treatment = lovely curl creme gold|paste + golden|oil = girlpower wax-pomade gold|paste + Colour Bomb = fun wax with colour that last about 1-2 washes.

BELONGER New IdHAIR Belonger products are developed especially for long hair. Naturally long hair and hair extensions need moisture, detangling and control. Belonger offers them all and you can consider them insurance for long-lasting, beau­ tiful hair extensions as well as true pampering for you own hair.

QUICK TIPS! Getting sveaty on the dancefloor? Don’t let it mess your hair! Just spray some dry|shampoo to your roots and your style is lifted and recovered.

Need more structure and volume to fine or limp hair? Spray bythe|sea onto wet hair and blowdry for structure and volume! Need extra structure?

Spray more product to dry hair and blowdry va va voom!

OMBRE EXTENSIONS B’LONG new ombre colours! That’s a huge check for my wishlist! Ombre colourings are still on trend and now you can have the style without bleaching! B’long PreBonds and TapeHair prod­ ucts has now got three new ombre colours for dark blonde hair, medium brown hair, and dark brown hair.

Did you know your curly hair loves shea nut?

IdHAIR elements repair|charger is packed with shea butter! You can use a small amount of con­ ditioner as a leave-in curl creme on wet or dry curls and your locks will be moisturized 24/7.

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FUN & NO COMMITMENT COLOUR - MIX COLOUR BOMB WITH MOUSSE.

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~ SDL HAIR Ltd • freephone 0845 230 9660

INTENSIFY YOUR IMAGE COLOUR BOMB CONDITIONERS ARE HERE TO EXTENDED AND ENHANCE YOUR COLOUR LONGEVITY! IdHAIR Colour Bomb condi­tioner is full of colour pigments that contain vi­tamin B5, this formula conditions and moisturizes hair while enriching the hair colour at the same time. Colour Bomb gives a new life to a faded hair colour or creates totally new look to those with pre- bleached blond hair. All hair colour fades over time but with Colour Bomb you can keep your colour vibrant, shiny and reflective all the way to your next salon visit.

EASY & SAFE TO USE Colour Bombs are easy to use because of the conditioning formula. Creamy consistency ensures an equal result even when you are dealing with damaged hair. To be used as normal conditioner after shampooing – apply to towel dried hair and rinse after 5-20 minutes depending on how intensive you’d like the result, Normal conditioner can also be mixed with Colour Bomb for a less intense result. Colour Bombs are also excellent choice for those who want to try a new colour without commitment to a permanent colour. Over time colour will gradually fade away as the conditioner emits the colour pigments only to the surface of-

hair structure. All Colour Bomb formulas are also PPD free which is the most common allergenic ingredient in hair colouring products.

COLOUR MAINTENANCE Colour Bomb is the best product to use on coloured hair between salon visits. With every use it brings lots of colour pigments to the hair maintaining the most vibrant colours like reds. It also rehydrates hair and adds beautiful shine which makes the hair colour richer. The conditioning formula of Colour Bombs contains repairing and strengthening hydrolyzed keratin which is of the hair natural build and therefore it’s essential for chemical treated hair.

GO CRAZY Addition to color maintenance and other good properties you can also make lowlights, colour sections and pastel colours to your bleached hair.

Use as conditioner or play by mixing Colour Bomb Crazy Violet to IdHAIR elements foamit|inplace and spreading the mixture on your hair you will have a beautiful pink result! Always try first on one section to check the result.

IdHAIR COLOUR BOMB 250 ml

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NOT FOR AMATEURS OUR MOTTO “NOT FOR AMATEURS”, EMBODIES OUR ATTITUDE TOWARDS PROFESSIONAL CREATIVE WORK, WHICH MUST ALSO BE FUN AND INSPIRING. COLOUR IS AN ESSENTIAL PART OF CREATIVITY AND IS AN INTEGRAL ELEMENT WITHIN A HAIRDRESSING WORLD. The IdHAIR colour range consists of two colour series intended for professional use, which will fire up your imagination. IdHAIR HAIR PAINT – innovative permanent colour, giving total coverage with soft tones. IdHAIR ColourID – new generation ammonia-free, gentle permanent colour.

Both colour ranges have been developed based on the characteristics of Nordic hair, in collaboration with the best professionals in the field and chemists. The colours are easy to mix and they give full coverage with a glossy, long-lasting result. Both can be used as semi-permanent colours.

IdHAIR HAIR PAINT Hair Paint is a fashionable and safe colouring sys­ tem, which has been developed and designed for modern colouring on all hair types. The colour range has been developed over long periods in cooperation with hair salons, ensuring that the product is innovative and on trend.

Hair Paint colours contain macro colour pigment that is specifically designed to have a microscop­ ically small size so that they can penetrate deep into the cortex and form the colour chains. With the help of protein base in the colour and with a low ammonia content, it leaves the cuticle less affected and therefore more shiny, reflective and colour preserving. You can use Hair Paint as a semi-permanent or permanent colour.

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~ SDL HAIR Ltd • freephone 0845 230 9660

KEY BENEFITS • Gentle colour, which is also suitable for fine hair.

• Specially developed for all hair types • Soft shades offering excellent coverage.

• Highly concentrated and cost-efficient formula.

• Lightens up to four shades, depending on the hair’s condition and the development time.

• Long-lasting colour, glossy finish and leaves hair perfectly conditioned.

• 100% grey coverage.

• On trend and exciting choice of colours; up to 87 different shades.

• Easy to use and cost-effective.

• Colour formula that is easy to mix and apply.

• Low ammonia content – minimizes scalp irritation.

• Semi-permanent and permanent colour in one product.

IdHAIR COLOURID This new generation ammonia-free permanent colour is almost odourless and its essential oils are nourishing and gentle on the hair. Sunflower seed oil, grape seed oil, jojoba and apricot kernel oil activates the colour process and conditions the hair cuticle during colouring. Tangerine, lem­ on and grapefruit seed oils nourish and release vitamins and protein to the hair during colour­ ing. The result is a glossy and long-lasting colour.

The CCS Technology ensures both a colouring that is as gentle as possible to the hair and longlasting results at the same time. 65 tones offer a wide range of choices for all colouring needs.

You can use ColourID as a semi-permanent or permanent colour. You can use it to lighten up to 4 levels, and it gives 100% grey coverage. De­ spite the ammonia-free formula, the colour gives full coverage and long-lasting results with pure nuances.

BLEACHING WITH COLOUR? YES! With Hair Paint “Specials” you can achieve beautiful red tones resulting in controlled lightening and tinting for dark base colours with one application. Special shades are: copper, red, red copper and red violet

PERFECT BLONDES? YES! Hair Paint “Blondes Have More Fun” and ammonia free ColourID “Wonderfull Lightener” ensure bright blond shades without pre-lightening and lightening of up to 4 tones. These special lightening tones are available with different nuances such as ash, beige, golden and pearl.

IdHAIR HAIR INK Hair Ink is a multifunctional colour paste used for tinting, regenerating and intensifying hair colour. It can also be used together with Hair Paint and ColourID. Manufactured without use of ammonia. Six different tones to supplement and improve the tinting so that it’s fixation and reflexes are enhanced, giving a greater intesity of colour, extreme shine, fullness of colour and premium fixation. All Hair Ink colours could be mixed with each other. The shades are: green, blue, violet, red, orange and yellow.

BOTANICAL INGREDIENTS • Sunflower seed extract and oil protects the hair against UV rays and other environmental stresses, as well as smoothes the hair’s surface resulting in glossy, sleek hair.

• Grape seed oil is rich in vitamin E and essential fatty acids, which help to repair damaged hair and split ends. Softens the hair and smoothes it’s surface making it sleek and glossy.

• Pear oil is also rich in vitamin E and essential fatty acids. It prevents dehydration in the upper layers of skin and soothes the scalp.

• Apricot kernel oil contains a lot of essential fatty acids that help the hair retain moisture.

• Hydrolysed wheat protein strengthens the hair from within, smoothes and repairs the hair’s surface and protects against UV rays.

• Jojoba oil helps the hair retain moisture.

• Mandarin oil protects the scalp, gives shine and makes the hair easier to comb.

• Grapefruit and citrus oils are rich in antioxidants making the hair colour long-lasting and glossy.

SOMETHING FOR MY GLASSY OR GREY HAIR? YES! Both Hair Paint and ColourID colouring systems comes with 100% grey coverage but there’s also available special tones with extra high concentration of colour pigments offering even more intensive coverage for the most resistant hair.

HOW TO USE • Use with our oxi developer to get absolutely bright and vibrant permanent hair colours.

• Mix it into permanent hair colour to add intensity to chosen colour.

• Mix it into to permanent hair colour to get good neutralization.

• Without developer straight on hair.

• Use for pre-pigmentation.

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Technology behind beauty Modern living demands, that we play many roles in our lives and EGO fulfils them all. A tool box of durable appliances that work hard to create just the right look is essential kit for our day-to-day lives.

Ego Professional was born from a desire to create a range of premium quality, affordable styling tools that are all about self expression.

Ego is designed by hairdressers with the client in mind and packed with the benefits and features professionals need. Ego delivers first class, consistent performance with innovative conditioning technology. Salon owners and clients can choose from our range of tools ‘to create the me they want to be’ that day.

EGO PRODUCTS With a combination of tourmaline, HW2, farinfrared rays, negative ions & temperature control, ego professional tools prevent damage, decrease styling & drying time, protect and improve the condition of hair.

Ego is a range of styling tools that includes irons, dryers, tongs and heated rollers. All the heated surfaces in our products blend HW2 technology with the finest ground Tourmaline gems, preserving the ‘intelligent’ honeycomb shaped molecule. The result is faster drying times, even and controllable heat and a healthier more beautiful finish.

HW2 - HWANGTO The main surface of Hwangto consists of a wide double construction, something like a honey-

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~ SDL HAIR Ltd • freephone 0845 230 9660

comb. The inside of Hwangto has the maximum number of useful minerals, emitting lots of negative ions, far-infrared rays and antibacterial properties when affected by a high temperature.

Hwangto ceramic contains one of the most unique elements called Katalraje. This helps emit the greatest number of farinfrared rays and anions in nature. There are approximately two hundred million beneficial organisms in one spoon of Hwangto ceramic, including 4 kinds of enzymes for removal of toxins, humidity control and air freshening.

The far-infared rays emitted from Hwangto ceramic has unbelievable benefits including, imparting moisture, sealing the cuticle and delivering beautiful frizz free results.

TOURMALINE A highly-prized semi precious gemstone often referred to as the ‘electric stone’ in Asia. When heated, Tourmaline creates negative ions and infrared heat waves that are very effective at eliminating static, evaporating moisture more quickly and sealing damaged hair cuticles.

Tourmaline is crushed into a fine powder and infused deep into the heaters, plates and coils of all ego tools during manufacturing. This process delivers much deeper, long lasting results as the Tourmaline’s effect won’t wear off over

time, unlike other brands which simply spray a thin coat of ceramic that wears off over time and with use.

Tourmaline naturally emits negative ions and far-infrared heat waves when heated or put under pressure… it is perfect for use in hair styling.

NEGATIVE IONS Negative ions are critical to eliminating static and flyaways in the hair caused by dry hair, too much friction and the loss of negative electrons. When the hair has excess positive ions, the hair strands push away from each other, like two magnets touching, and therefor creating “frizz”. The negative ions generated by the tourmaline in the ego tools process to restore the natural balance and counteract the positive ions for smoother, sleeker hair.

Negative ions do two things - they break down water and eliminate static electricity.

By breaking down water, negative ions evaporate excess water quickly for faster hair drying.

At the same time, this water penetrates the hair shaft easily for increased moisture.

By eliminating static electricity, negative ions smooth and seal the cuticle layer which then reflects light brilliantly for a greater shine. A closed cuticle protects the hair shaft from chemicals, the elements and daily abuse.

AWESOME EGO This ultimate ego dryer brings you the pinnacle in efficiency and durabil­ ity. Combining a “Turbo Charged” 2000 watt motor with the latest in ceramic technology, the increased power output and airflow allow you to seriously smooth the cuticle and add amazing shine and volume. 5 heat and speed settings.

EGO EVOLVE This tourmaline powered salon standard profes­ sional hairdryer delivers more power, more vol­ ume, more softness, more shine with less frizz, less risk of heat damage and a variety of settings to suit the style mood you want to create. 2000 watts of power with 10 adjustable heat and speed settings.

SUNNY VS WINDY Sunny or windy? We all know which we prefer, it’s just no contest! But did you know that it’s not just a weather related question, it also applies to hairdryers?

That’s right, there are two types of hairdryer and you should really know which one you are using and think about why!

WINDY DRYERS

INFLATED EGO These high performance irons feature 13 cm floating plates that allow super fast styling, ultimate con­ ditioning and resistance to humidity. Easy-to-use and kind to your hair, the irons have fully adjustable heat settings with digital read out to deliver a con­ sistent, optimum temperature in seconds.

EGO TWIST This easy to use curling tool has four eye-catching bobbles to smoothly guide hair into obedient and perfectly behaved looks. With adjustable heat settings from 70 to 210 °c, the evenly distributed heat means consistent and long-lasting curls.

Quick and gorgeous curls even on the straightest of strands.

EGO BOOST The soft touch rollers are easy and ready to use in seconds, deliver fast fabulous results and give you incredible versatility with all hair types. Super fast and easy: heat (4-7 seconds), roll, cool and go!

Many roller sizes are available.

EGO THERAPY This amazing cold iron conditions hair by using infrared light and clever ultrasound pulsing to de­ liver hydration, protein and nutrition right into the core of the hair. It’s technology works by a process known as ‘nano-technology’. In a nutshell, magnetic ultrasounds pulsating at 36,000 times per second cause the molecular structure of pre-applied hair treatment products to become miniaturised so they can penetrate deeper into the hair shaft.

EGO TRIP The ultimate travel kit with ego TRIP. Not one, but two tiny powerful styling tools in one space saving kit. From beach to boardroom, LITTLE dryer and LITTLE ego iron will ensure you stay styled to per­ fection wherever you are.

ALTER EGO This ultra lightweight dryer has no less than 8 heat and speed settings make this er­ gonomic dryer the ultimate in efficiency and usability. The generous 10 foot cord, strong but light design and diffuser gives you real freedom while its powerful 1700 watt motor puts you in complete control.

As the name suggests, these dryers blast out air and blow water molecules off the hair. Imagine it’s raining on your car windscreen and a gust of wind comes along. It blows the water molecules clean off the screen and this is essentially how a windy dryer operates.

SUNNY DRYERS These use gentle, yet strong heat to penetrate deep into the hair shaft. Back in the car if the sun shines after a rain shower, on the windscreen you can actually see the water molecules reducing in size until they disappear. The sunny dryers evenly distribute heat from the inside out, meaning less damage and healthier hair.

EGO sunny dryers ‘far infrared’ technology achieves quicker results than conventional heaters as it uses HW2 technology to emit negative ions which evaporate excess water off more quickly – perfect for blow drying in salon. The remaining moisture is broken down and then absorbed and locked into the individual hair strands. This deeper heating means hair can be styled more quickly and the results are healthier and last much longer.

EGO SOFTSTYLER Ego Softstyler diffusers are available for ego dry­ ers, dispersing air that doesn’t affect the hairs wave pattern or cause frizz when drying.

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Get the hair you’ve always dreamed of Hair extensions are an excellent choice whether you’re looking for a new style for a special occasion or permanent volume and length while your own hair is growing. With B’LONG hair extensions you can have the hair of your dreams - volume, length, highlights or lowlights instantly!

With 10 years of experience we can guarantee high quality extensions that meet the demands of professional standards. B’long story started in Finland in 2004, over the years it has grown to be one of the most versatile hair extensions brand on the market and now sold in Germany, Denmark, Sweden, Netherlands and the UK. The range offers hair extension products for professional use and a few easy to use consumer products as well.

Every B’long product is made from carefully selected 100% remy human hair. Remy means that every single hair is simultaneously placed on the product – roots on the top and ends on the bottom. This makes the hair tangle free and behaves like your own hair – it can blow-dried, curled and straightened.

Maintaining the best quality in manufacturing hair extensions requires constant product development, quality control and passion for the industry. The “raw material” which from the products are made has to be the best quality at all times. With our 10 years cooperation with the extension product manufacturing factory we have a reliable source of hair in quantity. That ensures that we are always able to use the best material and we can reach customer demands.

Addition to this the process of manufacture has to have minimum effect on the natural hair and that is why all materials are prepared with gentle lightening and colouring only to the point necessary – darker colours are lightened just to the right level. All materials are manually checked before they are formed into a final product. Too short, thick or thin hair is been removed and equal quality is verified at this state. Final step is weighing the hair to correct bunches and finally adding the attachment parts.

The year 2014 is the 10th anniversary for B’long brand and we’re celebrating it by introducing a new design, model images and shades! We have collated all the requirements from our lovely customers and have made our new colour choices from them.

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~ SDL HAIR Ltd • freephone 0845 230 9660

PHOTOGRAPHY: JAN LÖNNBERG HAIR: HEIDI ALASTALO – JENNI RUPONEN MAKE-UP: PIIA HILTUNEN STYLIST: TERI NIITTI

TAPEHAIR TapeHair is a skin weft hair extension that is attached with special double-sided tape. It has the unique “SuperSkinny” undetectable and comfortable attachment part. TapeHair’s application does not require any special tool and it takes approximately only 1,5-2 hours to apply.

TapeHair can be worn for 1-2,5 months at a time, depending on how fast your own hair grows. After this it can be used again by simply replacing the tape with a new one. When taken good care of TapeHair it’s gives really great value for money as you can use them again and again as long as the attachment part and hair is in good condition.

• Available lengths: straight 30 cm, 45 cm, 60 cm, natural wavy 45 cm • Weft lenght: 2 x 45 cm in all TapeHair products • The average amount of hair required: (full extension): 2 packages

PREBONDS NEW SHADES New ash shades, dark ash blonde #81 and platinum ash #61, are a fantastic ad­ dition to the range for naturally coloured hair. Colour #81 is a very common natural shade in Scandinavian hair and the #61 is a widely requested cold version of col­ our #60 which has been a top seller from the day it was introduced. We have also made enhancements to colours #3 and #130. New #3 is colder and a little darker than before. We felt that the previous #3 was a little too close to the colour #4 and a bit too warm. New number #130 is really strong beautiful copper. As the previous number #130 was a really nice colour but not quite as intense. We also have a new special colour #blue addition to the #red, #fuchsia and #purple.

NEW FACE - KARITA TYKKÄ Karita is finnish model, television host, actress and a former Miss Finland and Miss Baltic Sea. She is considered one of the most successful pageant entrants ever in turning their Miss Finland title into a fullfledged modeling career. Karita is highly respected in Finland and good role model for any age of woman. She is a loyal user of B’long hair extension and for all those reasons we have chosen her to be our face of B’long.

PreBonds are prebonded hair that are attached by melting the glue tip at the end of each strand with an extension iron and fusing the glue tip together with own hair strand.

With prebonded hair you can achieve the natural moving and beautiful hair with extra-strong attachment. It’s a perfect product for full extensions and also for example highlights! Imagine that instead of bleaching long hair you just apply blonde PreBond strands – end result is more volume and no damage to own hair! PreBonds can be worn for up to 4 months at a time, depending on how fast your own hair grows.

• Available lenghts: straight 30 cm, 45 cm, 60 cm, natural wavy 45 cm • 20 prebonded hair strands per package in all PreBond products • The average amount of hair required: (full extension): 5 packages

MICRORING MicroRing hair are attached with small loops that are easy to attach and remove with extension pliers. They look like prebonded hair, but the bond’s shape is round. No heat, glue, sewing or chemicals needed! When your own hair grows you can move the loops upwards by pressing it open, and after moving it, pressing it closed again.

• Available lenghts: straight 45 cm • 20 prebonded hair strands per package • The average amount of hair required: full extension): 5 packages

WEFTHAIR WeftHair is the “traditional” extension product that comes as a long sewed weft of hair. It can be applied by many methods such as sew-in, glue, bonds, clip-ins and much more. It’s very versatile and ideal for adding volume and length to updo’s!

• Available lenghts: straight 45 cm • Weft weight: 110 g • The average amount of hair required: (full extension): 1 package

SWIFTHAIR

NEW OMBRE SHADES Irresistible new ombre colours makes it easy to get the trendy look without bleaching your own hair’s ends! Gorgeous 3 shades are made from the most popular tones and are suitable for blonde hair #18/22, medium brown hair #4/8 and dark brown hair #2/8.

Probably the world´s quickest and easiest way to add length and awesome volume! No clips, no glue, no tape needed and definitely no damage to your own hair. Ideal for any type of hair and a true long term investment when taken loving care of.

• Available in 20 beautiful colour options including many highlighted tones.

• Available lengths: straight 45 cm

CLIP-ON Fantastic extension kit for adding volume, length and colour to your style in minutes! Applying is very is easy with the pre-attached pressure clips: just open the clip and attach it into the root of slightly teased section of your own hair.

• Clip-On Color Highlight Kit 2 pcs x 3 cm • Clip-On Color & Volume & Lenght Kit 3 pcs x 6 cm

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NEW! FOR LONG HAIR AND HAIR EXTENSIONS