IdHAIR Styleid Nr. 2 2014 (UK)

no 2 | 2014

"NOT JUST A NEW CURLY RANGE"

HAIR PAINT & COlour id news & tips

GROUNDBREAKING NEW products from ego professional

La vie en rose collection 2nd edition

QUICK fix hair pieces by b'long

Thank you!

our We would like to thank all of ating lovely hairdressers particip ete Cr h in our finnish or danis education week on May 2014.

6 Hair paint

Editor’s letter STUART LAING Managing Director, SDL HAIR Ltd

Welcome to StyleID, edition no.2!

We hope that the insights into our ‘family’ owned brands inspire and motivate you and your creativity, stimulate your business ‘savvy’ by being competitively priced, and meet the needs and aspirations of your clients. Our goal is to continue developing, sourcing, manufacturing and distributing the most professional products in order to help you grow your business, create beautiful hair and support salons aims to be more profitable.

Our philosophy: Success through innovation, commitment and education.

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Not just a new Curly range

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INTENSIFY YOUR IMAGE

IdHAIR Curly product range features New super hot IdHAIR Colour Bomb six products with one mission: to make shades and an interview with the winner of curls more beautiful and vital. the IdHAIR International sales competition, Susanne Tved from Denmark.

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911 TO THE RESCUE New IdHAIR elements 911 rescue|spray is a nourishing and protecting spray especially for coloured and damaged hair. + Styling tips for smooth blow-dry & volume to fine hair.

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PROFESSIONAL COLOURS New & improved formula of Hair Paint colouring system + the best products for achieving the most beautiful blonde shades.

8-11

LA VIE EN ROSE Second edition of Tim Hartley’s and IdHAIR International Art Team’s inspirational collection with colouring and styling tips.

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NEW PRODUCTS FROM EGO The groundbreaking new hot tools and top styling tips from ego professional.

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START YOUR GROOMING Transform from summer caveman to sharp and sexy - men, start your grooming with our top tips!

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QUICK FIX HAIR PIECES Fast, easy to use and natural looking temporary hair extension products from B’long.

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PR & sponsorship IdHAIR, Ego and B’long PR hits and sponsorships.

TRAVELLING MUST HAVES Never suffer from bad hair days ‘on the go’ with these top travel size tips!

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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NEW!

Not just a new Curly range IdHAIR have almost three decades of experience working with hair care products. We have learned that different hair needs different nurturing and this is why we are launching in the IdHAIR hair care family, the curly line. The fabulous, turquoise, IdHAIR Curly product range features six products with one mission: to make curls more beautiful and vital.

TIP! These super moisturizing products are also perfect for dry hair - not just for curls.

In the process of developing these products, we have worked in close contact with hairdressers and the Id technical department at our factory.

Creating a product is easy but creating a good and unique product is far more complicated, it’s a process of research for ingredients that enrich the hair more than the ingredients we already know about. It’s about testing and collecting test data to analyze where we have succeeded and where we have failed. It’s a process that requires humble curiosity and fearless attitude to take risks and explore. This process helps us to launch the best products and not “just another” product.

By using IdHAIR Curly, you are guaranteed to have the best products for curly hair, and they are all manufactured in our own factory in Sweden.

65% Did you know that

65% of people have wavy or curly hair?

PRO TIP! LINDA QUEBEC MASTER EDUCATOR, Denmark IdHAIR International Art Team

The IdHAIR Curly range is based on three key ingredients:

GOJI, “THE SUPERFRUIT”

Curly Spray is an amazing product for refreshing curls during the day, and for heat styling. Spray onto hair before using hot rollers or curling iron to create shiny and soft locks.

Take your curls to the next level with goji berries! No more dry and unruly hair when you style your curls with goji berry powered Curl Cream. Get natural, shiny and powerful locks.

Need some extra care? Curl Treatment combines the power of argan oil and goji berry into a super moisturizing treatment that gives your hair full control, softness and bounce. It’s your curls new best friend but also suitable for any kind of hair lacking moisture! You can use it as a leave-in treatment for smoothing and softening dry ends.

A little red berry that resembles fruit. Studies have shown that the goji berry contains incredible amounts of antioxidants and moisture, which are vital in achieving healthy and shiny hair.

18-MEA This is naturally present in hair, but unfortunately damaged hair cannot rebuild its 18-MEA level, so it needs to be reapplied through hair products. 18-MEA replenishes the primary lipid of the hair, and the result is hair that is easy to comb through, healthy and shiny.

PANTHENOL This fantastic ingredient is all around us, in all living cells.

It penetrates the hair deeply, re-filling and adding gorgeous gloss and moisture to the hair. Some of the panthenol penetrates the scalp and provide the hair roots with Vitamin B5.

TIP! Shiny pomade is an ideal product for any hair type

Curly shampoo Gentle and moisturizing shampoo specially formulated for your curls. Prepares the hair for styling.

Curly Conditioner Moisturizing conditioner specially formulated for curly hair. Helps strengthen curls and gives added bounce.

250 ml

250 ml

Curl Treatment The product for when you want to pamper your curls, it moisturizes, nourishes and closes the cuticle, which protects your hair from external damage.

200 ml

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~ SDL HAIR Ltd • freephone 0845 230 9660

Curl Cream Moisturizing and curl activating styling cream with light hold.

150 ml

Curl Spray A super, lightweight styling spray, for those who love a natural, curly look, but like to have added bounce, hold and well groomed curls.

125 ml

Curly Pomade Shine pomade with light hold, that gives natural-looking definition and texture with high shine.

100 ml AVAILABLE

09/14

PRO TIP!

NEW!

911 TO THE RESCUE!

Amaznint!g sce

AVAILABLE

10/14

IdHAIR elements 911 rescue|spray is a protection spray especially for coloured hair, but any hair type can benefit from it’s powerful, nourishing, soothing and protecting qualities.

An ideal spray for protecting hair from damage caused by styling, helping prevent colour fade and providing shine, intensifying hair colour.

Rescue|spray contains Keratin and Silicone Complex, which condition the hair and make it easy to detangle, it also protects hair from heat and significantly lengthens the lifetime of hair colour. The high content of Argan oil strengthens and moisturizes the hair.

This regenerating, moisture resistant and heat resistant spray is the perfect product to guard your hair and keep it frizz free. To use, spray evenly on wet or dry hair and comb through.

JENNI RUPONEN EDUCATOR, Finland IdHAIR International Art Team

SMOOTH BLOW-DRY Use IdHAIR Belonger products to transform unruly and coarse hair in to silky and shiny locks.

Wash and condition hair with Belonger shampoo and conditioner, then apply the moisturizing and softening Hand & Hair Cream to towel dried hair and blowdry. Spray Heat Protect all over hair in large sections before straightening with irons. Heat Protect guards the hair from heat styling up to 230°C and gives a light hold and control.

Finish the hair with Serum to give extra shine and to prevent frizz. Finally fix your style with NEW lightweight Belonger Hairspray which creates a firm and long lasting hold.

NEW!

125 ml

Spray IdHAIR elements gold 911 rescue|spray on your hair before jumping into a pool or swimming in the sea. It helps to protect your hair from chlorine and saltwater build-up, and, the drying and damaging effects of the sun.

911 is also a perfect product to be used before any colour treatment.

Spray into dry hair and then apply colour as normal. The result is perfect, even and shiny hair colour from root to tip that will last longer.

911 spray is an ideal every day quick fix that brings natural shine, strength and volume to all types of hair.

PRO TIP! LINDA QUEBEC MASTER EDUCATOR, Denmark IdHAIR International Art Team

VOLUME TO FINE HAIR PRO TIP!

The key benefits for fine hair are a good haircut and the right kind of styling. Here are my tips for creating extreme volume in fine hair!

LINDA QUEBEC MASTER EDUCATOR, Denmark IdHAIR International Art Team

IdHAIR Belonger Shampoo 500 ml, Conditioner 500 ml, Hand & Hair Cream 75 ml, Heat Protect 125 ml, Serum 50 ml, Hairspray 300 ml.

PERFECT FOUNDATION Spray bythe|sea saltwater spray into damp hair and blow-dry hair completely dry. Spray dry|shampoo on the dry hair and blow cool air (with hair dryers cool shot) into the hair for 2 minutes, this creates a perfect, voluminous foundation for any style! Finish with hairspray or gold|paste.

THE ULTIMATE ROOT BOOST Spray dry|shampoo to the roots and create volume with hot rollers or curling irons. This is a great tip even if your hair isn’t freshly cleaned.

IdHAIR elements dry|shampoo 150 ml, holdit|inplace non aerosol hairspray 125 ml, bythe|sea saltwater spray 125 ml and gold|paste 100 ml

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PRO TIP!

GEIR ASKELAND EDUCATOR, Norway IdHAIR International Art Team

“

hair paint

I have always been very fond of 7/71, but now my new favourites shades are 8/71 Oak and 9/71 Desert. I use these two colours to create both effects and highlights. Another new favourite is 9/8 Light Violet Blonde, this new Hair Paint colour controls the underlying yellow pigments in the hair

„

2.0

IdHAIR Hair Paint is a professional Colour System that contains 98 different shades that can be mixed together to create an endless colour palette to work with. We are very proud to introduce the new improved formula and a wider selection of new desirable colours!

At IdHAIR we work closely with our hairdressers, factory and educators around Europe to keep our colour system up to date, technically advanced and easy to use. The efficient formula works both as a semi-permanent and permanent colour so amount of tubes stocked can be reduced. The consistency of the colour and developer blends with ease and is also easy to apply to hair, creating a pleasant colour to work with.

The new anti-age complex

IdHAIR Hair Paint has always been known for its amazing grey coverage, high amount of pigments and great shine, this gives results that are easy to predict and long-lasting.

Everything evolves over time, so Hair Paint has. With the new anti-age complex it contains even smaller colour molecules than before and is able to penetrate more efficiently into the hair structure. The result is longer lasting color - an anti-age protect for the colour. With the addition of botanical oils, the formulation of Hair Paint has been designed to minimize the damaging effect on hair’s structure and to help retain moisture. Oils also make the consistency easier to apply and give shinier results.

9/8

9/71 8/71

2/17 GRAPHITE An amazing, beautiful dark ash brown.

5/6 DARK FIRE RED Every redheads dream.

6/88 INTENSE VIOLET A deep and gorgeous violet.

6/74 HAZEL Chocolate in a tube.

8/78 NUT Beautiful dark blonde with a twist. This shade is also ideal for colour correction.

8/34 BLONDE GOLDEN COPPER The ultimate goldfish tone.

THE HAIR PAINT COLOURING EXPERIENCE

1. Protective Oil - this

can be added to the colour mixture or straight to scalp and hairlines.

It helps prevent colour stains on the skin and also protects the scalps skin from irritation and redness during the colour service.

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2. After colouring wash the hair with IdHAIR elements gold color|keeper shampoo and rinse thoroughly.

~ SDL HAIR Ltd • freephone 0845 230 9660

3.

Apply Amino Keratin Creme all over hair and scalp. This amazing product will neutralize the chemical reaction of colouring, remove odours and lock the hair colour in. It smoothens the hair by closing the cuticles.

4. Condition

hair with IdHAIR elements gold colour|keeper conditioner.

5.

Choose the ideal home care products to prolong the colours intensity. Silver shampoo for cool blonde hair or a colour boosting conditioner for redheads.

INK IT UP IdHAIR Hair Ink was created for innovative hair artists. A truly amazing mix of colours that contains both non-oxidative pigments and oxidative pigments, making it multifunctional as it can be used on it’s own as a direct colour to refresh hair colour, or slighty tone, for example on highlighted hair. Only the nonoxidative pigments are activated and work on the outer surface (cuticle) layer of the hair.

Here’s where it starts to be unique the oxidative pigments are activated when Hair Ink is mixed with developer or with permanent colour mixture that works on the inner structure (cortex) of the hair. This creates a combination of permanent and direct colour delivering more vibrant and intense results.

Perfect for pre-pigmenting, to neutralise or to intensify colours, and to create an endless colour spectrum. Designed to be mixed with both IdHAIR ColourID and Hair Paint Colour Systems, or to be used alone.

IdHAIR HAIR INK shades: green, yellow, red, blue, violet and orange.

(Only for professional use)

STAY COOL Maintain platinum blonde shades with IdHAIR elements silver|shampoo between salon visits.

This effective shampoo contains violet pigments that brighten blonde, grey or white hair with each wash. It also contains a UV filter that helps prevent unwanted golden tones showing in the summer time.

Like all shampoos and conditioners in the IdHAIR elements line, silver|shampoo contains PSC Complex that prepares your hair for styling and offers heat protection to prevent damage that can be caused by the use of hot tools, such as curling iron.

IdHAIR elements silver|shampoo for blonde hair 250 ml

LOCK IT IN natural PEARL ASH

BEIGE

the blonde appeal GOLD

IdHAIR ColourID Wonderful Lighteners are 100% ammonia free high-lift colours designed to give up to 4 levels of lift and tone on natural hair.

This ammonia free formulation has a mild, pleasant fragrance and helps minimise irritation on scalp.

Wonderful Lighteners range contains 5 beautiful shades to create the most popular blonde tones for salons: WL1100 natural blonde for neutral natural results, WL1101 ash blonde for cool platinum shades, WL1108 pearl blonde for pearly light colours with a hint of violet pigment, WL1103 golden blonde for honey blonde locks, WL1117 beige blonde to create sandy shades of blonde. Ideal colours for creating pure, bright blonde tones with the ability to neutralize unwanted undertones whilst lifting up 4 levels.

Shine is the best indicator for healthy hair. The healthier the hair is, the shinier it looks. This is because a compact and healthy cuticle layer reflects more light than porous hair. By adding multiple, natural ingredients to the unique ColourID formulation it helps colour last longer and create maximum shine even with the lightest of colours. These ingredients are, sunflower seeds extracts, grape seed oil, hydrolyzed wheat protein, jojoba, apricot, tangerine, lemon and grapefruit. Additional oils make the consistency easier to apply and therefore cost-effective for professional use.

IdHAIR WONDERFUL LIGHTENERS shades: WL1100 natural blonde, WL1101 ash blonde, WL1108 pearl blonde, WL1103 golden blonde and WL1117 beige londe. (Only for professional use)

IdHAIR elements gold colour|keeper shampoo and conditoner are the ideal caring products for coloured hair. They protect hair from UV rays and heat damage thanks to the unique PSC (PreStylingComplex) and help to retain the hair’s natural moisture level and strength. They also prevent mechanical damage by making the hair smooth and easy to comb. Conditioned and hydrated hair is strong enough to lock in the hair colour, making the products essential home care for all coloured hair.

IdHAIR elements colour|keeper shampoo and conditoner 250 ml

PRO TIP!

JENNI RUPONEN EDUCATOR, Finland IdHAIR International Art Team

IdHAIR Ocean Blue Boosters bring a little extra blue pigment power to lightening hair. The perfect tool to help neutralize warm tones when colouring blonde hair, using high-lift lightening colours, or when bleaching hair.

Hair Ink is a great product for creating beautiful pastel shades. For example, a hint of INK red in blonde colour mixtures can creates a soft pink result. Mix multiple INK colours to tailor your signature look.

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Tim Hartley about what inspired him for the collection. “Grace Jones sung the song La Vie En Rose in the 70’s and it seemed to turn everyday words into an achingly beautiful love song. I feel I am at the pinnacle of my game and I wanted to showcase the power and glamour my past experiences have given me in my work. La Vie En Rose is a celebration and my love song to hair.”

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~ SDL HAIR Ltd • freephone 0845 230 9660

Natural level 9 All over: Bleach Me Gently ammonia free bleaching powder + 6% Ocean Blue booster, 35 mins. Colour Bomb Cold Silver colour conditioner, 10 mins Wash and condition the hair with IdHAIR elements titanium repair|charger shampoo and mask, then spray IdHAIR elements silver volume|booster leave-in conditioner onto damp hair. Wrap dry hair with ego Vent Brush and straighten with Inflated ego for added smoothness. Finish with a IdHAIR elements gold golden|oil.

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Natural level 5 All over demi colour: Hair Paint 6/64 + 1.5% booster, 20 mins Wash and condition the hair with IdHAIR elements gold colour|keeper shampoo and conditioner. Apply IdHAIR elements gold foamit|inplace mousse mixed with golden|oil to damp hair and blowdry, creating volume by using Awesome ego dryer and a large ego Ceramic Contours round brush. Create curls with the ego Twist, coil them and fix with pincurl clip.

Use dryers cool setting to fix the curls. Remove clips – tease out with ego Vent Brush and fix with IdHAIR elements silver bythe|sea saltwater spray.

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~ SDL HAIR Ltd • freephone 0845 230 9660

(Woman) Natural base 6 Halo top section: Hair Paint 11/0 + 12% booster, 45 mins Nape section: Hair Paint 8/03 + 6% booster, 35 mins Wash and condition the hair with IdHAIR elements gold colour|keeper shampoo and conditioner. Use IdHAIR elements gold foamit|inplace mousse to set in strong finger waves with section clips – Diffuse with Alter ego to dry gently and create soft movement, finish with IdHAIR elements gold fixit|inplace hairspray.

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Travelling must-haves

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Maximum power in minimum size

Shiny & healthy hair

ego PROFESSIONAL styling tools create stunning results that matter, in moments, with unique HW2 far infrared technology and a perfect finish powered by tourmaline precious stones. The ego TRIP is the ultimate way to travel - it’s like a little hair stylist in your luggage with not one but two tiny and powerful styling tools in one space saving kit. From beach to boardroom, ego TRIPs little dryer and irons will ensure you stay styled to perfection wherever you are.

Ego TRIP includes the LITTLE ego dryer and LITTLE ego irons. The dryer offers built-in tourmaline and HW2 far infrared technology which eliminates frizz while reducing drying time by up to 60% compared to other travel dryers.

Less heat exposure, means less risk of damage and the results are beautiful, plus, there is a diffuser cup with ceramic infused fingers to add volume and lift. The LITTLE ego irons ooze negative ions and far infrared rays which means less styling time and a sleek finish to tame or style curly, wavy or straight textures in moments.

Ego TRIP is the perfect travel insurance for looking good!

With IdHAIR elements gold shampoo and conditioner you’ll get the perfect base for any beautiful hairstyle. Perfect for coloured hair, moisturizing for all hair types, and with PSC PreStylingComplex, the hair is prepped for styling by repairing the structure and providing thermal damage protection. 60 ml

~ SDL HAIR Ltd • freephone 0845 230 9660

Never suffer from bad hair days ‘on the go’ with these top travel size tips!

Fixit|inplace IdHAIR elements gold fixit|inplace hairspray fixes your style with long lasting volume, support and shine. Water resistant formula keeps your style sleek and polished or gives larger than life volume and texture all day long. 80 ml

Little miracle cream IdHAIR Belonger Hand & Hair Cream is a multifunctional power cream in a convenient size tube. Ideal for refreshing and remoisturizing your hair throughout the day. With no hold factor it won’t mess your styling. Perfect moisturizing cream for dry hands as well! 75 ml

TIP! Massage the cream gently into hands until it’s almost absorbed. Then pull your fingers through the lengths and ends of your hair to give a style sleek finish and to help prevent flyaways.

Congrats to our winners!

IdHAIR Colour Bomb is the new generation of colour conditioners, a one step process that intensifiers and noursihes at the same time! All hair colour fades, keep your colour vibrant, intense shiny and reflective all the way to your next salon visit with colour bomb.

Susanne & Paavo

IdHAIR Colour Bombs 250 ml

Intensify your image!

IdHAIR proudly presents the winners of the International sales competition! Susanne Tved, 1st place IdHAIR Denmark and overall winner, Thomas Andersen, 1st place IdHAIR Norway and Paavo Kaveniemi, 1st place IdHAIR Finland. We interviewed Susanne at the IdHAIR International gathering in Århus June 2014.

STRONG PAPRIKA A perfect rich red shade is a powerful way to make a statement. Depending on your natural hair colour Strong Paprika can create intense and deep red tone or a bright red. Most importantly: experiment and have fun with the colour.

How does it feel to be the winner of an international sales competition?

CAFFE LATTE This colour is easy to love. It’s perfect for those blondes that desire something new but still want the colour to remain light. The balanced tones of this natural light brown shade are neutral, creating a soft latte hue on lightened hair.

I think it´s really great. I love the competition, but the success is not all mine. Without my loyale customers/ hairdressers and consumers who love the products, I couldn´t have won. This is also a proof of the quality of our products. Danish hairdressers are very into quality, and will not buy anything if the product is not good.

Sales competition or not.

What’s the best thing about being a sales person in the IdHAIR group and what do you think are the main strengths of IdHAIR group in general and IdHAIR Denmark?

IdHAIR products are excellent quality, plus everyone in the group has a voice. That means that, if I have an idea it will be taken to the developments meetings. This is also why I´m here on my 11th year.

What is your favourite IdHAIR product?

I actually really like the gold Mousse from our Elements range. It gives my hair great volume and nourisment, and it last all day.

FANCY VIOLET

What kind of feedback have you received from your clients about the IdHAIR product range?

On-trend colour from dark violet to shiny lilac and soft lavender depending on your hair’s natural base. For best results, apply to pre-lightened colour.

My consumers likes our products, and like that, we are launching new products all the time. They like the “new” IdHAIR that are more than a Wax Company.

Some thoughts about the new products?

duct Colour Bomb is a great pro Did you know that IdHAIR le mp exa hair colouring? For for prepigmentation before ore bef ry Cur cy urs and Spi use Fire Red before red colo hair, develop for up to 10 dry to ly App . urs copper colo l. n colour the hair as norma the minutes. Rinse thoroughly ssy glo lly rea a g you’ll obtain By doing this before colourin LINDA QUEBEC ult. res and even colour MASTER EDUCATOR, Denmark IdHAIR International Art Team

PRO TIP!

I think specialized products are more and more important. I've had great feedback on the already launched Belonger, and I have now tested the Belonger Hair Spray for some time, and I found that this was a product I needed. Really good hairspray with perfect hold for my long hair. The curly line is still quite new, but I haven’t tested it myself, however I really like the design, it´s different and appealing. And the fragrance, it is gorgeous.

I am really excited about presenting the new products to my clients an after all, without them, there wouldn't be an IdHAIR. Therefore, I am truly grateful, and look forward to the next 11 years!

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ego [CENTRIC] A clever ‘multi-tasking’ texture tool for simplistic, fabulous styling.

Ego CENTRIC, packed with HW2, far infrared plus mineral and tourmaline technologies, eliminates static and retains moisture in the hair core without over drying. This ‘multi tasking’ styling tool delivers mineral technology to every strand of hair for superior condition as it creates curls and waves.

To create glamorous shapes, use ego CENTRIC on dry hair with one of the following techniques.

AVAILABLE

10/14

RED CARPET RIPPLES

WONDEROUS WAVES

TOUSLED TRESSES

Take a 2.5cm section of hair, gently pull it taut and place between the Centric plates near to the roots. Release and then hold along the section all the way to the ends.

Work through the entire head for real red carpet ripples.

Section the head by taking a cross parting from ear to ear and front hairline to nape.

Take one large section of hair, gently pull it taut, choose where to place your wave and hold the hair between the Centric plates. Work through the entire head for wonderous waves.

Lock the Centric plates together, take a 2.5cm section of hair, gently pull it taut and place the Centric barrel near the root, and wearing the optional glove hold the ends of the section of hair. Wrap the hair around the outside of the barrel for 5 seconds then carefully remove, repeat the process everywhere to create tousled tresses.

PRO TIP!

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Experiment with the sectioning sizes to create different variations of all techniques.

~ SDL HAIR Ltd • freephone 0845 230 9660

Step by step guide to the ego [BOOSt] Before. Always use ego Boost on dry hair.

Spray IdHAIR Belonger Heat Protect all over hair in big sections.

Always select a section of hair the same width as the roller.

Comb through the section of hair with the roller from base (scalp) to tip (ends).

Wrap the tips of the hair around the roller and roll downwards towards the scalp.

Use the clip to secure and continue following previous steps to achieve the desired effect.

Leave the rollers to Tease out with your cool down (that fixes fingers, shake or brush the style) and remove into your desired style by unwinding (reverse of step 4).

6 sponges for the well lightweight and easy to use at just 478 g

powerful motor with a full 2000 W

AVAILABLE

09/14

8 heat settings including the cool shot 2,8 m fabric covered cable

ego [Get away] Step out in style, wherever you are!

Take your curls on tour with ego GET AWAY. It’s a handbag sized and overhead locker light duo of styling tools that will take care of curls wherever you go.

It’s perfect for that Milano mini-break or ideal tucked away in your Michael Kors tote before heading for a Manhattan or two. The ego GET AWAY gives you: Little Wand – at just 20cm from handle to tip, this easy-to-use tourmaline infused tool creates instant curls. The professional length cord plus the fast, safe heat and clever cone shaped barrel will make light work of your curly transformation.

Little Waves – get casual waves with full on vintage glamour with this bijou triple barrel iron. Gently hug sections of hair between the undulating plates and voila! instant Marcel waves.

Make great hair your every destination with the ego GETAWAY.

Love your hair ‘deep down’ with

ego [INFUSE] Superior technology plus natural nourishment equals strong, beautiful hair.

The groundbreaking ego INFUSE hair dryer uses mineral infused and far infrared technologies, blended with the finest nourishing oils – the result? Stunning, glossy, beautifully styled hair in optimum health.

How does it work?

Ego INFUSE utilizes HW2 far infrared technology and has a tiny well to house drops of precious oils, on a sponge, sitting in the nose of the dryer. The negative ions in the far infrared gently reach into every strand, shrinking the water molecules and drying the hair but retaining essential moisture whilst the oils are atomized and distributed throughout the hair to nourish and increase shine. The atomizer, sponge and well can be used with any oil and can also be used to infuse hair with scent.

How do you use it?

Add 3ml of oil/serum/scent onto the sponge in the oil well.

Place into the nose of the dryer, and add nozzle or diffuser.

Style as desired & enjoy beautiful hair! Replace sponge every 2 months.

The EGO brand also includes: EGO Evolve dryer, Alter EGO dryer, Awesome EGO dryer, EGO Boost heated roller pod, EGO Therapy and Inflated EGO irons. Founder Kala Laing appears regularly on QVC and is one of the channels most successful presenters. www.egoprofessional.com

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POLISH IT UP Use shiny styling products. Matt finishing on hair has been the big trend for a long time, but, shine is now popular as well! Pomades, gels and sprays give hair a natural sheen.

START YOUR GROOMING

“Classic hairstyles are hot again. Here I present tips how to create the trendy hairstyle with a classic twist from the 20’s”

PRO TIP!

JANI RÄISÄNEN MASTER EDUCATOR, Finland IdHAIR International Art Team

SMOOTHER FADING Instead of high contrasts on hair length, try a smoother fading from the nape to the top sections of the hair. Classic taper cut from zero at the sides and nape area graduate to a modern longer top section of hair to make a perfect combination.

Transform from summer caveman to sharp and sexy - men, start your grooming with these top tips!

Must-have product of the moment is IdHAIR elements titanium lockit|inplace mega strong hair gel. A multi functional product that, unlike traditional gels, can be applied before blow-drying to create lift and volume on all hair types! Use it to finish your style on dry hair or create a cool wet look by applying generous amount of gel on damp hair, letting it air dry. Lockit|inplace has a mega strong hold that keeps even the most unruly hair in its place.

Another great product for creating volume is IdHAIR elements silver dry|shampoo. A lifesaver when you don’t have the time to wash your hair. It cleanses away oiliness, impurities and odours from hair whilst adding lots of volume and texture, so it can be used as a styling and finishing product as well.

l 150 m

ENHANCED PARTING Now trendy, but very classic, a side parting can be enhanced slightly by using clippers.

100 ml

INTRODUCING THE ORIGINALS

NATURAL HOLD

ON THE GO

Jelly wax

DRY CLAY

EXTREME HOLD

Soft Silver is an ideal wax for natural results with light hold.

Suitable for longer and curly hair types to keep it in place, whilst still soft and touchable. Ideal for medium and thick hair.

Hard Gold is easy to apply and restyle - suitable for most men.

It creates lift and strong hold on fine and medium hair.

Beach Gum gives light support, shine and control on all hair types. This unique gel-like wax is brilliant for sleek styling.

Dusty Bronze is a dry clay-like styling product that creates cool matte and “unfinished” results.

Best for medium to thick hair.

Extreme Titanium - the name says it all! Maximum hold but still easy to apply. For the most adventurous styles that needs to last all day!

All waxes 100 ml

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~ SDL HAIR Ltd • freephone 0845 230 9660

1 minute extension

HOT TIPS! Prestyle your SwfitHair for instant full head curls!

A full hair extension in just 1 minute without glue, clips or tape - sounds too good to be true? With B’long SwiftHair it’s possible! Applying is even easier than clip-ons and it wont cause any damage to your own hair.

Ask your salon to tailor your SwiftHair to a cut and style suited for you.

This revolutionary instant hair extension set is ideal for all hair types and all occasions. It can be worn every day or just for a girls night out. It’s made from the same premium quality Remy human hair as all the other B’long products so it can be blow dried, curled and straightened as if it was your own hair.

If your have longer hair you can still achieve massive volume with SwiftHair!

Try a different colour than your own hair and you’ll have a totally new look in just minutes!

after 1 minute

Available in 20 beautiful colour options including many highlighted tones that are perfect for different hair colours, the end result is truly natural. SwiftHair uses an invisible thread where the full head extension is attached, light, natural looking, and suitable for thin and damaged hair as well. SwiftHair is easy to take care of and it’s a true long term investment when maintained correctly. Wash the extension when necessary with IdHAIR Belonger products.

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Hair length 45 cm Package contains SwiftHair hair piece, tail comb, spare wire and home care tips.

Place SwiftHair with the wire sitting behind the hair line in front.

Quick fixes hair piec

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A stylish and polished look can be achieved simply by attaching a B’long Ponytail that gives you a full, well defined ponytail in seconds.

Depending on the occasion you can curl it, straighten it or twist it to a bun - one product, many styles!

”

JENNI RUPONEN EDUCATOR, Finland IdHAIR International Art Team

PRO TIP!

Use a tail comb to pull your own hair over SwiftHair.

TIP! Slightly backcomb the front are of your own hair to secure the attachment.

B’long Ponytail

B’long Fringe

With the B’long Ponytail you’ll create an amazing style for everyday looks as well as special occasions. Easy to apply: pull hair back into a small bun or pony. Secure the Ponytail extension to the base of your pony or bun with the small comb. Wrap the hair piece around your own hair and attach it with the little velcro strip. Wrap the extra hair around the base and you’re done!

With B’long Fringes you’re able to create super hot fringes without cutting (and regretting)! Ideal for those who suffer from common problems creating a perfect fringe: unruly curly hair, too thick or thin hair at the hairline, and “cowslicks” . B’long Fringe can be cut and styled as desired or used it as it is. The longer hair on the sides will blend with your own hair so the end result is natural. Super easy to apply with the pressure clip on the base.

Both Ponytail and Fringe are made from premium quality remy human hair and can be blow dried, curled and straightened as if it was your own hair.

B’long Ponytail £00.00, Fringe - LIMITED EDITION!

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IdHAIR is the proud sponsor of the Norwegian Pro Cycling Team FixIT.no.

With IdHAIR logos on their shoulders, the team has participated in three major races this summer: Tour of Norway, Tour des Fjords and Arctic Race of Norway.

The races have with countless people on the roadsides. Using corresponding events and competitions IdHAIR have created extra focus on the hairdressing industry.

ALISA RANTA-AHO Finnish reality TV star.

IdHAIR group is an active sponsor of both sports and entertainment business.

Here you will find some of our sponsorings and press hits.

HEI/VRI IdHAIR has always been a very active sponsor in sports. This year we we tried a new sport, handball!

IdHAIR is sponsoring HEI/VRI which is a handball club with great ambitions. They have been winners of the Danish championship several times. This year one of the biggest talent cups is named IdHAIR Elite Cup.

SANNI Finnish singer -songwriter.

2013 Emma Award winner.

Photo: Fototrine / vildmedfoto.dk

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~ SDL HAIR Ltd • freephone 0845 230 9660

MARTINA AITOLEHTI A finnish model, singer and a partner in Dance & Show Action Agency that for example produces annual Miss Helsinki beauty pageant.

Martina is known for being very athletic and has helped to raise money for youth work by participating in charity triathlons in the summer 2014.

B’LONG premium remy hair extensions are endorsed by professionals and consumers all over Europe and loved amongst many celebrities from musicians to reality TV stars.

JANNA HURMERINTA Finnish singer -songwriter.

YONA Finnish singer-songwriter.

EGO EVOLVE HAIR IDEAS "The Best Hair Gadgets"

KARITA TYKKĂ„ A 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 full-fledged modeling career.

ALTER EGO PRO HAIR | Full spread article of ego professional with it's founder Kala Laing. "I am a huge fan of the sunny dryer Alter ego. It's super light and teamed with techonology that is kind to hair and smooths down the cuticle.

It's a great combination." - Tim Hartley

ALTER EGO IMAGE BEAUTY AWARDS 2014 "BEST HAIR DRYER: ALTER EGO" "Hands down the best hairdryer I've ever used" - Olive Tucker

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Specially formulated haircare line - just for your amazing curls!