EASY GUIDE
CONTENTS
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4 AND
STYLING
Target market 4
Smooth Cream 10
Style your beauty 5
Full Fluid 11
Love Nature and Icea Vegan certifications 6
Tonic Cream 11
Key ingredients 6
Salty Mist 12
Segmentation 7
Style Foam 12
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8 PRIMERS
FINISHING
Seal Serum 8
Shine Spray 13
Heat Spray 9
Gloss Pomade 14 Matte Paste 14 Flex Gel 15 Dry Powder 15 Vamp Spray 16 Fix Gel 17 Hold Spray 17
AND
1. TARGET MARKET
And is the professional hair styling line designed to ensure complete hair shaping freedom, meet all styling needs of hairdressers and their clients, and guarantee highly effective results. Its innovative formulations, all ICEA VEGAN and LOVE NATURE certified, are enriched with antioxidant active ingredients and UV filters that protect hair while providing a natural and residue-free effect. A product range characterized by:
PROTECTIVE AND HYDRATING PROPERTIES TEXTURES FORMULATED TO NOT WEIGH HAIR DOWN MULTIPLE STYLING POSSIBILITIES DELICATE FRAGRANCES ABSENCE OF PARABENS ICEA VEGAN- AND LOVE NATURE-CERTIFIED FORMULAS
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style your beauty style your beauty La prima linea di styling professionale certificata Icea Vegan e Love Nature. Formule protettive e sinergiche per risultati performanti, effetti naturali e zero residui. The first Icea Veganand Love Nature-certified professional hair styling line. Esploraprofessionale lefor infinite forme della bellezza. La synergistic prima linea diformulas styling certificata Icea Vegan e Loveresidue-free Nature. Protective and effective results and natural, effects. Formule protettive e sinergiche per risultati performanti, effetti naturali e zero residui. Explore beauty in its countless shapes. Esplora le infinite forme della bellezza.
#AND #AND
2. LOVE NATURE AND ICEA VEGAN CERTIFICATIONS The first LOVE NATURE- and ICEA VEGAN-certified hair styling line, And meets the requirements of a growing number of environment-conscious consumers who are increasingly more attentive to the quality of cosmetic products. This certification is connected to a procedural guideline that Kemon has set upon itself for the protection of the environment and consumer health. In it, there is a list of ingredients* that we have chosen to eliminate from our products because, even if only suspected, they may cause harm to the environment or health. The ICEA, an internationally-recognised organisation and among the most influential in the industry worldwide, ensures compliance with certification requirements. The ICEA VEGAN certification guarantees that no raw material, process aid or auxiliary agent of animal and/or GMO origin is used either in the ingredients or throughout the entire production cycle of And products. *Without Ammonia, Ammonium Lauryl Ether Sulfate, Formaldehyde, Grapefruit seed extract, HFC 152A in aerosol products, ingredients derived from sacrificed animals, Methylchloroisothiazolinone and Methylisothiazolinone, Methylene Glycol, Nanomaterials, Parabens, Paraphenylenediamine, Paraphenylenediamine derivatives, Petrolatum, Paraffin oils and waxes, Microbeads from PE/PP/PET/PMMA/Nylon, Retinol, SLES, SLS.
3. KEY INGREDIENTS The And line is enriched with active ingredients that defend hair from external sensitising agents and cell aging. With daily use, hair is protected, and its structure and health preserved. Procyanidins from grape seeds They help prevent the formation of UV-induced free radicals, soothe skin irritation and slow down the cell aging process. Ferulic acid Naturally derived from rice, this substance is known for its antioxidant power and its capacity to absorb solar radiation, thus providing an excellent UV filter.
4. SEGMENTATION The packaging colours, combined with clean and rigorous graphics, enhance the line style and elegance while providing a code for easier product identification. PRIMER products can be used across the whole hair shaping process to create an even base and prime hair for styling and finishing. They adjust the hold and shine level of the other And products when mixed with them, and are ideal in all the different styling phases.
STYLING products help create any shape and style. They are applied before drying hair.
FINISHING products complete the style and are applied after drying hair to fix, refine and finish the look.
READING INTO THE PRODUCT Each product of the line is characterised by a two-digit number that simply and instantly identifies the hold and shine level it provides.
HOLD LEVEL
SHINE LEVEL
no hold
0
extra matte
soft and light
1
matte
natural control
2
satin
medium and flexible
3
natural
defined and precise
4
shiny
rigid and sculpted
5
very shiny
extreme hold
6
ultra brilliant
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PRIMERS
05 SEAL SERUM What it is and what it does Smoothing serum in 100 ml bottle. Adds hydration and seals split ends, giving hair shine and softness. How to use Distribute evenly on damp or dry mid-shafts and ends. Stylist’s tips Also perfect to eliminate static from hair.
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13 HEAT SPRAY What it is and what it does Thermo-protective spray in 200 ml bottle. Ensures hair a smooth, lustrous finish and protects it against damage from heat styling tools. Helps prevent dehydration and preserves the hair fibre when styling with a hair dryer as well as during flat or curling iron work. How to use Spray on damp hair and proceed to style as desired. Stylist’s tips Apply on dry hair for providing maximum protection to the most sensitised areas.
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STYLING
15 SMOOTH CREAM What it is and what it does Taming cream in 200 ml bottle. Guarantees a smooth, silky result. How to use Apply evenly on damp hair, comb and proceed to dry. Stylist’s tips Use in combination with 05 Seal Serum to increase the taming effect.
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23 FULL FLUID What it is and what it does Body-building fluid in 150 ml bottle. Provides body and volume to hair and is ideal to add tone to and extend the life of natural-looking blowouts. How to use Distribute on damp hair, comb and proceed to dry. Stylist’s tips Apply on curly and fine hair to add body without weighing down.
24 TONIC CREAM What it is and what it does Toning cream in 150 ml bottle. Gives hair elasticity and tone. Eliminates frizz, hydrates and breathes new life into curly hair, without weighing it down. How to use Apply on towel-dried hair, comb and proceed to dry. Stylist’s tips Mix with 34 Flex Gel to provide definition to diffuserdried curls.
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41 SALTY MIST What it is and what it does Texturising spray in 200 ml bottle. Boosts volume, giving hair long-lasting support with a matte effect. How to use Spray on damp or dry hair. Stylist’s tips For an unstructured effect, spray on dry hair after flat or curling iron work.
53 STYLE FOAM What it is and what it does Strong hold foam in 200 ml can. Provides volume, support and hold. Ideal to create structured styles and defined shapes while keeping hair soft to the touch. Delivers an excellent anti-frizz action. How to use Shake before use, dispense one or two walnut-sized amounts of foam in your hands, and distribute throughout damp or dry hair. Proceed to style. Stylist’s tips Use when drying with rollers to extend the hold and life
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of the curls.
FINISHING
06 SHINE SPRAY What it is and what it does Shine-boosting spray in 200 ml can. Gives hair total and instant shine without weighing it down. How to use Shake before use and spray on dry hair from a distance of approximately 30 cm. Stylist’s tips Alternate with 41 Salty Mist to create glossy and matte effects in the same look.
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25 GLOSS POMADE What it is and what it does Shine-enhancing moulding pomade in 50 ml jar. Moulds and illuminates hair. Perfect for wet looks as well as to style and bring out details. How to use Work the pomade with your hands and apply on damp or dry hair. Stylist’s tips Mix with 54 Fix Gel to increase hold.
31 MATTE PASTE What it is and what it does Matte effect moulding paste in 50 ml jar. Moulds hair creating a matte effect and ensures a firm yet flexible hold. How to use Work the paste between your hands and apply on damp or dry hair. Stylist’s tips
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Mix with 06 Shine Spray to reduce the matte finish.
34 FLEX GEL What it is and what it does Flexible moulding gel in 200 ml bottle. Gives a shiny wet effect and a soft, elastic hold. How to use Distribute evenly on wet or dry hair and define the style. Stylist’s tips Mix with 54 Fix Gel to adjust the hold level.
40 DRY POWDER What it is and what it does Mattifying powder in 5 g bottle. Provides extreme volume and texture to hair. Ideal for creative and dramatic finishing effects. How to use Shake the bottle well and dispense directly on the roots of dry hair; work with your hands to create the desired style. Stylist’s tips Use with 55 Hold Spray to create extreme looks. Perfect for teased hairstyles and to prep hair for styling.
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44 VAMP SPRAY What it is and what it does Strong hold hairspray in 100/300/500 ml can. Provides a firm hold and dries quickly without leaving residue. Its light texture is easily removed with a few brush strokes. Perfect for instantly setting a movement or for defining the overall hairstyle. How to use Shake before use and spray on dry hair from a distance of approximately 30 cm. Stylist’s tips Spray when finishing with a hair dryer to deliver a longlasting effect.
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54 FIX GEL What it is and what it does Strong hold gel in 200 ml bottle. Provides definition, shine and firm control without leaving residue. How to use Distribute evenly on wet or dry hair and define the style. For an ultra brilliant wet look, apply the product on damp hair and let it dry. For a bolder look, apply the gel and dry with a hair dryer. Stylist’s tips Use with a hair dryer to give structure to men’s quiffs.
55 HOLD SPRAY What it is and what it does Strong hold, non-aerosol hairspray in 300 ml can. Gives hair shine and sets style details firmly. How to use Shake before use and spray on dry hair from a distance of approximately 30 cm. Stylist’s tips Use as a styling product with 53 Style Foam for achieving very defined, long-lasting curly looks.
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