EASY GUIDE
CONTENTS
4 ADDING A SPECIAL TOUCH TO SMALL DAILY BEAUTY GESTURES
18 LIDING ENERGY What is it? 18
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Key ingredients 19
Uses and services 19
LIDING Hair moments 6
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The range pluses 8
LIDING VOLUME
Key ingredient 10
What is it? 22
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Key ingredients 23
Uses and services 23
LIDING BEAUTY What is it? 12 Key ingredients 13
24 LIDING NOURISH
Directions for use 13
What is it? 24
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Key ingredients 25
Uses and services 25
LIDING BAHIA What is it? 14 Key ingredients 15
28 HEALTHY SCALP
Uses and services 15
What is it? 28
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Key ingredients 29
Uses and services 29
LIDING COLOR What is it? 16 Key ingredients 17
Uses and services 17
30 KIDDING What is it? 30 Key ingredients 31
Uses and services 31
ADDING A SPECIAL TOUCH TO SMALL DAILY BEAUTY GESTURES
Every woman attaches a special meaning to her beauty routine.
From a practical need to get ready for the day or for bed, the beauty routine has evolved over time in parallel with new beauty products and changing daily habits, to the extent of becoming a pleasurable ritual that every woman customises to her personality, needs, attitudes and time.
The beauty routine is indeed a special moment in the day, often the only one many women can take for themselves. Therefore, cosmetic products, rituals and even time become little pleasures or little treats to indulge in as a reward for a hard day’s work, a celebration of a very positive moment or just a personal pampering break.
A certain kind of “rewarding” experience is appreciated and sought after in hair care, too. Nevertheless, when talking about hair, the concept of pampering is very often associated to premium or occasional treatments, thus relegating the daily shampoo or mask to a practical rather than a ritual dimension.
However, the paradigm can be inverted, thus adding a special touch even to small daily beauty gestures.
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LIDING
HAIR MOMENTS Liding lets you discover how even a simple shampoo or detangling spray can turn into an experience of sensory indulgence to reward yourself every day, at home and in the salon.
With engaging fragrances and innovative textures, the hair care routine becomes exciting and captivating while remaining quick and convenient in terms of results. Hence, it fits perfectly into everyday use and turns out to be accessible even to women who have little time on their hands or just a smarter approach to beauty.
Liding will allow you to value every single shampoo and enjoy it as a beauty treat every time.
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hair moments
Treat yourself to Liding and add a special touch even to your small daily beauty gestures. Value your hair care routine with engaging products and immediate results. To reward yourself when you have little time on your hands or simply to indulge yourself every day.
#LIDING
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THE RANGE PLUSES Textures Liding formulations feature soft, lightweight, fresh and pleasing textures that are an invitation to play and experiment. Fragrances The delicious and captivating fragrances of the range make product application irresistible and engage all five senses. Packaging The eye-catching Liding packaging, with its fresh pastel colours, is an invitation to purchase. Segmentation Streamlined and targeted segmentation allows for a convenient beauty routine while providing a specific response to every need.
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Product names Product names suggest the end result, thus making communication clear and products instantly identifiable.
Efficacy All Liding formulations, based on an effective cocktail of active ingredients, provide a targeted action and ensure instant efficacy for results that are visible from the very first application. Gentleness Our shampoos are free of SLES and SLS and use effective surfactants that gently cleanse the scalp without stripping away its protective acid mantle.
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KEY INGREDIENT Velian Complex In the hills of Umbria, not far from our plant, we converted 20 hectares of land to organic farming in 2006. This is how we started an extensive experimentation with plants in our “open-air laboratory”, a research activity that still goes on today and has led us to achieve unprecedented results for cosmetics. After a long period of studies, we selected four plants for their emollient and soothing properties. These plants, native to the area, rustic and resistant, do not need a lot of water and are grown in accordance with organic farming techniques in our Kemon Open Lab. Velian Complex comes from the combination of: • Mullein (Verbascum densiflorum): with soothing powers • Helichrysum (Helichrysum italicum): with calming and refreshing powers • Flax (Linum usitatissimum): with protective and emollient powers • Dyer’s Chamomile (Anthemis tinctoria): with antioxidant powers The result is a patented blend of plant extracts, the fruit of extensive scientific research conducted by Kemon in collaboration with Vivacell Biotechnology (Denzlingen, Germany) and the University of Ferrara.
Organic helichrysum in our Kemon Open Lab
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The patent Scientific studies have demonstrated that “specific blends of extracts of mullein, helichrysum, flax and dyer’s chamomile, produced with plants grown in accordance with organic farming techniques in our Kemon Open Lab, possess noteworthy anti-inflammatory, antibacterial and antioxidant characteristics”, and that the patented Velian Complex blend produces an important synergistic effect, with results greater than those expected from the sum of the individual extracts.
From left to right, the dried organic medicinal plants that make up Velian Complex: mullein, flax seeds, dyer’s chamomile, helichrysum
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LIDING BEAUTY
WHAT IS IT?
Because of their potent hydrating and regenerating activity, oils represent an indispensable elixir in beauty products. Inside this segment Liding proposes Beauty Oil: a beauty boosting oil for hair based on 4 valuable oils. The formula binds to the hair and forms a film that makes it manageable, silky, lustrous and smooth. Size: 100 ml
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Key ingredients
A blend of 4 valuable oils with an ultra-hydrating, nourishing and protective effect. Camellia oil Very rich in vitamin E, it is indicated for dry or fragile hair due to its hydrating and protective properties. Argan oil Thanks to its anti-ageing, nourishing and revitalising properties, it provides hair superior softness and lustre. Sweet almond and flax oils They exert a protective and emollient effect, preventing damage caused by excessive dehydration.
DIRECTIONS FOR USE On freshly-washed and towel-dried hair, distribute a small amount of product throughout the mid-shafts and ends, comb thoroughly and proceed to style without rinsing. On dry hair, apply a small amount throughout the mid-shafts and ends.
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LIDING BAHIA
WHAT IS IT?
Liding proposes the Bahia line to take care of hair easily and quickly in the summer: two simple steps for regenerating the skin and hair after sun exposure. Sizes: Shampoo Hair&Body 250 ml, Spray Hair&Body 200 ml
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Key ingredient
Sunflower seed extract It is a natural concentrate of proteins and minerals with antioxidant and restorative activity. It has been proven effective for protecting against oxidative damage caused by exposure to sunlight. It is one of the most potent natural origin ingredients for after-sun products.
USES AND SERVICES 87
Bahia Shampoo Hair&Body
NATURAL ORIGIN
After-sun quenching shampoo Thanks to a blend of gentle surfactants, it is perfect for quenching the thirst of hair and body after a day in the sun. It cleanses gently, removing residue from sun care products, chlorine and salt water. It hydrates and softens the skin and hair. Directions for use: distribute evenly on wet hair and skin, massage gently and rinse thoroughly. Repeat if necessary.
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Bahia Spray Hair&Body
NATURAL ORIGIN
Quenching and detangling spray Leave-in quenching spray for hair and body. During and after sun exposure, it detangles hair making it soft and smooth thanks to conditioning and film-forming agents in the formulation. Applied on clean skin, it hydrates it and leaves it silky. Directions for use: spray on hair during sun exposure or distribute evenly with a comb on freshly-washed and towel-dried hair, then dry. On the body, apply on clean skin and massage until completely absorbed.
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LIDING COLOR
WHAT IS IT?
Time, the oxidative effect of sunlight, smog: there are many factors that affect cosmetic hair colour and make it look dull. To protect and prolong the colour’s shine Liding presents Color, the line that offers two quick and simple steps to the beauty routine for colour-treated and bleached hair. Sizes: Shampoo 250/1,000 ml, Mask 200/1,000 ml, Cold Shampoo 250 ml
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Key ingredients
Chamomile and lily flower extracts The extracts derived from the flowers of these two plants are infused with hydrating, protective and antioxidant elements. They are ideal for protecting the colour against the oxidative damage caused by UV radiation.
USES AND SERVICES 91
Color Shampoo
NATURAL ORIGIN
Illuminating shampoo for colour-treated hair Thanks to a balanced blend of surfactants, it cleanses gently and produces a rich, pleasing lather while respecting the hair and scalp’s natural balance. The chamomile and lily flower extracts in the formulation protect the cosmetic colour for increased shine and durability. This shampoo also contains conditioning agents that coat the hair and give the style elasticity and volume while enhancing the cosmetic colour. Directions for use: distribute evenly on wet hair, massage gently and rinse thoroughly. 92
Color Mask
NATURAL ORIGIN
Illuminating mask for colour-treated hair It provides luminosity, leaves hair extremely easy to comb and promotes a longerlasting colour, resulting in soft, lustrous and easy-to-style hair with a silky feel. Thanks to conditioning agents and UV filters, the mask offers perfect anti-static control and total protection against fading caused by sunlight. It makes the hair fibre more resistant to breakage and protects it from heat. Directions for use: distribute evenly on freshly-washed and towel-dried hair. Allow the mask to penetrate, then rinse thoroughly.
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Color Cold Shampoo
NATURAL ORIGIN
Cool blonde illuminating shampoo Shampoo for natural, coloured or bleached/streaked blonde hair. Thanks to a balanced amount of purple pigment in the formulation, it offers effective antiyellow action and quickly conceals the yellow tinge that is typical of white and grey hair. It removes unwanted tones, delivering an even and natural-looking colour result. Directions for use: distribute evenly on wet hair, massage gently and rinse thoroughly.
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LIDING ENERGY
WHAT IS IT?
As a result of lifestyle changes, stress and hormonal imbalances, the number of people who complain of fragile hair that is prone to falling out has increased continually over the past few years, and this condition is manifesting at a younger and younger age. To give new strength and vitality to this type of hair, Liding brings Energy: three simple steps that work synergistically to revitalise the scalp and reinforce hair. Sizes: Shampoo 250/1,000 ml, Treatment 200/1,000 ml, Lotion 100 ml/6 ml x 12
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Key ingredients
Ginseng extract and caffeine Ginseng extract has stimulating and toning properties, while caffeine reactivates the scalp’s microcirculation and reinforces hair at the root, thus promoting healthy and vital growth.
USES AND SERVICES 90
Energy Shampoo
NATURAL ORIGIN
Energising shampoo for fragile hair prone to falling out Energising shampoo with a ginseng and caffeine base. Thanks to a balanced mix of surfactants, it cleanses effectively, removing impurities while ensuring a very gentle action. It promotes healthy, vigorous growth while cleansing. Directions for use: distribute evenly on wet hair, massage gently and rinse thoroughly.
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Energy Treatment
NATURAL ORIGIN
Energising scalp and hair treatment Energising treatment with a ginseng and caffeine base specifically designed for dry, tight scalp and fragile hair prone to falling out. It revitalises and refreshes the scalp, preparing it for the application of Energy Lotion. The treatment can be distributed down the mid-shafts to make detangling easier without weighing hair down. Directions for use: after shampooing, apply on scalp and hair, leave in place for a few minutes, then rinse.
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Energy Lotion
NATURAL ORIGIN
Energising lotion Liding Energy Lotion, used in combination with Liding Energy Shampoo and Treatment, is an energising lotion developed to help prevent hair loss. The formula contains ginseng, which has stimulating and toning properties, and caffeine, which promotes the reactivation of the scalp’s microcirculation, acting effectively on the scalp and reinforcing hair at the root. This action improves the hair structure and promotes healthy, vigorous growth. Directions for use APPLICATION FROM THE PHIAL - Open the phial and insert the applicator tip. Apply the product on the scalp drop by drop and massage with circular motions using the fingertips and applying light pressure. Dry the hair as usual. APPLICATION FROM THE BOTTLE - In dry or washed and towel-dried hair, remove the cap and bring the tip of the dispenser into contact with the scalp. Spray the product section by section. Blot after each application by massaging lightly with circular motions using the fingertips.
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LIDING VOLUME
WHAT IS IT?
Fine hair is affected by static electricity, is difficult to detangle and more sensitive to external aggressors. Additionally, the style comes out quickly and hair is prone to weighing down. To provide a solution to fine hair issues, Liding presents Volume: two simple steps to give hair body and substance and make the style last longer thanks to wheat and soy proteins in the formulation. Sizes: Shampoo 250/1,000 ml, Spray 200 ml
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Key ingredients
Wheat and soy proteins Wheat proteins add body and substance to the mid-shafts. Soy proteins bind deeply with the hair structure providing a restructuring action and giving the hair greater texture.
USES AND SERVICES 91
Volume Shampoo
NATURAL ORIGIN
Body-building shampoo for fine hair Body-building shampoo with a soy and wheat protein base specifically developed for fine hair prone to weighing down. It cleanses deeply without making hair heavy. Hair is left bouncy, bodified and lustrous. Directions for use: distribute evenly on wet hair, massage gently and rinse thoroughly.
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Volume Spray
NATURAL ORIGIN
Body-building spray for fine hair Leave-in body-building spray with a soy and wheat protein base specifically designed for fine hair. It makes detangling easier and leaves hair bouncy and bodified. Directions for use: spray on freshly-washed and towel-dried mid-shafts. Comb to distribute, then style as desired.
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LIDING NOURISH
WHAT IS IT?
Brittle, dry, frizzy and rebellious hair is the hardest to manage. Fragile and dull, it is difficult to comb and appears not very compact or uniform. To offer the best for this type of hair Liding presents Nourish, the shea butterbased line specifically developed to deeply nourish the hair fibre and protect the hair, leaving it soft, easy to comb and style. Sizes: Shampoo 250/1,000 ml, Mask 200/1,000 ml, Serum 8 ml x 12, 2Phase 200 ml
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Key ingredient
Shea butter Thanks to its hydrating, emollient and nourishing properties, it is considered as a true cure-all. Ideal for nourishing frizzy, dry and damaged hair, it provides film-forming activity and effective hair protection against atmospheric aggressors.
USES AND SERVICES 90
Nourish Shampoo
NATURAL ORIGIN
Nourishing shampoo for brittle hair Shea butter-based nourishing shampoo for dry, frizzy, brittle and rough to the touch hair. It cleanses gently, leaving hair soft and hydrated. Directions for use: distribute evenly on wet hair, massage gently and rinse thoroughly.
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Nourish Mask
NATURAL ORIGIN
Nourishing mask for brittle hair Shea butter-based nourishing mask for dry, frizzy and brittle hair. It makes detangling easier and leaves hair soft, elastic and easy to style. Directions for use: distribute evenly on freshly-washed and towel-dried hair. Allow the mask to penetrate, then rinse thoroughly.
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Nourish Serum
NATURAL ORIGIN
Reconstructing serum Reconstructing serum for brittle and frizzy hair. Thanks to shea butter, with its excellent hydrating, emollient and nourishing properties, it deeply nourishes the hair, leaving it intensely soft. After the treatment, hair is silkier, more elastic, lustrous and tamed, with a healthier appearance. Directions for use: wash the hair with Nourish Shampoo. In a bowl, pour 30 ml of Nourish Mask and add an 8-ml packet of Nourish Serum. Mix well and apply the treatment to the mid-shafts and ends, then comb (this amount is suitable for medium-length hair of medium thickness; in case of longer and thicker hair, increase the amount until the hair is completely saturated). Cover with a cap and place under a heat source for 10 minutes. Rinse thoroughly and dry as usual.
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Nourish 2Phase
NATURAL ORIGIN
Leave-in detangler for brittle hair Leave-in two-phase spray with a shea butter base specifically designed for dry, frizzy and brittle hair. Endowed with excellent detangling and hydrating power, it creates an anti-frizz effect and leaves hair tamed and manageable. Directions for use: shake well before use to mix the two phases and spray on freshly-washed and towel-dried mid-shafts. Comb to distribute, then style as desired.
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LIDING HEALTHY SCALP
WHAT IS IT?
Liding presents Healthy Scalp, the line specifically designed to take care of the scalp and address the main scalp concerns with effective targeted treatments. Sizes: Anti-Dandruff Shampoo 250/1,000 ml, Kiwi Scalp Scrub 25 ml x 12, Purifying Shampoo 250/1,000 ml, Scalp Purifying Clay 25 ml x 12
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Key ingredients
Kiwi seeds (anti-dandruff product segment) They provide an exfoliating effect on the scalp and contain omega-3 fatty acids and polyphenols with age-defying and antioxidant properties. Clay (anti-sebum product segment) It creates a real “mineral shield” that protects the scalp from the harmful substances contained in smog. Due to its particular structure, clay can absorb excess sebum.
USES AND SERVICES 92
Healthy Scalp Kiwi Scalp Scrub
NATURAL ORIGIN
Professional anti-dandruff treatment Kiwi seeds exfoliate impurities from the scalp, giving a fresh and clean sensation. Directions for use: apply on a dry scalp, section by section. Massage and leave in place for 5 minutes, then rinse thoroughly. Proceed to wash with Healthy Scalp Anti-Dandruff Shampoo. 89
Healthy Scalp Anti-Dandruff Shampoo
NATURAL ORIGIN
It provides effective scalp cleansing by exerting an antibacterial action and helping to restore the scalp’s natural microbial balance. Directions for use: distribute on wet hair, massage and rinse.
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Healthy Scalp Purifying Clay
NATURAL ORIGIN
Due to the presence of clay, in the formulation, it absorbs excess sebum from the scalp and creates a real “mineral shield” against the harmful substances contained in smog. Directions for use: apply on a dry scalp, section by section. Massage and leave in place for 5 minutes, then rinse thoroughly. Proceed to wash with Healthy Scalp Purifying Shampoo. 89
Healthy Scalp Purifying Shampoo
NATURAL ORIGIN
It cleanses the scalp effectively by delivering a purifying action and absorbing excess sebum. Directions for use: distribute on wet hair, massage and rinse.
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KIDDING
WHAT IS IT? Children’s skin and hair are particularly delicate and require products designed specifically for their needs. This is why the Kidding segment has been developed: hair and body products formulated especially for kids ages 3 and up, enriched with organic actives and up to 93% natural origin ingredients. The sweet fruity fragrance of Kidding products is free from the 26 most sensitising allergens and is ideal for the skin of the little ones. All the line products have been tested on sensitive skins. Sizes: Shampoo 200 ml, Districante Spray 200 ml, Gum 50 ml
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Key ingredient
Velian Complex A combination of four medicinal plants: mullein, helichrysum, flax and dyer’s chamomile. The patented blend of their extracts enhances product performance by adding significant antioxidant, emollient, soothing and protective activity.
USES AND SERVICES 93
Kidding Shampoo H&B
NATURAL ORIGIN
Gentle non-eye-stinging cleanser Gentle hair and body cleanser with tolerability tested on sensitive skins. Non-eyestinging formula specifically designed for kids ages 3 and up. Directions for use: distribute evenly on wet hair and skin, massage gently and rinse thoroughly. Repeat if necessary.
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Kidding Districante Spray
NATURAL ORIGIN
Gentle detangler Leave-in hair detangling spray specifically designed for kids ages 3 and up. It helps to comb out knots and tangles ultra-gently, even in case of long hair. Directions for use: spray on freshly-washed and towel-dried hair, section by section. Comb and proceed to dry.
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Kidding Gum
NATURAL ORIGIN
Styling wax for kids Hair styling wax specifically designed for kids ages 3 and up. It provides medium hold with a natural effect. Ideal to unleash creativity and mould countless styles. Directions for use: rub a small amount of wax between hands and apply throughout hair or only on the sections to style.
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