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CHOOSE YOUR IDENTITY
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ON DEMAND LIVING I choose, so I am It's the era of tailor-made services, especially for the young generations, pampered by technology and that's not all. Smart phones, configured to your needs with all their apps are just a first example of this trend. Then TV on demand and the one following you everywhere you go, streamed programs, YOU TUBE, Facebook and Twitter, where images and thoughts are a shared resource, to see and read again whenever you want. Buses on call for night-time transport in several cities, while just about any goods and services can be bought online 24 hours a day. Wishes and desires have, and will have, an ever shorter-lived lifespan.
In a world that burns the wait, the search for our identity is continuously evolving because the picture we have of ourselves is dynamic, ever-changing, experimental. To be chosen following the inspiration of the moment. To be chosen with I.DENTITY.
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Framesi research gives you a range of high technology products, designed to support the more rapid and innovative transformations, with three great features:
CHOOSE YOUR IDENTITY 1 - versatility with I.DENTITY you can invent infinite looks, using either single products or having them interact with extremely personalized applications.
2 - protection each I.DENTITY product offers you the most spectacular performance with total respect for your hair’s health. Thanks to advanced technological formulas, the hair is wrapped in a protective, moisturising, conditioning film keeping it soft and flexible.
3 - multi-purpose I.DENTITY a line that is perfect in the salon, enhancing professional creativity, and irreplaceable at home, giving your imagination all the space it needs in a really simple way.
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I.DENTITY Hold, shape, model, straighten, define
There are many ways of giving personality to a look. I.DENTITY knows all of them and creates with both strength and delicacy because its formulas enhance styling and protect hair. Every day. At the salon or at home, I.DENTITY for an exceptional performance whether you need volume or want to straighten your locks, give curls shape or define a cut. With four brighly coloured lines, and a stylist's professional advice, any identity finds its unique, unrepeatable expression.
Shape
Curl
Volume
Smooth
resist against the most extreme tests
define and enhance curls
give volume to fine hair
straighten with or without a flat iron
Look@Me
Shine.On
X.Alt
Stay.Matte
Curl.Booster
Protect.it Hair.Force
Tuff.Hold Stay.Stuck Hold.Up X.Factor Self.Control
that hold effect
I.DENTITY To give each styling the most precise identity
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60 ml
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60 ml
60 ml
150 ml
NATURAL FINISH OR THE WET LOOK
NO-GLOSS EFFECT
SHAPED HAIR AND AN EXTREME LOOK
DEFINED LOCKS, GREAT LIGHTNESS
Shine.On Dual-purpose wax
Stay.Matte Opaque & hold wax
Tuff.Hold Extreme hold wax
Stay.Stuck Mousse wax
Moisturising wax with a velvety texture, no oil and siliconi
Opaque effect wax
Polishing wax and extra hold
Mousse wax
How you use it Warm the wax in your hands before use. To model dry hair, work a small quantity and spread it with your fingertips. For a more aggressive look, apply to damp hair and dry each lock twisting and ruffling it
How you use it Warm the wax in your hands before use. Work a small product quantity and spread it over dry hair with your fingertips. Bend and shape locks for the desired shape.
How you use it On dry hair, spread small amounts over ends and locks to be defined.
How you use it Warm the wax in your hands before applying it. For volume, spread on wet hair after your shampoo. Apply after drying for the wet look. Result Soft, moisturised hair. Leaves no residue and is brushed out easily.
Result Contrasting matt and shiny details define your style. Protects against dehydration.
Result Sustained styling through the length of the lock. Lasting hold and no residue in hair.
Result Enhances the lines of your cut because it makes details more visible. No weighing down effects. Ideal in updos for a wet look.
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DISCIPLINED, SCULPTED HAIR
250 ml
150 ml
200 ml
SCULPTED, CRUSHPROOF HAIR
STRONG HOLD AND PROTECTION
Hold.Up Super hold styling spray
X.Factor Extra strong gel
Self.Control Hair Spray
Styling spray for hair dryer and iron
Extra hold with a memory effect
No-gas anti UV hair spray
How you use it On dry hair, spray each lock before using a brush, hair dryer or iron over it.
How you use it Warm product between hands and apply to dry hair lock after lock, shaping your style. To accentuate details and anti-gravity.
How you use it Spray on perfectly dry hair, on roots and length.
Result Applied to the roots, gives strength and hold to all types of hair. Even defines and sustains large locks, projecting lengths of up to 15 - 18 cm outwards.
Result Strong hold, flexible styling with the memory effect.
Result Effective control of even the longest locks. Instant anti-frizz effect.
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HIGH DEFINITION CURLS
NATURAL FLEXIBLE MOVEMENT
X.Alt
Curl.Booster
Curl enhancer
Spray definer
Cream for curls and waves
Shines hair and revitalises lock shape even the day after styling.
How you use it After shampooing, towel dry hair and apply cream. Spread uniformly combing repeatedly. Dry using a diffuser with the hairdryer on a low speed.
How you use it After shampooing, towel-dry your hair and spray uniformly. Dry using a diffuser or naturally. To give curls volume and shape the next day, apply to dry hair wrapping locks around your fingers. Great for wavy brushing.
Result Defines curls with no stiffness. Natural effect on all types of hair.
150 ml
Result Natural, soft, defined curls with no stiffness. Excellent anti-frizz effect even in humidity. 200 ml
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UP TO DOUBLE THE VOLUME Look@Me Fixing gel for volume and body.
Volumizing lotion 250 ml
How you use it After shampooing, towel-dry hair. If hair is short, massage an adequate amount of gel in your hands and spread it over hair till fully absorbed. If hair is long, repeat the process along its length. Result Doubles hair volume and eliminates static electricity. Perfect on particularly thin hair. Maintains styling, does not coat or weigh hair down.
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IRON AND PROTECTION
STRAIGHT HAIR WITH NO FRIZZ EFFECT
Protect.it
Hair.Force
Thermal protector
Instantly straightner
Special spray to protect hair when it comes into contact with a flat iron
Instant straightening fluid to make styling last longer
How you use it After drying your hair completely, keeping it well combed, spray uniformly and flat iron over each lock.
How you use it After shampooing, towel-dry hair. Apply uniformly massaging the entire length uniformly, dry and apply again to finish.
Result Hair does not lose its natural moisture and the iron runs easily. The protective sheath that wraps and gives shine to hair, makes styling last longer.
Result Makes all types of hair as smooth as silk, resists humidity and extends the hair style. Hair is shiny, revitalised with no trace of frizz
200 ml
150 ml
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INTER-ACTION
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Infinite combinations for really exclusive personalisation! I.DENTITY products can be mixed together for interaction giving each hairstyle that perfect finish.
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Hair.Force + Shine.On + Self.Control
Tuff.Hold + Self.Control
Hair.Force + Stay.Stuck + Protect.it
long hold, glossy straight hair
sculpted, strong hold styling
powerful straightening effect
Look@Me + Protect.it + Hold.Up
X.Alt + Self.Control
X.Alt + Shine.On
maximum volume, protection and sculpted hold
highly defined curls and strong hold
softly defined curls
Hair.Force + Protect.it + Stay.Matte
Look@Me + Shine.On
Curl.Booster + Self.Control
protected straightening, straight, separate locks
maximum volume with separate, shiny locks
control shape with no frizz
Curl.Booster + Shine.On
Hair.Force + X.Factor
Hair.Force + Protect.it + X.Factor
movement with no frizz the day after styling. Shiny, composed lengths
perfectly straight on sculpted locks
sculpted effect, straight hair protected against the flat iron plate
It's up to you now! Create the right combination for each new identity
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For you and your customers who always want to be up-to-date on the I.DENTITY world, a special application to download free.
Framesi S.p.A. S.S. dei Giovi, 135 20037 Paderno Dugnano Milano (Italy) Tel. +39 02 99040441 Fax +39 02 9101318 www.framesi.it
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