Presentation on theme: "CHANGING THE SHAPE OF HAIR"— Presentation transcript:
1CHANGING THE SHAPE OF HAIR Set up display for visual reference, with bowls and brushes for showing the product, any tent cards and any material that will be available for use to the educators. We are going to discuss Alfaparf LISSE Design and how we will be working with it in the market to help present the product against the competitor products. As we will see, there are many advantages that LISSE has. First let’s look at why such products have exploded in our marketCHANGING THE SHAPE OF HAIR
2WHAT DO CLIENTS WANT? 1 IN 4 WOMEN SAY THEY HATE THEIR HAIR The style –The texture –The condition –They would pay anything for shiny, manageable hair78% of women say their hair is their most important featureThey want great color, great condition, instant resultsThey want WOW!What do clients want? They want their hair to look great, all the time with a minimum of effort. If they have hair that is challenging, curly, coarse, unruly, unmanageable, they have often spent years trying to tame it, without any real success. Hair is the most important feature for any woman, and plenty of guys too! We know that color is a huge market for us as hairdressers, so any hair treatment that is introduced needs to be color compatible, especially at Alfaparf, this is very important because we are a color company. We also know that whatever treatment we introduce has to be instant – allowinf same day styling - and long lasting giving at least 3-6 months of hassle free hair.
3WHAT DO STYLISTS WANT? SAFE, EFFECTIVE PRODUCTS THAT ARE EASY TO USE Loyal clients that come to them vs. the drugstoreGenerate higher service costs -Improved Retail Opportunity -No loss of Color Sales -The miracle product that will help them create WOW for their customer
4INTRODUCING NEW LISSE DESIGN Keratin Therapy Guaranteed to help the stylist acheive the client’s desired WOWShinyManagebleFrizz- resistantPurely Gorgeous HairFirst we need to really understand how we can change the shape of hair so we can use the most effective products for the best solutions. Alfaparf is unique in helping hairdressers understand how the process works when we change the shape of hair
5HOW DO WE MAKE HAIR STRAIGHT? Let’s look at the straightening methods that are available to us as hairdressers, traditional and new. On each slide we will discuss what type of hair, what type of product, ask the stylists whether they use this type of product, how often? What are the disadvantages, what are the advantages? The aim is to establish how each one works and to find out what the stylists want from the product, to establish why Lisse design is the answer to their prayers!What is the technology for creating straight?How is Permanent StraighteningDifferent from Keratin Smoothing Treatment?
6PERMANENT STRAIGHT VS. KERATIN SMOOTHING Conventional Straightening TechnologyActive IngredientsSODIUM HYDROXIDESoda – Guanidine – LithiumCold Wave ThiogllycolateAll bonds inside the hair are permanently broken and reformed in a new position to give a new permanently straight shapeNew KERATIN STRAIGHTENERSActive IngredientsFORMALDEHYDE/GLYCOLIC ACID/GLYOXYLIC ACIDCosmetic Active Ingredients:KERATIN / HYDROLYZED KERATIN / CARBOSYSTEINNo Bonds are permanently broken. Hair shape is adjusted with the assistance of heat.Ask the audience – what type of hair are we talking about here? What type of product? Is it easy to use, what are the advantages to this product, what are the disadvantages? Does hair feel smooth afterwards? Strong? Why? What is the pH of these products? – these questions help give an idea of the education level of the audience, and gives the trainer the chance to explain pH if necessary before introducing Acid as being better for the hair….(The chemical process here is called Hydrolysis, there is no neutralizing element. The Chemical change is permanent)
9NEW TECHNOLOGY INDUSTRY FIRST Formulated with new Kera-Collagen ComplexHydrolyzed KeratinQuaternized CollagenGlyoxylic AcidReshapes hair keratin chains and changes their arrangement, moving bonds to create a long lasting straight shape that can be immediately styled and coloredWraps hair with a keratin micro film to give super smooth, super shiny resultAs you would expect from Alfaparf, the technology is cutting edge. We know that all Alfaparf products are superior in performance and effectiveness, and Alfaparf LISSE Design is no different. Hydrolyzed Keratin is a very useable form of keratin which means that it can be easily placed on the outside of hair to produce a smooth shiny coating and can enter the bonds of hair to help rearrange into a new shape. Quaternized Collagen also enters the bonds of hair to help rearrange and strengthen them in the new arrangement. These ingredients ensure the effect is long lasting, and leaves the hair supple and easy to work with. Glyoxylic acid is the carrier for the ingredients, with an acid ph which helps to keep hair smooth and the cuticle flat, which means more shine..
10NEW TECHNOLOGY INDUSTRY FIRST Infused with Organic Babassu Oil Found in the Amazon.Contains 70% lipids to make hair soft andsupple and help prevent breakage.Creates a silky finish with high-impact shineIt is important that the hair remains soft and supple, even though we are putting a coating around the hair. Babassu Oil is an oil that is very easily assimilated into the hair structure and helps to keep hair moisturised and easy to work with. Delivers super shiny, healthy hair.
11TECHNOLOGY – PROS/CONS POSITIVESNEGATIVESSodium Hydroxide/ Soda/ Guandine/ LithiumPermanentLevel of Smoothing; 10Not good for all hair types.Technical Experience requiredLifts Natural and Cosmetic HairNot Compatible with other smoothing technologies (thio)thioglycollateFormaldehydeLevel of smoothing; 9Harmful to the hairdresser and consumer (inhalation)Not immediately compatible with color services72 hour mandatory wait time for restyling after a serviceLimited number of applications due to breakageGlycolic AcidWears for 3 months; not permanentDoes not lift cosmetic colourRinsing step not required after the serviceLevel of smoothing; 4Lack of permamenancyNot immediately compatible with a colour serviceMandatory wait time for restyling after a serviceGlyoxolic AcidLevel of smoothing; 7-9Lifts cosmetic colourLISSE DESIGNLevel of smoothing; 7 – 9Can be used with any and all colour servicesNo wait time for restyling after the serviceLifts cosmetic ColorKeratinDoes not lift colourNo rinsing requiredNo smoothing powerWears for 1 – 3 shampoosSmooths/style product
124 simple steps to smooth, shiny, manageable hair NEW 4 – STEP SYSTEMDEEP CLEANSINGSMOOTHING FLUIDDETANGLINGREHYDRATEThese 4 steps are related to the products in the LISSE range4 simple steps to smooth, shiny, manageable hair
13STEP 1 Deep Cleansing Shampoo Prepares the hair for the smoothing processGently cleanses product build-upSalt and SLES FreeDirections for UseShampoo hair 1-2 times. Comb through and rough dryTIP Use the time the shampoo is on the hair to help work out any tangles, and be careful not to create them by over massaging! pH
14STEP 2 Smoothing Fluid Formaldehyde free Formulated with Glyoxylic Acid, Hydrolized Keratin,Quaternized CollagenLiquid Viscosity easily distributesthrough the hair, quickly absorbedDirections for UseApply sparingly and comb through. Wait 20 minutes to absorb and dryThe start of the smoothing processTIP It is not necessary to apply to saturation, product should absorb into the hair, not be dripping off the hair. Comb through each section as the product is applied, this will help the product penetrate. Over saturation will result in the smoke being emitted when the hair is flat ironed. pH 1.5
15STEP 3 Detangling Cream Industry First – NEW Step Infused with Super ConditionersClient comfort, ease of smoothingEnsures silky smooth resultsDirections for UseApply very sparingly to dry or porous ends. Dry smooth and flat iron at F. This is when smoothing occurs as a microfilm coating is formedThis step is designed to ease blowdrying of the hair. The Detangling Cream is only used when the hair is very porous and/or damaged. In these cases, the cuticle is raised, or worn away, so the hair can be sensitive and difficult to work with. The Detangling Cream helps protect from heat and keeps the cuticle smooth. TIP Do not overapply the Detangling Cream. Place a little on the hand and work through the hair lengths and ends where extra protection is needed. When heat is applied, the hair visibly changes to become smooth and shiny as the iron is passed over the cuticle. Thisi is the micro film forming around the hair shaft
16STEP 4 Rehydrating Mask Industry First – NEW Step Seals the process Ensures silky smooth resultsColor CompatibleDirections for UseRinse well and apply Mask, working into hair for maximum conditioning benefits and to restore pH. Leave 5 minutes and rinse.This step helps maintain the condition, returns the hair to the natural state, finishing the smoothing process and adds moisture and shine, leaving the hair supple and easy to work with. Alfaparf LISSE Rehydrating Mask can be used in conjunction with Alfaparf Colorwear if color needs to be refreshed after the LISSE service. For 1 Level of Fade and loss of Tone, mix Colorwear with LISSE Rehydrating Mask, for 2 or more levels of fade and change of tone, apply Alfaparf Colorwear FIRST, process as usual and then use Alfaparf LISSE Rehydrating Mask.
17PROCESS Avg Service Time: 105 minutes/1 hr 45 minutes TIMING Twice, 5 minutes each; minutes10 minutes20 minutes5 minutes45 minutesAvg Service Time: 105 minutes/1 hr 45 minutes(short hair 1h 15‘ medium hair 1h 45’long hair 2h 30’)Deep Cleansing ShampooQuick blow dry application of Smoothing FluidProcessApplication of Detangling Cream (only for very damaged hair)Brushing + flat ironing at 400°/ 410° F rinse outApplication of Rehydrating Mask leave 5 mins then rinseFor refreshing color, application of Rehydrating Mask + Color Wear. Leave 10 mins then rinse
22NEW MAINTENANCE PRODUCTS Specialized Shampoo and Conditioner extend the lifeof the treatmentSulphate, Salt and SLES FreeParaben FreeInfused with Babbasu Oil to intensify the silky/soft resultsRemember how the Alfaparf LISSE Design process works? Recap here with the audience to see how much has been retained and if the information needs to be revisited. How long does the effect last? How long does the client want it to last. What happens as the effect wears off -
23Maintenance Conditioner Maintenance ShampooSulphate, Salt and Paraben free Shampoo. It gently cleanses the hair and helps maintain and prolong the cosmetic effects achieved with salon treatment. Hydrolyzed Keratin, working in synergy with Babassu Oil, makes hair soft, smooth and shiny. Color safe250ml bottleMaintenance ConditionerSulphate, Salt and Paraben free Conditioner. It nourishes and rehydrates the hair while helping maintain and prolong the cosmetic effects achieved with salon treatment. Hydrolyzed Keratin, working in synergy with Babassu Oil, makes hair soft, smooth and shiny. Color safe250ml bottleProtect your investment!
25HOW ALFAPARF LISSE DESIGN IS DIFFERENT Supplemented with Babbasu OilFormaldehyde FreeFrizz FighterNo Waiting Time After Service1 ½ - 2 hour processing Time3 service Type, 1 productThese are the revolutionary new products that everyone is raving about…..Why do clients love them? How do stylists feel about them? Who uses these in the audience? Let’s take a closer look at how they work. There is little education about these in our market….Alfaparf is a first – because we can talk about our product!
26WHO IS OUR COMPETITION? Brazilian Blowout Global Keratin Supplemented with AcaiFormaldehydeFrizz FighterNo Waiting Time After Service2 – 3 hour processing Time1 service Type, 2 productsGlobal KeratinSupplemented with JuvexinFormaldehydeCurl RelaxerNo Waiting time after service2 – 3 hour processing time4 Straightening OptionsKeratin ComplexSupplemented with KeratinFormaldehydeCurl Relaxer3 day waiting time after service2 – 3 hour processing time1 service typeMarcia Teixeira (formerly Brazilian Keratin TreatmentSupplemented with KeratinCurl Relaxer/Frizz Fighter3 Day waiting time after service1 – 3 hour processing time5 straightening optionsThese are the revolutionary new products that everyone is raving about…..Why do clients love them? How do stylists feel about them? Who uses these in the audience? Let’s take a closer look at how they work. There is little education about these in our market….Alfaparf is a first – because we can talk about our product!
27REVENUE/SERVICE ($200/AVG) PRICING COMPARISONBRANDCOSTCOST/OZ# OF APPLICATIONSCOST/APPLICATIONREVENUE/SERVICE ($200/AVG)Brazilian Blowout Acai Smoothing Solution$39934 oz.22$18.14$ revenue/applicationGlobal Keratin – the Best treatment33.8 oz.Keratin Complex smoothig Therapy$37532 oz.21$17.85$ revenue/applicationMarcia Teixeira Origial Treatment$450$21.43$ revenue/applicationLisse Design Keratin Therapy$270$12.27$ revenue/applicationNEW LISSE DESIGN IS ECONOMICALLY PRICED TO DELIVER HIGHER RETURNS FOR THE SALON
28SELLING PROPOSITIONS FOR EVERY SALON Salon AI still use a keratin treatment which contains or releases formaldehyde in quantity higher then 0,2 % (as a precaution I use masks and/or air aspirator)Salon BI used in the past a keratin treatment which contains or releases formaldehyde in quantity higher then 0,2 % but now I’m looking for a product which can offer the same results which is legal and totally safe for me and my customersSalon CI never used a keratin straightening treatment because I don’t fell completely safe with this kind of treatments. If I need to straight hair I use a permanent straightening treatment (thioglycollate, soda, guanidine)
30SALON A: TALKING POINTS Totally safe and conforms to US and international standardsThe possibility to do the shampoo as soon as the keratin treatment ends (you don’t have to wait for 3 days)The reduction of the timing application of the smoothing fluid in comparison with the competitors products in cream, thanks to an easier and quicker distributionYou need to use less quantity of smoothing fluid(+/- 30% less in each treatment!)Sleek but natural final result: the hair look less staticsColor service can happen on the same dayThe possibility to create a waved look, with lasting waves and curls, using a babyliss or styling products.
31SALON B: TALKING POINTS Totally safe and conforms to US and International standardsBest performances: hair sleeker, more cosmetic, longer resultsThe reduction of the timing application of the smoothing fluid in comparison with the competitors products in cream, thanks to an easier an quickier distribution
32SALON C: TALKING POINTS More versatility: it can be performed on all hair type.Easier service (it not needs a specific strong technical education)Quickier service (on medium lenght hair 1h45’ VS 3h)Better cosmeticity (particulary on treated/colored hair, where the performance are even higher)The possibility to do a shampoo on the same dayThe possibility to create a waved look, with lasting waves and curls, using a babyliss or styling products.
33WHY LISSE DESIGN? For the Client No nasty smell Smooth, shiny manageable hairColor and Smooth appointments easy to organizeNo need to wait to wash, style or pull back hairHair looks great short term and long term
34WHY LISSE DESIGN? For the Stylist No Health Hazard Smooth, shiny results3 options for treatment including Anti FrizzAt last I can color and smooth on the same day!I can cut, blow dry and style hair immediatelyHair feels great in the short term AND after several applicationsHair retains bounce and elasticity, no ‘dead’ feeling!Color services are not affected, hair remains predictableNo risk of breakageHair stays supple and workable
35WHY LISSE DESIGN? For the Salon No nasty smell, pleasant working environmentAttention getting finished resultsDifferent product offers different steps, more serviceOpportunity to sell color service same dayOpportunity for Retail sales of Maintenance ProductsClient retention for Colour services
36WHY LISSE DESIGN?Lisse Design is a Formaldehyde Free, Color Friendly, No Wait Styling, Keratin Smoothing System4 Simple Safe Steps to smooth, shiny, manageable hairSafe for use with salon color treatments4 step system ensures condition, shineUnique ingredients ensure hair is easy to manage, smooth and suppleActive Ingredients Kera-Collagen Complex and Babassu Oil seal and protect during the Smoothing ProcessFast, Easy, and Effective ProcessColor and Smooth same day
38Q & A: INGREDIENTSWhat are the active ingredients in the Alfaparf Lisse Design Maintenance products?The Lisse Maintenance Shampoo and Lisse Maintenance Conditioner both contain Hydrolyzed Keratin – not Quaternized Keratin which is the Active Ingredient in Smoothing Fluid. This helps prolong the life of the Lisse service by replacing some of the keratin that is lost through wear and tear. They also contain Babassu Oil, which helps keep hair soft and pliable. Both products are salt, sulphate and paraben free.
39Q & A: COLOR + LISSEWhat shall I use to refresh color after a Lisse service?Colorwear is perfect to use after a Lisse service. For slight fade, 1 Level and slight loss of tone mix 1oz/25g Colorwear from the tube, 1oz/25g LISSE Rehydrating Mask and 2oz/50g Colorwear Activator. Process visually for at least minutes. For 2+ levels of fade and change of tone, use Colorwear as normal mixed 1:2 with Colorwear Activator. Process for 15 – 20 minutes. Use LISSE Rehydrating Mask for 5 minutes to return the hair to the normal pH.If I want to use Evolution of the Color with Rehydrating Mask, can I?Yes. Just use Evolution of the Color in the same way, mix 1oz/25g EOC, 1oz/25g Rehydrating Mask and 2oz/50g 10 volume Oxid’o. Process visually, giving time for the color to deposit.
40Q & A: COLOR + LISSECan I color the hair and use Lisse on the same day?Yes. Color first if using permanent color. Permanent color is not recommended after a LISSE Design treatment due to possible scalp sensitivity. Up to 1” regrowth, color the hair first on the regrowth only, then use LISSE as directed. After flat-ironing and rinsing, refresh color on the lengths and ends depending on what the hair needs with Colorwear or Evolution of the Color.What if the customer has a cosmetic color and highlights?The tone of light highlights may change and become warmer. If this happens, just tone highlights after the Lisse Design service. If this cannot be done ( if highlights are a contrasting tone, say copper in a red base) then apply a very small amount of Smoothing Fluid (no more than 1/3oz/10ml on an average head) to prevent any color from fading away. The result will be less smooth and straight, but the color will fade less. If this is not an option make the base color the same all over before using LISSE and then do highlights after the service.
41Q & A: COLOR + LISSEIf I perform a coloring/bleaching service in the weeks following LISSE DESIGN Keratin Therapy service, will I lose the achieved smooth effect?The lasting effect of Lisse Design service is directly connected to shampooing. The treatment effect gradually fades away with every shampoo, and is more pronounced with shampoos containing SLES. A coloring/bleaching service will affect the result of Lisse Design service only slightly, reducing longevity a little but with no noticable effect.Does LISSE Design affect natural hair that has not been colored?The only time that LISSE design will have a noticable effect on natural color is if the hair is white or grey, particularly if silver shampoo has been used, or if the hair has been permed or straightened with Thioglycollate. Hair may take on a slight yellow cast. If in doubt, always test the product in a small area underneath before proceeding with treatment.
42Q & A: COLOR + LISSEIf I perform LISSE DESIGN Keratin Therapy service, will all cosmetic colors fade the same way?No, they won’t. The red and mahogany shades are more likely to fade, depending on the heat used, amount of product and previous treatments. If this happens, use Colorwear mixed 1:2 with Colorwear Activator and process for minutesCould the color of the highlights be altered during LISSE DESIGN Keratin Therapy treatment?Yes, it could be altered if the highlights were toned. To restore the original color of the highlights, it is recommended in the last step mixing Rehydrating Mask with Color Wear shades 10.02, 10.21, 9.21, 9.13, 8.12 (according to the desired final result) or using Colorwear 1:2 in the normal way, depending whether there is loss of tone or change of tone
43Q & A: COLOR + LISSE Can I use LISSE Design on Blonde colored hair? Lisse Design is great to use on Blonde hair because it adds such great shine. If hair has been lightened using tint or lightener, use less Smoothing Fluid and flat iron at a lower heat, 350F on fine hair, 380F on normal/resistant. Blonde hair may appear more gold after the treatment. If this happens, tone the hair in the normal way, slight loss of tone use Colorwear 1/2oz/15g, Rehydrating Mask 1/2oz/15g and Colorwear Activator 1oz/30g. For change of tone use Colorwear mixed 1:2 with Colorwear Activator and process visually for a minimum of 15 minutes to allow the color time to penetrate and deposit.
44Q & A: LISSE + TEXTURECan I use Lisse Design as an anti frizz service?Yes. Just use Deep Cleansing Shampoo as normal, then towel dry the hair, no need to dry with a hairdryer. Apply Smoothing Fluid sparingly and dry without waiting, then flat-iron 2-3 times.Can I use Lisse to smooth out a fresh perm?Yes. Lisse can be used on the same day as a perm to remove some or all of the curl. Follow the directions but flat iron each piece 2-3 times only.
45Q & A: AFTERCARECan I use a standard shampoo between the application of LISSE DESIGN service and a color service?It would be ideal to use LISSE DESIGN Maintenance Shampoo because this will help to prolong the effect of LISSE. Standard shampoos, especially those with SLES will shorten the longevity of LISSEHow long do I need to wait before tying the hair back or styling?You don’t! There is no waiting period after using LISSE. Hair cannot be distorted by tying back, tucking behind the ears, blowdrying, curling or setting. That’s the beauty of LISSE Design.
46Q & A: USAGE Can I use Lisse on men’s hair? On short hair? Lisse can be used on any hair that is long enough to be flat-ironedAfter using Deep Cleansing Shampoo, can I use a detangler to help comb the hair?Deep Cleansing Shampoo is designed to prepare the hair for the Smoothing Fluid. Using detangler or conditioner may interfere with the absorption of the Smoothing Fluid. To prevent tangles, massage hair only and comb hair while Deep Cleansing Shampoo is on the hair at the basin. There is no need to use detangler on most hair types as Deep Cleansing Shampoo will leave hair feeling good.Do I have to use Rehydrating Mask as a final step?The Rehydrating Mask normalizes the pH of the hair at the end of the treatment and is recommended for optimum condition and added shine.
47Q & A: USAGEHow dry does the hair need to be before I apply LISSE Smoothing Fluid?Hair should be completely dry before applying LISSE Smoothing FluidHow smooth does hair need to be when blow drying before using the flat iron?Blow dry as smooth as possible before using the flat iron to make hair easy to iron. If hair is curly, it may be necessary to use a round brush. If it is wavy, a flat brush may be sufficient to smooth the hair. Smoothing starts when heat is applied, so blow drying with heat will help to start the process and make hair easier to iron.
48Q & A: USAGE How can I check to see if the Smoothing Fluid is working? It is not possible to see the Smoothing Fluid working because it only works when heat is applied during flat-ironing. Follow the product directions for application and process for 20 minutes to achieve great resultsDoes it matter what pressure I use with the flat iron? Or how I flat iron the hair?Take small sections, no more than ¼”/1/2cm thick, and iron each section 6-8 times at a normal speed at 350F - 410F to make sure heat is applied evenly throughout the hair. No extra pressure or technique is needed.Can I spray Smoothing Fluid onto the hair?It is not recommended to spray Smoothing Fluid onto the hair because the pH is very low, and spraying it may irritate the eyes.
49Q & A: PROCESS + PRECAUTIONS How does the Smoothing Process work?Kera Collagen Complex Anchors onto the sulphur bonds and moves them, forcing them to take on a new smooth, straight shape. A micro film forms around the outside of the hair, making it soft and shiny.What special precautions do I need to take when using Lisse?Just the usual precautions taken when using any technical product, wear gloves, be careful not to get product into eyes, etc. Used as directed, very little smoke or fumes will be produced. If excess product is used, smoke and fumes are more likely to be produced when flat-ironing.What precautions should I take if hair is particularly damaged?Always use Lisse as directed. With Damaged hair, use less heat – no more than F – and iron each section 6 times instead of 6-8.Where does the Keratin come from?Real Keratin is derived from animal protein. Alfaparf Lisse Design uses keratin derived from sheep wool.
50IMPACT ON THE ENVIRONMENT Alfaparf Lisse Design is the safest smoothing treatment on the market. Per testing conducted by HSAThreshold limit value TLV-TWA*Release of Formaldehyde (parts per million)100 times lower than the threshold limit valueOSHA Limit0.75 formaldehyde released in the air based upon an 8-hour time weighted average (0.75 parts per million)LISSE DESIGNformaldehyde released in the air based upon an 8-hour time weighted average
51IMPACT ON THE ENVIRONMENT Alfaparf Lisse Design is the safest smoothing treatment on the market. Per testing conducted by HSA