creatine+ · 2018-01-26 · drops of oil reflections oil or eimi perfect me in damp hair. finish...

DESIGN GUIDELINES

CREATINE+ PERMANENT CURLS AND STRAIGHTENING SERVICES

GENERALINFORMATIONOn the following pages you’ll find design guidelines for all CREATINE+ Permanent Curls

and Straightening Services material. These guidelines are mandatory for each layout

in order to ensure creative consistency across all media and all instances related to

CREATINE+ Permanent Curls and Straightening Services.

Additionally, please use the provided toolbox layouts as references for your design,

in order to keep the defined look and feel of the initiative.

CONTENTS03 The story04 Visual world06 Visual assets07 Look and feel08 Typography12 Special features13 Layering of images14 Colors15 Overview16 Visuals17 Packshot composition18 Contact

GENERAL INFORMATION 2

THE STORYWella Professionals developed the new CREATINE+ texture line to work

hand in hand with WELLAPLEX — for a new generation of texture services.

Our professional team needed to overcome the challenge of perms seeming

old-fashioned – to make them attractive again for both hairdressers and a

younger target group. So we created a new and appealing brand world for

an appealing, up-to-date permanent service that delivers beautiful curls,

waves or straightened hair.

3THE STORY

VISUAL WORLDThe new CREATINE+ initiative focuses on the new texturizing products, their

new package design, and WELLAPLEX as an ideal complement for creating

beautiful, healthy-looking hair. The overall look and feel represents a harmonious

combination of WELLAPLEX assets and the already established design elements

of RIO PERM – creating a unique new world of texturizing services.

Two beauty visuals representing a straightening service and a curl service create

a premium look and feel that focuses on new technologies in an emotional and

desirable way.

We’ve also introduced a helpful new color-coding for our new packaging,

offering easier navigation and understanding.

4

RIOPERM

WELLAPLEX AND RIO PERM ASSETS

CREATE CREATINE+

CREATINE+

5VISUAL WORLD

11 12

BEFORE

NEU

TRAL

IZIN

G

HAIR TYPE / CREATINE+

Straight variant (without heat)

THICK / COARSE

HAIR

NORMAL HAIR

FINE HAIR

(H) FOR HIGHLIGHTED AND VERY SENSITIZED HAIR

15 min 10 min 5 min

(C) FOR COLORED OR SENSITIZED HAIR

15 min 10 min 5 min

(N) FOR NORMAL TO RESISTANT HAIR

25 min 20 min 15 min

RECOMMENDED HOME CARE AND STYLING REGIMEN

• INVIGO NUTRI-ENRICH Shampoo, Conditioner

• Oil Reflections Shampoo, Mask and Oil

• EIMI Perfect Me, Glam Mist

NEUTRALIZING: Apply Straight Neutralizer onto the hair strand by strand with a brush. Then leave to develop develop for 10 mins.

5.

RINSE THOROUGHLY: Apply service perm post treatment and rinse well.

6.

TOWEL DRY and style. Use few drops of Oil Reflections oil or EIMI Perfect Me in damp hair. Finish the look with EIMI Glam Mist.7.

CREATINE+ PERMANENT STRAIGHTENINGWITH

APPLY the CREATINE+ Straight cream evenly

on hair section by section. Leave to

develop following the developing time guidance. Check the

softening process by a strand test.

1.

WHEN the hair is dry, straighten the hair with straightening iron, section by section. Work with sections of 1–1,5 cm.

RINSE the product out well.

4.

2.

AFTER STEP 2

In case of service with WELLAPLEX:

Mix N°1 Bond Maker with water (1:6).

Apply on damp hair and develop for

5 minutes. Rinse.

OPTIONAL: SHAMPOO the hair with INVIGO Aqua Pure Shampoo. Towel-dry.

This is an optional step and recommended only if needed.

BLOW-DRY the hair straight in small sections

using a round brush.

3.

APPLICATION

STRAND TEST

Check the softening

process with a

strand test: twist a

strand into a loop

and see if it holds

place for 2 seconds.

If it holds, the hair

has softened.

ALTERNATIVE STEP 6

In case of service with WELLAPLEX,

use N°2 Bond Stabilizer instead of post

perm treatment. Apply on damp hair,

develop for 10 minutes and rinse well.

NEW

3 4

NEW

INTRODUCING

NEW CREATINE+OUR NEW AND IMPROVED PRODUCTS FOR PERMANENT CURLS AND STRAIGHTENING SERVICES

• NEW COMBINATION OF HIGH-CONDITIONING AGENTS

• NEW REDBERRY ROSE PERFUME – MILDER ODOR FOR MORE PLEASANT CLIENT EXPERIENCE

• NEW PACKAGING AND SIMPLIFIED NAVIGATION

• NEW PERMANENT CURLS AND STRAIGHTENING SERVICES WITH WELLAPLEX

• NEW “READY TO USE” NEUTRALIZER FOR CURLS AND WAVES

NEW PACKAGING WITH EASY NAVIGATIONCHOOSE YOUR VARIANT DEPENDING ON CURL TYPE AND CLIENT’S HAIR TYPE.

CREATINE+ lines have variants for normal to resistant hair and for colored or sensitized hair.

Straight range now also has products for highlighted or very sensitized hair.

CREATINE+ CURL – FOR BOUNCY CURLS

Two variations: (75ml / 250ml)

CURL (N) – For normal to resistant hair

CURL (C) – For colored or sensitized hair

CREATINE+ WAVE - FOR NATURAL WAVES


WAVE (N) – For normal to resistant hair

WAVE (C) – For colored or sensitized hair

CREATINE+ NEUTRALIZER

ONE NEUTRALIZER FOR BOTH CURLS AND WAVES

Ready to use – no need to mix with water (1000ml / 100ml)

CREATINE+ STRAIGHT – FOR PERMANENT STRAIGHTENING

Three variations: (200ml)

STRAIGHT (N) – For normal to resistant hair

STRAIGHT (C) – For colored or sensitized hair

STRAIGHT (H) – For highlighted or very sensitized hair

STRAIGHT NEUTRALIZER

(1000ml)

VISUAL ASSETS

BLEND OF PREVIOUS INITIATIVES

• It’s essential that the initiative has a warm and

emotional look and feel – referencing science, but

never overly technical

• Dotted outlines refer to the science aspect of

WELLAPLEX

• Speech bubbles and arrows linking copy and images

are taken from RIO PERM, and are used to create an

emotional link

LINK TO HAIR TYPE

• Behind-the-scenes images also strengthen the two

services visually

• The leaves of a plant represent curly hair

• Geometric lines represent the straightening service

GRADIENTS/COLOR CODING

• Balance of science and emotion:

• blue refers to WELLAPLEX

• beige adds warmth

• This gradient comes to life in typography and

design elements in order to highlight important

information

• The new package design’s color-coding helps to

easily navigate through the new product portfolio

CREATINE+ TEXTURIZING SERVICES

6VISUAL ASSETS

1. 2. 3. 4.

PREPARE

the hair with INVIGO

Aqua Pure Shampoo.

Towel-dry.

STRAIGHTEN

Apply CREATINE+ Straight

Cream evenly on hair

section by section and let

develop 5-25 min. Rinse

the product out well.

RECONSTRUCT

Mix N°1 Bond Maker with

water (1:6). Apply on damp

hair and develop for 5

minutes. Rinse. Blow dry

and straighten the hair.

NEUTRALIZE

Apply Straight Neutralizer

onto the hair strand by

strand with a brush. Then

leave to develop and rinse

thoroughly.

STABILIZE

Apply N°2 Bond

Stabilizer on damp hair,

develop 10 minutes

and rinse well.

NEW STRAIGHTENING SERVICE

WITH

WANT TO KNOW MORE?

Visit www.wella.com to see our step-by-step video

and for further information on the service

Straighten

STRAIGHTENING

SERVICEWITH

• LONG-LASTING SMOOTH AND STRAIGHT HAIR •

• RECONSTRUCT HAIR BONDS FOR STRONGER HAIR* •

• SUPERIOR HAIR QUALITY* •

* compared with our former perm service

without WELLAPLEX

Stabilize

Neutralize

Reconstruct1 2 3 4

NEW

87

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red

wit

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PLEX

INITIAL STAGE

DISULFIDE BONDS

HYDROGEN & SALT BONDS

AFTER TEXTURE PROCESS

WITH WELLAPLEX

DISULFIDE BONDS are reconnected in a

new form and HYDROGEN & SALT BONDS

are reconstructed

BONDSHair is formed mainly by proteins. Its main protein being keratin. Keratin is made of amino acids which form

different bonds, the most important are DISULFIDE BONDS, HYDROGEN BONDS and SALT BONDS. These

different types of amino acid bonds are working together to make hair such a strong, yet flexible material.

Amino acid bonds are important in determining the condition and strength of the hair.

HOW IT WORKS: ACTION WITH CREATINE+ TEXTURE TRANSFORMATION PRODUCTS AND WELLAPLEX

Texture transformation products work with Disulfide bonds. They are opened by perm lotion / straightening

cream and fixed into new position with neutralizer. Hydrogen and Salt bonds can be broken if the hair is

damaged (due to chemical process for example) – WELLAPLEX can reconstruct the hydrogen and salt bonds.

Result: Reconnect more bonds during permanent curls and straightening services with WELLAPLEX for

stronger hair.

WELLAPLEX CREATES MORE BONDS INSIDE THE HAIR, FOR STRONGER HEALTHIER HAIR.

PERMANENT CURLS AND STRAIGHTENING SERVICES WITH

RECONSTRUCT HAIR BONDS FOR STRONGER HAIR*

Our new texture line has been designed to work hand in hand with Wellaplex for new and improved texture services.

NEW

3 4

NEW

INTRODUCING



























(1000ml)

* co

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red

wit

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PLEX

STRAIGHTENING SERVICE

WITH

• LONG-LASTING SMOOTH AND STRAIGHT HAIR •

• RECONSTRUCT HAIR BONDS FOR STRONGER HAIR* •


NEW

NEW

STRAIGHTENING SERVICE

WITH

• LONG-LASTING SMOOTH AND STRAIGHT HAIR •• RECONSTRUCT HAIR BONDS FOR STRONGER HAIR* •


* compared with our former perm service without WELLAPLEX

StabilizeNeutralizeReconstructCurl

PERMANENT CURLSWITH

• BETTER CURL DEFINITION AND BOUNCINESS* •• RECONSTRUCT HAIR BONDS FOR STRONGER HAIR* •



1 2 3 4

NEW

PERMANENT CURLS

WITH



NEW

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LOOK AND FEELTHE TOOLBOX OVERVIEW

7LOOK AND FEEL

TYPOGRAPHYIn all our material, we only work with Clan Narrow in thin and book —

and in rare cases with Clan Narrow Medium. Headlines and sublines are

always written in caps.

Clan Narrow thin

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Clan Narrow book



1234567890

Clan Narrow medium



1234567890

8TYPOGRAPHY

Salon Poster

NEW

PERMANENT CURLS

WITH




Wobbler

Straighten

STRAIGHTENINGSERVICE

WITH




StabilizeNeutralizeReconstruct1 2 3 4

NEW

Technical folder

87

* co

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red

wit

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INITIAL STAGE

DISULFIDE BONDS



WITH WELLAPLEX



are reconstructed










stronger hair.





NEWHEADLINE CHARACTER

Clan Narrow thin/book | all caps | flush left/centered

Color: CREATINE+ gradient/white

DESCRIPTION

Headlines are always written in all caps and can be in different fonts

(thin and book) in order to highlight information.

The size of the headline depends on the layout format and copy volume, and

needs to be adjusted for each material. The following data should be used

as a guideline to determine your appropriate point-size:

TECHNICAL FOLDER (210 x 297 mm):

45pt (leading 45pt) | tracking: 50

SALON POSTER (A2 – PORTRAIT FORMAT):


WOBBLER (120 x 123 mm):


PLEASE NOTE: Headlines are often accompanied by a “disruptor” visual

element that includes copy. When using the word “NEW” for this disruptor

copy, always use a similar font size to what was used for the subhead copy.

Also use Clan Narrow book in all caps, and in white, for the font, and use the

CREATINE+ gradient for the box the disruptor copy is placed in. The space

between the disruptor copy and the headline should be the same height as

the disruptor copy.9TYPOGRAPHY | HEADLINE

3 4

NEW

INTRODUCING



























(1000ml)

Technical folder

Salon Poster

NEW

PERMANENT CURLS

WITH




Wobbler

Straighten


WITH





NEW

Height is 1½ size of the typography height

Distance between the word and the logo is a simple space

SUBHEADCHARACTER

Clan Narrow thin | all caps | fush left/centered

Color: grey (80% black)/white

DESCRIPTION

Subheads are always written in all caps, and are used to best structure

information. The size of the subhead depends on the layout format and copy

volume, and needs to be adjusted for each material. The following data should

be used as a guideline to determine the appropriate size:


20pt (leading 20pt) | tracking: -10

SALON POSTER (A2 – PORTRAIT FORMAT):




PLEASE NOTE: Always use the WELLAPLEX logo when using WELLAPLEX for

subheads, and use a similar font size in relation to the logo. Use Clan Narrow

thin in all caps for the copy.

10TYPOGRAPHY | SUBHEAD

Wobbler

Straighten


WITH





NEW

87

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INITIAL STAGE

DISULFIDE BONDS



WITH WELLAPLEX



are reconstructed










stronger hair.





NEW

Technical folder

BODY COPYCHARACTER

Clan Narrow book | sentence case | flush left/centered/

flush right | tracking: 10

Color: grey (80% black)

Highlighted parts: Clan Narrow book or medium | all caps

Color: grey (80% black) or Wella Red (c0/m100/y65/k15)

DESCRIPTION

Overall, please use Clan Narrow book for body copy, and always ensure

an optimized legibility by using an appropriate point-size on calm, light

backgrounds. The point-size of the body copy depends on the layout

format and text volume, and needs to be adjusted for each material.

The following data should be used as a guideline to determine your

appropriate point-size:





11TYPOGRAPHY | BODY COPY

9 10

BEFORE

RECOMMENDED HOME CARE AND STYLING REGIMEN

• INVIGO NUTRI-ENRICH Shampoo, Conditioner and Mask

• FUSION Shampoo and Conditioner

• EIMI Sugar Lift

PREPARATION

APPLICATION

CREATINE+ CURL / WAVE VARIANT

WITH HEAT WITHOUT HEAT

(C) FOR COLORED OR SENSITIZED HAIR

8 – 12 min 10 – 20min

(N) FOR NORMAL TO RESISTANT HAIR

10 – 15 min 15 – 20 min

PREPARE the hair with INVIGO Aqua Pure

Shampoo. Towel-dry.

1.WIND HAIR onto rods.2.

ALTERNATIVE STEP 6

In case of service with WELLAPLEX, use N°2 Bond

Stabilizer instead of Post Perm treatment. Apply on damp

hair, develop for 10 minutes and rinse well.

CREATINE+ PERMANENT CURLS/WAVESWITH

BEFORE NEUTRALIZING

In case service with

WELLAPLEX, apply

N°1 Bond Maker after

rinsing off the curl lotion.

Mix WELLAPLEX N°1 Bond

Maker with water (1:6).

Apply on rods and develop

for 5 minutes. Rinse.

NEUTRALIZING

NEUTRALIZING: After rinsing gently remove the excess water by tapping with a towel. Measure 100ml of neutralizer (ready to use) in bowl. Apply 2/3 of the neutralizer on rods with sponge and leave in for 5 minutes. (You may also use application bottle).

5.

WHEN the curls seem sufficient rinse well with rods on (rinse for 3 minutes).4.

APPLY CREATINE+ Curl Lotion then leave to develop. Determine

the final development time by taking test curls at different areas of the head. Open a rod gently to

see if the hair is curled.

3. TOWEL DRY and style with EIMI Ocean Spritz for defined look enhance curls with curler. For more casual look scrunch the curls let air dry.

7.

REMOVE the rods. Apply the remaining 1/3 Neutralizer mixture onto the hair and leave to develop for 5 more minutes.

6.

CREATINE+ CURL &

WAVE NEUTRALIZER:

Ready to use

neutralizer - no need

to mix with water.

Technical folder

5 6

DURING STRAIGHTENING PROCESS

Hair before

straightening service.

New CREATINE+

complex will help to

condition the hair

during straightening.

Result:

Smoother, shinier hair

with less frizz.

WITH NEW

REDBERRY ROSE

FRAGRANCE

HELP TO CONDITION THE HAIR DURING

THE TEXTURE TRANSFORMATION

PROCESS FOR INCREASED ELASTICITY,

BOUNCINESS AND SHINE.

Hair before

perm service.

New CREATINE+

complex will help to

condition the hair

during perming.

Result:

Shinier curls

with more bounce.

DURING PERM PROCESS

CREATINE

HYDRO-CONDITIONER MOLECULES

NEW

NEW

OUR NEW COMBINATION OF HIGH-CONDITIONING AGENTS

Technical folder

Wobbler Sraightening

Straighten


WITH





NEW

Wobbler Curls

StabilizeNeutralizeReconstructCurl

PERMANENT CURLSWITH




1 2 3 4

NEW

1

2

SPECIAL FEATURES1. INFO BOX

In order to best highlight and structure information, please use Clan Narrow book

with all sentence cases in grey (80% black), and place copy inside a white box with

a dotted outline in the CREATINE+ color gradient. Please use the data from the

technical folder (210 x 297 mm) as a reference to determine the appropriate size

for different layout formats.

The dotted box can include an arrow pointing to the image the text is referring to,

or else the image can be displayed inside the dotted box, and itself contain a white

arrow that correlates to the text.

2. RANGE GRADIENT

Because there are two product ranges (Curls/Waves and Straightening), when

using the CREATINE+ gradient for the headline, the colors must correspond to the

colors of the products they’re referring to: Waves and Straightening is warmer,

while Curls is cooler.

SPECIAL FEATURES 12

LAYER 1

image / 20% transparency

LAYER 2

CREATINE+ gradient / 30% transparency / screen effect

LAYER 3

white / 30% transparency / screen effect

LAYERING OF IMAGESThe images need to follow the shape language defined in the Wella

Visual ID. (For formats similar to the technical folder (210 x 297 mm),

please use a radius of 5 mm). Three layers allow images with a light look

and feel, and which match the color-coding of the CREATINE+ initiative.

The lowest one has an image with a transparency of 20%. The second

layer is the CREATINE+ gradient with 30% transparency and “screen

effect”. The third and upper layer is white, and has a screen effect and

transparency of 30%.

In order to increase legibility, the opacity of the layers can be adjusted

individually, regardless of whether or not there is text placed above it.

Please ensure a consistent use of the these types of images, as the

beauty appearance of the brand is the focus.

13LAYERING OF IMAGES

COLORS In order to maintain a premium look and feel, the layouts need to be light and airy.

Our primary colors are the CREATINE+ gradient and dark grey. These predefined colors should always be

used when materials are being produced for the initiative.

Please ensure a consistent use of colors in order to best accentuate the layouts.

SECONDARY COLORS:BASE COLORS:

WHITE

used for headlines,

sublines, copy in

boxes and tables

GREY

(c0/m0/y0/k80)

used for body copy

WELLA RED

(c0/m100/y65/k15)

used for highlighted

copy

CURLS

(c60/m90/y5/k10)

used only to highlight

curls range

STRAIGHT

(c0/m50/y90/k0)


straightening range

WAVE

(c17/m85/y20/k2)


wave range

CREATINE+ GRADIENT:

used for headlines,

sublines, boxes, tables

c60/m40/y20/k5

c10/m25/y25/k5

14COLORS

3 4

NEW

INTRODUCING



























(1000ml)

OVERVIEW

Body copy – highlighted

Info box – outline 1,5pt

Gap – 3mm

Rounded corners – 5mm

Headline

Subhead

Body copy

Technical folder

15OVERVIEW

VISUALSThe CREATINE+ visuals show two different women with different hair types,

who represent the possibilities that can be achieved with the services

offered: Straightening and Curls/Waves.

In addition to our two beauty visuals, we provide behind-the-scenes images

(mood, location, and product shots) to create the world of the models.

PLEASE NOTE: The maximum size of the key visuals is DIN A0 (BTS and SBS is

A4). Please adhere to the format of the retouched images in order to achieve

a high-quality print result. Never flip the beauty images.

16VISUALS

PACKSHOT COMPOSITIONIn order to deliver an ideal and highly realistic composition of our

pack shots, we create general Photoshop files in which we’ve adjusted

all shadow/light reflections, etc. If one or more pack shots needs to

be changed, removed or added, please use the additionally delivered

pack shots, and create a new composition.

17PACKSHOT COMPOSING

CONTACT CREATINE+ TEXTURIZING SERVICES | DESIGN GUIDELINE 2017

For any questions or requests, please contact:

Select World GmbH

Hoheluftchaussee 18

20253 Hamburg, Germany

+49 (0) 40 45 02 19 0

[email protected]

18CONTACT

creatine+ · 2018-01-26 · drops of oil reflections oil or eimi perfect me in damp hair. finish...

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