product catalogue 2010-2011 - itely hairfashion n.a.10).pdf · product catalogue. 2010-2011....
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Product Catalogue2010-2011
Company Overview:
Established in 1989 as the Master Importer for North America, IT&LY HAIRFASHION N.A., Inc. has enjoyed consistent expansion. This sustained growth is the direct result of your dedication to the advancement of the art and profession of haircolor.
In addition to creating and distributing the finest quality, professional haircolor and after-color hair care products, we have continued to develop and enhance our national educational program and color training seminars.
IT&LY HAIRFASHION offers a complete hair care color system from the initial cut and color to complete after-color professional products that are guaranteed to extend the “just colored” look, feel, and condition of your client’s hair.
IT&LY HAIRFASHION constantly achieves Predictable, Unparalleled Results and Complete Customer Satisfaction by combining State-of-the-Art Technology and Over 1000 years of Italian Artistic Perfection.
AVANTI Program
COLORLY 2020
EASILY Blond 2020 / Equalizer 2020
Anti-Stain 2020 / Desensitizer 2020
Color Cleaner 2020
Oxily 2020 / 2020 Accessories
AQUAR&LY
delyTON
RIFLESSI
ADVANCED CONTRAST
lyCOLOR
Vivly & Vivly Plus
purity design
Eudermal
ADVANCED COLOR PROTECTION
IT&LY IV MEN
ONDASOFT
COLOR SERVICE SUPPORT PRODUCTS
ACCESSORIES
POP MATERIALS
contents:
Page 3
Page 4 - 5
Page 6 - 7
Page 8 - 11
Page 12 - 13
Page 14
Page 14
Page 15
Page 15
Page 16
Page 17
Page 18
Page 19
Page 20
Page 21
Page 21
Page 22 - 23
Page 2
IT&LY HAIRFASHION is not responsible for any typographical or content errors in this publication.Hair color samples shown in this catalog are representative examples of the actual color. Exact color matches should always be made with approved IT&LY HAIRFASHION Swatch Books.
The following trademarks are registered by IT&LY HAIRFASHION N.A., Inc.: Advanced Contrast, Advanced Color Protection, Advanced Color Protection System, Advanced Formula Colorly, Anti-Stain 2020, Aquar&ly, Avanti, Color Cleaner 2020, Colorly 2020, Colorly, Colorly NI, delyTON, Easily Blond 2020, Equalizer 2020, Desensitizer 2020, lyCOLOR, purity design, OndaSoft, Oxily 2020, Colorly Xtreme, IT&LY IV MEN, Oxily, Oxily Mèches, Relaxare, Revivor, Vivly, Vivly Plus, and IT&LY HAIRFASHION.
Avanti is the Italian word for forward. It represents IT&LY HAIRFASHION’s philosophy
of commitment to the current and future demands of professional Hair Color
and the Professional Color Specialist.
The Avanti program was developed to assist in building your
business by Increasing Your Profits. Whether you have a large
or small salon, our program will immediately distinguish itself
from competitive programs by offering you far more achievable
goals with more generous rebates to ensure greater recognition,
benefits and rewards.
Each participating Salon will become part of IT&LY
HAIRFASHION’s Worldwide Salon Voice. Not only will our Avanti
members receive all of the benefits of the program such as IT&LY
products, discounts and tools, but your insight and experience will
contribute to the consistent refinement of artistic vision, education,
standards and technological advancements of IT&LY Hair Colorists
in more than 70 countries around the world.
Get with the Program!
Call 1.800.621.4859
www.italyhairfashion.com
Perfect Color
B E I G E s e r i e s
1NBlack
2NDarkest Brown
3NDark Brown
4NMedium Brown
5NLight Brown
6NDark Blonde
7NMedium Blonde
8NLight Blonde
9NLightest Blonde
10NUltralight Blonde
6BDark Beige Blonde
7BBeige Blonde
8BLight Beige Blonde
9BLightest Beige Blonde
A S H Cene r i s e r i e s5CLight Ash Brown
8CLight Ash Blonde
6CDark Ash Blonde
7CMedium Ash Blonde
9CLightest Ash Blonde
10CUltralight Ash Blonde
T U T T I F RU T T I s e r i e s7FMTangerine Blonde
7FAIntensive Orange Blonde
8FALight Golden Orange Blonde
9FALightest Apricot Blonde
G O L D Dora t i s e r i e s5DLight Gold Brown
6DDark Gold Blonde
7DMedium Gold Blonde
8DLight Gold Blonde
9DLightest Gold Blonde
10DUltralight Gold Blonde
V i o l e t I r i s e e s e r i e s4VViolet Medium Brown
5VViolet Light Brown
5PPurple Light Brown
6PPurple Dark Blonde
6RURuby Red Dark Blonde
A U T U M N Autunno s e r i e s
C L A S S I C I s e r i e s
4RDGolden Copper Brown
5RDLight Golden Copper Brown
6RDDark Golden Copper Blonde
7BDGolden Beige Blonde
8BDLight Golden Beige Blonde
7RDGolden Copper Blonde
8RDLight Golden Copper Blonde
T I T I A N Tiz ian i s e r i e s
N AT U R A L I N T E N S E s e r i e s
6TDark Titian Blonde
7TMedium Titian Blonde
8TLight Titian Blonde
4NIIntense Medium Brown
5NIIntense Light Brown
6NIIntense Dark Blonde
7NIIntense Medium Blonde
8NIIntense Light Blonde
9NIIntense Lightest Blonde
Page 4
92 EXCITING COLORS!
2 fl.oz. (60 ml) tubes
N AT U R A L Natura l i s e r i e s
C H O CO L AT E s e r i e s3CHChocolateDark Brown
4CHChocolateBrown
5CHChocolateLight Brown
4CPChili PepperChocolate Brown
5CPChili PepperChocolate Light Brown
M A H O G A N Y Mogani s e r i e s4MMahogany Medium Brown
5MMahogany Light Brown
6MMahogany Dark Blonde
F L O R E N T I A s e r i e s
CO P P E R Ramat i s e r i e s7MRMahogany Copper Blonde
6RDark Copper Blonde
7MBMahogany Burgundy Blonde
7MPMahogany Plum Blonde
7RMedium Copper Blonde
8RLight Copper Blonde
M E D I T E R R A N E A N Medi t e r r ane i s e r i e s
S U P E R L I G H T Super s ch ia r en t i s e r i e s
B L AC K M AG I C Ner i Magi c i s e r i e s
AC C E N T U T O N E Accen tua t o r i s e r i e s
4TNCoffee Brown
5TNLight Cocoa Brown
6TNDark CinnamonBlonde
7TNTea Blonde
8TNLight Hazelnut Blonde
9TNLightest Honey Blonde
10TNUltralight Gold Blonde
SSASuperlight Silver
SSBSuperlight Beige
SSCSuperlight Ash
SSDSuperlight Gold
SSMSuperlight Honey
SSNSuperlight Natural
SSRSuperlight Copper Red
1BNight Blue
1CBlue Black
1VViolet Black
ARRed Accent
AGYellow Accent
ABBlue Accent
NNeutral
11APArctic Pearl
11AAArctic Silver
11ACArctic Ash
A RC T I C s e r i e s6RFFlaming Red Dark Blonde
7RRCopper RedBlonde
7RFFlaming Red Blonde
F L A M I N G R E D Ross i Fiammant i
EASILY BLOND 2020 is an innovative bleaching and decolorizing powder formulated with micro-granular technology. New EASILY BLOND 2020 optimizes the size of the powder particle and reduces the (already minimal) dusting during mixing and allows for more uniform consistency and distribution of the product. EASILY BLOND 2020 remains moist during processing and maintains thickness and consistency without swelling.
Formulated to instantly restructure and balance moderately or excessively porous hair prior to hair color or perming services. Equalizer’s advanced protein complex restores protein and moisture balance without overfilling to ensure balanced processing.
8.45 fl. oz (250 ml) spray bottle
EQUALIZER 2020
COLOR CLEANER 2020 is a skin cleansing fluid. Gently removes color stains, which may occur during color treatment. 8.45 fl.oz. (250 ml) bottle
COLOR CLEANER 2020
DESENSITIZER 2020 is a scalp protecting lotion enriched with ACP Complex and Silk Proteins. Ideal for sensitive or reddened scalp. It doesn’t alter color result. 0.17 fl.oz. (5 ml) bottles (12 per box)
DESENSITIZER 2020
ANTI-STAIN 2020 is a protective oil with Bisabolol that reduces color stain and prevents the color from direct contact with the skin. 8.45 fl.oz. (250 ml) bottle
ANTI-STAIN 2020
17.5 oz. (500 g.) tub1.06 oz. (30 g.) foil packages
2020V I S I O N
A R T I S T I C A L L Y I N S P I R E D – N A T U R A L L Y D E R I V E D – T E C H N O L O G I C A L L Y S U P E R I O R
A VISION REALIZED IN THE HERE AND NOW.
• 100% Gray Coverage at any level • Easy to Formulate and mix• Unparalleled Condition, Shine and Manageability• Always on Target with tonal and intensity accuracy
COLORLY 2020 incorporates the most advanced “next generation” pure pigments supported by natural Melanin (nature’s natural pigment) on-target accuracy and tonal balance and maximum color longevity.
This means deeper penetration, consistent color undertones, incomparable tonal balance and intensity throughout the entire hair shaft and color that does not fade to unsightly “off-tones”.
Perfect Color –
Page 6
EASILY BLOND 2020
OXILY 2020 is an oxidizing emulsion enriched with conditioning agents and specific raw materials that increase color absorption and protects hair.
OXILY 2020 (10, 20, 30, 40 volumes)2.03 fl.oz. (60ml) bottles6.09 fl.oz. (180ml) bottles33.8 fl.oz. (1000ml) bottles
OXILY 2020 2020 ACCESSORIES
AQUAR&LY WITH INTENSE MICRO PIGMENTS is the result of years of scientific studies and collaboration with international research laboratories.
The Intense Micro Pigments (IMP) are micro-emulsified nano-pigments able to deeply penetrate into keratin cavities and bind to the hair fibers. Thanks to the smaller dimensions, these IMP effectively penetrate far deeper into the hair fiber resulting in more durable, uniform and brilliant color.
Another important benefit that arises from usage of this innovative technology is the reduction of the already low ammonia in the formula. The small size of the IMP, in fact, requires only the minimum opening of the cuticle layer for highly effective yet extraordinarily gentle delivery and maximum adherence.
AQUAR&LY WITH INTENSE MICRO PIGMENTS represents the synthesis between nature and scientific research: in synergy with the Hydrolysates Wheat Proteins, it has born a new concept of color and at the same time of protection, hydration and healthy hair.
The conditioning and restructuring actions of Wheat Proteins protect the scalp and the capillary fibers, giving softness and smoothness to the hair. Wheat Proteins also have conducting properties. By fixing to them, micro pigments can penetrate more deeply into the hair.
AQUAR&LY WITH INTENSE MICRO PIGMENTS is the complete answer to all the needs of professional hairstylists everywhere by offering the perfect tool to fully express their creativity and artistic sense.
• 100% white (gray) coverage• Creamy conditioning base• Excellent softness of the hair• Bright, brilliant, long-lasting colors• Create new shades by mixing• Easy to use• Two applications per 3.3 oz. Tube
97 Intense Colors!
3.3 fl.oz. (100 ml) tubes
Page 8
1NBlack
2NDarkest Brown
3NDark Brown
4NMedium Brown
5NLight Brown
6NDark Blonde
7NMedium Blonde
8NLight Blonde
9NLightest Blonde
10NUltralight Blonde
N AT U R A L Natura l i s e r i e s
5VViolet Light Brown
7PRed Purple Medium Blonde
6PRed Purple Dark Blonde
6RURed Ruby Dark Blonde
6RDark Copper Blonde
7RMedium Copper Blonde
8RLight Copper Blonde
7RU Red Ruby Medium Blonde
CO P P E R Ramat i s e r i e s
V I O L E T I r i s é e s e r i e s4VViolet Light Brown
4RMedium Copper Blonde
5RLight Copper Blonde
4CLAmazonian Medium Brown
5CLSandal Light Brown
6CLDark Tan Blonde
7CLAmber Medium Blonde
8CLSavannah Light Blonde
9CLSaharaLightest Blonde
CO L O N I A L Co l on ia l i s e r i e s
7BMedium Beige Blonde
8BLight Beige Blonde
9BLightest BeigeBlonde
B E I G E s e r i e s
6TDark Titian Blonde
7TMedium Titian Blonde
8TLight Titian Blonde
7A Medium Intensive Orange Blonde
8A Light Orange Blonde
8AD Light GoldOrange Blonde
T I T I A N Tiz ian i s e r i e s
6BDark Beige Blonde
T U T T I F RU T T I s e r i e s9AD Ultralight GoldOrange Blonde
4CPChili Pepper Chocolate Brown
5CPChili Pepper Choc. Lt. Brown
C H O CO L AT E & C H I L I P E P P E R Cio c c o l a t i s e r i e s3CHChocolateDark Brown
4CHChocolateMedium Brown
5CHChocolateLight Brown
9KSmoky LightestBlonde
10KSmoky UltralightBlonde
S M O K Y s e r i e s6KSmoky DarkBlonde
7KSmoky MediumBlonde
8KSmoky LightBlonde
5ILight BrownMatt
7IMedium BlondeMatt
6IDark BlondeMatt
8ILight BlondeMatt
9I Lightest BlondeMatt
M AT T s e r i e s4IMedium BrownMatt
10I UltralightBlonde Matt
M A H O G A N Y Mogano s e r i e s4MMahoganyMedium Brown
5MMahoganyLight Brown
6MMahoganyDark Blonde
Page 10
5CLight Ash Brown
8CLight Ash Blonde
6CDark Ash Blonde
7CMedium Ash Blonde
9CLightest Ash Blonde
10CUltralight Ash Blonde
1C Blue Black
A S H Cene r e s e r i e s
6DDark Gold Blonde
7DMedium Gold Blonde
8DLight Gold Blonde
9DLightest Gold Blonde
G O L D Dora t i s e r i e s
ARRedAccent
AGYellow Accent
ABBlueAccent
NNeutral
AC C E N T U T O N E Accen tua t o r i s e r i e s
SSASilver Superlight
SSBBeige Superlight
SSCAshSuperlight
SSDGoldSuperlight
SSMHoneySuperlight
SSNNatural Superlight
SSRCoppr RedSuperlight
S U P E R L I G H T Super s ch ia r en t i s e r i e s
AVVioletAccent
WRWithout Red
Re g o l a t o r i d ’ I n t e n s i t á s e r i e s
R E D I N T E N S E Ross i Int ens i5RIIntense RedLight Brown
6RIIntense RedDark Blonde
F L A M I N G R E D Ross i Fiammant i6RFFlaming RedDark Blonde
7RFFlaming RedMedium Blonde
7RRCopper RedMedium Blonde
A RC T I C Art i c i s e r i e s11APArctic Pearl
11AAArctic Silver
11ACArctic Ash
C A R A M E L Carame l l o s e r i e s5CALight BrownCaramel
6CADark BlondeCaramel
7CAMedium BlondeCaramel
1BNight Blue
1VViolet Black
B L AC K M AG I CNer i Magi c i
7RDMedium GoldenCopper Blonde
8RDLight GoldenCopper Blonde
A U T U M N Autunno s e r i e s
Blond Compact Synergetic EmulsionCream Developer
Balsam Regenerating Cream
Balsam Regenerating Cream is a creamy conditioner that restores the hair’s original elasticity and vitality after haircoloring. Phyto-wheat proteins resemble the structure of natural keratin and perfectly integrates with the hair to leave it full-bodied, bright, soft and manageable. (Wheat, Shea Butter & Aloe Vera)
1000ml jar
By formulating with phyto-wheat proteins, AQUAR&LY Blond Compact conditions the hair and protects from structural damage. With fast acting developing, it obtains maximum lift for all types of creative blonding techniques. Easy to use with a delicate fresh scent.
500g box
The oxidizing action of AQUAR&LY developers ensure the best results in both coloring and decolorizing treatments. A less aggressive, concentrated creamy base protects the structure of the hair and allows for better penetration of color which produces brilliant shades.
10, 20, 30 and 40 volumes available in 75ml and 1-liter bottles
20 and 30 volumes available in 150ml bottles
SERIES DESCRIPTIONS
N – NATURALI – Perfectly balanced to reflect naturally occurring tonal value and deliver maximum gray coverage at any level.
I – MATT – Specifically designed to produce cooler, naturally opaque tones with less vivid undertone reflections.
CH – CIOCCOLATI (Chocolate) – The rich and simply sensuous blend of the most desirable and dimensional chocolate browns. Beautiful alone or as a formula base. Delivers exceptional gray coverage.
CP – CIOCCOLATI (Chocolate Chili Pepper) – The perfect blend of chili pepper red added to the rich CH Chocolate base. Rich in dimension and balance for almost any skin tone. Delivers beautiful dimensional highlights when applied for gray coverage.
CA – CARAMELLO – A rich and elegant blend of true caramel gold and chocolate perfectly formulated to deliver luxurious and complex brunette nuances.
K – SMOKY – A unique cooler series with a slightly reduced concentration of ash designed to deliver a perfect blend of tonal refinement and natural shade balance.
CL – COLONIALI – Natural balance enriched with vibrant warmth. Formulated to deliver rich golden-browns and warm blondes. The perfect addition for maximum gray coverage in warmer red/gold formulas.
C – CENERI – Perfectly balanced to deliver natural ash and consistent control against unwanted warmth without creating overly-drab results.
B – BEIGE – True, natural beige without unwanted red or ash undertones. Ideal for classic blondes and delicate control against warmth or soft coverage of gray.
D – DORATI – Brilliant gold, perfectly balanced to deliver vibrant warmth when used alone or rich golden tonal balance when supporting additional series or gray coverage formulation.
R – RAMATI – Fiery red tones with rich translucent depth and reflection. Perfect to add controlled copper tones for warm based formulations or to add rich but subtle red to gray coverage formulations.
RF, RR – ROSSI FIAMMANTI– Fire-breathing red! A beautiful and bold intense red series designed to add a complex fire-like reflection to any formulation or alone as a brilliant signature red.
RI –ROSSI INTENSI – Intense darker reds designed to maintain intensity and reflective value when combined with level 6 or darker formulations.
T – TIZIANI – The rich blend of brilliant woven gold and fiery copper preferred by the Renaissance Master. Ideal to create the truest naturally occurring golden-red tones.
V, P, RU – IRISÈE – Violet/Irisèe – A rich series in reflective Violet, Plum and Ruby reds. Ideal for fashion color or to impart distinct richness and reflection in more subtle formulations.
FM, FA – TUTTI-FRUTTI – The perfect reflection of delicious Tangerine orange-red and Apricot golden-orange tonality.
M – MOGANO – Mahogany perfectly blended to rich 4th, 5th and 6th level depth for excellent coverage and reflection.
RD – AUTUNNO – Rich reds with complex autumn gold undertones in level 7-8.
AP, AA, AC – ARTICI – The perfect 11 Series Nordic Blonds, as soft, rich, cool and pearlescent as the names indicate. Ideal for lift, deposit or stunning soft coverage on gray.
SS – SUPERSCHIARENTI – A full range of exceptional high-lift blondes from delicate warmth to platinum. Maximum lift combined with outstanding tonal refinement while maintaining perfect AQUAR&LY condition.
1B, 1V – NERI MAGICI – Daring Black with the deepest reflection of night blue or violet black.
A – ACCENTUTONES – The three primary color base concentrates and violet. Ideal to add primary color intensity or to support color correction.
WR – REGOLATORI D’INTENSITÁ – Concentrated green base pigment designed for maximum anti-red refinement. N – REGOLATORI D’INTENSITÁ – A unique clear base, designed to reduce intensity or depth to formulations or to offer lift, shine and body without altering underlying pigment contribution.
F L A M I N G R E D Ross i Fiammant i
Page 12
delyTon’s deep penetrating Conditioners and Silk proteins work to restructure and even the porosity on damaged hair. These specially formulated proteins restructure the hair from the inside out to maintain perfect condition.
delyTON is a non-progressive, DEPOSIT ONLY haircolor that’s easy to use. delyTON’s non-ammonia formula and 47 rich, reflective shades create a perfect tonal balance. delyTON is ideal for non-committal color, toning, color balance and allows for fast color correction.
An ideal haircoloring for gray blending, delyTON will blend even the most resistant gray hair. Men will love the “younger look” without the fear of a noticeably, color-treated regrowth.
Because it’s both gentle and versatile, delyTON will not relax perms or cause unnecessary chemical stress to relaxed hair.
47 tone on tone colors! (ammonia free)
For an extremely luxurious, translucent shine with a deep, rich color, delyTON is the perfect demi-permanent haircolor.
3NDark Brown
4NBrown
5NLight Brown
6NDark Blonde
7NBlonde
8NLight Blonde
9NLightest Blonde
N AT U R A L Natura l i s e r i e s
6RDark CopperBlonde
7RCopper Blonde
8RDLight GoldenCopper Blonde
7RRIntense CopperBlonde
CO P P E R Ramat i s e r i e s
5CLCinnamonLight Blonde
7CLSandal Blonde
8CLAmber LightBlonde
7DMGolden HoneyBlonde
CO L O N I A L Co l on ia l i s e r i e s
5VViolet Light Red Brown
7PPurple RedBlonde
6PDark Purple Red Blonde
6RURuby Red Dark Blonde
7RU Ruby Blonde
V I O L E T I r i s é e s e r i e s
8RRLight Intense Copper Blonde
6CLDark TanBlonde
8DMGolden HoneyLight Blonde
2 fl.oz. (60 ml) tube
1NBlack
9ALightest SilverBlonde
SILVER Argento 1BBlue Black
BLACK MAGIC Neri Profondi
NNeutral
N E U T R A L
4CPChili Pepper Chocolate Brown
5CPChili Pepper Choc. Lt. Brown
C H O CO L AT E Cio c c o l a t i s e r i e s3CHChocolateDark Brown
4CHChocolateBrown
5CHChocolateLight Brown
G O L D Dora t i s e r i e s8DLight Gold Blonde
6DDark Gold Blonde
7DGold Blonde
9DLightest Gold Blonde
8CLight Ash Blonde
6CDark Ash Blonde
7CAsh Blonde
9CLightest Ash Blonde
A S H Cene r e s e r i e s
M A H O G A N Y Mogano s e r i e s4MMahoganyBrown
5MMahoganyLight Brown
6MMahoganyDark Blonde
6CFCoffee Dark Blonde
4CFCoffee Brown
5CFCoffee Light Brown
7CFCoffee Blonde
CO F F E E Caf f é s e r i e s
delyTON Activator: 33.8 fl.oz. (1000 ml) bottle
RIFLESSI offers the perfect opportunity to enjoy a bold or subtle color change without commitment or fear. Ideal for adding intensity or balancing tonality on natural or color treated hair. RIFLESSI lasts up to 6-7 shampoos that allow you to change and adjust the shade of your haircolor.
If your haircolor normally loses its salon fresh tonality and shine between visits or you’ve exposed your color treated hair to damaging environmental or styling conditions, RIFLESSI will revitalize your color and restore optimum condition. RIFLESSI is ideal for very damaged hair that will not support permanent haircolor. Its special conditioning agents are specifically designed to repair and rebuild damaged and double processed hair. After 4 or 5 applications, most hair will be restored sufficiently to support permanent color services.
COLOR...CONDITION...REVITALIZE WITH THE ULTIMATE COLOR RENEWAL MASK IN TEN RICH SHADES!
ADVANCED CONTRAST combines the high-lift action and incomparable benefits of EASILY BLOND with the fiery brilliance of ultra-intense toning pigments to deliver the perfect one-step dimensional color service.
Advanced Contrast 1 - Fire RedAdvanced Contrast 2 - Intense Mahogany RedAdvanced Contrast 3 - Intense Copper Red Advanced Contrast 4 - Copper BlondAdvanced Contrast 5 - Titian BlondAdvanced Contrast 6 - Gold Blond
• Ideal for natural or color-treated hair.
• Long lasting, fade resistant toning.
• Six vibrant red fashion shades.
1Fire Red
2Intense Mahogany Red
3IntenseCopper Red
4Copper Blond
5Titian Blond
6Gold Blond
10 perfectly balanced shades:BLONDES: Deliver soft reflexes in honey and sand shades on lighter hair.REDS: Refresh, balance and intensify all the reds, copper and mahogany shades.BROWNS: Intensify the richness and depth of all browns.PLUM: Gives shiny purple accents.BLACK: Adds deep reflexes to dull black hair and helps even tonality in gray hair.SILVER: Ideal to eliminate the tendency of gray hair to become yellowish.
Also eliminates brassy undertones in blondes.
• Add shiny reflexes to natural or color treated hair.• Renew or balance to tone of your haircolor between salon visits.• Add color reflexes to damaged hair while repairing it.• Gently blend away gray hair. 8 fl.oz. (236ml) bottles
Page 14
7.05 oz. (200 g.) tub
lyCOLOR is a rich, easy to use, translucent Demi-Permanent, liquid haircolor designed to provide the ultimate shine. Non-ammonia lyCOLOR reconditions damaged or abused hair while creating rich, luminous tones. Apply any of the 6 shades the same day as perming, relaxing or other coloring services with no risk of damaging the hair. Ideal for gray blending.
6 luminous shades plus clear!
2.03 fl.oz. (60ml) bottle4NMedium Brown
9BLightest Beige Blonde
6NDark Blonde
7NMedium Blonde
5NLight Brown
8DRLight GoldenCopper Blonde
VIVLYplus
Prescriptive, Semi-Permanent haircolor that will last up to six shampoos. Deposit only, non-oxidizing color that is available in 14 vivid shades. VIVLY & VIVLY Plus is a deposit-only, non-oxidizing color containing no ammonia or peroxide. VIVLY & VIVLY Plus enables the salon client to experience the true fashion versatility of non-committal color or to blend away unwelcome gray without the commitment and costs associated with permanent color services. No chemical altering to the hair, leaves hair vibrant, shiny, and manageable. VIVLY & VIVLY Plus allows grays to blend and achieve natural highlighting and dimension. VIVLY & VIVLY Plus fades on tone in approximately six shampoos.
lyCOLOR Activator33.8 fl.oz.
(1000 ml) bottle
lyCOLOR CLEAR8.45 fl.oz.
(250ml) bottle
VIVLYVIVLYplus
VIVLY
2.8 fl.oz. (85ml) bottle
Mahogany Burgundy Red
Copper Titian
Tan Gold Beige Sand
Natural Black
Dark Brown
Medium Brown
Dark Blonde
Medium Blonde
Vivid Grey
pure creative gel extra strong
Extra strong creative gel, ideal for modelling and creating a unique style. It protects the hair from UV rays, nourishes the hair and makes it shiny thanks to Agave, Joshua Tree and Cholla Cactus. Apply on wet or dry hair for definition and hold. Style as desired. For a wet effect do not comb or brush.
pure fluid experience
Modelling fluid medium hold. Its high hydration faculty leaves hair extremely soft and shiny. It is rich in “Desert Blend” (Agave, Joshua Tree and Cholla Cactus). Apply to wet or dry hair and style for shine, direction and medium hold. For a wet effect do not comb or brush.
pure modelling wax
A wax ideal for modelling and stressing special hair strains. It’s rich in Cocoa butter, that leaves the hair soft, healthy and nourished. Take a small quantity of product on your fingertips and apply directly to desired section for definition and direction.
pure definition paste
This light hold paste is ideal for modelling and stressing special hair strains. It’s rich in Cocoa butter that leaves the hair soft, healthy and nourished. Take a small quantity of product on your fingertips and apply directly to desired section for definition and direction.
pure shampoo
Enriched with Desert Blend that deeply moisturizes the hair. Ideal for normal hair and frequent usage. Apply to wet hair, massage and rinse well. If necessary, repeat the application and proceed with Pure Conditioner.
Also available in Liters (1000ml) bottles.
pure conditioner
Enriched with Desert Blend. Ideal to maintain the shine and lustre of normal hair. After washing the hair with Pure Shampoo, apply and let process for 2 - 3 minutes then rinse abundantly.
Also available in Liters (1000ml) bottles.
pure glaze
A light modelling glaze especially designed to protect and give shine to the hair. Added hydration benefits are concentrated in this product with the Desert Blend. For shine and definition, apply on dry or wet hair as needed.
pure style mousse strong
Firm hold modelling and volumizing mousse that gives shine and control to the hair. Agave, Joshua Tree, Cholla Cactus and other precious desert plants’ extracts make it a rich, nourishing and protecting product. Apply the necessary quantity to damp hair after shampooing and style as desired.
pure style mousse extra strong
Extra firm hold modelling and volumizing mousse that gives shine and control to the hair. Agave, Joshua Tree, Cholla Cactus and other precious desert plants’ extracts make it a rich, nourishing and protecting product. Apply the necessary quantity to damp hair after shampooing and style as desired.
pure creative gel strong
Strong creative gel, ideal for modelling and creating a unique style. It protects the hair from UV rays, nourishes and makes hair shiny from the Desert Blend. Apply on wet or dry hair for definition and hold. Style as desired.
pure texture
Volumizing and moisturizing texturizer that gives body to all hair types, even the finest. The desert plants and the volumizing ingredients give shine and body to the hair. For best effect, apply in sections to wet hair. Spray directly on the roots. Proceed with drying and desired style.
pure definition hair spray
Strong hold hair spray that gives volume and a long lasting hold to the hair. Spray on dry hair 4 in. from the head until desired hold is achieved.
pure water drops
The purest shining drops that are a real concentration of protection and shine for the hair. Sandal, Barley and Philodendron are contained in this product and have high hydration and capacity to prevent split ends. For brilliant shine apply a few drops on dry hair. Especially effective on dry or split ends. Re-apply as needed.
purity design
Page 16
pure hair eco
Ecological medium hold spray, ideal to model, hold and give volume. Spray on dry hair 4 in. from the head until desired hold is achieved.
14 styling and finishing products necessary to create a personal and elegant look while imparting shine and nourishment to the hair. IT&LY Hairfashion’s labs have created a bond between the traditional design of these products while implementing a new protective Desert Blend formula that makes this line unique. The Desert Blend formula is comprised of proteins developed from desert plants (Agave, Joshua Tree, Cholla Cactus) to protect hair from harmful UV rays.
Eudermal pH ShampooIntroducing..
.
SULFATE
FREE
Presenting a new line of professional shampoos designed to embrace and protect your hair and your environment. Eudermal pH Shampoos are formulated with an exclusive sulfate-free cleansing compound that delivers a rich, gentle and highly effective cleansing action while eliminating the most commonly used detergents that have been proven to negatively affect eco-balance and contribute to damaging acid rain.
Restructuring Shampoo
Acid balanced pH, sulfate free shampoo with Honey. Ideal for dry and defibered hair. Honey crystals calm the scalp and nourish the shaft, while giving new life to capillary fibers, restoring optimum hydration, elasticity and manageability.
Conditioning Shampoo
Acid balanced pH, sulfate free shampoo with Linden for normal hair. Highly hydrating, conditioning and calming. It’s ideal for frequent use. Leaves hair soft, shiny and manageable.
Sensation Shampoo
Acid balanced pH, sulfate free shampoo with Peppermint extracts. Ideal for any kind of hair. It revitalizes and soothes with a pleasant sensation of fresh mint extract that increases scalp circulation with natural astringent action to treat and diminish common scalp irritation.
Anti-oxidant Shampoo
Acid balanced pH, sulfate free shampoo with Green Tea for treated hair. Prized for its complex and proven anti-oxidant properties, Green Tea creates an invigorating detoxifying sensation on the scalp. It protects, strengthens and supports hair elasticity and tensile strength, to ensure longevity and stability to technical service results.
Only available in 33.8 fl.oz. (1000 ml) bottle
Page 18
1. SHAMPOO. Because a significant percentage of permanent haircolor attaches to the outer cuticle layers of the hair, even the most gentle surfactants (surface acting cleansing agents in all shampoos) dislodge or loosen haircolor pigment. The action is further supported by the use of hot or warm water that is necessary for proper cleansing but softens cuticle layers leaving them less supportive of color pigment when cleansing.
2. UV RAYS. UV rays are the second most damaging contributor to haircolor fade. The entire A.C.P. System contains the most advanced UV filters available to protect against UV fading.
3. MECHANICAL & HEAT STYLING. Mechanical and heat styling causes a breakdown of the outer cuticle layers. As a healthy cuticle layer seals and protects colors, cuticle abrasion leaves color more vulnerable to each of the remaining three culprits of haircolor fade.
4. IMPROPER CHOICE OF HAIR STYLING PRODUCTS. A leading and often under-emphasized enemy of haircolor. Certain cleansing, conditioning and styling products while delivering specific benefits reek havoc on haircolor. Waxes, oils, gels, sprays and even specific botanical ingredients can actually strip color from the hair or impede proper color penetration and hold.
IT&LY A.C.P. System grants ultimate protection from the 4 leading causes of haircolor fade:
Classic A.C.P.
Advanced Color Protection
10 fl.oz. (300ml) bottles33 fl.oz. (1000ml) bottles available
10 fl.oz. (300ml) bottles32 fl.oz. (950ml) bottlesGallon bottles available
5 fl.oz. (148ml)
tube
NOURISHING SHAMPOONOURISHING CONDITIONER
RESTRUCTURING SHAMPOORESTRUCTURING CONDITIONER
VOLUMIZING SHAMPOOVOLUMIZING CONDITIONER
CHELATING TREATMENT SHAMPOO2 PHASE HYDRASHINETHERMOACTIVE FLUIDCOLOR LOC
10 fl.oz. (300ml)
bottle
XP TREATMENT SHAMPOOEnergizing, scalp and hair treatment. Supports healthy scalp and hair growth. Clean, refreshing, masculine scent. Ideal for daily use.
8.1 fl.oz. (240 ml) bottle3.4 fl.oz. (100ml) bottle
XP SHAMPOO & BODY WASHThe perfect dual-action product specially formulated and pH balanced for active men. Mild exfolliants deep clean the scalp and skin while UV inhibitors protect hair against the sun’s rays.
8.1 fl.oz. (240 ml) bottle3.4 fl.oz. (100ml) bottle
XP CONDITIONERAdvanced protein and moisturizing agents to support healthy hair. Clean, refreshing, masculine scent.
Ideal for daily use.
8.1 fl.oz. (240 ml) bottle3.4 fl.oz. (100ml) bottle
XP STYLE CREAMLightweight, medium hold cream that defines and directs. Anti-oxidant UV filter protects hair while adding thickness, body and shine.
Ideal for daily use.
3.4 fl.oz. (100ml) bottle
IT&LY IV MEN is an exciting new product line developed to meet the needs of today’s active professional male...
the EXTRA PERFORMANCE MALE.
Catch the Wave!
2 EASY TO USE FORMULAS
ONDASOFT 1 for virgin or coarse hair
ONDASOFT 2 for color treated, high-lift and double-processed hair
Perm Wave with Organic Bio-Reducer
Based on new research developments, the waving process is achieved by an exclusive bio-reducer. ONDASOFT with its special organic activator gently perms hair with no damage and with long lasting results. The low pH helps in protection during the perm application. The desired result is achieved maintaining hair’s natural softness and elasticity. ONDASOFT has a pleasant fragrance and leaves no odor on the hair.
NEW FROM IT&LY HAIRFASHION
ONDASOFT
THE NEXT GENERATION OF SAFE,THIO-FREE PERMANENT WAVE
Formulated with the most advanced bio-reducer available
Pleasant fragrance with no residual odor
Organic Activator protects, conditions and leaves haircolor vibrant
Perfect for soft waves, condensed wraps or conventional perming
PreondaProtects the hair and the ends during the perm
treatment and ensures an even processing and uniform wave. Ideal for damaged or
previously chemically treated hair.
PlusondaA creamy emulsion that reintegrates
keratin structures of the hair after the perm treatment. Split End Complex repairs, restores and gives maximum combability and shine.
PRE-PERM SPRAY
4.23 fl.oz. (125 ml) bottle
POST-PERM LOTION
10.14 fl.oz. (300 ml) bottle
Page 20
Styles of items may vary based on availability.
IT&LY RACING RED HAT
IT&LY FERRARI SHADES w/ REMOVABLE LENSES
Proshape
ACCESSORIES
APPLICATOR BRUSHES
MIXING BOWLS
ITALIAN RACING RED SUPER FAST IONIC DRYER
ITALIAN RACING RED PROFESSIONAL 1” DIGITAL IRON
ITALIAN RACING RED PROFESSIONAL 2“ DIGITAL IRON
REVIVOR is a reconditioner that is Ideal for after-color use and daily conditioning. Silk Proteins repair and strengthen.
4.22 fl. oz (125 ml) tube13.8 fl. oz. (410 ml) jar
REVIVOR
COMING SOON!PROSHAPE by IT&LY HAIRFASHION represents the most advanced technology available in permanent texture services with a FULL RANGE of professional products for SERVICE and MAINTENANCE to optimize condition, definition and durability of the permanent wave or relaxer service.
Introducing...
POP MATERIALSTwo-sided “diamond shape” hanging promotional sign on 3/16” coroplast material. • 24” square • Full color
2020 Color Selection Wall Chart• 36” wide x 24” high• Full color• Heavy vinyl stock for durability
2020 Stylist Cart• 37” h x 17.5” w x 21” d
2020 “Cubes” Display• 3 pieces per set• 12” cube• Full color
Percentages of Blue, Red and
Yellow
453025
204040De
sign
erSe
ries
Desi
gner
Serie
s
Desi
gner
Serie
s 701020
404020
102565
08020
07030
07525
06040
35650
20800
10855
108010
108010
108010
108010Desi
gner
Serie
s
Desi
gner
Serie
s
Desi
gner
Serie
s
Desi
gner
Serie
s
Desi
gner
Serie
s
Desi
gner
Serie
s
Desi
gner
Serie
s
Desi
gner
Serie
s
Desi
gner
Serie
s
Desi
gner
Serie
s
10
9
8
7
6
5
4
3
2
1
PALE YELLOW
YELLOW
YELLOW ORANGE
ORANGE RED ORANGE
RED RED VIOLET
VIOLET BLUE VIOLET
BLUE
Accentuatori
SS
Arctic 11
Accentuatori
SS
Arctic 11
ULTRALIGHT 10BLONDE LIGHTEST 9BLONDE
LIGHT 8BLONDE
MEDIUM 7BLONDE
DARK 6BLONDE
LIGHT 5BROWN
MEDIUM 4BROWN
DARK 3BROWN
DARKEST 2BROWN
BLACK 1
11AP 11AA 11AC
10N 10TN 10C 10D
9N 9NI 9TN 9C 9B 9D 9FA
8N 8NI 8TN 8C 8B 8BD 8D 8RD 8R 8T 8FA
7N 7NI 7TN 7C 7B 7BD 7D 7RD 7R 7T 7FM 7FA 7RF 7RR 7MR 7MB 7MP
6N 6NI 6TN 6C 6B 6D 6RD 6R 6T 6RF 6P 6RU 6M
5N 5NI 5TN 5CH 5CP 5C 5D 5RD 5V 5P 5M
4N 4NI 4TN 4CH 4CP 4RD 4V 4M
3N 3CH
2N
1N 1B 1V 1C
AR AG AB N
SSN SSC SSB SSD SSR SSM SSA
Neut
ral,
Slig
htly
Coo
l
inte
nse
Natu
ral f
or
Very
Res
ista
nt H
air
Adds
War
mth
W
ithou
t Red
Rich
, Dim
ensi
onal
Ch
ocol
ate
Brow
ns
Choc
olat
e Sp
iced
w
ith C
hili
Pepp
er
Deep
Mid
nigh
t Blu
e,
Viol
et a
nd B
lue
Blac
k
Canc
els
Red
and
Oran
ge
Canc
els
Yello
w a
nd G
old
Adds
Del
icat
e Go
lden
Bei
ge
Adds
Gol
den
Tone
Adds
Ric
h Au
burn
to
Bro
wn
& Bl
onde
Adds
Cop
per R
ed T
one
Adds
Ora
nge
Red
Tone
Adds
Inte
nse
Tang
erin
e &
Apric
ot T
one
Adds
inte
nse
Fire
Red
Ton
e
Adds
Vio
let P
lum
Ton
e
Adds
Plu
m
Burg
undy
Ton
e
Adds
Plu
m
Burg
undy
Ton
e
Soft
Rich
Coo
l &
Pear
lesc
ent-
Nord
ic
Blon
des
NATU
RALI
(N)
NATU
RAL
INTE
NSE
(NI)
MED
ITER
RANE
I (TN
)
CHOC
OLAT
E (C
H)
CHOC
. CHI
LI P
EPPE
R (C
P)
NERI
MAG
ICI
CENE
RI (C
)
BEIG
E (B
)
CLAS
SICI
(BD)
DORA
TI (D
)
AUTU
NNO
(RD)
RAM
ATI (
R)
TIZI
ANI (
T)
IRIS
ÉE (V
, P, R
U)
FLOR
ENTI
A (M
B, M
R, M
P)
MOG
ANI (
M)
ARCT
IC (A
A, A
C, A
P)
NA
TU
RA
L CO
LOR
CO
NT
RIB
UT
ION
TUTT
I FRU
TTI
(FA,
FM
)
ROSS
I FIA
MM
ANTI
(R
F, RR
)CO
LOR
SE
RIE
S
CO
LOR
SE
RIE
S
CO
LO
RLY
20
20
LE
VE
L V
ALU
ES
2020 COLOR SELECTION CHART
Page 22
2020 Totem Display•18” wide x 62” high• Full color
If you do not have access to a Distributor or Sales Person, please call our toll-free number: 1-800-621-4859 or visit our website www.italyhairfashion.com.
Wall Posters• Four models• 18” x 24”• Full color
Aquar&ly “Cubes” Display• 3 pieces per set• 12” cube• Full color
delyTON Trolley• 36” h x 16” w x 16” d• With Casters
delyTON Totem Display• Triangular • 17-3/4” sides• 54-1/2” Tall• Full color
POP MATERIALS
250 Ohio River Blvd. • PO Box 162 • Baden, PA 15005 • 1-800-621-4859www.italyhairfashion.com
IT&LY Hairfashion is committed to creating an eco-friendly corporate environment as well
as the use of emerging green technologies in the production of its extensive line of
environmentally friendly hair care products.
ITEM #595© Copyright 2010 , IT&LY Hairfashion, Inc.Made from Recyclable Material.