WAVE SYSTEM THE FULL LINE OF WAVING TREATMENTS

TECHNICAL EXPERTISE IS A DISTINCTIVE FEATURE FOR A SALON.

Waving, more than any other service, is a treatment that falls entirely into the hands of professionals. Do it by yourself? No way! Professionals only.

And it is a chance not very much valued:

How many trendy effects look for customers but none has ever proposed them?

How much of a business is left in the hands of someone who can “shape” it and make it last?

PERM IS OUTVOLUME IS FASHION

The possibility of applying technical expertise and creativity of use can bring out the best of the Wave System quality. Now we can fulfill the dreams of so many women that come to the salon with questions or problems that can only be solved by using this type of products. We can:

ANYONE WHO FLICKS THROUGH A MAGAZINE CAN SEE THIS:

change shape

create volume on short haircuts

give fullness to thin hair conditions

create a support for styling

facilitate and quicken styling at home for sports fans and those clients that do not go to the salon every week

make the most of a haircut

modernize the waving treatment to promote customer loyalty

Hair “with a lot of movement” but with a natural effect for a simple glam effect

“Fluttering” hair

Voluminous yet not very rigid or structured hairstyles

Curls are used to give a sweet look to your face, highlighting in this way the concept of soft femininity

Outerwear as well as some other garments are “bulky”

1.

2.

3.

4.

5.

FROM THE RESEARCH BY HELEN SEWARD

Helen Seward research Innovation to serve professionals

TREAcare–COMPLEXWHEAT PROTEINS AND TREHALOSEThe formula of the Wave System line, TONIC_B and AMINO_C, is enriched by the presence of the TREAcare-COMPLEX, a rich complex consisting of WHEAT PROTEINS AND TREHALOSE. The result is amazing: well-defined curls and smooth and luminous hair, signs that your hair is healthy.

TREAMINO-COMPLEX KERATINS AND TREHALOSEInnovation to serve professionals: the TEXTUR_E formula is enriched with the TREAMINO-COMPLEX, a state-of-the-art complex conceived to expand the gentleness and performance of the waving treatment. TREHALOSE acts as a bio-protector and super-moisturizer while KERATINS reconstruct hair fiber to enhance the trendy effect and the beauty of hair.

FROM THE RESEARCH BY HELEN SEWARD

NATURE BACKING INNOVATION

PROTEINS TO SERVE BEAUTY

A NOVELTY TO PLEASE THE SENSES

TREHALOSE natural moisturizing boosterIn nature, trehalose can be found in a wide range of plants, of which ensures the surviving in the most adverse weather conditions: the presence of trehalose in plants is one of the reasons why an arid desert ‘blooms again’ after raining.

WHEAT PROTEINS with strengthening actionThe wheat-derived protein complex plays a highly significant role as a protection and conditioning agent. It reinvigorates and reconstructs the hair cuticle to ensure a long lasting effect.

KERATINS with restructuring actionThe protein complex, consisting of keratins of different molecular weight, has an important restructuring effect on hair enhancing body, gloss, softness and volume.

The peculiar feature of the formula is a high performance cosmetic fragrance inspired by the scent of the tuberose – a flower with an intoxicating fragrance – that synergically mixes with a very delicate musky base note. This fragrant base component highlights and ‘boosts’ the main cosmetic fragrance, ‘fixes’ it and makes it more persistent, ‘richer’, ‘warmer’ and ‘fuller’ on hair. The result:

1. when the waving lotion is applied and during the application time, the synergy of both notes helps to efficiently ‘control’ and minimize the typical base smell

2. after the treatment, the delicate and pleasant musky cosmetic scent hangs in the hair. This is the effective solution to the well-known problem of the pungent smell that usually remains on the hair fiber after a waving treatment

Top notes

Middle notes

Freshness

Diffusivity

Base notes Substantivity

FIXI

From Helen Seward laboratories:

WAVE SYSTEMTHE FULL LINE OF WAVING TREATMENTS THAT OFFERS THE BEST RESULTS AND HAIR PROTECTION

TEXTUR_E

Semi-permanent waving mousse to create natural waves

that last up to 8 weeks. With TREAMINO-COMPLEX.

AMINO_C

THIO-FREE and AMMONIA-FREE delicate waving

lotion with cysteamine and TREAcare-COMPLEX.

TEXTUR_E TONIC_B

THE RESULTGives hair body and volume. Thanks to its new professional formula it lasts up to 8 weeks (20 hair washes).• without neutralizer• without thioglycollate• ammonia-free

THE RESULTIt guarantees maximum waving power to obtain strong, marked, flexible and long lasting curls.The highly substantive proteins in synergy with trehalose guarantee the protection of hair structure.

RECOMMENDED FORNot easy to curl hair and whenever you want a firm result on natural and colored hair.It comes in three specific versions for each type of hair:• TONIC_B no. 1/S - very resistant natural hair • TONIC_B no. 1 - natural hair• TONIC_B no. 2 - colored and sensitized hair

HOW TO USEWe suggest using the DIRECT METHOD.

NEW FORMULAWAVING LOTION WITH CALIBRATED PHThe TONIC_B no. 1 and no. 2 waving lotions feature a buffer system that guarantees (during the application time) the pH stability because the total efficiency of the product could be associated with the minimum damage caused to highly sensitive hair (natural, colored and sensitized).

RECOMMENDED FORThose who wish to have a natural temporary result without a permanent transformation and without wasting much time at the salon.

HOW TO USEWe suggest using the DIRECT METHOD.in cases of colored and treated hair, use the INDIRECT METHOD.

NUOVA FORMULAFOAM FORMULATIONThe presence of a delicate surfactant (surface-active agent) in the formula, combined with the innovative pack, turns the most classic application of waving lotion into a new experience for professionals in the salon. The product dispensed is a rich and soft foam that perfectly adheres to curlers and, slowly ‘disappears’ (5 minutes), and wet the strands around the curlers progressively and completely. Therefore, applying this product is simpler, safer and more efficient for customers (in terms of how careful you need to be so that product does not come into contact with the skin and especially with the eyes).

SULFITES: SOFT REDUCING AGENTSThe formula contains sulfites, delicate reducing agents effective at neutral pH, that cause hair fiber structure to get rearranged semi-permanently, thanks to the synergic interaction with urea, a well-known moisturizer and denaturant.

INNOVATION TO SERVE PROFESSIONALSThe TEXTUR_E formula is enriched with the TREAMINO_COMPLEX, a rich complex consisting of keratins and trehalose. The result is amazing: fuller and protected curls.

Classic waving lotion with alkaline technology, balanced pH, and TREAcare-COMPLEX.

Semi-permanent waving mousse to create natural waves with TREAMINO-COMPLEX.

AMINO_C NEUTRALIZER

THE RESULTEnsures firm waving effect with well-defined, firm, shiny and long lasting curls, yet soft, respecting the natural beauty of hair using a new professional formula.• without thioglycollate• ammonia-free

HOW IT WORKSCysteine bonds are reconstructed rapidly and permanently, efficiently neutralizing any alkaline residues from the waving lotion.It allows to obtain maximum waving power to obtain strong, defined, flexible and long lasting curls.The highly substantive proteins present in the formula are absorbed by the hair surface, thus providing full hair protection, moisture and improving hair structure.

FORMULANEUTRALIZER WITH BUFFERED PHWAVE SYSTEM Neutralizer is enriched with a buffer salt that neutralizes alkaline residues from the waving lotion.

In addition, it contains:WHEAT PROTEINS WITH STRENGTHENING ACTIONThe protein complex in formula plays a highly significant role as a protection and conditioning agent. It gives new strength to the hair cuticule, it with long lasting effect.

CATIONIC AGENTThe presence of a cationic agent plus quaternized proteins in the formula guarantees that hair fiber is protected. At the end of the treatment, the curls look smooth and are easy to comb while electrostaticity is minimized. The cationic agent also acts as a buffering system favoring pH stability.

RECOMMENDED FORThose who privilege full respect for hair but who do not want to renounce a defined result. The soft yet efficient waving action of cysteamine guarantees the result while the wheat protein complex with trehalose ensures hair protection. The waving treatment comes in three versions:• AMINO_C no. l - natural hair • AMINO_C no. 2 - colored hair• AMINO_C no. 3 - bleached hair

HOW TO USEWe suggest using the INDIRECT METHOD.

NEW FORMULASOFT WAVE AGENTCysteamine chloride is a soft reducing agent, with specific affinity with hair fiber.

THIO-FREE soft waving lotion with cysteamine and TREAcare-COMPLEX.

Conditioning neutralizer for Wave System Tonic_B and Amino_C hair waving lotions with buffered pH.

TEXTUR_EINSTRUCTIONSFOR USE

PREPARATION

WAITING TIMES

RINSING AND STYLING

HOW TO APPLY

DIRECT METHOD

INDIRECT METHOD

Natural and resistant hair

Colored and treated hair

30-40 min 20-30 min

Wash hair with MEDITER Volume Shampoo 2/S3. Afterwards, to remove all excess water, blot your hair with a towel.

HEAT SOURCE

IMPORTANT REMARK: it is advisable to use a HEAT SOURCE in order to obtain the best results. Always follow the recommended application times.

Once the application time is over, rinse well with abundant lukewarm water for 10 minutes.Carefully remove all curlers. Then wash hair with MEDITER Volume Shampoo 2/S3.After shampooing, it is advisable apply MEDITER Absolute Conditioner 2/C.Style using a diffuser.

Recommended for a definite result and for important volumes, to be used when you wish to get excellent results on long and resistant hair.

1- Apply TEXTUR_E to all the hair, saturating strand by strand evenly. Use a large-tooth comb to distribute product evenly.2- Choose curler diameter depending on the wave desired. Roll hair on the curlers.3- Afterwards, apply TEXTUR_E again to all the curlers. Wait 5 minutes until the foam is fully absorbed (foam dissolves). Then, cover the rollers with a plastic cap and let the product act for the whole application time.

Recommended for dyed or treated hair, to obtain a softer effect on normal hair and medium-short haircuts.

1- Choose curler diameter depending on the wave desired. Roll hair on the curlers.2- Afterwards, apply TEXTUR_E to all the curlers. Wait 5 minutes until the foam is fully absorbed (foam dissolves). Then, cover the rollers with a plastic cap and let the product act for the whole application time.

1

1 2

2 3

TEXTUR_E

TEXTUR_E

TEXTUR_E

TONIC_B

Classic waving lotion with alkaline technology,

balanced pH, with TREAcare-COMPLEX.

NEUTRALIZER

Conditioning neutralizer for Wave System TONIC_B

and AMINO_C hair waving lotions with buffered pH.

TEXTUR_EINSTRUCTIONSFOR USE

FAQSFREQUENTLY

ASKED QUESTIONS

Can the TEXTUR_E wave treatment be applied on every type of hair?

Yes, the treatment can be applied on every type of hair (thin or thick, natural or treated; Caucasian or ethnic) paying attention to the technical treatments that have been previously applied and to the health of the scalp and hair (see warnings on the instructions leaflet). The wave result (soft waves or well-defined curls) will depend on the hair’s nature and condition (thick hair or thin hair, natural/resistant hair or treated hair).

1 Can we use this treatment plus a coloring treatment at the same time?

It is advisable to wait at least three days before coloring or applying any other technical treatment.

6

What is the difference between TEXTUR_E and a classic perm?

The classic perm offers definite, well-defined waves (marked, ‘vigorous’ curls) and a long-lasting technical result. TEXTUR_E is a semi-permanent wave treatment with limited duration in time. It offers an important restructuring and regenerating action: it transforms hair, giving body and volume to hair fibers, with very natural waves and movement, and ensuring greater gloss and softness.

8

When should we prefer TEXTUR_E over a classic perm?

TEXTUR_E is recommended when clients are looking for a smooth and natural wave result (and limited duration in time), and in order to support styling. Due to its restructuring and replenishing action, TEXTUR_E is the ideal and ‘inescapable’ choice – as an alternative to a perm – in case of debilitated hair without body or thin hair, with reduced/poor hair mass.

9

Can TEXTUR_E be applied just before going to the sea?

Yes, the treatment offers a simple and very practical styling control. It is advisable to use sun protection during exposure to sunlight.

10

Is the treatment safe to use?

Yes, both the treatment and its application – following the suggested instructions and warnings – offer high levels of safety, for the comfort of professionals and their clients.

7

Can we use this treatment on bleached hair or on hair with a high percentage of highlights?

It is advisable to test the product on a strand in order to be able to assess the response of bleached hair (high porosity, badly damaged structure).

3

How can we get the best result in very resistant, natural, not treated hair?

It is advisable to:• use the direct method,• choose curlers with the smallest diameter,• once the waiting time is over – after rinsing with abundant water (10 minutes) – blot your hair well, then unroll the curlers and, without washing your hair, apply a neutralizer, and style using a diffuser.

NOTE: TEXTUR_E is not recommended for long, very ‘heavy’ hair (which makes styling and styling maintenance difficult) and for hair irresponsive to classic perms.

4

Does the treatment respect the hair’s natural or cosmetic color?

The treatment involves the action of soft reducing agents, which – in relation to thioglycolates – respect the cosmetic color to a larger extent: during the rinsing phase, a slight color ‘discharge’ without important changes to hair cosmetic color may be seen.

5

How long does the treatment last?

The result offered by the treatment (hair fiber structure semi-permanent rearrangement) can last 8 weeks (20 hair washes) on average, depending on the type of hair, and such result is determined and influenced by hairwashes, with the consequent progressive loosening of waves.How long waves last will depend on hair’s nature and condition.

2

TONIC_BINSTRUCTIONS

FOR USE

PREPARATION

APPLICATION TIME

RINSING AND STYLING

APPLICATION

Very resistant natural hair

Naturalhair

Natural hair

Colored and sensitized hair

15-20 min 20-25 min15-20 min 10-15 min

Make a light shampoo using MEDITER Volume Shampoo 2/S3,without massaging the scalp, then towel dry the hair to remove all excesswater.

The application time starts at the end of the rolling.Never exceed the recommended application time. Do not use any heat source.

Once the application time is over, rinse well with abundant lukewarm water for 3 minutes. Afterwards, carefully towel dry the curlers with a towel to remove all excess water. • Saturate all curlers using WAVE SYSTEM Neutralizer and leave to act for 5 minutes. • Remove all curlers and apply the neutralizer again, leaving to act for few minutes. • Carefully rinse and make a light shampoo using MEDITER Volume Shampoo 2/S3, gently massaging scalp and hair. Rinse with abundant lukewarm water. After shampooing, it is advisable to apply MEDITER Absolute Conditioner 2/C then, after rinsing thoroughly with lukewarm water, carefully towel dry the hair to remove all excess water and style.

1

3

2

SKIN PROTECTIONREMARKS: Before applying the product, place a strip of cotton wool securely around the client’s hairline and a towel at the nape of the neck. In order to prevent skin irritation, once you have finished applying the product (and during the application time) it is advisable to remove and replace both the strip of cotton and the towel, running some cotton wool moistened with water on those skin areas in contact with the product.

1- Saturate strand by strand evenly with TONIC_B waving lotion keeping a distanceof about 2 centimeters from the scalp and avoid touching it.2 - Choose curler diameter depending on the waving effect desired. Then roll hair onthe curlers without pulling.3 - Once finished the rolling, carefully saturate again all curlers, cover with a plasticcap and let the product act for the application time.

AMINO_C

2/S3

2cm

1/S 1 2

3 min 5 min

2/S3 2/C

TONIC_B

TONIC_B

NEU

TRA

LIZE

R

NEU

TRA

LIZE

RWAVE SYSTEMNEUTRALIZER

WAVE SYSTEMNEUTRALIZER

INSTRUCTIONSFOR USE

TONIC_BINSTRUCTIONS

FOR USE

PREPARATION

APPLICATION TIME

RINSING AND STYLING

APPLICATION

Naturalhair

Coloredhair

Bleached hair*

20-25 min 10-15 min 10 min

Make a light shampoo using MEDITER Volume Shampoo 2/S3 without massaging the scalp, then towel dry the hair to remove all excess water.

The application time starts at the end of the saturation process.Never exceed the recommended application time. Do not use any heat source.

* It is important to check every 3 minutes

Once the application time is over, rinse well with abundant lukewarm water for 3 minutes. Afterwards, carefully towel dry the curlers with a towel to remove all excess water. • Saturate all curlers using WAVE SYSTEM Neutralizer and leave to act for 5 minutes. • Remove all curlers and apply the neutralizer again, leaving to act for few minutes. • Carefully rinse and make a light shampoo using MEDITER Volume Shampoo 2/S3, gently massaging scalp and hair. Rinse with abundant lukewarm water. After shampooing, it is advisable to apply MEDITER Absolute Conditioner 2/C then, after rinsing thoroughly with lukewarm water, carefully towel dry the hair to remove all excess water and style.

1 2

SKIN PROTECTIONREMARKS: Before applying the product, place a strip of cotton wool securelyaround the client’s hairline and a towel at the nape of the neck.In order to prevent skin irritation, once you have finished applying the product (and during the application time) it is advisable to remove and replace both the strip of cotton and the towel, running some cotton wool moistened with water on those skin areas in contact with the product.

1- Choose curler diameter depending on the waving effect desired, then roll wet hair on the curlers.2 - Once finished the rolling, fully saturate all curlers using AMINO_C waving lotion starting from the nape, avoid applying on the scalp. Repeat the operation until a total saturation is obtained. Cover the curlers with a plastic cap and let the product act for the whole application time.

AMINO_C

2/S3

5 min

2/S3 2/C

AMINO_C

n.1 n.2 n.3

3 min NEU

TRA

LIZE

R

NEU

TRA

LIZE

RWAVE SYSTEMNEUTRALIZER

WAVE SYSTEMNEUTRALIZER

INSTRUCTIONSFOR USE

ICSEA HELEN SEWARD - Lainate (Mi), Italy - tel. 0293570057 / fax 0293571418helen.seward@helenseward.it / www.helenseward.it P

/494

GB