KNOWING TO MAKE BETTER

SKILL-BUILDING TRAINING OF THE

EMBELLEZE SYSTEM

INTRODUCTION

This Capillary Training Guide is part of a training program intended for those who work with our beauty solutions at the purchase points. With this program, we are conveying knowledge in order to create a better performance of the professionals involved, increasing the partnership Client / Embelleze.

HAIR PRODUCTS

Our products are developed seeking to serve the most diverse types of hair, bringing beauty solutions that recognize and value Brazilian women.

• Hair dyeing products – Dyes - 3 physical types - Cream, liquid, powder• Transformation products – Relaxing, Straightening and Curling.• Products for hair washing and hygiene – Shampoos• Products that disentangle and condition your hair- Conditioners, lotions• Products for Treatment and Nutrition – Nourishment • Products for finishing and final touch – Finishers

CAPILLARY ANATOMY

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Epidermis

Derm

Hypoderm

Pilousebaceous Unit Sudoriferous Gland Sudorípara

The hair shaft is made from the inside out by three main parts: Cuticle, Cortex and Marrow.

HAIR CYCLEIt’s the process that occurs with the hair since its sprouting until its fall. There are 3

specific phases of the Follicular Cycle:

LOSS TYPES Temporary Loss

It’s an abnormal, albeit temporary, loss of hair, caused by stress, medicines, etc.

Definitive Loss

It’s an abnormal and definitive hair loss caused by infections, psoriasis, alopecia, etc.

Daily Loss

It’s a normal hair loss which occurs due to the renovation of the strands through the follicular cycle which is the sprouting of 80 to 100 strands per cm2 and the daily growth of 0,035 cm, the diameter of which varies from 0,03 to 0,15 mm. From 100 to 120 strands of hair can fall in a day. Hair Curvature

According to the opening of the Pilous Follicle, hair can vary according to race:Curvature may indicate whether is straight, curly or crisped.

TREATMENTS

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Anagenética (Crescimento)

3 a 6 anos

Catagenética (Repouso)3 a 4 semanas

Telogenética (Queda)3 a 4 meses

Córtex

Medula

Cutícula

Anagenetic

(Growth)

3 to 6 years

Catagenetic

(Repose) 3 to 4 weeks

Telogenetic

(Loss) 3 to 4 months

Cuticle

Marrow

Cortex

The nutrition and finish of the strands are essential so as to preserve hair health.Hair Health = Natural shine, softness, malleability, resistance and silkiness.

Hair suffers daily wear: By the action of external agents (sun, wind, dust, pollution, chlorine in water...). By the action of the transformation agents (straighteners and coloring...). By the action of physical agents (hair dryer, straightener...).

See on the pictures below the state in which the strands are according to their condition:

Embelleze has a wide line of products for treatment and maintenance, with high technology nutrition agents which allow to restore damaged strands and preserve hair health.

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Strand ConditionsStrand Conditions

Treated hair Damaged hair Totally damaged hair

HYGIENIZING AND TREATMENT

EMBELLEZE TREATMENT PRODUCTS - NOVEXPROFESSIONAL FOOD THERAPY

Over 40 years, Embelleze has been the precursor in transforming Brazilian women, offering everything that makes women more beautiful, relaxing, hydrating, dyeing, and modifying their hair.

No one understands more about Brazilian women’s hair than Embelleze. Therefore, who better than Embelleze to develop the right product in order to nourish and bring your hair back to life?

PROFESSIONAL FOOD THERAPY

Loved by beauty professionals, they work their customer’s self esteem with Novex, making them feel beautiful, treated, and well cared for. Ready to receive many compliments at parties, on a date, even at home. Real nourishment for your hair.

Besides, the product can be used up to 42 times, an excellent yield, and it also maintains a pleasant smell in your hair for a very long time. Its consistency is extraordinary!

HAIR FOOD – HAIR NOURISHMENT

Verb: NOURISH

Women who use Novex have nourished, perfumed hair with a special touch, since their hair becomes much softer. Novex is the treatment that brings life for changed, dyed, dry and lifeless hair. It changes women’s life by bringing shine and life to their hair, and making them feel beautiful about themselves.

All that with an amazing perfume and a velvety touch!

Beauty creates life and therefore it has to be always cared for.

In order to do so, nothing better than Novex, which brings your hair back to life.

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The treatment segment represents 38% of the post-shampoo category in liters and 26% in value.

Embelleze treatment represents 70% of the category in liters and 69% in value.DistributionNovex is the fifth ranked company in the market in numeric distribution:

And the third ranked brand in the market in the weighted distribution:

Why sell Novex?

1. Nourishes and Cares.2. Only Novex offers an ultra-deep hair treatment.3. Novex is a total success among beauty professionals.4. Excellent yield, which is important for hairstylists: the 1kg pot yields 42

applications.

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JA07 JA08KANECHONM 15 15SKALA 15 15NIELY 9 13SEDA 14 13NOVEX 3 6

JA07 JA08NIELY 61 76SEDA 79 72NOVEX 31 54KANECHONM 53 48SKALA 48 47

5. The only treatment conditioner available in the market in 1kg and 400g, in order to meet all the needs of consumers and professionals.

6. Novex is approved by consumers all over Brazil.7. Product of high versatility: besides treatment, it can also be used as

conditioner.8. We actually have no competitors: we work with dyeing, transformation, and in

the end we bring treatment as a solution.9. All Novex treatment conditioners are enriched with Vitamin E, responsible for

avoiding capillary dehydration.10.Second ranked brand of the market in value and fourth ranked in volume, with

7,1% (Nielsen JA08).11.Novex is growing more and more: 1,9% of increase in volume share in the

last period and 3,6% in the last year (Nielsen JA08). 12.Best category’s cycle. The category’s cycle is 53 days, while Novex’s is 30

days (Nielsen JA08).13. Increase of 248% in units from 2006 to 2008 (Jan-Nov accrued amount).14. Strong appearance in the media!

a. We announce Novex in the following Brazilian magazines: Ana Maria, Tititi, Viva, Minha Novela and Seleções.

How to use Novex’s treatment creams?

The first step to take in a treatment is to evaluate the quality of your hair root (where hair produces all the nutrition for the strands). Secondly, you must check what is the softness of your hair and the reasons that may have led to the damages.

Next, you choose which Treatment Cream you will use, following the indication for the hair type contained on the package.

In order to do a deep hydration, after washing, apply this cream on slightly dry hair. Massage your hair. Leave on for 25 minutes, if using a laminated hood, or 15 minutes, if using a professional hood dryer. Rinse thoroughly with plenty of water.

Use also as a daily conditioner for a continuous treatment.

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Which is the price positioning?

In liters:

How Novex should be displayed at the Point of Purchase?

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Fructis 31.19

Categoria: 10,61

NOVEX: 13,18

Seda: 11,87Palmolive Nat: 12,94

Fructis 31.19Dove: 31,94

Elseve: 37,44

Skala: 4,28

Kanechomn: 4,19

Protection and Hydration:

GUIDANCE ON HOW TO DISPLAY Never put Novex on the floor, always on the shelves. Place it next to Dove brand products, since Novex has a high added value and

may be used as a conditioner. Place the 400g creams next to the popular brands, such as Skala, Kanechomn. Put all the 1kg creams together and then put the 400g conditioners in a row – in

blocks. In the case of the 1kg and 400g items that we have, follow the same order of the

1kg to 400g creams. In the sequence of treatment creams, also include other products: Combing

cream and serum. Place the Protection and Hydration Kit next to Niely’s Kit.

GUIDANCES ON THE REGISTRATION OF 1Kg and 400g PRODUCTS

Cd Novex Exportação 200

Introduce 400g Novex besides the 1kg cream where we have competitors with low prices and also in stores of high purchasing power.

Gradually introduce Novex 400g and never take out the registry of 1kg Novex.

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1kg Creams

Complete set of hair nutrients

400g Creams

Complete set of hair nutrients

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Código Cremes de 1kg Foco de distribuição Pontos fortes da marca Alvo2191 Novex Argila Cr. Trat. 1kg1466 Novex Manteiga de Cacau Cr. Trat. 1kg2189 Novex Manteiga de Karité Cr. Trat. 1kg1463 Novex Mix Restaurador Cr. Trat. 1kg1112 Novex Lanolina Cr. Trat. 1kg3521 Novex Chocolate Cr. Trat. 1kg3550 Novex Ch. Branco Cr. Trat. 1kg3522 Novex Gloss Cr. Trat. 1kg3612 Novex Frutas Vermelhas Cr. Trat 1kg3568 Novex 10 em 1 Cr. Trat. 1kg Pontos fortes Cremes de 1kg3915 Novex Azeite de Oliva Cr. Trat. 1kg3914 Novex Repositor de Massa Cr. De Trat. 1kg4071 Novex Beleza Pura 12 em 1 Cr. Trat. 1kg3579 Novex Gold Cr. Trat. 1kg3680 Novex Ch. Gold Cr. Trat. 1kg

DOVE1. Perfumarias 2. Total varejo.

Cremes com qualidade profissional, maior consistência, maior rendimento, todos são

enriquecidos com vitamina E. Rende 42 aplicações para cabelereiros.

* Alimento para cabelo. * Marca reconhecida por sua qualidade entre profissionais de beleza e consumidores* Diversificação - tratamentos com concentração de diversos ativos e com ativos especiais. A mulher que usa Novex possui cabelos cheirosos e com um toque

especial, pois seus cabelos ficam muito mais macios. Usado com ou sem escova. Pode ser

usado como condicionador.

CODE 1 KG CREAMS DISTRIBUTION FOCUS BRAND’S STRONG POINTS TARGET

1. PERFUMERIES2. WHOLESALER.

*NOURISHMENT FOR HAIR. *BRAND ACKNOWLEDGED FOR ITS QUALITY AMONG BEAUTY PROFESSIONALS AND CONSUMERS. *DIVERSIFICATION – TREATMENTS WITH CONCENTRATION OF SEVERAL ACTIVES AND WITH SPECIAL ACTIVES. WOMEN THAT USE NOVEX HAVE PERFUMED HAIR, WITH A SPECIAL TOUCH, BECAUSE THEIR HAIR BECOMES EVEN MORE SOFT. USED WITH OR WITHOUT BLOW DRYERER. IT MAY BE USED AS A CONDITIONER.

CREAMS WITH PROFESSIONAL QUALITY, HIGHER CONSISTENCY, HIGHER YIELD, ALL ENRICHED WITH VITAMIN E. YIELDS 42 APPLICATIONS FOR HAIRSTYLISTS.

1 KG creams strong points

300g Combing Cream - (rinse-out)

Booster 450g – Maximizer

Novex Salon Capillary Protection and Hydration 400g

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Código Bisnaga Blindagem Foco de distribuição Pontos fortes Alvo

Pontos fortes Blindagem Capilar 400g

L'oreal Blindagem Power Liss

* Marca reconhecida por sua qualidade entre profissionais de beleza e consumidores. *

Tratamento do cabelereiro: um serviço de alta qualidade oferecido pelos salões * A mulher

que usa Novex Salon possui cabelos cheirosos, protegidos, macios e liso por mais

tempo. 4072 Novex Salon Blindagem Capilar 400g

1. Perfumarias 2. Total varejo

Tratamento selante pré-escova + Leave-in.Garante o efeito liso por muito mais tempo!Deixa um delicioso perfume nos cabelos.

Alto poder de reparação dos fios. Elogios brilhantes.

EMBELLEZE EXCLUSIVENES

S

CODE PROTECTION AND HYDRATION TUBE DISTRIBUTION FOCUS STRONG POINTS TARGET

1. PERFUMERIES 2.WHOLESALER

400 G NOVEX SALON HAIR PROTECTION AND HYDRATION

*BRAND ACKNOWLEDGED FOR ITS QUALITTY AMONG BEAUTY PROFESSIONALS AND CONSUMERS. *HAIRSTYLISTS’ TREATMENT: HIGH QUALITY SERVICE OFFERED BY SALONS *WOMEN THAT USE NOVEX SALON HAVEPERFUMED, PROTECTED, SOFT AND STRAIGHT HAIR FOR MUCH LONGER.

PRE-BLOW DRYER SEALING TREATMENT + COMBING CREAM. GUARANTEES A STRAIGHT EFFECT FOR MUCH LONGER! LEAVES A WONDERFUL PERFUME.HIGH POWER OF REPAIR OF STRANDS.BRIGHT COMPLIMENTS.

400G PROTECTION AND HYDRATION’S STRONG POINTS

NOVEX BELEZA PURA 12 IN 1 - 1KG AND 400G

Beleza Pura was a great success not only for the soap opera broadcast by Globo Network, but also for its high concentration of 12 actives in 1!

Beleza Pura 12 actives in 1 offers a varied and powerful nutrition. The actives are the best nourishment for your hair.

Brazilian women like to take good care of their health and beauty. However, they are warriors, since they work, take care of their family, their home and always have to be beautiful! Thus, the success of 12 in 1.

Despite the busy life and several activities of these fighting women, they still manage to keep themselves treated and well cared for by using Novex 12 in 1, rather than using several treatment creams, each one with its active.

The 12 combined actives present in the formula form a complex system of restoration, protection and nourishment of the hair fibers. Besides its properties which bring a sparkling shine and a delightful perfume for hair, all that in a single ultra-deep treatment cream.

Everything to make Brazilian women shine as the great stars of Globo’s soap operas!

What each active of Novex Beleza Pura 12 in 1 does on the hair? 1- Chocolate – Has a moisturizing, nourishment, conditioning, smoothness action

and helps the protective functions. 2-Honey – Presents hydrating, emollient, conditioning properties which nourish the

hair. 3- Keratin – Through its restorer action, keratin guarantees healthy, resistant and

well treated hair. 4- Silicone – Forms a protecting barrier that protects hair against humidity and

external aggressive agents giving back the shine and strength of the strands.5 – Extract of Bull’s Marrow – Indicated for damaged and fragile hair, providing

softness and hydration for strands, by restoring them.6 – Almond Oil – Powerful hydrating and emollient of the hair fiber 7 – Shea Butter – Balances the natural oil of strands, providing suaveness,

smoothness and nutrition. 8 - Ceramids – Closes the cuticles, making the hair silky and with a healthy shine. 9 - Semi di Lino Oil – Responsible for increasing shine and giving more movement

to the hair. 10 - D-Panthenol – Penetrates in the hair roots, reducing the formation of split ends

and increasing the capillary fiber thickness. 11 – Milk Protein – Presents restorer, nutritive, hydrating, smoothing and

conditioning actives for hair. 12 – Vitamin *Blend – Compound of Vitamins E and H.

Vitamin E – Works in the anti-ageing process, preventing dehydration of the strands.

Vitamin H – It’s a multifunctional vitamin with refreshing and hydrating properties.

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After dyeing, straightening, relaxing and curling the hair, your hair needs life again. In order to do so, Novex Mass Restorer was developed. By using this cream, women can recover their hair’s life, health and beauty, restoring the lost mass, and consequently its shine, resistance and natural conditioning.Indicated for dyed, straightened, relaxed and permed hair.

Treatment Agents:Vitamin E - Works in the anti-ageing process, preventing dehydration of the strands.Luna Matrix System – Last generation active principle: a combination of amino

acids with keratin that works in all cuticle phases providing more shine and natural smoothness for hair and also offering extra protection with larger durability, larger resistance to water and to external agents such as sun, dust, wind, air-conditioning, blow dryer, straightener, etc.

Max Lanolin – Softener that fights dryness of the hair by penetrating in the hair fibers and restoring their natural hydrating content.

Nothing better than Nature to take care of our beauty.

Olive-oil is an excellent natural emollient that provides deep hydration and smoothness for strands.

Besides, it stimulates the blood circulation of scalp and avoids the capillary fiber’s ageing, bringing hair back to life.

Indicated for weak, dry and brittle hair.

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Novex Mass Restorer – 1kgNovex Mass Restorer – 1kg

Novex Olive Oil – 1kg and 400 gNovex Olive Oil – 1kg and 400 g

HAIR BRASIL 2009 LAUNCH

NOVEX MISTÉRIOS DO ORIENTE 15 IN 1.

After the great success with the 10 in 1 cream and the even greater success of the 12 in 1 cream, Novex 15 in 1 arrived at stores in two versions: 1Kg and 400g

WE DEVELOPED 15 ACTIVES FROM EAST’S SELECTED SPICES IN ORDER TO TREAT, NOURISH AND GIVE LIFE TO HAIR.

NOVEX NIGHT

WHY NOVEX NIGHT?1. WE ARE THE PRECURSORS OF THIS CATEGORY IN THE BRAZILIAN

MARKET.2. Re-nourishment during the night, complementing the usual treatment.3. Extremely soft scent.4. At night, the strands are more receptive for treatment.5. If we treat our face and body skin during the night with moisturizing creams, why not

take care of our hair as well?

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ANTI-FRIZZEFFECT

NUTRIÇÃO HIDRATAÇÃO BRILHO ANTI-FRIZZ FORÇANoz-moscada Damasco Henna Proteína da Seda

Castanha-da-Índia Ginseng Extrato de RubiCravo-da-Índia Mirra Amêndoa doce Sândalo

Gengibre CanelaErva-doce

Queratina da Caxemira

Available for orders from 03/20/09

LAUNCH 03/24/09

NOURISHMENT HYDRATION

NUTMEGINDIA’S NUTCLOVE

SHINE STRENGTH

DAMASCUSGINSENGMYRRHGINGERANISE

HENNARUBY’S EXTRACTSWEET ALMONDCINNAMON

SILK PROTEIN CASHMERE’S KERATINSANDAL

6. It’s perfect for practical women with insufficient time: It may be applied on moist or wet hair, and it’s not necessary to remove it come the morning.

WHAT MAKES NOVEX NIGHT SO EFFECTIVE?• Oligomix – Restitution of the Essential Minerals• Lipex Shea W – Hydration and Repair• Ômega Plus - Nourishment

After a long day, nothing like a good night of sleep. And in this moment the strands are more receptive for treatment, how about taking the chance to have the hair of your dreams?

NOVEX NIGHT 150g – COMBING CREAM

INFORMATION FOR TREATMENT

a) Concept Novex Night 150g is an ultra-deep treatment cream for nightly utilization. Its concept is

re-nourishment during the night with a renewal effect. In other words, in addition to the usual treatment done during the day, Novex Night is used to complement this treatment, not to replace it. Reason why it’s important to emphasize this re-nourishment concept: Because this is a complement and not a replacement for treatment done during the day. Complement means to maximize the effects of treatment done during the day.

b) Why at night? Because after a long day, nothing like a good night of sleep. And in this moment, the

strands are more receptive for treatment. Besides, taking care of yourself before sleep is a common and relaxing habit among women. If we take care of our face and body skin during the night with moisturizing, anti-wrinkle creams etc., why not complement this treatment by also taking care of our hair?

c) What Novex Night does on our hair? The Treatment Cream Novex Night recovers the nourishment and beauty of your hair

during the hours of sleep. Besides that, your hair will have a delightful fruity flower scent, obtained through the combination of flowers with fruits in a sensual base of blue musk.

d) How to use? Before going to bed, apply a small quantity on dry or wet hair, along the length or on the

ends. In the morning, you can keep the product on your hair during the day, prolonging its benefits.

e) Novex Night is produced for the practical women with insufficient time to take care of themselves. Why?

It fits in women’s routine: They can apply Novex Night on dry or wet hair, regardless of whether they wash the hair

at night.In the morning, they may rinse or not the product and remove it from their hair. In case

they have no time left, they can go out with the product on their hair.It’s not necessary to wash the bedclothes after using Novex Night. It was developed not

to stain.

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COD. PRODUCT

BOX

SHIPPING BOX WEIGHTSTANDARDIZATION

Around 22 different types of amino acids are present in our body and are essential for its proper functioning. The effects resulting from the lack of amino acids are easily noticed on the hair. One of the most visible is the absence of keratin that causes brittle and lifeless hair. The Gold Shine Treatment Novex family was specially developed to restore these essential amino acids for your hair.

Based on the study of mineralogy, Novex Gold gives hair the shine and lightness of gold, further increasing the treatment.

The Gold Novex Salt free Shampoo gently washes your hair, for it has components that add brightness (up +) and hydration with an unforgettable fragrance.

The Novex Gold Shampoo is the only shampoo that has in its formula one water soluble silicone, which lubricates the hair fiber, removing the rough effect and appearance of the hair.

Novex Gold serum presents a 3 x 1 concept, an exclusive formula in the market: protects, seals and finishes. Moreover, it has the up + brightness,

a shine above the competition.Unforgettable scent!! Wonderful touch on hair!

Mode of use: Apply on wet or dry hair. Squirt 2 or 3 times and spread on your hands. Apply all over the hair, beginning by the

ends. Do not rinse. Comb your hair as usual or finish with brush or straightener.

Novex Gold Booster 450g is a real evolution in the treatment creams, with fast results. A new category: strength, shine and energy maximized for hair: powerful nourishment.Booster means to provide power, that is, much more power when nourishing and treating hair.

It presents actives concentration higher than the competition. Thus obtaining the fastest result.

It has a great consistency, facilitating the application and adherence of product on hair without any waste.

It has particles which grant the exclusive golden shine on hair. Do the “shine test” on your customer!! Novex Gold Booster has a unique and remarkable fragrance.

Mode of use: in order to do a deep hydration, apply the product on slightly dry hair after washing. Massage your hair. Leave on for 25 minutes (laminated hood) or 15 minutes (professional hood dryer). Rinse the hair completely.

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Novex Gloss Bath – 1kgNovex Gloss Bath – 1kg

Novex Gold FamilyNovex Gold Family

A real pearl bath for your hair. Every woman likes a pearl bath to treat her hair. With the pearl powder present in Novex Gloss Bath, hair gets an intense shine, a velvety touch and many, many compliments from all around. Women will have brightness and light such as the sun by using Novex Gloss Bath.The deep Treatment Cream Novex Gloss Bath is the new ally of

professionals when taking care of the opaque and lifeless hair of their customers.The Pearl protein uniformly penetrates in the hair fiber, sealing the strands and leaving the hair surface even more smooth and straight with a touch of light.

Who doesn’t like to eat chocolate? Besides the highly pleasing smell and scent that touches all our senses, the cocoa herbal extract prevents dryness, forming a natural protecting barrier for the hair. The result of all that is a great humor, balance and well-being, which makes women even more beautiful and self confident to face life.

Beyond its hydrating action, the extract also offers emollience and nutrition to the strands and

acts recovering damages caused by chemical agents.

Suitable for very damaged and chemically treated dark hair, including Thermal reconditioning, Thermal, Chocolate blow dryer, etc.

Novex White Chocolate has the same features of Novex Chocolate, but it is indicated for light hair. Beyond the hydrating action, the extract also offers emollience and nutrition to strands and acts recovering damages caused by chemical agents. Cocoa butter in the white chocolate fights dryness and protects the strands against the harmful action of sun rays and intense cold.

Indicated for very damaged and chemically treated light hair, including Thermal reconditioning, Thermal, Chocolate blow dryer, etc.

NOVEX 10 IN 1 - 1KG

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Novex Chocolate – 1kg and 400gNovex Chocolate – 1kg and 400g

Novex White Chocolate – 1kgNovex White Chocolate – 1kg

By using Novex 10 in 1, women can keep themselves beautiful and treated despite their busy lives as mothers, wives, professionals, housewives – doing a hair treatment that contains 10 actives in 1, with the treatment quality of a beauty salon.

Indicated for opaque, lifeless and very damaged hair.Novex 10 in 1 has the quality and consistency of professional level.

NOVEX BELEZA PURA PROTECTION AND HYDRATION KIT

Hairstylist’s treatment done at home

Novex Beleza Pura Protection and Hydration Kit was developed so that the consumer is able to perform complete hair nourishment at home, feeling as if she was in a beauty salon.

Following the step-by-step procedure, she does a full treatment of protection and hydration, ensuring a perfect straight effect in 20 minutes for much longer.

The hair protection and hydration kit means protection against moisture and the numerous day-to-day external aggressions such as pollution, rain, straightening, relaxer, dyes, and it works as an umbrella. The Kit is women’s ally in the daily struggle to maintain their beauty.

It is a system without competition, since it does much more than a thermal reconditioning and keratinization.

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Product Function

01 Vitay Protection and hydration Shampoo 110ml

It cleans and prepares the hair to receive the application of the treatment cream.

01 Novex Treatment Cream Protection ahd Hydration – 110 g

It gives emollience, hydration and shine to hair.

01 Novex Nano Keratin – 10mlIt maximizes the treatment cream’s action.

01 Stillus Protection and Hydration – 60ml

It seals hair cuticles protecting them from external aggressions

1 - CLEANS 2 - NOURISHES 3 - FEEDS 4 – FINISHES AND PROTECTS

The kit contains:

Application step-by step instructions

Apply Vitay Blindage Shampoo (1) on wet hair and then massage until it forms abundant foam. Rinse. Repeat the application if necessary. Remove the water excess with a towel.

Put the content of Novex Nano Keratin (3) into the Novex Protection and Hydration Treatment Cream (2) and mix them. Apply the mixture on the hair, leave on for 15 minutes in hood dryer or laminated hood or 30 minutes in plastic hood.

Rinse the hair completely. Apply a small amount of Stillus Protection and Hydration (4) throughout the strands and brush your hair by using a hair dryer. To maximize the smooth effect, use a straightener.

400G NOVEX SALON HAIR PROTECTION AND HYDRATION

PRE-STRAIGHTENING SEALING TREATMENT AND RINSE-OUT CREAM (COMBING CREAM)

Hairstylist Treatment

With Novex Salon Hair Protection and Hydration, your hair looks amazing, with prolonged smooth effect, and women get the greatest compliments. Perfumed, soft, protected hair with an exceptional shine. Plus a delicious fragrance!

Women become more secure and self-confident in their daily lives, besides feeling unique, special and treated.

Features

It forms a protective barrier reducing damages to the strands, besides promoting an efficient result of resistance to external aggressions such as: pollution, continuous blow dryer use, use of transformation and dyeing products, among others, also protecting against excessive moisture, allowing your blow dryer to last longer.

Furthermore: strengthens the internal structure of the strands and increases its

resistance and elasticity; restores essential lipids to optimize the brightness, hydration and

malleability, avoiding brittleness. it is easy and pleasant to spread on your hands. indicated for all kinds of hair.

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Mode of UseAfter washing and conditioning your hair, dry your hair well and apply the Protection

and Hydration product to straighten and maximize the action. Finish using a straightener.

HINTS

Novex Salon Protection and Hydration can also be used as a rinse-out silicone -> combing cream – providing to professionals the possibility of revealing their artistic side by giving their personal touch in the final hair arrangement of their customers. Or, just as a combing cream for a continuous protection between the visits to the salon. On the picture, the model Ana Terra squashes her hair according to her hairstylist’s guidance.

Depending on the hair, you may use the hair serum silicone in order to diminish the frizzy hair, if necessary.

The product remains on the hair providing a healthy hair look until the next wash.

TECHNICAL INFORMATION

Texture/Aspect: Light consistency cream that does not make the hair look oily. It's easy and fun to spread on your hands. Leaves a high pleasant scent on the hair.

Matching the hair types: The sealant is indicated for all types of hair. If strands are too dry, previous hydration is recommended.

Amount recommended in application / medium length hair:

As a Pre-straightening Seal Treatment: from 3g to 5g depending on the volume of the strands - 400ml tube enables from 80 to 133 applications.

As a combing cream – from 10g to 15g depending on the volume of the strands volume - 400ml tube allows from 26 to 40 applications.

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BEFORE AFTER

PROFESSIONAL EMBELLEZE

Professional Embelleze is the Professional Unit of Embelleze System, offspring of all expertise, technology and knowledge acquired over decades.

We developed for you, professionals, products and services to meet your specific needs and desires and special products for resale to your customers. And besides that, we are offering courses, tips for new services, salon organization and the latest news on the beauty world.

The first major novelty is the hair Straightener called Caminho das índias, offspring of an innovative partnership with Globo TV.

Indian hair straightener called Caminho das Índias

Indian’s hair straightening, Caminho das Índias, is a system of Intelligent Progressive Treatment, which provides the Indian Straight Effect to the hair.

The only hair straightening free of formaldehyde, with 15 Eastern spices, unique formula that takes care of your hair, giving a smooth, natural result and an immediate reduction of volume.

Indian’s Hair Straightening, Caminho das Índias, is made of two anti-frizz lotions: Anti-frizz Lotion 1 and Anti-frizz Lotion 2.

One of the innovations in the Intelligent Progressive Treatment is the CASHMERE (Cashmere Keratin) which is keratin degraded from the Cashmere wool. It is a hydrolyzed keratin protein, similar to

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that of human hair, which restores and strengthens the internal structure of the strands, avoiding the fragility, brittleness and dryness, along with CARBOCISTEIN, an amino acid developed in order to restore the hair damaged by chemical processes or external aggressions, and RUBY EXTRACT, which strengthens the hair, besides providing a fantastic shine.

Anti-Frizz Lotion 1: Cationic polymer (Conditioning); Amino acids that form the hair fiber, providing an excellent brightness; Straight effect and Anti-Frizz; Emollient.

Anti-Frizz Lotion 2: High moisturizing and conditioning power; Exclusive silicone that enhances the brightness and has a rich moisturizing complex forming a protective impermeable pellicle of keratin; Moist and emollient;

High conditioning power; Photoprotective (Sunblock); Reconstructor.

Get to know the 15 active components of eastern spices and its benefits:

Silkiness and Anti Frizz: Silk Proteins

Strength: Cashmere – Cashmere Keratin

Nourishment: Nutmeg Indian Nut Cloves

Shine: Ruby Extract Sweet Almond Henna Cinnamon

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Hydration: Apricot Ginseng Myrrh Ginger Anise

Other Benefits:

Silicone: Provides intense shine, smoothness and volume control.Aloe vera: Deep hydrating action.Sodium PCA: It is an amino acid byproduct, with high

moisturizing power. It has great moisture retention capacity even in an environment with relative humidity (Air conditioner).

The components’ synergy associated with the acid pH of the product, provided by the cationic layer of cashmere keratin, guarantees nourishment, strength, brightness and reconstruction of the hair fiber, extending the straightener’s result and an immediate reduction in volume.

Indian hair straightener Caminho das índias acts by giving back all lost nutrients and proteins due to the transformation processes that work on the hair, such as dyeing and external agents (sun, dust, pollution, air conditioning).

The treatment agents in its composition, once activated by the heat at 180 degrees of the straightener, are fixed on the hair fibers, sealing them and treating the strand from the inside out, because the use of a straightener ensures a healthy and soft hair, due the penetration of keratin in the high temperatures which the hair is subjected to.

The result of this process is a fantastic, shiny hair, long hydration, smoothness upon touch, sealed cuticles and immediate reduction in volume.

In order to keep the result, on average after 30 days, you should make the reapplication of the Indian hair straightener Caminho das Índias.

It is suitable for all types of hair, being modified or treated with color tone up to 7.0.

Application Step by Step procedure:

1 - Wash your hair with an anti-residue shampoo to prepare it for the application (we recommend the Purifying Shampoo Alkimia Zen).

2 - Rinse with plenty of water;

3 - Remove the water excess using the hair dryer, leaving the hair slightly wet;

4 – Disentangle your hair with a wide-toothed comb.

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5 – Place 25 ml of the Anti-Frizz Lotion 1 in a container and then 25 ml of the Anti-frizzLotion 2. Mix them well, using a brush, until the mixture becomes homogeneous (25 ml equals two and a half times the lid measure).

6 – Use a towel on your shoulders and put the gloves.

7 - Divide the hair into 4 sections with picks.

8 - Start by section 1.

8 – Divide the hair in thin extensions, leaving them straight.

10 – Using a brush and thin-toothed comb, apply the product from root to the ends.

11 - Repeat this procedure for the following sections.

11 – Straighten all the hair.11 – After straightening all the hair, divide again in 4 sections.

14 – Straighten the entire hair with a straightener, lock by lock (thin extensions) at least 5 times in each lock.

15 - Let your hair cool.

15 – Rinse with plenty of water and then condition it.

15 – Finish as you like.

Maintenance:To maintain the Indian Straight Effect

To keep the result on the strands, on average after 30 days, you should do the maintenance. In order to do so, just redo the Indian hair straightener Caminho das Índias, following the prior step-by-step procedure.

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Every woman feels the need to treat her hair with the same care and dedication given to a child. When a woman feels uncared, with malnourished, brittle, sensitive and shine-less hair, then it’s time to treat it with Novex Restorer Mix.

Through its composition with silicone, keratin, ceramides and avocado, Novex Restorer Mix acts, as the name itself says, not only in the restoration of hair, but also in the recovery of women’s self-esteem.

Suitable for very damaged hair.

Characteristics:

Silicone – impermeable layer that guarantees protection and shine Keratin – provides malleability Ceramides – Leaves the hair soft and easy to comb Avocado – restores the natural oil of the hair, deeply hydrating dry

strands.

Every woman likes to feel beautiful, and needs her hair well treated and hydrated, despite her scurry and busy everyday life. By using Novex Cocoa Butter, your hair will be deeply hydrated, and you will have beautiful hair, very bright and soft to go out on streets and face life.

Characteristics: Avoids ageing of the hair fiber and protects against sun action and excessive

cold. Protects against dryness caused by excessive cold and sun.

Suitable for extremely dry hair.

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Novex Cocoa Butter – 1kgNovex Cocoa Butter – 1kg

Novex Restorer Mix – 1kgNovex Restorer Mix – 1kg

Nothing like nature’s actives to nourish a woman’s hair. Shea butter is extracted from a fruit rich in herbal oil that balances the natural oil of strands and contains essential nutrients for hair life.

Indicated for dry hair.

Nothing like revitalizing your hair chemically treated with nature’s minerals. Clay is a complete bio-active mineral composed of iron, zinc, copper, magnesium and silicon, the essential elements for hair health and beauty.

Characteristics: Stimulates texture and tonicity

Regulates the natural oil of hair sensitized by chemical processes. Absorbs toxins and wastes accumulated on strands.

Indicated for dyed, straightened, relaxed or permed hair.

Every woman wants to treat her hair in order to make them light and smooth, and women, beautiful, ready to face the struggles of everyday life. With Novex Lanolin and its softener power, women feel secure, pretty and with nourished, alive and soft hair.

Characteristics: Fights hair dryness. Deeply penetrates into the hair fiber by restoring its natural hydration

content.

Suitable for dry hair.

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Novex Shea Butter – 1kgNovex Shea Butter – 1kg

Novex Mineral Clay – 1kgNovex Mineral Clay – 1kg

Novex Lanolin – 1kgNovex Lanolin – 1kg

Better than taking care of yourself and becoming beautiful, is to maintain this beauty and show silky, smooth and perfumed hair every day. So the Novex Combing Cream is an ally for women who take care of themselves, that want to feel beautiful and be praised and admired by all.

The 300g Novex Chocolate Combing Cream, besides providing a delicious smell and scent, brings the herbal extract of the cocoa, which prevents dryness, forming a natural protective barrier.

Gold Novex Combing Cream was designed to return the essential amino acids to the hair for its vitality. It grants gold’s shine and luminosity, maximizing the treatment even more.

Ampoules Mix Mistérios do Oriente NOVEX MISTÉRIOS DO ORIENTE NOURISHMENT AMPOULES

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Novex Combing Cream – 300gNovex Combing Cream – 300g

15 IN 1 VITAMINS INTENSIVE COMPLEX An ultra deep treatment with eastern spices.For opaque, lifeless and damaged hair.It may be used directly on hair or mixed with Novex Treatment Creams.

NUTRIÇÃO HIDRATAÇÃO BRILHO ANTI-FRIZZ FORÇANoz-moscada Damasco Henna Proteína da Seda

Castanha-da-Índia Ginseng Extrato de RubiCravo-da-Índia Mirra Amêndoa doce Sândalo

Gengibre CanelaErva-doce

Queratina da Caxemira

THE SUPER CONCENTRATED NOVEX OIL MISTÉRIOS DO ORIENTE 10ml MAXIMIZES THE EFFECTS ABOVE MENTIONED.

NOURISHMENT HYDRATION SHINE STRENGTH

NUTMEGINDIAN NUTCLOVE

DAMASCUSGINSENGMYRRHGINGERANISE

HENNARUBY’S EXTRACTSWEET ALMONDCINNAMON

SILK PROTEIN CASHMERE’S KERATINSANDAL

A gesture of love for your daughters

Brazilian women are always in search of the best in each stage of their lives. And when they become mothers, nothing is more important than taking care of their children’s health and welfare.

To honor this motherly love, Embelleze developed Lindinhas, a family specially designed to nourish and care the girls’ hair with great softness. Its formula contains Nutri+, which combines the silk protein, keratin, milk protein and Panthenol to make the hair more treated, perfumed and beautiful. Furthermore, your daughter will love the adventures of Paty and Carol, more than inseparable friends. Time for bath is much more healthy and fun with Lindinhas!

10 reasons to register LINDINHAS1 – Children’s market in Brazil: 43 million inhabitants from 0 to 14 years old2 - In 2007, the children’s market moved R$ 582,2 million, with increasing tendency3 - Embelleze is better positioned to understand children’s hair since the company is

a fan of the Brazilian mothers’ hair4 – It does not burns the eyes, and is dermatologic tested and also hypoallergenic5 – It has a delicious gum smell5 – Flasks are round so that they do not hurt kids and have a push/pull cover,

making bath’s time easy for mothers 7 – Before turning 10 years old, kids develop attachment to brands 8 – An individual is considered a consumer at 6 years old, 70% asks specific items

to their moms until they are 13 years old9 - 71% of mothers are willing to meet children’s expectations10 – In 2007, children’s shampoo grew 22,5% in annual sales, higher than the

increase in the shampoo category (16,3%).

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Distribuição Pontos Fortes Alvo

Alimentar, Perfumarias, Drogarias e farmácias

1º Familia completa 2º Total identificação com o imaginário das meninas3º Não arde nos olhos é hipoalergênico e dermatologicamente testado4º Agradável fragrância de chiclete5º Formas arredondadas para não machucar as crianças6º Tampa pull push para facilitar o trabalho das mães 7º Contém com plexo nutritivo Nutri+

1º Crescidinhos2º Hello Kitty 3º Joanita

TWICE THE BEAUTY

DISTRIBUTION STRONG POINTS TARGET

FOOD,PERFUMERIES,DRUGSTORES ANDPHARMACIES

1ST COMPLETE FAMILY2ND FULL IDENTIFICATION WITH GIRL’S IMAGINATION3RD DOESN’T BURN THE EYES AND IT IS HYPOALLERGENIC AND DERMATOLOGICALLY TESTED.4TH PLEASANT GUM FRAGRANCE5TH ROUND SHAPE SO THAT IT WON’T HURT THE KIDS6TH PULL/PUSH COVER TO FACILITATE MOM’S JOB7TH IT HAS NOURISHMENT COMPLEX NUTRI +

5 reasons to register TUTANE1 We have 19,8% of the coloring market;2 We have 34,5% of the transformation market; 3 Embelleze knows and understands the diversity and needs of Brazilian hair types;4 Even before Seda, Tutane Força was already a product enriched with calcium;5 Tutane Força offers better display in PDV (attractive package) and promotes the

best margins for storekeepers.

Available in the Kit version (Shampoo + Conditioner)

The real Mocotó Cream is like that. Produced with ox’s marrow which is the bone marrow with all its strength, preserving the same natural formula which has already brought beauty for millions of people. Here are some of the many indications already established for generations:

Ideal for treatment of damaged and brittle hair; Avoids the action of external aggressions such as sun, dust, etc; Protects hair before going to sauna, sea or pool Soften and hydrates strands, avoiding the dryness of the ends Works as a massage cream. Restore strands.

100g Mocotó cream 210g Mocotó cream 500g Mocotó cream 65ml Mocotó oil

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Tutane Distribution Strong Points Target

1st Food 2nd DFP

1st SALT free

2nd Concentrate of Ox’s marrow, Hydrolized Silk Protein grants

strength and life to the hair

3rd Revitalizes the damaged and dry strands’ structures

Ox

Tutane Força Distribuição Pontos Fortes Alvo

1º Alimentar 2º DFP

1º Não contem SAL 2º Para cabelos que precisam de FORÇA: alisados, relaxados, coloridos, stress de poluição e cigarro. 3º Com Cálcio e Ferro e extrato de Tutano de Boi

Ox

1st SALT free2nd For hairs that need STRENGTH:Straightened, relaxed, dyed, pollution and cigarrette stress.3° With Calcium and Iron and Ox Marrow Extract

1st Nourish

2nd DFP

Tutane Força Distribution Strong Points Target

Tuned with the world. Harmony with yourself.

100% female family made of Shampoos, Conditioners, Leave-in and Treatment Cream.

The organic strength of nature’s active components are used in its formulas:

Macadamia Jua’s scrapings Chocolate Shea Butter Avocado Honey and Keratin Jaborandi

10 reasons to register SEMPREBELLA

1) Traditional Brand with more than 28 years in the market;2) Uses natural actives and has delightful perfumes;3) All its Shampoos are salt free;4) Very well accepted by consumers as a quality product;5) Acknowledge by its package in the shape of a woman’s body;6) Exported to several countries;7) Sold in the main supermarket, perfumery and drugstores’ networks of the country;8) As from this year, new categories focused on women will be launched;9) HIGH turnover in PDV.10) Product focused on women;

Tuned with the world. Harmony with yourself.

Mix Semprebella’s Composition

Shampoo – 50%Conditioner – 21%Leave-in – 13%Moisturizing Cream – 6%Other – 10%

Sales’ Representativity

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Mel e Queratina Jaborandi Abacate Karité Macadâmia Chocolate Raspa de Juá Outros (FDL)

20% 18% 14% 14% 13% 10% 7% 4%

Semprebella Distribuição Pontos Fortes Alvo

1º Alimentares + Auto Serviços 2ª Drogarias3º Perfumarias

1º Seda 2º Palmolive

1º 27 anos de mercado (marca tradicional);2º Conceito de ativos naturais, específicos para cada tipo de cabelo;3º Sem Sal

DISTRIBUTION STRONG POINTS TARGET

1ST 27 YEARS IN THE MARKET (TRADITIONAL BRAND)2ND CONCEPT OF NATURAL ACTIVES, SPECIFIC FOR EACH HAIR TYPE3RD SALT FREE

1ST FOOD + SELF SERVICES2ND DRUGSTORES3RD PERFUMERIES

SEMPREBELLA

Public: Final consumer

Consumer

The everyday life of modern women is not easy: accumulation of duties, trouble at work, lack of time for family, stress. All that causes damage to female beauty. Worried about enhancing her self-esteem, Semprebella family was developed to highlight the women’s well-being and to get you a treated and beautiful hair. By valuing your beauty, the more you like and respect yourself, modifying the world around you and making life more beautiful.

Tuned with the world, in harmony with you, enhancing the female soul.

Full treatment, shampoos, conditioners, hydration creams and leave-in. Innovative products, packages with texture and maximized colors. Sophisticated products with more added value. Optimized natural extracts, technologically treated. Sleeve packaging - technology / differential / better performance. New fragrances, conveys the emotion of each Semprebella family.

TRANSFORMATION The transformation products are more and more sought after and desired by women

of the more diverse ages and today they are also searched by men.Technology is more advanced, together with raw materials’ varieties of active

principles and treatable agents, which enable us to achieve magnificent results. Each day, new techniques of application appear that add value to the products and

to the final result of transformation and which can be called "THE ART OF TRANSFORMING”.

All substances that transform the visual structure of hair fit in this category. These substances may be present in the frizz, anti-frizz, straightening products, coloring and discoloring products.

Transforming products are used for many different purposes, as per the wish and taste of each client.

Relaxer / Anti-frizzing Straightening Thermal straightening Permed hair / Curl

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ACTIVE PRINCIPLES

There is a great variety of active transformation principles, the most used being:Active Principle Function

Ammonia thioglycolate Relaxer, straightening, thermal straightening and permed hair

Hydroxides: Guanidine, sodium, lithium Relax, Straightening and thermal Straightening (guanidine)

Pyrogallol Straighten and dye into black

TABLE OF COMPATIBILITY AND INCOMPATIBILITY BETWEEN ACTIVESHOW TO PROCEED:

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User of:

Wants to change for:Chemic

al straightener or Henna

Thioglycolate

HyidroxideGuanidine

Sodium Hydroxid

e or Lithium

Dyeing Perms

Decoloring

Hair Chemical

Straightener

Ammonia Thioglycolat

e

HydroxideGuanidine

HydroxideSódio e Lithium

• In order to use permanent coloring wait for 15 days before or after the relaxer or straightening, and use the emulsion of 20 volume in the colors between 1.0 (black) up to 6.0 (dark blond).

• Natucor may be used after 15 days

Wait 6 months, cutting the whole old treatment out, apply the wanted quantity on the untreated area.

It is compatible, only check for hair health and resistance conditions, through lock test and perform the touch test so that the application is done.

Active principle: AMMONIA THIOGLYCOLATE

TRANSFORMThey overcome the challenges of day-to-day life, are keen to be always beautiful and

give examples of strength, love and altruism.HairLife is the choice of women concerned about the safety of the products they are

using. It’s the brand that has the affection and care of a mother.The certainty that everything will work out.Thus HairLife accompanies Brazilian women throughout their life, from generation to

generation.

WHY SELL HAIRLIFE?

Leading brand in the straightening products category (23,5% share) * Tradition with more than 20 years, synonym of trust Wider distribution of the company through various types of retail (SO 15 / 91) Can be applied directly by the consumer or beauty salon Generates transformation emotions: enhances self-esteem, social integration Post-transformation treatment with Shea butter (soon Novex Mass Restorer) For various types of hair and results (smooth, relaxed, curled) Practicality: It does your hair transformation into naturally beautiful within 50

minutes Family of straightening products HairLife Caminho das Índias

HAIRLIFE RENEWAL

Formula enriched with sunflower seed extract; 25% more product! 100g straightening cream and 100ml of neutralizing product; Unique and colorful instructions with lighten information and step-by-step

procedure pictures of real models of cartridges; Metal cartridges; Real stories of how HairLife makes part of Brazilian women’s lives (5 winners of

the promotion HairLife My First Transformation); New version HairLife Natural Movement for long hair, with 50% more product!

120g straightening cream and 120ml of neutralizing; 30g sachet of Novex Treatment Mass Restorer;

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+ +

+ +

+ +

+ +

+ ++ +

STRAIGHT AND NATURAL:- 100g Straight and Natural straightening Cream- 100ml of Neutralizing- 30g Treatment Cream Novex Mass Restorer- Gloves - Straight and Natural Leaflet

RELAXIN AND NATURAL:- 100g Relaxin and Natural Straightening Cream- 100ml of Neutralizing- 30g Treatment Cream Novex Mass Restorer- Gloves-Relaxin and Natural Leaflet

CURL AND NATURAL:- 100g Curl and Natural Straightening Cream- 100ml of Neutralizing- 30g Treatment Cream Novex Mass Restorer- Gloves- Curl and Natural Leaflet

LOOSE AND NATURAL:- 100g Loose and Natural Straightening Cream- 100ml of Neutralizing- 30g Treatment Cream Novex Mass Restorer- Gloves- Loose and Natural Leaflet

NATURAL MOVEMENT FOR LONG HAIR:- 1200g Natural Movement Straightening Cream- 120ml Neutralizing- 30g Treatment Cream Novex Mass Restorer- Gloves- Natural Movement Leaflet

STRAIGHTENING - STEP BY STEP

For long hair or very voluminous hair, we recommend the use of 2 or more packages. If you have any difficulty with the application ask a friend for help.

1- Use a towel in order to protect the shoulders.2- Put the gloves on3- Divide the hair into 4 parts to facilitate application.4- Distribute HairLife Straight and natural cream with hydra lumini on thin extensions.

From there start timing according to the extension test. With the back of a comb spread the Hairlife straight and natural cream with hydra lumini starting from the neck. Gently comb with thin-toothed comb from the root to the middle of the hair. Be attentive to check if all extensions get the product. If your hair is untreated, pass the product on the ends in the last 5 minutes.

5- Comb each extension a few times.6- Let the straight and natural HairLife cream set according to the time observed in

the extension test. Do not exceed the total time of 35 minutes.7- Remove all the product with plenty of water, by starting from the part you begun to

apply the product. It is very important that the hair is very well rinsed before the application of the neutralizing.

8- After washing, use a towel to absorb the excess of water. Apply all Hairlife Neutralizing, spreading it well on the hair. This product guarantees the internal health of strands, avoiding later brittle and fixation of the new form.

9- Wait for 15 minutes and remove all the neutralizer with abundant running water.10- Then wash the hair with a moisturizer and an indicating Hairlife shampoo.11- Rinse the shampoo off the hair and apply the revitalizing complex HidraLumini

and leave on for 15 minutes. No need to use the hood.12- Rinse. 13-Finish as you like. We indicate you to use the most appropriate rinse-out leave-in

Semprebella for your hair type. Blow dry it if you prefer.

RELAXER: STEP-BY-STEP PROCEDURE

Important: We recommend the use of 2 or more packages for long hair. If you have any difficulty with the application ask a friend to help you.

1- Put the gloves on. 2- Divide your hair in 4 sections in order to facilitate the application. 3- Separate the hair in thin extensions. From there, start timing the application time

as per the Extension Test. With the back of a comb spread HairLife’s Transformation Special Cream by starting from the neck. Gently comb with a wide-toothed comb from the root until the middle of the hair. If you have untreated hair, apply the product until the ends in the last 3 minutes.

4 - Let HairLife act in accordance with the time of action observed in the Extension Test. Remove all product with plenty of water, starting from the part where you begun the application.

5- After rinsing well, absorb the excess of water with a towel. Apply HairLife Neutralizing, distributing the product throughout the strands and gently massage the hair.

6- Wait for 15 minutes and rinse with abundant water. 7- Rinse the shampoo off the hair and apply the revitalizing complex HidraLumini

and leave on for 15 minutes. No need to use the hood.

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8- Rinse. 9- Finish as you like. We indicate you to use the most appropriate rinse-out leave-in

Semprebella for your hair type. Blow dry it if you prefer.

CURL: STEP-BY-STEP PROCEDURE

Important: We recommend the use of 2 or more packages for long hair. If you have any difficulty with the application ask a friend to help you.

To do the curl you will need the following: - Curler - Ends paper: special perm paper that you will find in the same store where you buy

the curlers 1 - Choose the curlers as you prefer. The size of lock is determined by the diameter

of curlers. For instance: for “narrow” hair locks, divide the hair in very thin extensions and use the curlers diameter equally thin. Never tighten the curlers when curling. This may damage the root of the hair.

2- Put the gloves. 3- Divide the hair into 4 parts to facilitate the application 4- Divide the hair in thin extensions. From there start timing as per the application

time of the extension Test. Spread HairLife Transformation Special Cream with the back of a comb starting from the neck. Gently comb with thin-toothed comb from the root until the middle of the hair.

5- Comb each extension several times. Be attentive to check if all extensions get the product. After this process, apply the product on its ends in the last 3 minutes.

6 - After the time of application as per the extension test, remove the product’s excess (about 70%) in current water, leaving it with a lotion aspect.

7 - Wrap all the hair with curler, starting from the top of the head, this process should last no more than 40 minutes, place 1 end paper between the curler and each part of the hair extension. After all extensions are wrapped, wait for 15 minutes.

8- After this period, rinse with plenty of water, without removing the curler, until the product is totally removed off the hair.

9 - Carefully, use a towel to remove excess water and apply HairLife Neutralizing, curler by curler, wait 10 minutes for product’s action.

10- After this time, unwrap the curler and apply HairLife Neutralizing with special attention to the ends and the scalp. Wait 5 more minutes and rinse with plenty of water.

11- Wash using shampoo and conditioner.Touch-Ups – Straightening and relaxer Root Touch-Ups: the time interval between

the application and the touch-up will depend on hair growth. On average, after 60 days you should retouch by applying HairLife Transformation Special Cream only on the root (the part grown during this period), as per the time observed in the Extension Test, without applying it on the length or ends of hair and without using the curler. To prevent this from accidentally happening, protect the rest of the strands with a massage cream.

After removing all HairLife Transformation Special Cream in running water, absorb the excess water with a towel, apply HairLife Neutralizing and leave on for 15 minutes. Rinse with plenty of water and apply a shampoo. And use a conditioner.

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Touch-ups – Curl: After 60 days from the Root Touch-ups, you must do the curl touch-up. Follow the entire step-by-step procedure process.

Now that you have the curly hair you’ve always wanted, create your own style, by also innovating the way you dress and make up. The most important is to continue taking good care of your hair with quality products to wash, condition and moisturize on fortnightly massages that will prevent the dryness. Try HairLife Maintenance Family and surprise yourself with the results.

 

HAIRLIFE STRAIGHT FAMILY

HAIRLIFE CAMINHO DAS ÍNDIAS - 3 VERSIONS: SOFT, MEDIUM AND STRONG.

 A GREAT BRAND DESERVES THE PRIME TIME!

HairLife, the first brand of straightening products of Brazil, once again offers a significant innovation in the transformation market:

3 versions: Soft, Medium or Strong.

. It transmits variety one for each hair type = more options for consumers.

HAIRLIFE CAMINHO DAS ÍNDIAS

Novelties:

New sachets of straightening and neutralizing cream, maintaining the same strength and concentrations already known by consumers;

New 30g sachet of Novex Caminho das Índias, with extracts of 15 eastern spices: Indian treatment for a smooth Indian result!

Metalized cartridges and Indian models.

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SOFTFor thin, delicate hair

MEDIUMFor wavy, crisped hair

STRONGFor thick, resistant hair

2009 HAIR BRASIL LAUNCH

LISAHAIR-PROFESSIONAL COMPETENCE

Today, Lisa Hair, the master of straightening, is the professional system with a unique formula, result of the greater technical knowledge in the Brazilian market.

This achievement is the offspring of daily work that involves a lot of research, technology and commitment to you, beauty’s professional, and also with company’s customers throughout Brazil. We want always to bring practical and safe formulas to develop the market, raise client’s self-esteem and help you to use all your creativity.

SPECIAL CARE BEFORE APPLICATION:

Important: On straightened, relaxer, frizzed or permed hair with products based on ammonia

thioglycolate, the same root’s touch-ups must be followed.

Do not apply if hair is colored from 6.0, with peroxide, 30 or 40 volumes, with bleaching colorings or that used decolorant powder.

For a better result the application must be done on hair not washed for at least 2 days and without any product for finishing.

Always do the extension test considering the time of action:

Make sure that product’s active is compatible with customer’s hair (this may vary according other actives previously used)

Check the necessary time for active’s action. In order to do so, do the extension test indicated on product’s leaflet (the maximum time is 35 minutes, timing from the beginning of application).

More intense straightening are not indicated for decolored hair

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TIME OF ACTION

HAIR TEXTURE AVERAGE TIME

THIN

MEDIUM

THICK

FROM 5 TO 20 MINUTES

FROM 15 TO 25 MINUTES

FROM 20 TO 35 MINUTES

or those with very light coloring, from 7.0 (which use peroxide, 30 or 40 vol.). If this happens, do the extension test before going to straightening, or recommend

the Volume Reduction Blow dryer. If the hair has too much finishing products, wash them and totally dry them, before

starting the step-by-step procedure.

GETTING BETTER RESULTS:

In applying the straightening cream on hair not yet straightened:

Divide the hair into 4 quadrants (figure).

Observing the direction of strands’ growth, start the application by quadrant 1 – region where hair is stronger, healthier and difficult to straighten and therefore can remain with the product for longer.

Hair from the top is more fragile because of the sun’s action and daily wear.

With a thin-toothed comb, apply the straightening product on fine extensions up to half of strands’ length, avoiding touch the scalp, since on this area the hair is stronger and healthier than on ends and can remain with the product for longer.

After applying the product on all the extensions of the first quadrant, move to the next quadrant, and repeat the same procedure.

Once finished the 4 quadrants, get back to quadrant 1and, using a comb, drag the product from root until the ends. Complete with more product if needed.

Use your fingers to take the product from root to the ends and make sure that the distribution was perfect (perform process using gloves). Repeat the procedure in the other quadrants.

In neutralizing application:

Before applying the neutralizing, remove the water excess with a towel and comb the hair.

By using a fine extensions’ brush, apply the neutralizing throughout the hair – from the roots to the ends. With a thin-toothed comb, make hair be very stretched and try to maintain the hair like that for some time. Let the product act for 10 or 15 minutes (depending on the leaflet’s orientation). At this moment, you are fixing your desired form, thus it’s important to let strands the most straighten possible.

Attention: Do not hold your hair up and always respects the direction of strands’ growth.

The neutralizing serves to interrupt the straightening action, fix the straight form and close the strand cuticle.

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LISAHair PRODUCTS FAMILY:

LisaHair Straightening Cream - 1kg LisaHair Straightening Cream - 550g Lizz System LisaHair straightening Cream - 550g LisaHair creamy neutralizing - 300ml LisaHair liquid neutralizing - 500ml LisaHair creamy neutralizing - 1L LisaHair creamy Neutralizing - 500ml LisaHair Anti-Frizz - 500ml LisaHair Reconstructer - 500ml LisaHair XX-Lizz’s straightening Cream

HAIR REEDUCATION

Volume reduction blow-dry:

Step-by-step procedure:

1. In a plastic container mix 100g of LisaHair System Lizz’s straightening cream plus 30ml of LisaHair Reconstructor (this is the standard measure for medium hair. If they are very full, double the mixture).

2. Wear gloves. Divide the hair into 4 quadrants. Follow the strands’ origin.3. Begin to apply the mixed product on quadrant 1 to 4 clockwise.4. Leave the mixture on the hair for 35 minutes – count the time from the beginning

of application. Rinse well and remove the water excess using a towel.5. Apply LisaHair liquid neutralizing and leave on for 15 minutes.6. Remove all the neutralizing and wash the hair with shampoo and conditioner.7. Apply LisaHair Anti-Frizz and use your talent to finish as you like.

Check out how much you can profit:Suggested price for the service: R$ 50,00 to R$ 100,00

Expense per application: R$ 14,50Minimal profit per application: R$35,50

Monthly profit (average for 15 applications): R$ 532,50

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LIPO FOR HAIR

Semi-thermal blow-dry:

Step-by-step procedure:

1. Wear gloves. Divide the hair into 4 quadrants. Follow the strands’ origin.2. With a thin-toothed comb, start to apply LisaHair straightening cream from

quadrant 1 to 4 clockwise.3. Leave the product on the hair for the time indicated in the extension test (refer to

leaflet) – timing from the beginning of application. Rinse well and remove the whole product.

4. Apply LisaHair Reconstructor on strands without rinse and get your hair blow dried.5. Next, use a brush to apply LisaHair creamy neutralizing all over strands’ length. Leave on for 15 minutes.6. Remove the entire neutralizing and wash the hair with shampoo and conditioner.7. Apply LisaHair Anti-Frizz and finish with blow dryer.

Check out how much you can profit:Suggested price for the service: R$ 150,00 to R$ 300,00

Expense per application: R$15,00Minimal profit per application: R$135,00

Monthly profit (average for 15 applications): R$ 2.025,00

BOTOX BLOW DRYER

Thermal Blow dryer:

Step-by-step procedure:

1. Wear gloves. Divide the hair into 4 quadrants. Follow the strands’ origin.2. With a thin-toothed comb, start to apply LisaHair straightening cream from

quadrant 1 to 4 clockwise.3. Leave the product on for the time indicated in the extension test (refer to

leaflet) - count the time from the beginning of application. Rinse well and remove the whole product.

4. Apply LisaHair reconstructor on the strands without rinsing. Get your hair well blow dried and use a straightener on fine extensions.

5. Next, use a brush to apply LisaHair creamy neutralizing on all the strands’ length. Leave on for 15 minutes.

6. Remove all the neutralizing and wash the hair with shampoo and conditioner.7. Apply LisaHair Anti-Frizz and finish with a blow dryer.

Check out how much you can profit:Suggested price for the service: R$ 200,00 to R$ 400,00

Expense per application: R$15,00Minimal profit per application: R$185,00

Monthly profit (average for 15 applications): R$ 2.792,50

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HAIR STRAIGHTENING JOB

Extreme straightener:

Step-by-step procedure:

1. Mix all the contents of the tube of LisaHair XX Lizz straightening cream with all the content of Lizz Repair Complex’s ampoule.

2. Wear gloves. Divide the hair into 4 quadrants. Follow the strands’ origin.

3. Begin applying the mixture from quadrant 1 to 4 clockwise.4. Leave product on for the time indicated in the extension test. Count time

from the beginning of the application. Rinse well and remove the water excess using a towel.

5. Apply LisaHair creamy neutralizing throughout the strands’ length. Leave on for 15 minutes.

6. Remove all the neutralizing and wash the hair with shampoo and conditioner.

7. Apply LisaHair Anti-Frizz. Finish with blow dryer and straightener.

Check out how much you can profit:Suggested price for the service: R$ 150,00 to R$ 300,00

Expense per application: R$24,00Minimal profit per application: R$126,00

Monthly profit (average for 15 applications): R$ 1.890,00

LISAHAIR XX LIZZ’S RESULT

RELAXER AND CURL

Active principle: AMMONIA THIOGLYCOLATE

10 reasons to register AFROHAIR1st Leader of the Perm segment, over 20% share2nd The segment retains the largest average price of the transformation category, enabling: higher average ticket and larger annual sales from customers3rd Translates a style and not an ethnic group4th Traditional, known by consumers and indicated by beauty professionals5th Provides full beauty solutions: transform, treat and finish6th It has vitamin A that strengthens strands avoiding hair brittleness and fall

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AFTERBEFORE

7th New fragrance8th Highest amount of relaxing cream in the Kit9th Higher quality, Embelleze’s seal10th New package and more attractive in PDV.

APPLICATION’S STEP-BY-STEP PROCEDURE OF AFROHAIR RELAXER

1 - Protect the shoulders with a coat or towel.2 - With the hair disentangled divide it into 4 in order to facilitate the application.3 - Wear gloves. Transfer around 100g into a plastic bowl for a medium length hair.4 – Spread the cream on thin extensions, starting from the neck. In order to do so,

use a brush or comb. Respect the action time observed in the test.5 - Remove the entire product with plenty of water. Remove water excess with a

towel and apply afrohair neutralizing and leave on for 15 minutes.6 - Rinse and wash with shampoo. We indicate Tutane for washing. Condition for 3

minutes or do a hydration for 15 minutes. For this, we indicate Novex Gold.

That’s it!! You have finished your relaxer. Enjoy it!!Finishing: Nutritive finishing AfroHair Family without rinsing.

APPLICATION’S STEP-BY-STEP PROCEDURE OF AFROHAIR CURL

Follow the relaxer procedure up to step 4.5 – Rinse removing around 80% of the cream leaving a small amount as if it were a

lotion.6 – Roll extension by extension using the curler. Once you finish, count 15 minutes7 – Rinse well, without removing the curlers and neutralize for 10 minutes8 - Remove the curlers, neutralize again giving special attention to the root and the

ends.9 – Use shampoo when rinsing. We indicate Tutane. Condition for 3 minutes or do a

hydration for 15 minutes. For this, we indicate Novex Gold. Apply AfroHair maintenance.

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AfroHair Distribuição Pontos Fortes Alvo

1º Perfumarias e lojas especializadas 2º Farma

1º Segurança e confiança - marca mais usada pelas consumidoras 2º Tratamento pós transformação com vitamina A - fortalecimento dos fios, evitando quebra e quedas3º Maior quantidade de creme relaxante no Kit - melhor relação custo benefício

1º Permanent Afro Niely

DISTRIBUTION STRONG POINTS TARGET

1st PERFUMERIES AND SPECIALIZED STORES2nd PHARMACIES

1ST SAFETY AND TRUST – THE MOST USED BRAND BY CONSUMERS2ND POST-TRANSFORMATION TREATMENT WITH VITAMIN A – STRENGTHENING OF THE STRANDS, AVOIDS BRITTLENESS AND LOSS3RD LARGER QUANTITY OF RELAXING CREAM IN THE KIT – BEST COST-BENEFIT RELATIONSHIP

INSTRUCTIONS FOR USE OF NUTRITIVE FINISHING FAMILY AFROHAIR

For extremely dry and frizzy hair locksApply SILICONIZED MILK on slightly wet hair (without rinsing). Then, apply CACHY,

spreading throughout the length of strands and modeling the curls with your fingers. Do not rinse. In order to finish, apply the DISENTANGLING MOISTURIZER. Do not rinse.

For very thick hair locksApply the DISENTANGLING MOISTURIZER. Do not rinse. Then, apply the

SILICONIZED MILK. Do not rinse. In order to finish, apply the CURL RESTORER (without rinsing)

For less thick hair locks Apply the CURL ACTIVATOR (without rinsing). Then, apply the DISENTANGLING

MOISTURIZER (without rinsing) and the SILICONIZED MILK (without rinsing).

For messy hair locksApply the CURL RESTORER (without rinsing). Then, apply the CURL ACTIVATOR

(without rinsing).

SELISE HAIR STRAIGHTENING

Active principle: AMMONIA THIOGLYCOLATE

Economic solution for those who want to safely straighten the hair and seek the best Cost-benefit.

Benefit: Hair straightening with the treatment of rainforest cocoa butter:The rainforest cocoa butter is a fruit from Amazon that acts as a powerful skin and

hair softener, has a high hydration power that frees the strands from dryness. In addition, the Cocoa Butter contains nutrients to the hair fiber and protection against the sun rays.

Straight, treated Hair with intense shine.Selise straightens and reduces hair volume, making the hair more smooth, silky and

with much more movement. Your hair will be straight, with movement and natural, with much more shine and softness. The way you always craved.

Kit contains: 1 80g straightening cream 1 neutralizing

Competitors: AnaLea, Meyber, Issy

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More Value !!! Embelleze highlighted!

APPLICATION’S STEP-BY-STEP PROCEDURE OF SELISE RELAXER(AFTER THE TOUCH PROOF AND EXTENSION TEST)

1 - Protect the shoulders with a coat or towel.2 - With the hair disentangled divide it into 4 in order to facilitate the application.3 - Wear gloves. Transfer the straightening cream to a plastic bowl.4 - Spread the cream on thin extensions, starting from the neck. In order to do so, use

a brush or comb. Respect the action time observed in the test. Do not exceed 35 minutes.5 - Remove the entire product with plenty of water. Remove the water excess using a

towel and apply SELISE’s neutralizer and leave on for 15 minutes.6 - Rinse and wash with shampoo. We indicate Tutane shampoo. Condition for 3

minutes or do a hydration for 15 minutes. For this, we indicate Novex Gold.

There!! You have finished your relaxer process. Enjoy it!!

Active principle: AMMONIA THIOGLYCOLATE

They deserve all the caress in the world.

Toin! Floft is an exclusive relaxer and perm for young people’s hair.It has conditioning agents, such as lanolin, that is kind to children’s sensitive hair.

10 reasons to register TÓIN! FLOFT1st There is no direct competitor: thioglycolate for children’s public2nd Softer than other thioglycolates with market perception3rd One of the families of higher margin (profitability) for the company4th Strong name, is related to the children’s universe5th Tradition, it’s been over a decade in the market6th Embelleze is a leader in the transformation process7th For kids, this product means the freedom of keeping the hair loose before, during and after the children’s play8 For mothers, it’s the protection and care for the child9th Before reaching 10 years of age, kids develop bond to brands10th A person is a consumer when is 6 years old, because 70% ask specific items for their mothers and 71% of the mothers are willing to meet their requests

Strong points

45

Distribuição Alvo

485SalonLine

Drogaria, Farmácia, Perfumaria

Tóin!Floft Kit Relaxante

Distribuição Alvo

485SalonLine

Drogaria, Farmácia, Perfumaria

Tóin!Floft Kit Relaxante TÓIN! FLOFT RELAXING KIT

DISTRIBUTION TARGET

DRUGSTOREPHARMACY,PERFUMERY

Single thioglycolate-based product for relaxer and curl addressed to the children’s public.

Dermatologically tested. Softer than other thioglycolates in the market Brand that is over a decade in the market (since 1995) and has the

consumers’ trust

Kit Contains A Relaxing and Perm Cream – 200g Two Neutralizers each with 100ml Explanatory leaflet on the application

Application’s Step-by-step procedure of Toin Floft’s relaxer (after the touch proof and the extension test)

1 - Protect the shoulders with a coat or towel.2 - With the hair disentangled divide it into 4 in order to facilitate the application.3 - Wear gloves. Transfer the relaxing and perm Cream to a plastic

bowl.4 - Spread the cream on thin extensions, starting from the neck. In order to do so, use

a brush or comb. Respect the action time observed in the test.5 - Remove the entire product with plenty of water. Remove the water excess using a

towel and apply Toin Floft’s neutralizing and leave on for 15 minutes.6 – Shampoo and rinse your hair. We indicate Lindinhas for wash. Condition for 3

minutes with Lindinhas conditioner or do a hydration for 15 minutes. For this, we indicate Novex Gold.

There!! You have finished your relaxer process. Enjoy it!!Finishing: Nutritive finishing AfroHair family without rinsing.

Step-by-step procedure of Perm with ToinFloftFollow the relaxer up to step 4.

5 - Rinse removing around 80% of cream leaving a small quantity as if it were a lotion.

6 - Roll extension by extension using the curler. Once you finish, count 15 minutes7 - Rinse well, without removing the curlers and neutralize for 10 minutes8 - Remove the curlers, neutralize again giving special attention to the root and the

ends.9 - Rinse and wash with shampoo. We indicate Lindinhas for wash. Condition for 3

minutes with Lindinhas conditioner or do a hydration for 15 minutes. For this, we indicate Novex Gold.

MONOETHANOLAMINE THIOGLYICOLATE

46

No Ammoni

Lizzy’s straightening cream

In its composition it has the Monoethanolamine Thioglycate that acts in a soft way and provides natural straightening. Its neutralizer is perfumed and creamy which guarantees an excellent fixation of the new shape, besides conditioning strands and closing the cuticles. Hair straightening with a straight and natural appearance

Kit contains: Transformation Cream 80g Pouch Perfumed Neutralizer- 80 ml sachet Pair of gloves Application Guide

A VERSION FOR EACH HAIR TYPE.

ATTENTION ON HOW IDENTIFY AN ACTIVE

Ammonia Thioglycolate Strong smell; It doesn’t burn; It is applied all over the head and washed afterwards; It is indispensable for neutralizer’s utilization;

Monoethanolamine Thioglycolate

47

Too crisped or Voluminous Hair Crisped Hair

Ceramides – acts directly by closing the hair cuticles, eliminating roughness on strands,providing softness and shine.

Macadamia has an ultra moisturizing power with a high penetration power in the hair.Fights dryness throughout the strands.

Keratin restores and strengthens the internal structure of the strands, avoiding the fragility, brittleness and dryness on the hair.

Honey, besides ensuring the nourishment and deep hydration, grants even more shine and smoothness to hair fiber.

Thin and Delicate Hair

The Silicone forms a thin protection pellicle which naturally coats the strands, by protecting and improving the texture, providing shine to hair.

The avocado strengthens the hair fiber and recovers the natural hydration of the hair.

There’s no strong smell; It doesn’t burn; It is applied all over the head and washed afterwards; It is indispensable for neutralizer’s utilization;

The importance of the neutralizerThe neutralizing process is indispensable after relaxing, straightening or perming

your hair with thioglycolate-based products.

Neutralizing is one of the most important steps of the chemical transformation.

The neutralizer’s function is to redo all the connections of cystine sulphur, closing the cuticles and fixing hair new form.

If neutralizing is not correctly performed, split ends may appear, brittleness next to the root and the new form of hair may not be fixed.

Reasons that causes brittleness after Thioglycolate applicationHolding the hair up; Wrong analysis; Exceeding the time of active’s action

recommended; Insufficient neutralizing time; Poorly spread of the neutralizer; Time to rinse below 15 minutes, leaving product’s residues on the hair; neutralize the hair without removing the excess of water with a towel.

Key questions to help identify the active being used:Did you already use actives? Will check compatibility or possibility of exchange it.How long has it been since you used one? If it’s time to do the touch-ups or even

exchange the active.Did it smell? Did it burn?How was it applied?Was it applied by quadrants? i.e., for each quadrant done you rinsed afterwards

or just rinsed after applying all over the head?Did you use neutralizer?

GUANIDINE:

Guanidine’s Concept

The activated guanidine (known also as iminourea) is a substance that provides an extremely efficient, though very soft, relaxer. Guanidine does not harm the hair structure, and it relaxes the strands in a balance and harmonious way.

AmaciHair Guanidine has other components. It is made of a mix of cream and activator liquid.

After you mix it, it may lose its effect in up to 48 hours. After this period, the product may not be effective.

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The value of the indicator Shampoo

Its purpose is to close cuticles of the hair newly relaxed and indicate if there’s any remaining residue of product, by showing a pink foam signaling that the product is still on the hair and that you have to wash it again, the wash process may only be concluded when the foam is totally white, thus showing that there’s no product’s residue left and that cuticles are closed.

Important: Guanidine has some characteristics that irritate the scalp, and may cause some discomfort on human skin, mainly on the scalp. Therefore, the products with guanidine must not be in contact with the skin.

Guanidine’s Features No smell; No need of neutralizer use; Indicator shampoos also come with it; Burn may happen; It may or may not be spread throughout the head to wash it later, it all

depends on the scalp’s sensitivity; Avoid contact of product with the scalp. On white hair, color alteration may happen, by turning them into a greenish

shade (fix it with shading cream);

NOTE: Hydroxides are compatible among them.Sodium and Lithium Characteristics

May or may not smell; No need of using neutralizer; It usually uses indicator shampoos; It may burn; Due to the burn, the product is applied quadrant by quadrant and washed

after the product’s action; You must protect scalp, forehead, neck and ear; Observe the distance of 1cm from the scalp.

NOTE: Hydroxides are compatible among them.

AMACIHAIR

Brand’s concept: Relaxed and smooth hair with naturally loose waves. No smell, it is kind to the strands and doesn’t need to use neutralizer.

10 reasons to register AMACIHAIR1st First Guanidine in Brazil since 1993.2nd AmaciHair has always been on the hairstylists’ side3rd 15 years of tradition accompanying Brazilian women’s progress4th Embelleze is the leader in the transformation category (34,5%) and APPEARANCE IN THE MEDIA!5th AmaciHair represents 16,6% of Sales in the relaxing segment.

49

AmaciHair Pouch Distribuição Pontos Fortes Alvo

1º Perfumarias 2º Alimentar 3º Farmacias

- A 1ª Guanidina do Brasil em Pouch - 100g de Guanidina + 25ml de Shampoo + 25 ml de neutralizante - Disponivel em 3 versões: Suave ( Amacia - equivalente ao Ki tradicional); Médio ( Relaxa - equivale ao antigo Chocolate); Forte ( Alisa - equivale ao confiance)

1º SALON LINE

AMACIHAIR KIT TRADICIONAL Distribuição Pontos Fortes Alvo

AMACIHAIR KIT ÔMEGA PLUS Distribuição Pontos Fortes Alvo

AMACIHAIR KIT CONFIANCE Distribuição Pontos Fortes Alvo

AMACIHAIR KIT GOLD Distribuição Pontos Fortes Alvo

AMACIHAIR POUCH GOLD Distribuição Pontos Fortes Alvo

1st Brazil’s Guanidine in Pouch100g of Guanidine + 25ml shampoo + 25 ml neutralizingAvailable in 3 versions: Soft (Smooths – equal to traditional kit);Medium (Relax – equal to old chocolate kit); Strong (Straighten – equal to confiance kit)

1st Perfumeries 2nd Nourish 3rd Pharmacy

Strong Points Target

6th There is the strength of Embelleze7th AmaciHair is part of the relaxer segment which presents larger increase of the average price.8th Those who use AmaciHair can relax and soften the hair9th Launch of the economic versions which represent 40% of sales within the relaxer segment.10th Strong presence in perfumeries, the channel that builds credibility for the brand.

Conquer your Natural Beauty

Hydramel: It’s a vitalizing complex that nourishes the hair fiber, leading health to the transformed hair.

Ginseng Extract: It provides ultra hydration to the strands and resistance to the hair fiber, guaranteeing more integrity for the fiber’s structure.

Brazilian Keratin Hair Treatment: As for the restructurer with liquid Keratin, an item wanted by consumers in all hair products, restructures the fiber, offering shine, conditioning and hydration.

AmaciHair Confiance, straightening degree = ( Strong Gold)

AMACIHAIR ECONOMIC VERSIONConquer your Natural Beauty

50

AMACHAIR CONFIANCE Distribuição Pontos Fortes Alvo

1º Perfumarias 2º Alimentar 3º Farmacias

- Esta na familia da 1ª Guanidina do Brasil - Tradição: Uma marca que a consumidora Confia -Tem a concentração mais forte que os tradicinais: ALISA OS CABELOS

1º SALON LINE

AMACIHAIR TRADITIONAL KIT Distribution Strong Points Target

1st Perfumeries 2nd Nourish 3rd Pharmacy

1º SALON LINE

-1st Brazil’s Guanidine - Relaxer/Softener Tradition - A reliable brand to consumers - Don’t remove your waves! RELAX AND SOFTEN HAIR

1st Perfumeries

2nd Nourish 3rd Pharmacy

- It’s the first Brazil’s Guanidine- Tradition: A reliable brand to consumers- It has stronger concentration than the traditional ones: STRAIGHTENS THE HAIR

Distribution Strong Points Target

Distribution

AMACIHAIR PAIL

PRECAUTIONS BEFORE THE APPLICATION ANVISA’S RECOMMENDATION

Touch ProofApply a small quantity of AmaciHair Gold on your forearm or behind your ear. Let it set for 5 minutes. Wash it well off your skin and wait for 24 hours. If any irritation, burn or scratch arises on your skin, do not use this product.

AMACIHAIR APPLICATION STEP-BY-STEP PROCEDURE

1. Disentangle and divide the hair into four equal parts, using picks.2. Spread the scalp’s protector on the skin outline, ears and on the scalp, close to your hair root.3. As shown by the model, Isa Kaplan, mix the activator with the guanidine.4. Put the gloves and apply the product on each extension throughout the hair.5. Let it act for 35 minutes, counting from the beginning of application.6. Rinse with cold water and remove all the product.7. With the indicator shampoo, wash your hair thoroughly until white foam appears. While the foam color is pink that means the product’s residue is still on the strands.8. Next, spread the moisturizing cream Novex Gold throughout the hair.9. By using a plastic hood, let the cream act for 15 minutes.10. Wash your hair again and dry with a hair dryer or naturally.

51

Extension ProofIt’s worth performing it before the product’s application, in order to check strands resistance and the necessary time of action for each hair type, it may be not the average 35 minutes.

Application of the Soft Version

This version Contains 1 Straightening and Relaxing Cream nº 1 - 210g 1 Activator nº 2 - 50ml 1 Indicator Shampoo nº 3 - 65ml 1 Instructions 1 Glove – DIFFERENTIAL IN THE SECTOR!!!

KEY QUESTIONS TO HELP IDENTIFYTHE ACTIVE BEING USED:

Did you already use actives? Will check compatibility or possibility of exchange it.

How long has it been since you used one? If it’s time to do the touch-ups or even exchange the active.

Did it have scent?

Did it burn?

How was it applied?

Was it applied by quadrants? i.e., for each quadrant done you rinsed afterwards or just rinsed after applying it all over the head?

Did you use neutralizer?

PYROGALLOL (CHEMICAL HAIR STRAIGHTENER)

This chemical hair straightener is produced from a plant called Tara or Taya mainly found in the Peruvian Andes. It is a natural treatment that acts in different manner: treats, straightens, reduces the volume and dyes the hair into black (if you’re using a black chemical hair straightener). This color is achieved gradually (from 6 to 8 applications) without damaging the hair fibers, since it acts mainly on the cuticle.

Compatibility• This chemical hair straightener is not compatible with any other straightening

product, relaxer and oxidative colorings (with ammonia or peroxide), however those using other types of actives may use this chemical hair straightener, observing an interval time of at least 45 to 60 days. Who uses this chemical straightener will only be able to dye the hair if the dye does not have peroxide or ammonia.

The Black Chemical straightener is the Pyrogallol reducing agent,The colorless chemical straightener is the Ascorbic Acid reducing agent

Service Proposals of the chemical hair straightener

52

Straightening

10 reasons to register PELÚCIA1st Seal of Embelleze Brand that gradually straightens and dyes2nd Strong Brand and Tradition3rd Faithful Consumer4th Leadership in the chemical hair straightener category5th Good distribution6th First chemical straightener in tube and pouch with Amazon’s herbal7th First chemical straightener in chocolate tube in the market8th Colorful tube package, innovation and differentiation in PDV9th First chemical straightener in gel inside an Extra Strong tube in the market10th Guarantee of turnover in PDV with affordable price

Henê Belize Black Gel - 180gThe doors of a world of charm and beauty are open when we feel good with life. To

have smooth hair with natural movement can be everything you need to feel a fully completed and more remarkable woman.

Benefits: MaxKeratin – Strength and shine to your hair. Softened scent – Herbal essence Natural Treatment - Progressive Coverage of white strands.

10 reasons to register RENÁ1st Traditional brand that since 1984 marvels and has the confidence of Brazilian women2nd Number 1 brand in unit sales in Embelleze’s 3rd It strengthens while it dyes and also grants shine for the hair

53

Pelúcia Bisnaga Distribuição Pontos Fortes Alvo

Nenê

1º Perfumarias 2º Farmácias3ª Drogarias

1º Cores vivas que diferenciam as verões; 2º Primeiro Henê Chocolate do mercado com agradável perfume;3ª Proporciona mais brilho e sedosidade aos fios.

1º Henelisa2º Alizador Negro

Pelúcia Pouch Distribuição Pontos Fortes Alvo

1º Perfumarias 2º Farmácias3ª Drogarias

1º Embalagem atrativa e apelo diferenciado para a marca2º Embalagem patentiada 3º Agradável fragrância de patchouli (capacidade de mascarar o cheiro de amônia)

Absoluto

1st Perfumeries

3° Drugstores

2nd Pharmacy

Distribution Strong Points Target

1° Attractive package and differentiated appeal for the brand2° Patented package3° Pleasant patchouli scent (able to disguise the smell of ammonia)

1st Perfumeries 2nd Pharmacy3° Drugstores

1° Lively colors that differentiate the versions;2° First Henê Chocolate in the market with pleasant perfume;3° Provides more shine and silkiness to the strands.

1° Henelisa2° Alizador Negro

Absoluto

HAIR BEAUTY NATURALLY STRAIGHT AND SHINY

Distribution Strong Points Target

4th 100% renewed family in 2008 with a more modern and real appeal 5th Brand in expansion and trade in the international markets6th It contains jaborandi, ginseng, marrow, aloe vera, shea butter, ingredients that provide more brightness, strength, softness, health and strength to hair7th No chemical hair straightener smell and with a new anise fragrance8th With specific treatment cream for hair with chemical hair straightener9th Available in gel and powder10th A strength for each hair type

HENÊ GEL Distribuição Alvo

400 Rená Henê Gel Jaborandi Pouch 180g3740 Rená Henê Gel Pouch Médio 200g

3739 Rená Henê Gel Pouch Forte 200g

3754 Rená Henê Gel Pouch Extra Forte 200g

Farmácia, Drogaria,

Alimentar e Perfumaria

Absoluto Pouch

Strong Points-Brand with 23 years of tradition, consumers trust it- Options for different types of hair (M F and EF)- More quantity than the competition – 200g (others contain 180g)- No chemical hair straightener scent in the application: new anise fragrance

Besides the traditional jaborandi you can also find in the formula of new versions of Rená chemical hair straightener other elements that will make your hair look even more beautiful.

Strong Points- Brand with 23 years of tradition, consumers trust this brand- Rená Powder with more actives: more shine, strength and smoothness- Colorless: hair chemical straightener that keeps the natural color- The Amazon is the trend in Brazil and the world

54

HENÊ PÓ Distribuição Alvo

40 Rená Henê Pó 40g3741 Rená Henê Gel Pó Extra Forte 200g3859 Rená Amazzônia Incolor Kit3860 Rená Amazzônia Preto Kit

Farmácia, Drogaria,

Alimentar e Perfumaria

Erva da Amazônia pó cart.

40g

BRAZILIAN WOMEN’S BEAUTY ON YOU

Distribution Target

Distribution Target

Pharmacy, Drugstore,

Nourish and

Perfumary

Amazon Herb

Powder40g

Rená chemical Powder 40g

Rená chem. Gel Strong Extra Powder 200g

Rená Amazzônia Colorless kit

Rená Amazzônia Black color Kit

Pharmacy, Drugstore,

Nourish and Perfumary

Rená Henê Gel Jaborani Pouch 180g

Rená Henê Gel Pouch Medium 200g

Rená Henê Gel Pouch Strong 200g

Rená Henê Gel Pouch Extra Strong 200g

HAIR STRAIGHTENER POWDER

Jaborandi: strengthens and provides shine to hair. Ginseng: grants softness to the hair, besides having revitalizing and renewer

properties. Marrow: excellent for damaged and brittle hair treatment Shea butter: restores, hydrates and nourish the strands, strengthening

from roots to the ends. Keratin: provides shine, restoration and conditioning to the hair.

RENÁ’S TREATMENT CREAM

Specially designed for hair treated with chemical hair straightener and other straightening products. Containing keratin, silicone and lanolin. 30g sachets for 1 application.

Step-by-step procedure:1. After applying Rená’s chemical straightener, wash the

hair thoroughly with a shampoo of your choice and rinse.

2. Dry the hair with a towel to remove the water excess.3. Apply Rená’s Treatment Cream and leave on for 30

minutes with plastic hood or 15 minutes if using thermal or laminated hood.4. After the time of action, massage extension by extension and rinse with plenty of

water to remove all the product.

BRAZILIAN WOMEN’s BEAUTY NATURALLY ENHANCED

How does the Amazônia Natural Straightener work?It gradually treats and straightens the hair, reaching the final result of straightening,

shine and softness around the sixth application. After achieving this result, you must keep doing the touch-ups only on the hair root.

How many versions of Amazzônia Natural Straightener we can find? What are these versions? Two versions: black and colorless

Which are the actives we can find in Amazzônia Natural Straightener? And what are their benefits?

• In the Black version, açaí palm and Jambul extracts, which fights the free radicals and provides the essential nutrients to hair health.

• In the Colorless version, Victoria Amazonica and rainforest cocoa butter, a lot more shine and strength for the hair.

If you want to straighten and give shine to the hair without altering the natural color of your hair, try the Colorless Amazzônia Natural Straightener.

HOW ABOUT HAVING NATURAL STRAIGHT HAIR?CHEMICAL HAIR STRAIGHTENER

Step-by-Step procedure of Chemical Hair Straightener’s application1 – Put the content of Pelúcia’s, Belise or Hená chemical straightener of your choice

into a plastic bowl3 - Protect the shoulders with a dark cover or towel and put on the gloves4 - Apply the Chemical Straightener on extension by extension, starting by the neck.

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5 - Pull with a thin-toothed comb, from roots to the ends, straightening the strands thoroughly.

6 - Cover your hair with a plastic hood and let it act for 1 hour (the effect will be the same if time is longer than that)

7 - Remove all the Chemical Straightener off the hair with plenty of water. Wash the hair thoroughly using a shampoo of your choice until all the product is removed.

8 - Rinse and condition the hair with a conditioner of your choice. Finish by having the hair blow dried or curl it with bobby pins in the desired hairdo

10 – Do weekly applications until get the wanted result.

We recommend 2 applications per week until obtaining the desired result

TOUCH-UPSAfter finishing the treatment, which lasts from 6 to 8 weeks (depending on the hair

type), do only the touch-ups on the roots, avoiding to spread the Amazzônia Natural Straightener to the ends.

COLOURING

Analysis of Natural Hair Color

The natural hair color will provide the basis with which the artificial color shall react. Therefore, a correct analysis of the natural hair color is essential to achieve the desired result.

The colorings are divided into two groups: Natural shades or "BASIC" and lowlight shades or "HUES".

NATURAL SHADES (BASIC SHADES)

They are all the shades ended in 0, these promote the coverage of white hair.

1.0 – Black2.0 – Super Dark Brown3.0 – Dark Brown4.0 – Medium Brown5.0 – Light Brown6.0 – Dark Blonde7.0 – Medium Blonde8.0 – Light Blonde9.0 – Ultra Light Blonde10.0 – Pale Blonde

LOWLIGHTS SHADES (HUE SHADES)

They are all those numbers after the . (period) , (comma) or / (slash) and that give us the color lowlight.

0 – Natural 1 – Gray2 – Matte3 – Golden4 – Copper5 – Mahogany6 – Red

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Ex.:

7.3 Golden Medium Blong

8.1 Light Gray Blond

6.1 Greyish Dark Blond

5.5 Castanho Claro Acaju

6 – Red

In order to achieve a good result when coloring we must do a correct analysis of the hair’s natural color (since coloring does not lightens coloring). This color will give us the base with which artificial

color will act, being crucial for achieving the desired result.

In addition to that we have other important topics to be analyzed, they are:

APPLICATION’S TECHNIQUE - UNTREATED HAIR

First application or application with an interval of 3 months or more:In order to lighten 2 or more shades on untreated hair, it is advisable to maintain a

distance of 2 cm from root and apply on the length and ends. Leave on the hair for 15 minutes, get back to the part next to the root and apply it. Wait for the total time indicated for coloring to pass.

This process is used because the length and ends are difficult parts to make uniform, and taking into account that roots get lightened faster, that is, the scalp is hotter and thus oxidizes the coloring much faster.

When the hair is white, and the consumer wants hue shades, put always a natural base so that there is a better coverage on the strands.

The more dark and thick the strand is, the more difficult is to reach the lightening.

Percent Table of white hair.1) From 0 to 39% of white strands – If the customer wants a Nuance shade, it’s not

necessary to mix the shade with a base color.

2) 40 to 69% of white strands – On equal parts, we should use 1 tube of base color for a tube of nuance color.

3) Over 70% of white strands, use a tube of base color for ½ of the nuance color.

Note: For red shades (4.66, 5.5, 5.64, 6.44, 6.64) the base to be used is 5.0 or 6.0. With exception of 3.66 for which the base used is 5.0 by using a greater amount of the 3.66 and less amount of the 5.0.

If the customer wants to darken her hair, if the hair is too blond due to discoloring or excess of coloring with too light shades, pigment restoration will be necessary in order to darken the hair again.

We recommend you to find a professional for a better result.

EMBELLEZE COLORING – MAXTON

CONCEPT: CREAM COLORING WITH PROFESSIONAL QUALITY. Why women need the eternal differentiation?

10 reasons to register MAXTON

1st Brand Tradition, 15 years accompanying Brazilian women

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2nd Cream Color of Professional Quality3rd First company brand in units and annual sales4th It is ranked among the 10 top selling brands in the market5th Excellent coverage of white strands6th Strong and constant presence in the media 7th Excellent demand and turnover guaranteed in PDV8th Exclusive protective gel (Avoids staining the skin from the pigmentation)9th Presents 4 versions to fit between the sales channels10th So strong that within the same brand it reaches different specific wishes of consumers

Maxton is born - close to beauticians for over 28 years through our unitary version and following Brazilian women’s progress, really reinforcing their identity unto their family, friends and society but also in their magic moments (parties, graduations, etc.), being an ally in each cycle of evolution of their lives.

Maxton Fragrance.

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Maxton Pouch Distribuição Pontos Fortes Alvo

1º Perfumarias 2º Pequeno Alimentar

1º Embalagem ecônomica (Coloração + OX + Luva) 2º Embalagem patentiada 3º Agradável fragrância de patchouli (capacidade de mascar

Focar PDV'S onde vendas de Bisnaga + OX são fortes

Maxton Bisnaga Distribuição Pontos Fortes Alvo

1º Perfumarias Especializadas 2º Pequeno Alimentar 3º Atacado

1º Coloração com Qualidade Profissional (nutre os fios internamente). 2º Agradável fragrância de patchouli (capacidade de mascarar o cheiro de amônia)

1º Nutrisse 2º Cor & Ton 3º Beauty Color 4º Fio & Ton

Maxton Kit Distribuição Pontos Fortes Alvo para subtrair

1º Redes de Drogarias 2º Alimentares + Auto Serviços 3º Perfumarias

1º Nutrisse 2º Cor & Ton 3º Beauty Color

1º Coloração com Qualidade Profissional (nutre os fios internamente) 2º MaxDerm - Gel protetor da pele (evita que a pigmentação manche a pele do rosto) 3º MaxCare - Pós Coloração (nutrição,

Maxton Disp. Prof. Distribuição Pontos Fortes Alvo

1º Perfumarias Especializadas

1º A bisnaga fica 20% mais barata quando comprada no Display Profissional Maxton 2º Compra de 1 unidade ou da embalagem fechada 12 unidades (display) 3º Agradável fragrância de patchouli (c

1º Cor & Ton 2º Beauty Color 3º Fio & Ton 4º Escolas e Institutos

1st Dyeing with professional quality2nd MaxDerm-Skin protector Gel (avoids pigmentation staining the face)3rd MaxCare – Post-coloring(nourishment)

1st Nutrisse2nd Cor & Ton3rd Beauty Color

1st Drugstores2nd Food + Self services3rd Perfumery

Distribution Strong Points Target to diminish

Distribution Strong Points Target

1st Dyeing with professional quality (nourish internally strands)2nd Pleasant scent of Patchouli (capacity to undisguised ammonia smell)

1st specialized Perfumeries2nd small food3rd Wholesaler

1st Nutrisse2nd Cor & Ton3rd Beauty Color4th Fio e Ton

Maxton Tube

Distribution Strong Points Target

1st Dyeing with professional quality (internally nourish the strands)2nd Pleasant scent of patchouli (capacity to disguise the smell of ammonia)

Distribution Strong Points Target

1st tube is cheaper when bought at Maxton’s Professional Display2nd Purchase of 1 unit or closed package with 12 units (display)3rd pleasant scent of patchouli

1st specialized perfumery

Maxton Available Prof.

1st Cor & Ton2nd Beauty Color3rd Fio e Ton4th Schools and Institutes

Amber-based with patchouli and green fruity touches, our fragrance is so refreshing that consumers will not feel they’re actually coloring their hair.

Maxton Hues

Maxton Decolorant provides greater lightening power for your hair and more control during the application. Contains natural extracts of seaweed in order to protect and hydrate the strands during application.

By using Maxton decolorant, you get lightenings, highlights, lowlights and streaks with much more safety and natural results.

- Pure and uniform lightening2009 HAIR BRASIL LAUNCH

MAXTON

AN INNOVATIVE CONCEPT IN THE MARKET!

Package shows the real transformation.

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• 1.7 – Dark Black• 2.0 – Natural Black• 3.0 – Dark Brown• 3.66 – Purple Mahogany• 4.0 – Natural Brown• 4.3 – Clove Brown• 4.66 – Burgundy Red• 5.0 – Light Brown• 5.3 – Golden Light Brown• 5.5 - Mahogany Red• 6.0 – Dark Blond• 6.1 – Dark Gray Blond• 6.44 – Intense Copper• 6.47 - Louro Escuro Marrom Acobreado• 6.66 – Cherry Red• 6.7 - Chocolate• 6.73 – Golden Brown Dark Blond• 6.74 – Toffe copper brown• 6.88 – Tobacco Brown

During AfterMagic

Moment

Full Kit contains:

Practical Kit contains:

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Before

GoldShine Gel Protector 15g:0% of stains. Prevents the pigmentation from staining the face

while dyeing.

Maxton Cream Dye 60g: Intelligent action within 20 minutes.* Anti ageing action, no need to mix with base shade** Professional Texture, better absorption of dye on the hair Larger quantity, + 20% of dye.

* Up to 70% of White strands covered, except for superbrightening hues.** Up to 70% of White strands, leave on for 30 minutes.GoldShine Pefumed Creamy Emulsion (20vol 60ml): It has the perfect compatibility with Maxton Cream Dye. Contains glycerin, a highly moisty substance.

Novex Color and Shine Protetion and Hydration 30g:+ 3 weeks of lively and proteted colors Evolution of a post coloring treatment that from an advanced technology gathered actives in sinergy with the result of coloring giving health and color to your hair much more naturally and uniformly.

Maxton Tintura Creme 60g: Intelligent action within 20 minutes.* Anti ageing action, no need to mix with base shade** Professional Texture, better absorption of dye on the hair Larger quantity, + 20% of dye.

* Up to 70% of White strands, except for superlightening hues.** Up to 70% of White strands, leave on 30 minutes.

GoldShine Perfumed Creamy Emulsion (20vol 60ml): Has perfect compatibility with Maxton Cream Dye. Contains

glycerin, a highly humidifying substance.

Consumer leaflet front and back

61

PROFESSIONAL QUALITYEXCELLENT COVERAGE FOR GRAY HAIR

Maxton takes care of you at all times. On a basis of marine algae, glycerin and silicone, GoldShine Gel Protetor prevents pigmentation from staining the skin. After dyeing, Novex Blindagem de Cor e Brilho gives the final touch, leaving your hair protected and with a gleaning brightness for much longer.

THE PROFESSIONAL SIDE OF BEAUTY

Maxton Tintura Crème’s new formula was developed to offer excellent coverage to graying hairs, luminous tones and color evenness, from the hair root to the hair ends. Color treatment and protection. With Maxton it is like that: it protects, strengthens and hydrates your hair at the same time as it leaves them with the perfect tonality for much longer.

●SMART ACTION:Final color in just 20 MINUTES* (30 minutes for colors above 11.1)

● ANTI-AGEING ACTION:It covers the graying hair without need to mix with the base tone.

● PROFESSIONAL TEXTURE:The new texture of your Maxton ensures better absorption by the hairs, allowing in this way an easier application and greater durability of the color.

● COMFORT DURING APPLICATION:The perfumed creamy emulsion renders

application still more pleasurable.

* On hairs up to 70% white.

USE PRECAUTIONS:

CAUTION: Contains substances liable to cause skin itching in certain people. Before using, do the Touch Test. Contains ammonia. Contains hydrogen peroxide. Contains phenylenediamine (3.0; 4.0; 5.3; 5.65; 6.0; 6.1; 6.2; 6.44; 6.7; 6.88; 7.0; 7.1; 7.3; 7.37; 7.46; 8.1; 9.0; 9.73; 10.0; 10.1; 11.0; 4.3; 8.31; 4.77; 6.35; 6.73; 7.2; 7.7; 8.0; 8.2; 3.66; 1.7; 2.0; 4.66; 5.0; 5.5). Contains diaminophenols (3.0; 4.0; 5.3; 5.65; 6.0; 6.1; 6.2; 6.44; 6.7; 6.88; 7.0; 7.1; 7.3; 7.37; 7.46; 8.1; 9.0; 9.73; 10.0; 10.1; 11.0; 4.3; 8.31; 4.77; 6.64; 6.66; 7.6; 11.11; 12.01; 8.3; 9.3). Contains resorcinol (3.0; 4.0; 5.3; 5.65; 6.0; 6.1; 6.2; 6.44; 6.7; 6.88; 7.0;

6.88; 7.0; 7.1; 7.3; 7.37; 7.46; 8.1; 9.0; 9.73; 10.0; 10.1; 11.0; 4.3; 8.31; 4.77; 6.35; 6.73; 7.2; 7.7; 8.0; 8.2; 1.7; 2.0; 4.66; 5.0; 5.5; 10.13; 11.11; 12.01; 8.3; 9.3). Wash immediately your eyes in case the product gets in contact with them. Wear adequate gloves. May cause an allergic reaction. Rinse your hair thoroughly after application. Do not use on eyelashes or eyebrows. Avoid contact with your eyes. In case of contact with your eye, wash immediately and abundantly with water and SEEK A DOCTOR. Do not apply if the scalp is itchy or injured. Keep away from children’s reach. For external use – do not ingest. Follow the instructions for use strictly. Avoid exposure to sunrays and intense heat. Undue use of this product may harm the scalp and the organism in general. The use of this product is not recommended for children or pregnant women. Clean immediately with a moist paper or cotton towel in case the product trickles. Wash towels before reusing them. Never keep the remainders of the product mix. Use the mix right upon preparation. Do not use on hairs with henne, progressive dyes or henna. Do not use on hairs processed by physical methods. Keep the package closed after using the product.

of dyeTOUCH TEST:

Apply a small quantity of Maxton Tintura Creme,

already mixed with GoldShine Emulsão Cremosa in your forearm or behind your ear. Allow it to act

for 30 minutes. Wash the place and wait for 24

hours. Observe if irritation, ardency or itching in

LOCKS TEST:

To know how your hair will look with the choosen

color, apply the mix (GoldShine Emulsão Cremosa + Tintura Creme) in a small lock the root

and leave it to act according to the table of dye

action time. The result obtained in this section will

TABLE OF DYE ACTION TIME

Colors under 11.0

Colors above or equal to 11.0

Over 70% of white hair

Let it act for 20 minutes

Let it act for 30 minutes

Let it act for 30 minutes

BE ATTENTIVE

Always do the touch test. Protect your clothes with a towel or a raincoat. Long or voluminous hair requires more than one tube for a first application. For permed curls, straightened or relaxed, do not apply tones which use hydrogen peroxide

above 20 volumes, respecting the 15 day interval. Do not use in hairs with henne, progressive dyes or henna. Do not use in hairs processed by physical methods without temperature control. Example, hot

comb. Apply the mix immediately and do not keep any remainders. The hairs must be dry, disentangled, not washed in the last three days or so and free from

any finish products like gels, mousse, etc. No dyeing will clear hairs already dyed. In such case it will be necessary to do a discoloration

in dyed hairs. See a professional.

HOW TO USE THE COMPLETE KIT:

APPLICATION

Apply the whole content of GoldShine Gel Protetor around your ears, forehead and scruff. This will protect and avoid stains in your skin. The more gel is applied; the greatest is the protection against dye stains. It is not necessary to wait until it dries up.

START PREPARATION

(GoldShine Emulsao Cremosa + Tintura Creme 60 g)

Put the gloves on.

Pour the whole content of the Tintura Creme (tube) into the Gold-Shine Emulsao Cremosa flask.

Close the flask and

shake until the mix gets homogeneous.

Cut the lid nozzle to start application.

With the tip of the flask applicator, separate small hair sections, while applying the product in the root, middle and ends. Always start by the front part.

Massage smoothly to distribute well.

Rinse until all dye is removed from your hair.

Wrap the whole hair with a PVC film or plastic coif. Let the tincture act according to the TABLE OF DYE ACTION TIME.

Apply about one third of the content of the treatment sachet Novex Blindagem de Cor e Brilho and let it act for three minutes. Rinse it all and

finish as usual.

62

Massage smoothly to distribute well. Wrap the whole hair with a

PVC film or plastic coif. Let the tincture act according to the TABLE OF DYE ACTION TIME.

Rinse until all dye is removed from your hair. Use a hair cream for 3 minutes and rinse it (we indicated Novex Repositor de Massa). Finish it as usual.

Apply the tincture in the grown part of the hair (only root). Wrap the whole hair with a PVC film or plastic coif and let it act for 10 minutes.

Apply the rest of the tincture in the whole hair. Massage all the hair extension with the finger tips.

Wrap again the whole hair with a PVC film or plastic coif. Let it act for 10 minutes. Do not tie your hair.

Rinse well to remove all the tincture from the hair.

APPLICATION

Separete the hair into sections. With a brush, apply the tincture from the root to the ends. Always start by the front part.

ROOT TOUCH-UPS (HAIR ALREADY DYED)

ROOT TOUCH-UPS IN WHITE HAIR (ABOVE 70%) COMPLETE AND SIMPLE KIT

ROOT TOUCH-UP FOR HIGHER OR EQUAL COLORS TO 11.0 (SUPERCLAREANTES)

Follow all the steps for root touch-up, increasing the action time from 10 minutes to 15 minutes (root = 15 minutes/ middle and ends = 15 minutes).

Follow all the steps for root touch-up, increasing the action time from 10 minutes to 30 minutes. Apply it only on the root (without distributing to the middle and ends).

Novex Blindagem de Cor e Brilho is the evolution of the after-dyeing treatment. Its advanced technology has specially selected active ingredients that intensify the tincture result, providing health to your hair, plus much more natural, uniform, lasting colors with a fascinating bright that lasts for much longer.

Brazil Nut Oil, Shea Butter and super-thin bio-silicones are some of the special active ingredientss responsible for Novex Blindagem de Cor e Brilho’s high performance. These actives confer the fixation power and strength and color uniformity. They also provide an anti-ageing action, exceptional brightness, conditioning, hydration and a smooth and silky touch in your hairs.

HOW TO USE THE SIMPLE KIT:

PREPARATION

(GoldShine Emulsão Cremosa + Tintura Creme 60g)

Put the gloves on. In a plastic, glass or ceramic container pour the whole

content of the Tintura Creme Maxton into the GoldShine Emulsao Cremosa.

Shake until the mix becomes homogeneous.

HOW TO USE NOVEX BLINDAGEM DE COR E BRILHO:

Novex Blindagem de Cor e Brilho(Complete Kit Exclusive).

1- Apply immediately after dyeing your hair and once a week replacing the conditioner.

2 – To start the application your hair must be washed with shampoo and still wet.

3 – Apply a small amount of Novex Blindagem de Cor e Brilho from the root up to the end.

4- Let it act for 3 minutes.

5 – Rinse it all and finish as usual.

FLEURY BATHS

A Salon Service inside a little box!!

Fleury Baths provides natural colors, making your hair look new, incredibly shiny and naturally beautiful and perfumed, for brunettes, brown-haired, red-haired and blondes. In 4 versions:

Oil Bath Natural Black Dye 1.0 Wine Bath Burgundy Brown Dye 4.66Varnish Bath Blond Dye 7.0 Shine Bath Chocolate Dye 6.7

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Kit contains1 Pair of gloves1 Fleury dye 35ml (17% more than competition)1 Flask of Hidrogen Peroxide 40ml1 Novex Volume Restorer Sachet 30g1 Application Guide

FLEURYWhite hair never again!

Fleury’s mission is to offer women the chance to do an internal change, through an external transformation (hair coloring).

This makes her feel part of the globalized world, without exposing their social class.

INTENSE SHINE COLORING 1) DYE + NOURISH with Novex Volume Restorer; 2) 3 in 1 -> 3 options for application with outstanding results;3) Excellent coverage of white strands;4) Lively colors and radiant shine;5) Beautiful and modern packages drawing a lot of attention in PDV; 6) Novex is the second brand in the treatment category in Brazil (JA 08 / Value);7) The opportunity to enter a new price range, which covers other coloring categories and not only liquid / gel;8) The exclusive radiant shine combines the silk protein and keratin, which strengthen the strands from the roots to the ends;9) Colorful application Guide and of easy understanding;10) More profitability and HIGH turnovers in PDV.

3 in 1 3 Application options only in 1 product

Dye + 3 OX’s cover Dye + 1/2 flask of OX Dye + flask of OX and after dyeing, use Novex sachet + Novex Sachet + Novex Sachet

What do women think of Fleury?

Fleury has an outstanding shine and full coverage of strands, without staining Does not damage the hair, does not dry it, it becomes more silky and bright. Good and low cost dye, only from Embelleze. They knew Fleury through friends that, after trying it, just had to recommended it

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FLEURY Distribuição Pontos Fortes Alvo

1º Pequeno alimentar 2º Perfumarias e lojas especializadas 3º Alimentar

1º Márcia 2º Biocolor Gel 3º Flávia

1º Cores vivas e brilho excepcional 2º Excelente cobertura dos fios Brancos 3º Colore tratando com Queratina e Proteína da Seda

Dye + flask of OX and afterwards Novex Sachet

Dye

Distribution Strong Points Target

1ST Lively colors and excepcionally bright2nd Excellent coverage of white strands3rd at the same time it dyes it cares with keratin and silk protein

1st small food2nd Perfumeries and specialized stores3rd food

1st Márcia2nd Biocolor Gel3rd Flávia

Oil Bath Natural Black 1.0 Wine Bath Burgundy Brown 4.66

Varnish Bath Blond 7.0 Shine Bath Chocolate 6.7

NATUCORNature’s colors on your hair

Naturally coloring.Women that use Natucor make an option for natural

coloring, with extracts and nutrients from herbs, flowers and fruits of the worldwide flora, mainly from Amazon. Natucor does not have peroxide nor ammonia, thus it does not damage nor harm your hair’s health.

Moreover, Natucor has a delicious fragrance of green leaves, without that strong and aggressive smell of dyes with ammonia.

Natucor brings the fragrance and benefits of nature to dye and make your hair more beautiful!

Novelties: Metalized cartridges for kit and covering; Amazon Treatment Sachets for all the kits according to the hues’ color groups; Fragrance seals (scratch ‘n’ sniff) in the cartridges of the new kits for 6 months to

create experimentation.

65

Why sell Natucor?

Traditional brand with 17 years of success in the dyeing market; Strong and constant presence in the media; Natucor is one of the most remembered dyeing brands, placing Embelleze in the Top

5 ranking of Magazine Mais Sucesso; Historically it is the second largest brand of the company in volume, however in the

last 5 months it reached first place; Product with excellent turnover in PDV (Natucor 31 days and Category 34); It is the second largest brand of Embelleze with greater distribution in Nielsen (ND

14 / DP 76) It is the 3rd most selling brand of the Northeast, the 1st in the Rio countryside and ES,

and the 3rd in GR RJ; It is the 5th most selling brand in Brazil; Natucor increases with the consumption trend of natural, less aggressive products.

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» 01 12g Dye» 01 Sachet of Natufix Color Ultrafixing» 01 Amazonic Treatm. Color Reviving» 01 Pair of gloves» Leaflet

Kit contains:» 01 Dye» 01 Sachet Natufix Color Ultrafixing» 01 Pair of Gloves» Leaflet

Film contains:

8.3 ChamomileLight Blonde

Golden

Natucor Buriti - HazelnutMedium Deep Red

1.0 Black TeaNatural Black

1.7 JambulBlueish Black

2.0 Black BerrySoft Black

4.7 CoffeeCoffee Brown

5.0 Brazil NutLight Brown

6.0 AniseDark Blonde

3.0 CocoaDark Brown

3.2 Yerba MateDark Brown Mate

3.65 AçaíDark Brown Acaju

Red6.64 AchioteCopper Acaju

6.66 CherryDark BlondeDeep Red

6.7 ChocolateChocolate

3.66 plumPurple

4.0 HazelnutMedium Brown

4.64 HennaMedium Acaju

7.0 GrasscéNatural Blonde

7.37 NutNatural BlondeGolden Brown

7.45 PomegranateNatural BlondeAcaju Copper

*The utilization rate of Natucor is around 6 applications per year (an average of application in every 2 months)

2009 RELEASES

HANNAYA

Henna – Magic and beauty from the East

Henna is a plant that has lent, for thousands of years, its powers to the beauty and health of several civilizations.

In Egypt, the Middle East and India, Henna is part of those women’s universe for over 5.000 years.

Find out now the Hannaya secrets and get fascinated by its beauty...

HANNAY AND THE ART OF LOVE

The illustration outside the package is based on the Indian philosophy, which raises the union between a man and a woman to a magnificent experience.

A true art of encounters which involves all five senses: hearing, touch, sight, taste and smell, beyond mind and soul, in the search for moral and spiritual elevation, addressing a theme essential for the miracle of life: love.

Hannaya valorizes the art of loving and believes that the union between a man and a woman is something sublime. A genuine gesture of beauty, because it is when one of the major forces of the universe is put into motion: the creation of life.

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1º ColorChic2º Bigen3º Aney4º Ervas da Amazônia

1º Coloração natural2º Sem água oxigenada e sem amônia3º Com extratos de ativos naturais4º Agradável fragrância de folhas verdes5º Sachet Natufix: ultrafixador da cor com queratina

Alimentar até 20ck,Perfumarias,

Drogarias e farmácias

AlvoPontos FortesDistribuiçãoNatucor Filme

1º ColorChic2º Bigen3º Aney4º Ervas da Amazônia

1º Coloração natural2º Sem água oxigenada e sem amônia3º Com extratos de ativos naturais4º Agradável fragrância de folhas verdes5º Sachet Natufix: ultrafixador da cor com queratina

Alimentar até 20ck,Perfumarias,

Drogarias e farmácias

AlvoPontos FortesDistribuiçãoNatucor Filme

1º SoftColor2º Surya3º Casting4º ColoraçõesTonalizantes5º Colorações compropostas naturais

1º Coloração natural2º Sem água oxigenada e sem amônia3º Com extratos de ativos naturais4º Agradável fragrância de folhas verdes5º Sachet Natufix: ultrafixador da cor com queratina6º Exclusivo Sachet Natucor Tratamento Amazônico:que tem a função de tratar e reavivar a cor 15 diasapós a coloração. 5 tipos de sachet de acordo com ogrupo de cor de cada nuance

Alimentar + de 10ck,Perfumarias,

Drogarias e farmácias

AlvoPontos FortesDistribuiçãoNatucor Kit

1º SoftColor2º Surya3º Casting4º ColoraçõesTonalizantes5º Colorações compropostas naturais

1º Coloração natural2º Sem água oxigenada e sem amônia3º Com extratos de ativos naturais4º Agradável fragrância de folhas verdes5º Sachet Natufix: ultrafixador da cor com queratina6º Exclusivo Sachet Natucor Tratamento Amazônico:que tem a função de tratar e reavivar a cor 15 diasapós a coloração. 5 tipos de sachet de acordo com ogrupo de cor de cada nuance

Alimentar + de 10ck,Perfumarias,

Drogarias e farmácias

AlvoPontos FortesDistribuiçãoNatucor Kit Distribution Strong Points Target

1st natural dye2nd No peroxide nor ammonia3rd Natural actives extracts4th Pleasant fragrance of green leaves5th sachet of Natufix color ultrafixing with keratin

Food up to 20 ck, Perfumery,

Drugstores and Phamacies

1st Softcolor2nd Surya3rd Casting4th Dyes Tonalizantes5th Colors with natural proposals

1st Natural dye2nd No peroxide nor ammonia3rd Natural actives extracts4th Pleasant fragrance of green leaves5th Sachet of natufix color ultrafixing with keratin6th Exclusive sachet Natucor Amazon Treatment: takes cares of and revives the color 15 days after dyeing. 5 types of sachet according to the color group of each nuance

Food + 10ckPerfumeries,

Drugstores and pharmacies

1st ColorChic2nd Bigen3rd Aney4th Amazon Herbs

Distribution Strong Points TargetNatucor Film

Natucor Kit

HANNAYA CREAM

Available hues: Red, Copper, Black and Brown.

Kit contains:- 1 70g bottle of henna- 1 pair of gloves- 1 plastic hood- 1 leaflet

Benefits:- No ammonia nor peroxide in the formula;- Dyes without breaking the original structure of the hair keratin;- Hydrates and forms a protective pellicle on each strand of the hair;- Covers white and grayish hair in the first application;- Provides treatment and intense shine from the scalp to the ends of the hair;- Can be used after chemical treatments;- Has 15 Indian spices in its formula;

Indian Spices:

Sweet almond: Softener, healing, conditioning, gives brightness and volume to the hair.

Cinnamon from China: Astringent, anesthetic, antiseptic, shading, refreshing and photoprotector.

Cloves: Anesthetic, anti-inflammatory, aromatic and refreshing

Anise: Antiseptic, anti-inflammatory, antimycotic, anti-oleosity and softener.

Ginger: Anesthetic, antiseptic, aromatizing and microcirculation activator.

Myrrh: Astringent, anesthetic, antiseptic, healing and refreshing

Nutmeg: Skin stimulant, antiseptic, anti-inflammatory, decongestant, refreshing and helps in the peripheral microcirculation, aromatizing.

Damascus: Astringent, antiseptic, anti-oleosity, mucosity protector, refreshing and remineralizing.

India’s nut: Astringent, anti-inflammatory, calming, decongestant and vasoprotector.

Ginseng: Healing, skin purifying, decongestant, emollient and moisturizing

Henna: Astringent (tannin), stimulator (essential oils), sunblock. It presents anti-inflammatory action, healing, antimicrobial and antidandruff.

Silk: Improves the hair texture, reducing imperfection and granting a velvety sensation.

Sandal: Antiseptic, astringent, tonic, stimulator, anti-inflammatory.

Cashmere: A hydrolyzed protein similar to those in the hair

Ruby Extract: Anti-ageing. Strengthens skin and hair.

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How to use Hannaya Cream:

1 – Before applying Hannaya, only shampoo your hair, we indicate Vitay Mate Verde shampoo. Do not use the 2 in 1shampoo. Remove all the water excess with a towel, not by using the hair dryer.

2 - Protect the shoulders with a towel. Wear gloves.3- Apply the flask’s content with your hands directly on your hair, always wearing

gloves, as if it were a shampoo. Spread from the root to the ends.4 - Cover with a plastic hood and let it set for 30 minutes.5 - Afterwards put a little water on the hair and gently massage. Rinse with plenty of

water. It is not necessary to use shampoo. If you need to apply conditioner, we indicate Tutane Força..

HANNAY POWDER

Available hues: Colorless - Brightness

Kit contains:- 1 50g sachet- 1 pair of gloves- 1 plastic hood- 1 leaflet

Benefits:- No ammonia or hydrogen peroxide in the formula;- Doesn’t break the original structure of capillary keratin;- Hydrates and forms a protective pellicle on each strand of hair;- Provides treatment and intense glare from the scalp to the ends,

without changing strand color and enhancing the hair’s natural shade;- It can be used after chemical treatments;

Hannaya Powder - Mode of Use:1 - Before applying Hannaya, only shampoo your hair, we indicate Vitay Mate Verde

shampoo. Do not use the 2 in 1 shampoo. Remove all the water excess with a towel, not by using the hair dryer.

2 - Protect the shoulders with a towel. Wear gloves.3 - Pour the content of the powder sachet into a glass or plastic bowl. Add 200ml of

warm water. Mix until it is homogeneous.4 - Apply on the still wet hair with a brush or with your hands, wearing gloves.5 - Cover with a plastic hood and let it set for 30 minutes.6 - Rinse with plenty of water. It is not necessary to use shampoo. If you need to

apply conditioner, we indicate Tutane Força.

Some very important points to help in your sales:- The new Hannaya’s formulas are DIFFERENT from the old formula of Hannaya’s powder, which is out of the market since 2005.

- Comparative tests in our laboratory showed excellent results for brightness, color and softness, topping the results of our former henna and other hennas in the market!

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- Brand’s Strength Caminho das Índias. Over 31 million of viewers every day!

- Hannay has 15 Indian spices extracts in its formula, maximizing the treatment.

- Hannay can be used immediately after the transformations.

- Hannay is compatible with other colors, perms and shading products.

- No ammonia or hydrogen peroxide in its formula.

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