Apostila - Inglês

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
Epidermis
Derm
Hypoderm
Pilousebaceous Unit Sudoriferous Gland

Sudorípara
2
The hair shaft is made from the inside out by three main parts:
Cuticle, Cortex and Marrow.
Cuticle
Cutícula
Marrow
Medula
Córtex
Cortex
HAIR CYCLE
It’s the process that occurs with the hair since its sprouting until its fall. There are 3
specific phases of the Follicular Cycle:
Anagenetic Catagenética
Anagenética Catagenetic Telogenética
Telogenetic
(Crescimento) (Repouso)
(Growth) (Repose) (Queda)
(Loss)
33 ato 66 years
anos 33ato44semanas
weeks 3 3ato44meses
months
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.
Straight Crisped
Curly
3
TREATMENTS
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:
Strand Conditions
Treated hair Damaged hair Totally damaged hair
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.
4
HYGIENIZING AND TREATMENT
EMBELLEZE TREATMENT PRODUCTS - NOVEX

PROFESSIONAL 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.
5
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.
Distribution
Novex is the fifth ranked company in the market in numeric distribution:
JA07 JA08
KANECHONM 15 15
SKALA 15 15
NIELY 9 13
SEDA 14 13
NOVEX 3 6
And the third ranked brand in the market in the weighted distribution:
JA07 JA08
NIELY 61 76
SEDA 79 72
NOVEX 31 54
KANECHONM 53 48
SKALA 48 47
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.
6
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.
7
Which is the price positioning?
In liters:
Fructis 31.19
Elseve: 37,44
Dove: 31,94
Fructis 31.19
NOVEX: 13,18
Palmolive Nat:
12,94
Seda: 11,87
Categoria: 10,61
Skala: 4,28
Kanechomn: 4,19
How Novex should be displayed at the Point of Purchase?
8
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
• 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.
9
1kg Creams
Código
CODE Cremes de 1kg
1 KG CREAMS Foco de distribuição
DISTRIBUTION FOCUS Pontos fortes
BRAND’S STRONGdaPOINTS
marca Alvo
TARGET
2191 Novex Argila Cr. Trat. 1kg * Alimento para cabelo. * Marca reconhecida
*NOURISHMENT FOR HAIR. *BRAND
1466 Novex Manteiga de Cacau Cr. Trat. 1kg porACKNOWLEDGED
sua qualidadeFOR entre
ITS profissionais
QUALITY AMONG de beleza
2189 Novex Manteiga de Karité Cr. Trat. 1kg eBEAUTY
consumidores* Diversificação
PROFESSIONALS - tratamentos
AND CONSUMERS.
*DIVERSIFICATION – TREATMENTS WITH
1463 Novex Mix Restaurador Cr. Trat. 1kg com concentração
CONCENTRATION de diversos
OF SEVERAL ativos
ACTIVES ANDe com
1112 Novex Lanolina Cr. Trat. 1kg ativosSPECIAL
WITH especiais. A mulher
ACTIVES. WOMENque THAT usa
USENovex
NOVEX HAVE PERFUMED HAIR, WITH A SPECIAL
3521 Novex Chocolate Cr. Trat. 1kg possui cabelos cheirosos e com um toque
TOUCH, BECAUSE THEIR HAIR BECOMES EVEN
3550 Novex Ch. Branco Cr. Trat. 1kg especial,
MORE SOFT.pois seus
USED WITHcabelos ficamBLOW
OR WITHOUT muito mais
1. Perfumarias DRYERER. IT MAY BE USED AS Aescova.
CONDITIONER.
3522 Novex Gloss Cr. Trat. 1kg 1. PERFUMERIES macios. Usado com ou sem Pode ser DOVE
2. Total varejo.
2. WHOLESALER.
3612 Novex Frutas Vermelhas Cr. Trat 1kg usado como condicionador.
3568 Novex 10 em 1 Cr. Trat. 1kg Pontos fortes
1 KG Cremes
creams de 1kg
strong points
3915 Novex Azeite de Oliva Cr. Trat. 1kg
Cremes com qualidade profissional, maior
3914 Novex Repositor de Massa Cr. De Trat. 1kg CREAMS WITH PROFESSIONAL QUALITY, HIGHER
consistência, maior rendimento, todos são
CONSISTENCY, HIGHER YIELD, ALL ENRICHED
4071 Novex Beleza Pura 12 em 1 Cr. Trat. 1kg
enriquecidos
WITH com vitamina
VITAMIN E. YIELDS E. Rende
42 APPLICATIONS FOR42
3579 Novex Gold Cr. Trat. 1kg HAIRSTYLISTS.
aplicações para cabelereiros.
3680 Novex Ch. Gold Cr. Trat. 1kg
Complete set of hair nutrients
400g Creams
Code 400g Creams Distribution Focus Novex's Strong Points Target
* Nourishment for hair. * Brand acknowledged
for its quality among the beauty professionals
3917 Novex Chocolate Treatment Cream 400g
and consumers* Diversification - treatments
1. Small nourishment with concentration of several actives and with
(1 to 9 ck) special actives. Women that use Novex on hair
2. Large nourishment have perfumed hair with a special touch,
3993 Novex White Choc. Treatment Cream 400g (50+ ck). because their hair becomes even more soft. DOVE
All the points of Using it with or without blow dryer. It also can SEDA
Purchase where we be used as a conditioner.
400g creams' strong points
couldn't fit the 1kg
4074 Novex Beleza Pura Treatment Cream 400g Excellent for the introduction in the small retail
cream in.
and large hypermarkets, more practical and
light in order to transport it for gym and travels,
3805 Novex Gold Treatment Cream 400g economic size that stimulates
experimentation.
Complete set of hair nutrients
10
300g Combing Cream - (rinse-out)
Code 300g Combing Cream Distribution Focus Brand's strong points Target
* Brand acknowledged by its quality among
beauty professionals and consumers
3917 Novex Combing Cream Chocolate 300g *Diversification - treatments with concentration
Perfumeries, of several actives and with special actives.
pharmacies, Women that use Novex have perfumed hair
DOVE
Drugstores, DEC's/ with a special touch, because their hair
SEDA
Wholesaler, become even softer.
Nourishment Combing Cream's Strong Points
3993 Novex Combing Cream Gold 300g
Combing Cream (rinse out) 3 in 1: Nourishes,
protects and disentangles the hair; leaves a
wonderful perfume.
Booster 450g – Maximizer
Code Buster Distribution Focus Strong Points Target

* Brand acknowledged by 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 and
with a special touch, because their hair
Perfumeries,
becomes even softer.
3678 Novex Gold Buster Treatment Cream 450g Drugstores and DOVE
Pharmacies 450g Buster's strong points
Hair SOS - Cream that maximizes the
treatment's effect. Superconcentration,
differentiated texture, professional
presentation, immediate result, perfect for very
damaged hair that needs immediate recovery.
Delicious Fragrance.
Novex Salon Capillary Protection and Hydration 400g EMBELLEZE

EXCLUSIVENES
S
Código
CODE Bisnaga Blindagem
PROTECTION AND HYDRATION TUBE Foco de distribuição
DISTRIBUTION FOCUS Pontos fortes
STRONG POINTS Alvo
TARGET
*BRAND
* MarcaACKNOWLEDGED
reconhecida porFOR
suaITS QUALITTY
qualidade AMONG
entre
BEAUTY PROFESSIONALS AND CONSUMERS.
profissionais de beleza e consumidores. *
*HAIRSTYLISTS’ TREATMENT: HIGH QUALITY
Tratamento
SERVICE do cabelereiro:
OFFERED BY SALONSum serviçoTHAT
*WOMEN de alta
USE
qualidade
NOVEX SALONoferecido pelos salões
HAVEPERFUMED, * A mulher
PROTECTED, SOFT
AND STRAIGHT HAIR FOR MUCH LONGER.
que usa Novex Salon possui cabelos
cheirosos, protegidos, macios e liso por mais
400 G NOVEX SALON HAIR PROTECTION AND 1.1. Perfumarias
PERFUMERIES tempo. L'oreal Blindagem
4072 Novex Salon Blindagem Capilar 400g
HYDRATION 2.WHOLESALER
2. Total varejo Pontos fortes Blindagem
400G PROTECTION Capilar
AND HYDRATION’S 400g
STRONG POINTS Power Liss
Tratamento
PRE-BLOWselante pré-escova
DRYER SEALING + Leave-in.+
TREATMENT
COMBING
Garante CREAM.
o efeito liso GUARANTEES A STRAIGHT
por muito mais tempo!
EFFECT FOR MUCH LONGER! LEAVES A
Deixa um delicioso perfume nos cabelos.
WONDERFUL PERFUME.
Alto
HIGH poderOF
POWER deREPAIR
reparação dos fios.
OF STRANDS.
Elogios brilhantes.
BRIGHT COMPLIMENTS.
11
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.
12
Novex Mass Restorer – 1kg
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.
Novex Olive Oil – 1kg and 400 g
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.
13
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
ANTI-FRIZZ
EFFECT
Available for orders

from 03/20/09
WE DEVELOPED 15 ACTIVES FROM EAST’S SELECTED SPICES

IN ORDER TO TREAT, NOURISH AND GIVE LIFE TO HAIR.
N NOURISHMENT
UTR IÇ ÃO HIDRA THYDRATION
AÇ Ã O BRILHO
SHINE ANTI-FRIZZ FO RÇ A
STRENGTH
Noz-m oscada D am asco Henna ProteínadaS eda Queratinada
NUTMEG DAMASCUS HENNA SILK PROTEIN CASHMERE’S
Castanha-da-Índia G
GINSENGinseng ExtRUBY’S
ratodeEXTRACT
Rubi C axem ira KERATIN
INDIA’S NUT SANDAL
Cravo-da-Índia
CLOVE MYRRH M irra Am êndoa
SWEET doce
ALMOND S ândalo
GINGER
G engibre CINNAMON
C anela
ANISE
E rva-doce
Cod Product EAN DUN Quant. Shipping Box Palletizing Weight Package
CX 300 mm length 16 Ballast Liq Bruto Diameter: 10cm
04401 Novex M Oriente 15Em1 Cr Tr Cond 1Kg 7896013544012 17896013544019 200,00 mm width 6 Layer 1,130 Height: 16,2cm
6 1Kg
163,00mm height 96 Palett Bx Kg
217 mm length 32 Ballast Package
04402 Novex M Oriente 15Em1Cr Tr Cond 400g 7896013544029 1789601344026 6 144,00 mm width 8 Layer 400g 445g Diameter: 7,3cm
118,00mm height 256 Palett Bx Height: 12cm
NOVEX NIGHT
LAUNCH
03/24/09
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?
14
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?
CCOD.
ode PPRODUCT
ro d u c t EAN DUN Q u a n t. SHIPPING
S h ip p i n g BSTANDARDIZATION
BOX
o x P a l e ttiz i n g WEIGHT W e i g h t H e ig h t
N o v e x N ig ht C o n d Tre a t m e n t BOX
Bo x 1 6 0 ,0 0 m m le n g h t 5 0 B a lla s t L i q . G r o ss 1 9 5 , 0 0 m m
43 9 9 7 8 9 60 1 3 5 43 9 9372 8 9 6 01 3 5 4 3 99 3 1 3 0 , 0 0 m m w id t h 6 Lay er 150g 1 6 7 g W i d th
12
C re a m 15 0 g 1 9 2 ,0 0 m m h e ig h t3 0 0 C x P a le tt 4 0 ,0 0 m m
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.
15
Novex Gold Family
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.
Novex Gloss Bath – 1kg

16
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.
Novex Chocolate – 1kg and 400g

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 – 1kg
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
17
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
1 - CLEANS 2 - NOURISHES 3 - FEEDS 4 – FINISHES AND PROTECTS
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.
Product Function
It cleans and prepares the hair to
01 Vitay Protection and hydration
receive the application of the treatment
Shampoo 110ml
cream.
01 Novex Treatment Cream It gives emollience, hydration and
Protection ahd Hydration – 110 g shine to hair.
It maximizes the treatment cream’s
01 Novex Nano Keratin – 10ml
action.
01 Stillus Protection and Hydration – It seals hair cuticles protecting them
60ml from external aggressions
18
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.
19
Mode of Use
After 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.
BEFORE AFTER
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.
20
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
that of human hair, which restores and strengthens the internal
21
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
22
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.
23
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.
24
Novex Restorer Mix – 1kg
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.
Novex Cocoa Butter – 1kg
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.
25
Novex Shea Butter – 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.
Novex Mineral Clay – 1kg
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.
Novex Lanolin – 1kg
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.
26
Novex Combing Cream – 300g
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
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
NOURISHMENT
HIDRATAÇÃO
HYDRATION BRILHO
SHINE ANTI-FRIZZ FORÇA
STRENGTH
Noz-moscada Damasco Henna Proteína da Seda

SILK PROTEIN Queratina
CASHMERE’S da
KERATIN
HENNA SANDAL
NUTMEG
Castanha-da-Índia DAMASCUS
Ginseng Extrato de Rubi
RUBY’S EXTRACT Caxemira
INDIAN NUT GINSENG SWEET ALMOND
Cravo-da-Índia
CLOVE Mirra
MYRRH Amêndoa
CINNAMON doce Sândalo
Gengibre
GINGER Canela
ANISE
Erva-doce
THE SUPER CONCENTRATED NOVEX OIL MISTÉRIOS DO ORIENTE 10ml MAXIMIZES THE
EFFECTS ABOVE MENTIONED.
27
TWICE THE BEAUTY
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 LINDINHAS

1 – Children’s market in Brazil: 43 million inhabitants from 0 to 14 years old
2 - In 2007, the children’s market moved R$ 582,2 million, with increasing tendency
3 - Embelleze is better positioned to understand children’s hair since the company is
a fan of the Brazilian mothers’ hair
4 – It does not burns the eyes, and is dermatologic tested and also hypoallergenic
5 – It has a delicious gum smell
5 – 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 old
9 - 71% of mothers are willing to meet children’s expectations
10 – In 2007, children’s shampoo grew 22,5% in annual sales, higher than the
increase in the shampoo category (16,3%).
DISTRIBUTION STRONG POINTS TARGET

Distribuição Pontos Fortes Alvo
1º Familia completaFAMILY
1ST COMPLETE
2º Total identificação
2ND FULL com o imaginário
IDENTIFICATION das
WITH GIRL’S
meninas
IMAGINATION
Alimentar, RD
3º 3NãoDOESN’T
arde nosBURN
olhosTHE EYES AND ITeIS
é hipoalergênico
Perfum
FOOD,arias, HYPOALLERGENIC
dermatologicamente AND DERMATOLOGICALLY
testado 1º Crescidinhos
PERFUMERIES,
Drogarias e TESTED.
4º Agradável fragrância de chiclete 2º Hello Kitty
DRUGSTORES AND 4TH PLEASANT
5º Form GUM FRAGRANCE
as arredondadas para não machucar as
farmácias 5TH ROUND SHAPE SO THAT IT WON’T HURT THE 3º Joanita
PHARMACIES crianças
KIDS
6º Tam pa pull push para facilitar o trabalho das
6TH PULL/PUSH COVER TO FACILITATE MOM’S JOB
mães
7TH IT HAS NOURISHMENT COMPLEX NUTRI +
7º Contém com plexo nutritivo Nutri+
28
5 reasons to register TUTANE
1 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.
Tutane Distribution Strong Points Target
1st SALT free
1st Food 2nd Concentrate strength

of Ox’s marrow, Hydrolized Silk
and life to the hair Ox
Protein grants
2nd DFP rd
3 Revitalizes the damaged and dry strands’
structures
Tutane Força
Tutane Força Distribution
Distribuição Strong
PontosPoints
Fortes Target
Alvo
11ºst Não
SALTcontem
free SAL
1st Nourish 22ºnd Para
For hairs thatque
cabelos need STRENGTH:
precisam de FORÇA:
1º Alimentar Straightened, relaxed,
alisados, relaxados, dyed, pollution
coloridos, and
stress de poluição
22ºnd DFP
DFP cigarrette
e cigarro. stress.
Ox
3°
3º With
ComCalcium
Cálcio eand Iron
Ferro and Oxde
e extrato Marrow
Tutano de
Extract
Boi
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

 65ml Mocotó oil
29
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
Mel e Queratina Jaborandi Abacate Karité Macadâmia Chocolate Raspa de Juá Outros (FDL)
20% 18% 14% 14% 13% 10% 7% 4%
30
SEMPREBELLA DISTRIBUTION
Semprebella Distribuição Pontos Fortes
STRONG POINTS Alvo
TARGET
1º Alimentares + 1º 1ST 27 YEARS

27 anos IN THE MARKET
de mercado (marca tradicional);
1ST FOOD + SELF
Auto Serviços
SERVICES 2º (TRADITIONAL
Conceito
ND
BRAND)
de ativos naturais, específicos para 1º Seda
2 CONCEPT OF NATURAL ACTIVES,
2ª2ND DRUGSTORES
Drogarias
RD
3 PERFUMERIES
cada tipo de cabelo;
SPECIFIC FOR EACH HAIR TYPE 2º Palmolive
3º 3Sem Sal FREE
3º Perfumarias
RD
SALT
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
31
 Permed hair / Curl
32
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 ACTIVES
Wants to change for:

Chemic
User of: Sodium
al
Thioglycola Hyidroxide Hydroxid Dyeing
straight Decoloring
te Guanidine e or Perms
ener or
Lithium
Henna
Hair
Chemical
Straightener
Ammonia
Thioglycolat
e
Hydroxide
Guanidine
Hydroxide
Sódio e
Lithium
HOW TO PROCEED:
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.
• 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.
33
Active principle: AMMONIA THIOGLYCOLATE
TRANSFORM
They 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;
34
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
- Gloves
-Relaxin and Natural Leaflet
CURL AND NATURAL:

- 100g Curl and Natural Straightening Cream
- Gloves
- Curl and Natural Leaflet
LOOSE AND NATURAL:

- 100g Loose and Natural Straightening Cream
- Gloves
- Loose and Natural Leaflet
NATURAL MOVEMENT FOR LONG HAIR:

- 1200g Natural Movement Straightening Cream
- 120ml Neutralizing
- Gloves
- Natural Movement Leaflet
35 +
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 on
3- 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.
36
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.
37
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.
SOFT MEDIUM STRONG

For thin, delicate hair For wavy, crisped hair For thick, resistant hair
.
 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.
38
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:

TIME OF ACTION
HAIR TEXTURE AVERAGE TIME
THIN FROM 5 TO 20 MINUTES
MEDIUM FROM 15 TO 25 MINUTES
THICK FROM 20 TO 35 MINUTES
 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).
39
 More intense straightening are not indicated for decolored hair
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.
40
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$ 14,50
Minimal profit per application: R$35,50
Monthly profit (average for 15 applications): R$ 532,50
41
LIPO FOR HAIR
Semi-thermal blow-dry:
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.

Expense per application: R$15,00
Monthly profit (average for 15 applications): R$ 2.025,00
BOTOX BLOW DRYER
Thermal Blow dryer:
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.

42
HAIR STRAIGHTENING JOB
Extreme straightener:
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.

LISAHAIR XX LIZZ’S RESULT
BEFORE AFTER
RELAXER AND CURL
10 reasons to register AFROHAIR

1st Leader of the Perm segment, over 20% share
2nd The segment retains the largest average price of the transformation category,
enabling: higher average ticket and larger annual sales from customers
3rd Translates a style and not an ethnic group
4th Traditional, known by consumers and indicated by beauty professionals
5th Provides full beauty solutions: transform, treat and finish
6th It has vitamin A that strengthens strands avoiding hair brittleness and fall
7th New fragrance
43
8th Highest amount of relaxing cream in the Kit
9th Higher quality, Embelleze’s seal
10th New package and more attractive in PDV.
AfroHair Distribuição
DISTRIBUTION
Pontos Fortes
STRONG POINTS Alvo
TARGET
1º Segurança e confiança -
1ST SAFETY
marca AND TRUST
mais usada pelas– THE MOST
USED BRAND BY CONSUMERS
consumidoras
2ND POST-TRANSFORMATION
1º1st
Perfumarias
PERFUMERIESe lojas
AND
2ºTREATMENT
TratamentoWITH
pósVITAMIN A –
SPECIALIZED STORES
STRENGTHENING
transformação OF vitamina
com THE STRANDS,
A- 1º Permanent
especializadas AVOIDS BRITTLENESS AND LOSS
fortalecimento dos fios,OFevitando
2nd PHARMACIES 3RD LARGER QUANTITY RELAXING Afro Niely
2º Farma quebra
CREAM eIN
quedas
THE KIT – BEST COST-
3ºBENEFIT RELATIONSHIP
Maior quantidade de creme
relaxante no Kit - melhor relação
custo benefício
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 minutes
7 – Rinse well, without removing the curlers and neutralize for 10 minutes
8 - 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.
44
INSTRUCTIONS FOR USE OF NUTRITIVE FINISHING FAMILY
AFROHAIR
For extremely dry and frizzy hair locks

Apply 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 locks

Apply 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 locks

Apply the CURL RESTORER (without rinsing). Then, apply the CURL ACTIVATOR
(without rinsing).
SELISE HAIR STRAIGHTENING
More Value !!!

Embelleze highlighted!
 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
45
APPLICATION’S STEP-BY-STEP PROCEDURE OF SELISE RELAXER
(AFTER THE TOUCH PROOF AND EXTENSION TEST)

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!!
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! FLOFT

1st There is no direct competitor: thioglycolate for children’s public
2nd Softer than other thioglycolates with market perception
3rd One of the families of higher margin (profitability) for the company
4th Strong name, is related to the children’s universe
5th Tradition, it’s been over a decade in the market
6th Embelleze is a leader in the transformation process
7th For kids, this product means the freedom of keeping the hair loose before, during
and after the children’s play
8 For mothers, it’s the protection and care for the child
9th Before reaching 10 years of age, kids develop bond to brands
10th 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
Distribui ção
DISTRIBUTION Alvo
TARGET
Drogaria,
TÓIN!lo
FLOFT RELAXING KIT DRUGSTORE Salon
485 Tóin!F ft K it Relaxante Farm ácia,
PHARMACY, Line
Perfumaria
PERFUMERY
46
Strong points
• 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)
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 ToinFloft

Follow 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 minutes
7 - Rinse well, without removing the curlers and neutralize for 10 minutes
8 - 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.
No
Ammonia
47
MONOETHANOLAMINE THIOGLYICOLATE
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.
Too crisped or Voluminous Hair Crisped Hair

Ceramides – acts directly by Honey, besides ensuring the
closing the hair cuticles, eliminating nourishment and deep
roughness on strands, hydration, grants even more
providing softness and shine. shine and smoothness to hair
fiber.
Keratin restores and
Macadamia has an ultra strengthens the internal
moisturizing power with a high structure of the strands,
penetration power in the hair. avoiding the fragility,
Fights dryness throughout the brittleness and dryness on the
strands. hair.
Thin and Delicate Hair
The avocado strengthens the hair fiber and

recovers the natural hydration of the hair.
The Silicone forms a thin protection pellicle
which naturally coats the strands, by
protecting and improving the texture,
providing shine to hair.
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;
48
Monoethanolamine Thioglycolate
 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 neutralizer

The 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 application

Holding 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.
49
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 AMACIHAIR

1st First Guanidine in Brazil since 1993.
2nd AmaciHair has always been on the hairstylists’ side
3rd 15 years of tradition accompanying Brazilian women’s progress
4th 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.
50
6th There is the strength of Embelleze
7th 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 hair
9th 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
AMACIHAIR your Natural
TRADITIONAL KIT Beauty
Distribution Strong Points Target
-1st Brazil’s Guanidine

1st Perfumeries - Relaxer/Softener Tradition -
2nd Nourish A reliable brand to consumers 1º SALON LINE
3rd Pharmacy - Don’t remove your waves! RELAX AND
SOFTEN
HAIR
AMACHAIR CONFIANCE Distribution

Distribuição Strong Points
Pontos Fortes Target
Alvo
- Esta na familia da 1ª Guanidina do Brasil

Perfumeries -- It’s the first Brazil’s Guanidine
1st
1º Perfumarias Tradição: A
Tradition: Uma marca
reliable quetoa consumers
brand consumidora
2º Alimentar
2nd Nourish -Confia
It has stronger concentration than the 1º SALON LINE
3rd Pharmacy traditional ones: STRAIGHTENS
-Tem a concentração THEos
mais forte que HAIR
3º Farmacias
tradicinais: ALISA OS CABELOS
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 VERSION

Conquer your Natural Beauty
AmaciHair Pouch Distribution
Distribuição PontosPoints
Strong Fortes Alvo
Target
AMACIHAIRKITTRADICIONAL Distribuição PontosFo
rtes Alvo
- A 1ª Guanidina do Brasil em Pouch

1º-Perfum arias 1º-Tradiçãonosegm entorelaxante
2º-A limentares 2ºVersãoreconhecidacom orelaxamentoe
amaciam ento(Nãotiraasondasdocabelo)
SALONLINE
3ºFarm ácias
Independentes 3º- SKUnúm ero1emvendasdafam ília
AMACIHAIRKITÔMEGAPL
U S Distribuição PontosFo
rtes Alvo
1st Perfumeries - 100g de Guanidina

1st Brazil’s Guanidine+in 25ml
Pouchde Shampoo +
1º Perfumarias
1º-T radiçãonosegm entorelaxante
1º-Perfum arias 2ºV ersãoreconhecidacom orelaxamentoe
25100g of Guanidine + 25ml shampoo + 25 ml

2º-A limentares am aciam ento(N ãotiraasondasdocabelo)
ml de neutralizante
3º- SK Unúm ero2emvendasdafam ília
SALONLINE
3ºFarm ácias
Independentes 4º-F órm ulaenriquecidacomôm egaP lus
(agentestrativos)
2nd Nourish neutralizing

2º Alimentar em 3 versões: Suave ( Amacia - 1º SALON LINE
AMACIHAIRKITCONFIANCE Distribuição PontosFo
rtes Alvo
1º-Perfum
2º-A lim
3ºFarm
arias
entares
ácias
Independentes
1º-T
2ºV
G
rad içãonosegm
uanidina
3º- SK Unúm
entorelaxante
ersãovoltadaparaalisamentocom
ero3emvendasdafam ília
SALONLINE - Disponivel
Available in 3 versions: Soft (Smooths –
AMACIHAIRKITGOLD
1º-Perfum
Distribuição
arias 1º-M
PontosFo
rtes
aiorvisibilidadeeexposiçãonoP D V
Alvo
3º Farmacias
3rd Pharmacy equivalente ao Ki tradicional);
equal to traditional kit); Médio ( Relaxa -
equivale
Mediumao antigo Chocolate); Forte ( kit);
Alisa -
(FoconaG uanidina)
(Relax – equal to old chocolate

2º-A limentares
2º-K it comN ovexG old, paratratat osfios SALONLINE
3ºFarm ácias 3º-D isponívelem3V ersões(S uave, M édio
Independentes eF orte)
Strong (Straighten
equivale – equal to confiance kit)
ao confiance)
AMACIHAIRPOUCHGOL
D Distribuição PontosFo
rtes Alvo
1º-P rimeiroretoquederaizdom ercado

2ºV ersãoeconô micaparaatender
1º- Peq.Alimentares cons um idorasquedesejamutilizar
G uanidina
SALONLINE
2º-Pefumarias
3ºD isponíve l em3versões(Suave, M édioe
Forte)
51
AMACIHAIR PAIL
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!!!
Focus Region Focus Channel Strong Points Opponent

* Affordable Price (less disembursement)
Northeast, Perfumery, * Acts within an intermediary range of price
Countryside of RJ, Independent * 40% of relaxer's market is in economic version
Salon Line
Minas Gerais and Pharmacy, Small * Segment presents the larger growth in the category
Espírito Santo Nourish * AmaciHair is the first Guanidine in Brazil
* It contains plastic gloves to facilitate the application
PRECAUTIONS BEFORE THE APPLICATION ANVISA’S RECOMMENDATION
Extension Proof
Touch Proof
It’s worth performing it before the product’s
Apply a small quantity of AmaciHair
application, in order to check strands
Gold on your forearm or behind your
resistance and the necessary time of action
ear. Let it set for 5 minutes. Wash it
for each hair type, it may be not the
well off your skin and wait for 24
average 35 minutes.
hours. If any irritation, burn or scratch
Application of the Soft Version
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.
52
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 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

 Straightening
53
10 reasons to register PELÚCIA
1st Seal of Embelleze Brand that gradually straightens and dyes
2nd Strong Brand and Tradition
3rd Faithful Consumer
4th Leadership in the chemical hair straightener category
5th Good distribution
6th First chemical straightener in tube and pouch with Amazon’s herbal
7th First chemical straightener in chocolate tube in the market
8th Colorful tube package, innovation and differentiation in PDV
9th First chemical straightener in gel inside an Extra Strong tube in the market
10th Guarantee of turnover in PDV with affordable price
Pelúcia Bisnaga Distribution

Pontos Points
Fortes Target
Alvo
1st Perfumeries 1º 1° Lively

Cores colors
vivas que that differentiate
diferenciam the
as verões;
1º Perfumarias
2º versions;
Primeiro Henê Chocolate do mercado com 1º1°Henelisa
Henelisa
2º
2ndFarmácias
Pharmacy 2° First perfume;
agradável Henê Chocolate in the market with 2º2°Alizador
Alizador Negro
Negro
3° Drogarias
3ª Drugstores 3ª pleasant perfume;
Proporciona mais brilho e sedosidade aos fios.
3° Provides more shine and silkiness to the
strands.
Nenê
Pelúcia Pouch Distribution

Pontos Points
Fortes Target
Alvo
1st Perfumeries
1º Perfumarias
1º 1° Attractiveatrativa
Embalagem packagee and differentiated
apelo diferenciado para
appeal for the brand
a marca
2º Farmácias 2º 2°
Embalagem patentiada
Patented package Absoluto
Absoluto
2nd Pharmacy 3º 3°
Agradável
3ª
3° Drogarias
Drugstores Pleasantfragrância
patchouli de patchouli
scent (able to(capacidade
dedisguise
mascarar o cheiro
the deammonia)
smell of amônia)
HAIR BEAUTY NATURALLY STRAIGHT AND SHINY
Henê Belize Black Gel - 180g

The 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 RENÁ

1st Traditional brand that since 1984 marvels and has the confidence of Brazilian
women
2nd Number 1 brand in unit sales in Embelleze’s
3rd It strengthens while it dyes and also grants shine for the hair
4th 100% renewed family in 2008 with a more modern and real appeal
54
5th Brand in expansion and trade in the international markets
6th It contains jaborandi, ginseng, marrow, aloe vera, shea butter, ingredients that
provide more brightness, strength, softness, health and strength to hair
7th No chemical hair straightener smell and with a new anise fragrance
8th With specific treatment cream for hair with chemical hair straightener
9th Available in gel and powder
10th A strength for each hair type
HENÊGEL DistrDistribution
ibuição Alvo
Target
Rená
400 RenáHenê
HenGel
êG Jaborani
el Jabo Pouch
randi180g
Pouch180g Pharmacy,
Fa rmácia,
Drugstore,
3740 RenáHenê
Rená HenGel
êG el Pou
Pouch chMé
Medium dio200g
200g D rogaria
Nourish ,
and Absoluto
Alim entar e
Perfumary Pouch
3739 RenáHenê
Rená HenGel
êG el Pou
Pouch chFo
Strong rte200g
200g
Perfumaria
3754 Rená
RenáHenê
HenGel
êG Pouch
el PouExtra
chE Strong
xtra200g
Forte200g
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
BRAZILIAN WOMEN’S BEAUTY ON YOU

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.
HENÊSTRAIGHTENER
HAIR PÓ POWDER Distribuição
Distribution Alvo
Target
Rená chemical
Farmácia,
Pharmacy, Erva da
Amazon Herb
40 Rená HenêPowder
Pó 40g 40g
Drugstore, Powder
Drogaria, Amazônia
3741 Rená
Rená Henê
chem. Gel Pó
Gel Strong Extra
Extra PowderForte
200g 200g Nourish and 40g
Alimentar
Perfumary e pó cart.
3859 Rená
Rená Amazzônia
Amazzônia ColorlessI kit
ncolor Kit
Perfumaria 40g
3860 Rená
Rená Amazzônia
Amazzônia Preto
Black color Kit Kit
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
 Jaborandi: strengthens and provides shine to hair.

55
 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.
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 application

1 – Put the content of Pelúcia’s, Belise or Hená chemical straightener of your choice
into a plastic bowl
3 - Protect the shoulders with a dark cover or towel and put on the gloves
4 - Apply the Chemical Straightener on extension by extension, starting by the neck.
56
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-UPS
After 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 – Black
2.0 – Super Dark Brown
3.0 – Dark Brown
4.0 – Medium Brown
5.0 – Light Brown
6.0 – Dark Blonde
7.0 – Medium Blonde
8.0 – Light Blonde
9.0 – Ultra Light Blonde
10.0 – Pale Blonde
LOWLIGHTS SHADES (HUE SHADES)

They are all those numbers after the . (period) , (comma) or / (slash) and that give
us the color lowlight.
Ex.:
0 – Natural
1 – Gray 7.3 Golden Medium Blong
2 – Matte 8.1 Light Gray Blond
3 – Golden
4 – Copper 6.1 Greyish Dark Blond
5 – Mahogany 5.5 Castanho Claro Acaju
6 – Red
6 – Red
57
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
58
2nd Cream Color of Professional Quality
3rd First company brand in units and annual sales
4th It is ranked among the 10 top selling brands in the market
5th Excellent coverage of white strands
6th Strong and constant presence in the media
7th Excellent demand and turnover guaranteed in PDV
8th Exclusive protective gel (Avoids staining the skin from the pigmentation)
9th Presents 4 versions to fit between the sales channels
10th So strong that within the same brand it reaches different specific wishes of
consumers
Maxton Kit Distribution

PontosPoints
Fortes Target
Alvo to diminish
para subtrair
1ºst Drugstores
1 Redes de 1º Coloração
1st Dyeing com Qualidade
with professional Profissional (nutre
quality
1st Nutrisse
Drogarias
2 nd
Food + Self 2nd fios
MaxDerm-Skin protector Gel (avoids pigmentation 2nd Nutrisse
1º Cor & Ton
os internamente)
services staining the face) 3rd Beauty Color
2ºrd Alimentares + 2º MaxDerm - Gel protetor da pele (evita que a
3rd MaxCare – Post-coloring(nourishment) 2º Cor & Ton
3 Perfumery pigmentação manche a pele do rosto)
Auto Serviços 3º Beauty Color
3º MaxCare - Pós Coloração (nutrição,
3º Perfumarias
MaxtonBisnaga
Maxton Tube Distribution
Alvo
1º Perfumarias
1st specialized
1st Nutrisse
Especializadas
Perfumeries
1st Dyeing with professional quality (internally
1º Coloração com Qualidade Profissional (nutre 1º
(nourish internally
nourish 2nd Nutrisse
Cor & Ton
strands)
the strands)
2 nd
small food os
2 fios
nd internamente).
Pleasant scent of patchouli
Patchouli (capacity
(capacity to
to disguise 2ºrdth Beauty
3 Cor & Color
Ton
2ºrd Pequeno 2º Agradável fragrância
smell)de patchouli
4 Fio e Ton
3 Wholesaler undisguised
the smell of ammonia)
ammonia 3º Beauty Color
Alimentar (capacidade de mascarar o cheiro de amônia)
4º Fio & Ton
3º Atacado
Maxton Pouch Distribution

Alvo
1º Embalagem ecônomica (Coloração + OX +

Focar PDV'S onde
1º Perfumarias 2º Luva)
2º Embalagem patentiada vendas de Bisnaga +
Pequeno Alimentar 3º Agradável fragrância de patchouli
OX são fortes
(capacidade de mascar
Maxton Available
Maxton Prof.
Disp. Prof. Distribution
Alvo
1st Cor & Ton
st 1 st
1º tube is cheaper
A bisnaga ficawhen
20%bought at Maxton’s
mais barata quando
1º
2 nd Cor & Ton
Beauty Color
1 specialized perfumery Professional
comprada
Display
no Display Profissional Maxton 2º Beauty
3rd Fio e Ton Color
1º Perfumarias nd
2 Purchase of 1 unit or closed package with 12 units
4 th
Schools and
2º Compra de 1 unidade ou da embalagem
(display) 3º Fio & Ton
Especializadas fechada
3 rd
pleasant12scent
unidades (display)
of patchouli Institutes
4º Escolas e
3º Agradável fragrância de patchouli (c
Institutos
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.
59
Maxton Fragrance.
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
• 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
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 lightening
2009 HAIR BRASIL LAUNCH
MAXTON
AN INNOVATIVE CONCEPT IN THE MARKET!
Package shows the real transformation.
60
Magic
During After Moment
Before
Full Kit contains:
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.
**GoldShine
Up to 70%Pefumed
of WhiteCreamy
strands,Emulsion
leave on (20vol 60ml):
for 30 minutes.
 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.
Practical Kit contains:
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.
61
Consumer leaflet front and back
6.88; 7.0; 7.1; 7.3; 7.37; 7.46; 8.1; 9.0; 9.73; 10.0; 10.1; BE ATTENTIVE
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
Always do the touch test.
contact with them. Wear adequate gloves. May cause an
PROFESSIONAL QUALITY
•
allergic reaction. Rinse your hair thoroughly after
application. Do not use on eyelashes or eyebrows. Avoid
EXCELLENT COVERAGE FOR GRAY HAIR contact with your eyes. In case of contact with your eye, Protect your clothes with a towel or a raincoat.
wash immediately and abundantly with water and SEEK
Maxton takes care of you at all times. On a basis
of marine algae, glycerin and silicone, GoldShine
Gel Protetor prevents pigmentation from staining
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.
• 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
the skin. After dyeing, Novex Blindagem de Cor Avoid exposure to sunrays and intense heat. Undue use
above 20 volumes, respecting the 15 day interval.
e Brilho gives the final touch, leaving your hair of this product may harm the scalp and the organism in
general. The use of this product is not recommended for • Do not use in hairs with henne, progressive dyes or henna.
protected and with a gleaning brightness for
children or pregnant women. Clean immediately with a • Do not use in hairs processed by physical methods without temperature control. Example, hot
much longer.
moist paper or cotton towel in case the product trickles. comb.
Wash towels before reusing them. Never keep the
HOW TO USE THE COMPLETE KIT:
THE PROFESSIONAL SIDE OF BEAUTY remainders of the product mix. Use the mix right upon
preparation. Do not use on hairs with henne, progressive START PREPARATION
Maxton Tintura Crème’s new formula was dyes or henna. Do not use on hairs processed by
developed to offer excellent coverage to graying physical methods. Keep the package closed after using Apply the whole content of GoldShine Gel Protetor (GoldShine Emulsao Cremosa
hairs, luminous tones and color evenness, from the product. around your ears, forehead and scruff. This will + Tintura Creme 60 g)
the hair root to the hair ends. Color treatment protect and avoid stains in your skin. The more gel
•
and protection. With Maxton it is like that: it is applied; the greatest is the protection against
protects, strengthens and hydrates your hair at dye stains. It is not necessary to wait until it dries Put the gloves on.
the same time as it leaves them with the perfect up.
tonality for much longer.
• Pour the whole content
of the Tintura Creme
●SMART ACTION: (tube) into the
Final color in just 20 MINUTES* (30 GoldShine Emulsao
Cremosa flask.
minutes for colors above 11.1) of dye
● ANTI-AGEING ACTION: • Close the flask and
TOUCH TEST:
It covers the graying hair without need to shake until the mix gets
Apply a small quantity of Maxton Tintura Creme, homogeneous.
mix with the base tone.
already mixed with GoldShine Emulsão Cremosa
in your forearm or behind your ear. Allow it to act
•
● PROFESSIONAL TEXTURE:
for 30 minutes. Wash the place and wait for 24
The new texture of your Maxton ensures APPLICATION Cut the lid nozzle to start
hours. Observe if irritation, ardency or itching in
better absorption by the hairs, allowing in
the skin has appeared. In such case, do not use
this way an easier application and greater With the tip of the flask
the product.
durability of the color. applicator, separate small
hair sections, while applying Massage smoothly
● COMFORT DURING APPLICATION: the product in the root, to distribute well.
LOCKS TEST:
middle and ends. Always
The perfumed creamy emulsion renders To know how your hair will look with the choosen start by the front part.
application still more pleasurable. 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
* On hairs up to 70% white. action time. The result obtained in this section will
correspond to the final color in all the hair.
Wrap the whole hair with a PVC
film or plastic coif. Let the Rinse until all dye is
USE PRECAUTIONS: tincture act according to the removed from your
CAUTION: Contains substances liable to cause skin TABLE OF DYE ACTION TIME. hair.
itching in certain people. Before using, do the Touch
Test. Contains ammonia. Contains hydrogen peroxide.
TABLE OF DYE ACTION TIME
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; Colors under 11.0 Let it act for 20
9.0; 9.73; 10.0; 10.1; 11.0; 4.3; 8.31; 4.77; 6.35; 6.73; minutes Apply about one third of
7.2; 7.7; 8.0; 8.2; 3.66; 1.7; 2.0; 4.66; 5.0; 5.5). the content of the
Contains diaminophenols (3.0; 4.0; 5.3; 5.65; 6.0; 6.1; Colors above or Let it act for 30 treatment sachet Novex
6.2; 6.44; 6.7; 6.88; 7.0; 7.1; 7.3; 7.37; 7.46; 8.1; 9.0; equal to 11.0 minutes Blindagem de Cor e
9.73; 10.0; 10.1; 11.0; 4.3; 8.31; 4.77; 6.64; 6.66; 7.6; Brilho and let it act for
three minutes. Rinse it all and
11.11; 12.01; 8.3; 9.3). Contains resorcinol (3.0; 4.0; Over 70% of Let it act for 30
5.3; 5.65; 6.0; 6.1; 6.2; 6.44; 6.7; 6.88; 7.0; finish as usual.
white hair minutes
62
APPLICATION
HOW TO USE NOVEX BLINDAGEM DE
COR E BRILHO: Separete the hair into sections. With a brush, apply the tincture from
the root to the ends. Always start by the front part.
Novex Blindagem de Cor e Brilho
(Complete Kit Exclusive).
1- Apply immediately after dyeing your hair and once a Massage smoothly to
Wrap the whole hair with a
week replacing the conditioner. distribute well.
PVC film or plastic coif. Let
the tincture act according to
2 – To start the application your hair must be washed with the TABLE OF DYE ACTION
shampoo and still wet. TIME.
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.

Rinse until all dye is removed from your hair.
Use a hair cream for 3 minutes and rinse it
5 – Rinse it all and finish as usual. (we indicated Novex Repositor de Massa).
Finish it as usual.
ROOT TOUCH-UPS (HAIR ALREADY DYED)
Novex Blindagem de Cor e Brilho is the evolution Apply the tincture in the Apply the rest of the
grown part of the hair (only tincture in the whole
of the after-dyeing treatment. Its advanced hair. Massage all the
root). Wrap the whole hair
technology has specially selected active with a PVC film or plastic hair extension with the
ingredients that intensify the tincture result, coif and let it act for 10 finger tips.
providing health to your hair, plus much more minutes.
natural, uniform, lasting colors with a fascinating
bright that lasts for much longer.
Rinse well to
Brazil Nut Oil, Shea Butter and super-thin bio-silicones are some of the special Wrap again the whole hair
remove all the
with a PVC film or plastic coif.
active ingredientss responsible for Novex Blindagem de Cor e Brilho’s high Let it act for 10 minutes. Do
tincture from the
performance. These actives confer the fixation power and strength and color hair.
not tie your hair.
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:

ROOT TOUCH-UPS IN WHITE HAIR (ABOVE 70%) COMPLETE
AND SIMPLE KIT
PREPARATION
(GoldShine Emulsão Cremosa + Follow all the steps for root touch-up, increasing the action time from 10 minutes
Tintura Creme 60g) to 15 minutes (root = 15 minutes/ middle and ends = 15 minutes).
• Put the gloves on.
ROOT TOUCH-UP FOR HIGHER OR EQUAL COLORS TO 11.0
• In a plastic, glass or ceramic container pour the whole (SUPERCLAREANTES)
content of the Tintura Creme Maxton into the GoldShine
Emulsao Cremosa. 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
• Shake until the mix becomes homogeneous.
ends).
63
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 4.66
Varnish Bath  Blond Dye 7.0 Shine Bath  Chocolate Dye 6.7
Kit contains
1 Pair of gloves
1 Fleury dye 35ml (17% more than competition)
1 Flask of Hidrogen Peroxide 40ml
1 Novex Volume Restorer Sachet 30g
1 Application Guide
64
FLEURY
White 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
FLEURY Distribution
Pontos Points
Fortes Target
Alvo
1º Pequeno
1st small food 1ST Lively colors and excepcionally bright
2alimentar 21ºnd Cores vivas e brilho of
excepcional 11º Márcia
st
nd
Perfumeries and Excellent coverage white strands Márcia
specialized
2º stores e
Perfumarias 32ºrd Excelente
at the samecobertura dos itfios
time it dyes Brancos
cares with keratin 2nd2º Biocolor Gel
rd Biocolor Gel
rd
3 food 3º Colore tratando
and silk protein com Queratina e Proteína da 3 Flávia
lojas especializadas Seda 3º Flávia
3º Alimentar
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
Dye + flask of OX
and afterwards Novex Sachet
Dye
65
Oil Bath Natural Black 1.0 Wine Bath Burgundy Brown 4.66
Varnish Bath Blond 7.0 Shine Bath Chocolate 6.7
NATUCOR
Nature’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.
66
8.3 Chamomile Natucor Buriti - Hazelnut
Light Blonde Medium Deep Red
Golden
1.0 Black Tea 1.7 Jambul 2.0 Black Berry 4.7 Coffee 5.0 Brazil Nut 6.0 Anise
Natural Black Blueish Black Soft Black Coffee Brown Light Brown Dark Blonde
3.0 Cocoa 3.2 Yerba Mate 3.65 Açaí 6.64 Achiote 6.66 Cherry 6.7 Chocolate
Dark Brown Dark Brown Mate Dark Brown Acaju Copper Acaju Dark Blonde Chocolate
Red Deep Red
3.66 plum 4.0 Hazelnut 4.64 Henna 7.0 Grasscé 7.37 Nut 7.45 Pomegranate
Purple Medium Brown Medium Acaju Natural Blonde Natural Blonde Natural Blonde
Golden Brown Acaju Copper
Kit contains: Film contains:

» 01 12g Dye » 01 Dye
» 01 Sachet of Natufix Color Ultrafixing » 01 Sachet Natufix
» 01 Amazonic Treatm. Color Reviving Color Ultrafixing
» 01 Pair of gloves » 01 Pair of Gloves
» Leaflet » Leaflet
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 1 st 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.
67
Natucor Kit Distribution Strong Points Target
st
1 Natural dye
2nd No peroxide nor ammonia 1st Softcolor
Food + 10ck 3rd Natural actives extracts 2nd Surya
4th Pleasant fragrance of green leaves 3rd Casting
Perfumeries, Drugstores 5th Sachet of natufix color ultrafixing with keratin
and pharmacies 4th Dyes Tonalizantes
6th Exclusive sachet Natucor Amazon Treatment: takes
5th Colors with natural
cares of and revives the color 15 days after dyeing. 5
types of sachet according to the color group of each proposals
nuance
Natucor Film Distribution Strong Points Target
Food up to 20 ck, 1st natural dye 1st ColorChic

Perfumery, Drugstores 2nd No peroxide nor ammonia 2nd Bigen
and Phamacies 3rd Natural actives extracts 3rd Aney
4th Pleasant fragrance of green leaves
5th sachet of Natufix color ultrafixing with keratin 4th Amazon Herbs
*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.
Natucor Kit
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.
68
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.
69
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!
70
- 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.
71

Apostila - Inglês

Diunggah oleh

Informasi Dokumen

Deskripsi Asli:

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Apostila - Inglês

Diunggah oleh

Hak Cipta:

Format Tersedia

KNOWING TO MAKE BETTER

SKILL-BUILDING TRAINING OF THE

• Hair dyeing products – Dyes - 3 physical types - Cream, liquid,

Pilousebaceous Unit Sudoriferous Gland

Hair suffers daily wear:

Treated hair Damaged hair Totally damaged hair

EMBELLEZE TREATMENT PRODUCTS - NOVEX

PROFESSIONAL FOOD THERAPY

HAIR FOOD – HAIR NOURISHMENT

All that with an amazing perfume and a velvety touch!

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

Why sell Novex?

1. Nourishes and Cares.

How to use Novex’s treatment creams?

Use also as a daily conditioner for a continuous treatment.

How Novex should be displayed at the Point of Purchase?

GUIDANCE ON HOW TO DISPLAY

GUIDANCES ON THE REGISTRATION OF 1Kg and 400g PRODUCTS

Complete set of hair nutrients

Complete set of hair nutrients

Booster 450g – Maximizer

Code Buster Distribution Focus Strong Points Target

Novex Salon Capillary Protection and Hydration 400g EMBELLEZE

After dyeing, straightening, relaxing and curling the

Novex Olive Oil – 1kg and 400 g

Nothing better than Nature to take care of our

Olive-oil is an excellent natural emollient that

Indicated for weak, dry and brittle hair.

NOVEX MISTÉRIOS DO ORIENTE 15 IN 1.

Available for orders

WE DEVELOPED 15 ACTIVES FROM EAST’S SELECTED SPICES

WHY NOVEX NIGHT?

WHAT MAKES NOVEX NIGHT SO EFFECTIVE?

NOVEX NIGHT 150g – COMBING CREAM

INFORMATION FOR TREATMENT

Mode of use: Apply on wet or dry hair. Squirt 2

Novex Gold Booster 450g is a real evolution in the treatment

It presents actives concentration higher than the

Novex Gloss Bath – 1kg

Novex Chocolate – 1kg and 400g

Novex White Chocolate – 1kg

Novex White Chocolate has the same features of

Indicated for opaque, lifeless and very damaged hair.

NOVEX BELEZA PURA PROTECTION AND HYDRATION KIT

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

Hairstylist’s treatment done at home

Application step-by step instructions

 Apply Vitay Blindage Shampoo (1) on wet hair and then

 Rinse the hair completely. Apply a small amount of Stillus

400G NOVEX SALON HAIR PROTECTION AND HYDRATION

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

It forms a protective barrier reducing damages to the strands, besides

 Novex Salon Protection and Hydration can also be used as a rinse-out

 Depending on the hair, you may

 The product remains on the hair

Matching the hair types:

Amount recommended in application / medium length hair:

 As a Pre-straightening Seal Treatment: from 3g to 5g depending on the

Professional Embelleze is the Professional Unit of Embelleze System, offspring of

Indian hair straightener called Caminho das Índias

Indian’s hair straightening, Caminho das Índias, is a system of Intelligent

Indian’s Hair Straightening, Caminho das Índias, is

Silkiness and Anti Frizz: