p oduct cata ogue - it&ly hairfashion · professional haircolor and after-color hair care...

Poduct Cataogue

H A I R F A S H I O N

®

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Company Overview:

Established in 1989 as the Master Importer for North America, IT&LY HAIRFASHION N.A., Inc. has enjoyed consistent expansion. This sustained growth is the direct result of your dedication to the advancement of the art and profession of haircolor.

In addition to creating and distributing the fi nest quality, professional haircolor and after-color hair care products, we have continued to develop and enhance our national educational program and color training seminars.

IT&LY HAIRFASHION offers a complete hair care color system from the initial cut and color to complete after-color professional products that are guaranteed to extend the “just colored” look, feel, and condition of your client’s hair.

IT&LY HAIRFASHION constantly achieves Predictable, Unparalleled Results and Complete Customer Satisfaction by combining State-of-the-Art Technology and Over 1000 years of Italian Artistic Perfection.

AVANTI Program

COLORLY 2020

Easily Blond 2020 / Equalizer 2020

Anti-Stain 2020 / Desensitizer 2020

Color Cleaner 2020

Oxily 2020 / 2020 Accessories

AQUAR&LY

delyTON

Rifl essi

Advanced Contrast

Revivor

BLONDLY Bleaching Cream

light passion Toner

lyCOLOR

purity design

Eudermal

Proshape

Advanced Color Protection

Accessories

POP Materials

IT&LY Collections

contents:

Page 3

Page 4 - 5

Page 6 - 7

Page 8 - 11

Page 12 - 13

Page 14

Page 14

Page 14

Page 15

Page 15

Page 15

Page 16 - 17

Page 17

Page 18 - 19

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Page 21

Page 22

Page 23

Page 2

IT&LY HAIRFASHION is not responsible for any typographical or content errors in this publication.Hair color samples shown in this catalog are representative examples of the actual color. Exact color matches should always be made with approved IT&LY HAIRFASHION Swatch Books.

All product names, brand names and trademarks shown in this catalog are registered by IT&LY HAIRFASHION N.A., Inc. and ITELY HAIRFASHION GVF.

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Avanti is the Italian word for forward. It represents IT&LY HAIRFASHION’s philosophy

of commitment to the current and future demands of professional Hair Color

and the Professional Color Specialist.

The Avanti program was developed to assist in building your

business by Increasing Your Profi ts. Whether you have a large

or small salon, our program will immediately distinguish itself

from competitive programs by offering you far more achievable

goals with more generous rebates to ensure greater recognition,

benefi ts and rewards.

Each participating Salon will become part of IT&LY

HAIRFASHION’s Worldwide Salon Voice. Not only will our Avanti

members receive all of the benefi ts of the program such as IT&LY

products, discounts and tools, but your insight and experience will

contribute to the consistent refi nement of artistic vision, education,

standards and technological advancements of IT&LY Hair Colorists

in more than 70 countries around the world.

Get with the Program!

Call 1.800.621.4859

www.italyhairfashion.com

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Perfect Color

B E I G E s e r i e s

1NBlack

2NDarkest Brown

3NDark Brown

4NMedium Brown

5NLight Brown

6NDark Blonde

7NMedium Blonde

8NLight Blonde

9NLightest Blonde

10NUltralight Blonde

6BDark Beige Blonde

7BBeige Blonde

8BLight Beige Blonde

9BLightest Beige Blonde

A S H Cene r i s e r i e s5CLight Ash Brown

8CLight Ash Blonde

6CDark Ash Blonde

7CMedium Ash Blonde

9CLightest Ash Blonde

10CUltralight Ash Blonde

T U T T I F RU T T I s e r i e s7FMTangerine Blonde

7FAIntensive Orange Blonde

8FALight Golden Orange Blonde

9FALightest Apricot Blonde

G O L D Dora t i s e r i e s5DLight Gold Brown

6DDark Gold Blonde

7DMedium Gold Blonde

8DLight Gold Blonde

9DLightest Gold Blonde

10DUltralight Gold Blonde

V i o l e t I r i s e e s e r i e s4VViolet Medium Brown

5VViolet Light Brown

5PPurple Light Brown

6PPurple Dark Blonde

6RURuby Red Dark Blonde

A U T U M N Autunno s e r i e s

C L A S S I C I s e r i e s

4RDGolden Copper Brown

5RDLight Golden Copper Brown

6RDDark Golden Copper Blonde

7BDGolden Beige Blonde

8BDLight Golden Beige Blonde

7RDGolden Copper Blonde

8RDLight Golden Copper Blonde

T I T I A N Tiz ian i s e r i e s

N AT U R A L I N T E N S E s e r i e s

6TDark Titian Blonde

7TMedium Titian Blonde

8TLight Titian Blonde

4NIIntense Medium Brown

5NIIntense Light Brown

6NIIntense Dark Blonde

7NIIntense Medium Blonde

8NIIntense Light Blonde

9NIIntense Lightest Blonde

2020with ACP Complex

92 ExCITING COLORS!

2 fl.oz. (60 ml) tubes

N AT U R A L Natura l i s e r i e s

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C H O CO L AT E s e r i e s3CHChocolateDark Brown

4CHChocolateBrown

5CHChocolateLight Brown

4CPChili PepperChocolate Brown

5CPChili PepperChocolate Light Brown

M A H O G A N Y Mogani s e r i e s4MMahogany Medium Brown

5MMahogany Light Brown

6MMahogany Dark Blonde

F L O R E N T I A s e r i e s

CO P P E R Ramat i s e r i e s7MRMahogany Copper Blonde

6RDark Copper Blonde

7MBMahogany Burgundy Blonde

7MPMahogany Plum Blonde

7RMedium Copper Blonde

8RLight Copper Blonde

M E D I T E R R A N E A N Medi t e r r ane i s e r i e s

S U P E R L I G H T Super s ch ia r en t i s e r i e s

B L AC K M AG I C Ner i Magi c i s e r i e s

AC C E N T U T O N E Accen tua t o r i s e r i e s

4TNCoffee Brown

5TNLight Cocoa Brown

6TNDark CinnamonBlonde

7TNTea Blonde

8TNLight Hazelnut Blonde

9TNLightest Honey Blonde

10TNUltralight Gold Blonde

SSASuperlight Silver

SSBSuperlight Beige

SSCSuperlight Ash

SSDSuperlight Gold

SSMSuperlight Honey

SSNSuperlight Natural

SSRSuperlight Copper Red

1BNight Blue

1CBlue Black

1VViolet Black

ARRed Accent

AGYellow Accent

ABBlue Accent

NNeutral

11APArctic Pearl

11AAArctic Silver

11ACArctic Ash

A RC T I C s e r i e s6RFFlaming Red Dark Blonde

7RRCopper RedBlonde

7RFFlaming Red Blonde

F L A M I N G R E D Ross i Fiammant i

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EASILY BLOND 2020 is an innovative bleaching and decolorizing powder formulated with micro-granular technology. New EASILY BLOND 2020 optimizes the size of the powder particle and reduces the (already minimal) dusting during mixing and allows for more uniform consistency and distribution of the product. EASILY BLOND 2020 remains moist during processing and maintains thickness and consistency without swelling.

Formulated to instantly restructure and balance moderately or excessively porous hair prior to hair color or perming services. Equalizer’s advanced protein complex restores protein and moisture balance without overfilling to ensure balanced processing.

8.45 fl. oz (250 ml) spray bottle

EQUALIZER 2020

ANTI-STAIN 2020 is a protective oil with Bisabolol that reduces color stain and prevents the color from direct contact with the skin. 8.45 fl.oz. (250 ml) bottle

ANTI-STAIN 2020

17.5 oz. (500 g.) tub1.06 oz. (30 g.) foil packages

2020V I S I O N

A R T I S T I C A L L Y I N S P I R E D – N A T U R A L L Y D E R I V E D – T E C H N O L O G I C A L L Y S U P E R I O R

A VISION REALIZED IN THE HERE AND NOW.

• 100% Gray Coverage at any level • Easy to Formulate and mix• Unparalleled Condition, Shine and Manageability• Always on Target with tonal and intensity accuracy

COLORLY 2020 incorporates the most advanced “next generation” pure pigments supported by natural Melanin (nature’s natural pigment) on-target accuracy and tonal balance and maximum color longevity.

This means deeper penetration, consistent color undertones, incomparable tonal balance and intensity throughout the entire hair shaft and color that does not fade to unsightly “off-tones”.

Perfect Color –

EASILY BLOND 2020

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OXILY 2020 is an oxidizing emulsion enriched with conditioning agents and specifi c raw materials that increase color absorption and protects hair.

OXILY 2020 (10, 20, 30, 40 volumes)2.03 fl .oz. (60ml) bottles6.09 fl .oz. (180ml) bottles33.8 fl .oz. (1000ml) bottles

COLOR CLEANER 2020 is a skin cleansing fl uid. Gently removes color stains, which may occur during color treatment.

8.45 fl .oz. (250 ml) bottle

COLOR CLEANER 2020

DESENSITIZER 2020 is a scalp protecting lotion enriched with ACP Complex and Silk Proteins. Ideal for sensitive or reddened scalp. It doesnʼt alter color result.

0.17 fl .oz. (5 ml) bottles (12 per box)

DESENSITIZER 2020

OXILY 2020

2020 ACCESSORIES

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AQUAR&LY WITH INTENSE MICRO PIGMENTS is the result of years of scientific studies and collaboration with international research laboratories.

The Intense Micro Pigments (IMP) are micro-emulsified nano-pigments able to deeply penetrate into keratin cavities and bind to the hair fibers. Thanks to the smaller dimensions, these IMP effectively penetrate far deeper into the hair fiber resulting in more durable, uniform and brilliant color.

Another important benefit that arises from usage of this innovative technology is the reduction of the already low ammonia in the formula. The small size of the IMP, in fact, requires only the minimum opening of the cuticle layer for highly effective yet extraordinarily gentle delivery and maximum adherence.

AQUAR&LY WITH INTENSE MICRO PIGMENTS represents the synthesis between nature and scientific research: in synergy with the Hydrolysates Wheat Proteins, it has born a new concept of color and at the same time of protection, hydration and healthy hair.

The conditioning and restructuring actions of Wheat Proteins protect the scalp and the capillary fibers, giving softness and smoothness to the hair. Wheat Proteins also have conducting properties. By fixing to them, micro pigments can penetrate more deeply into the hair.

AQUAR&LY WITH INTENSE MICRO PIGMENTS is the complete answer to all the needs of professional hairstylists everywhere by offering the perfect tool to fully express their creativity and artistic sense.

• 100% white (gray) coverage• Creamy conditioning base• Excellent softness of the hair• Bright, brilliant, long-lasting colors• Create new shades by mixing• Easy to use• Two applications per 3.3 oz. Tube

97 Intense Colors!

3.3 fl .oz. (100 ml) tubes

1NBlack

2NDarkest Brown

3NDark Brown

4NMedium Brown

5NLight Brown

6NDark Blonde

7NMedium Blonde

8NLight Blonde

9NLightest Blonde

10NUltralight Blonde


5VViolet Light Brown

7PRed Purple Medium Blonde

6PRed Purple Dark Blonde

6RURed Ruby Dark Blonde

6RDark Copper Blonde



7RURed Ruby Medium Blonde

CO P P E R Ramat i s e r i e s

V I O L E T I r i s é e s e r i e s4VViolet Light Brown



4CLAmazonian Medium Brown

5CLSandal Light Brown

6CLDark TanBlonde

7CLAmber Medium Blonde

8CLSavannahLight Blonde

9CLSaharaLightest Blonde

CO L O N I A L Co l on ia l i s e r i e s

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7BMedium Beige Blonde

8BLight Beige Blonde

9BLightest BeigeBlonde

B E I G E s e r i e s

6TDark Titian Blonde

7TMedium Titian Blonde

8TLight Titian Blonde

7AMedium Intensive Orange Blonde

8ALight Orange Blonde

8ADLight GoldOrange Blonde

6T6TDark Titian Blonde

7A7AMedium Intensive Orange Blonde

T I T I A N Tiz ian i s e r i e s

6BDark Beige Blonde

T U T T I F RU T T I s e r i e s9ADUltralight GoldOrange Blonde

4CPChili Pepper Chocolate Brown

5CPChili Pepper Choc. Lt. Brown

C H O CO L AT E & C H I L I P E P P E R Cio c c o l a t i s e r i e s3CHChocolateDark Brown

4CHChocolateMedium Brown


9KSmoky LightestBlonde

10KSmoky UltralightBlonde

S M O K Y s e r i e s6KSmoky DarkBlonde

7KSmoky MediumBlonde

8KSmoky LightBlonde

5ILight BrownMatt

7IMedium BlondeMatt

6IDark BlondeMatt

8ILight BlondeMatt

9ILightest BlondeMatt

M AT T s e r i e s4IMedium BrownMatt

10IUltralightBlonde Matt

M A H O G A N Y Mogano s e r i e s4MMahoganyMedium Brown

5MMahoganyLight Brown

6MMahoganyDark Blonde

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5CLight Ash Brown

8CLight Ash Blonde

6CDark Ash Blonde

7CMedium Ash Blonde


10CUltralight Ash Blonde

1C Blue Black

A S H Cene r e s e r i e s

6DDark Gold Blonde

7DMedium Gold Blonde

8DLight Gold Blonde


G O L D Dora t i s e r i e s

ARRedAccent

AGYellow Accent

ABBlueAccent

NNeutral

AC C E N T U T O N E Accen tua t o r i s e r i e s

SSASilver Superlight

SSBBeige Superlight

SSCAshSuperlight

SSDGoldSuperlight

SSMHoneySuperlight

SSNNatural Superlight

SSRCoppr RedSuperlight

S U P E R L I G H T Super s ch ia r en t i s e r i e s

AVVioletAccent

WRWithout Red

Re g o l a t o r i d ’ I n t e n s i t á s e r i e s

R E D I N T E N S E Ross i Int ens i5RIIntense RedLight Brown

6RIIntense RedDark Blonde

F L A M I N G R E D Ross i Fiammant i6RFFlaming RedDark Blonde

7RFFlaming RedMedium Blonde

7RRCopper RedMedium Blonde

A RC T I C Art i c i s e r i e s11APArctic Pearl

11AAArctic Silver

11ACArctic Ash

C A R A M E L Carame l l o s e r i e s5CALight BrownCaramel

6CADark BlondeCaramel

7CAMedium BlondeCaramel

1BNight Blue

1VViolet Black

B L AC K M AG I CNer i Magi c i

7RDMedium GoldenCopper Blonde

8RDLight GoldenCopper Blonde

A U T U M N Autunno s e r i e s

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Blond Compact Synergetic EmulsionCream Developer

Balsam Regenerating Cream

Balsam Regenerating Cream is a creamy conditioner that restores the hair’s original elasticity and vitality after haircoloring. Phyto-wheat proteins resemble the structure of natural keratin and perfectly integrates with the hair to leave it full-bodied, bright, soft and manageable. (Wheat, Shea Butter & Aloe Vera)

1000ml jar

By formulating with phyto-wheat proteins, AQUAR&LY Blond Compact conditions the hair and protects from structural damage. With fast acting developing, it obtains maximum lift for all types of creative blonding techniques. Easy to use with a delicate fresh scent.

500g box

The oxidizing action of AQUAR&LY developers ensure the best results in both coloring and decolorizing treatments. A less aggressive, concentrated creamy base protects the structure of the hair and allows for better penetration of color which produces brilliant shades.

10, 20, 30 and 40 volumes available in 75ml and 1-liter bottles

20 and 30 volumes available in 150ml bottles

after haircoloring. Phyto-wheat proteins

the hair to leave it full-bodied, bright, soft and manageable. (Wheat, Shea

SERIES DESCRIPTIONS

N – NATURALI – Perfectly balanced to refl ect naturally occurring tonal value and deliver maximum gray coverage at any level.

I – MATT – Specifi cally designed to produce cooler, naturally opaque tones with less vivid undertone refl ections.

CH – CIOCCOLATI (Chocolate) – The rich and simply sensuous blend of the most desirable and dimensional chocolate browns. Beautiful alone or as a formula base. Delivers exceptional gray coverage.

CP – CIOCCOLATI (Chocolate Chili Pepper) – The perfect blend of chili pepper red added to the rich CH Chocolate base. Rich in dimension and balance for almost any skin tone. Delivers beautiful dimensional highlights when applied for gray coverage.

CA – CARAMELLO – A rich and elegant blend of true caramel gold and chocolate perfectly formulated to deliver luxurious and complex brunette nuances.

K – SMOKY – A unique cooler series with a slightly reduced concentration of ash designed to deliver a perfect blend of tonal refi nement and natural shade balance.

CL – COLONIALI – Natural balance enriched with vibrant warmth. Formulated to deliver rich golden-browns and warm blondes. The perfect addition for maximum gray coverage in warmer red/gold formulas.

C – CENERI – Perfectly balanced to deliver natural ash and consistent control against unwanted warmth without creating overly-drab results.

B – BEIGE – True, natural beige without unwanted red or ash undertones. Ideal for classic blondes and delicate control against warmth or soft coverage of gray.

D – DORATI – Brilliant gold, perfectly balanced to deliver vibrant warmth when used alone or rich golden tonal balance when supporting additional series or gray coverage formulation.

R – RAMATI – Fiery red tones with rich translucent depth and refl ection. Perfect to add controlled copper tones for warm based formulations or to add rich but subtle red to gray coverage formulations.

RF, RR – ROSSI FIAMMANTI– Fire-breathing red! A beautiful and bold intense red series designed to add a complex fi re-like refl ection to any formulation or alone as a brilliant signature red.

RI –ROSSI INTENSI – Intense darker reds designed to maintain intensity and refl ective value when combined with level 6 or darker formulations.

T – TIZIANI – The rich blend of brilliant woven gold and fi ery copper preferred by the Renaissance Master. Ideal to create the truest naturally occurring golden-red tones.

V, P, RU – IRISÈE – Violet/Irisèe – A rich series in refl ective Violet, Plum and Ruby reds. Ideal for fashion color or to impart distinct richness and refl ection in more subtle formulations.

FM, FA – TUTTI-FRUTTI – The perfect refl ection of delicious Tangerine orange-red and Apricot golden-orange tonality.

M – MOGANO – Mahogany perfectly blended to rich 4th, 5th and 6th level depth for excellent coverage and refl ection.

RD – AUTUNNO – Rich reds with complex autumn gold undertones in level 7-8.

AP, AA, AC – ARTICI – The perfect 11 Series Nordic Blonds, as soft, rich, cool and pearlescent as the names indicate. Ideal for lift, deposit or stunning soft coverage on gray.

SS – SUPERSCHIARENTI – A full range of exceptional high-lift blondes from delicate warmth to platinum. Maximum lift combined with outstanding tonal refi nement while maintaining perfect AQUAR&LY condition.

1B, 1V – NERI MAGICI – Daring Black with the deepest refl ection of night blue or violet black.

A – ACCENTUTONES – The three primary color base concentrates and violet. Ideal to add primary color intensity or to support color correction.

WR – REGOLATORI D’INTENSITÁ – Concentrated green base pigment designed for maximum anti-red refi nement. N – REGOLATORI D’INTENSITÁ – A unique clear base, designed to reduce intensity or depth to formulations or to offer lift, shine and body without altering underlying pigment contribution.

F L A M I N G R E D Ross i Fiammant i

B L AC K M AG I CNer i Magi c i

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delyTon’s deep penetrating Conditioners and Silk proteins work to restructure and even the porosity on damaged hair. These specially formulated proteins restructure the hair from the inside out to maintain perfect condition.

delyTON is a non-progressive, DEPOSIT ONLY haircolor that’s easy to use. delyTON’s non-ammonia formula and 47 rich, refl ective shades create a perfect tonal balance. delyTON is ideal for non-committal color, toning, color balance and allows for fast color correction.

An ideal haircoloring for gray blending, delyTON will blend even the most resistant gray hair. Men will love the “younger look” without the fear of a noticeably, color-treated regrowth.

Because it’s both gentle and versatile, delyTON will not relax perms or cause unnecessary chemical stress to relaxed hair.

47 tone on tone colors! (ammonia free)

For an extremely luxurious, translucent shine with a deep, rich color, delyTON is the perfect demi-permanent haircolor.

3NDark Brown

4NBrown

5NLight Brown

6NDark Blonde

7NBlonde

8NLight Blonde

9NLightest Blonde


6RDark CopperBlonde

7RCopper Blonde

8RDLight GoldenCopper Blonde

7RRIntense CopperBlonde

CO P P E R Ramat i s e r i e s

5CLCinnamonLight Blonde

7CLSandal Blonde

8CLAmber LightBlonde

7DMGolden HoneyBlonde

CO L O N I A L Co l on ia l i s e r i e s

For an extremely luxurious, translucent shine with a deep,

5VViolet Light Red Brown

7PPurple RedBlonde

6PDark Purple Red Blonde

6RURuby Red Dark Blonde

7RURuby Blonde

V I O L E T I r i s é e s e r i e s

8RRLight Intense Copper Blonde

6CLDark TanBlonde

8DMGolden HoneyLight Blonde

delyTON Activator: 33.8 fl .oz. (1000 ml) bottle

2014_Catalog.indd 12 11/21/13 3:54 PM

2 fl .oz. (60 ml) tube

1NBlack

9ALightest SilverBlonde

SILVER Argento 1BBlue Black

BLACK MAGIC Neri Pofondi

NNeutral

N E U T R A L

4CPChili Pepper Chocolate Brown

5CPChili Pepper Choc. Lt. Brown

C H O CO L AT E Cio c c o l a t i s e r i e s3CHChocolateDark Brown

4CHChocolateBrown


G O L D Dora t i s e r i e s8DLight Gold Blonde

6DDark Gold Blonde

7DGold Blonde


8CLight Ash Blonde

6CDark Ash Blonde

7CAsh Blonde


A S H Cene r e s e r i e s

M A H O G A N Y Mogano s e r i e s4MMahoganyBrown

5MMahoganyLight Brown

6MMahoganyDark Blonde

6CFCoffee Dark Blonde

4CFCoffee Brown

5CFCoffee Light Brown

7CFCoffee Blonde

CO F F E E Caf f é s e r i e s

delyTON Activator: 33.8 fl .oz. (1000 ml) bottle

2014_Catalog.indd 13 11/21/13 3:54 PM

RIFLESSI offers the perfect opportunity to enjoy a bold or subtle color change without commitment or fear. Ideal for adding intensity or balancing tonality on natural or color treated hair. RIFLESSI lasts up to 6-7 shampoos that allow you to change and adjust the shade of your haircolor.

If your haircolor normally loses its salon fresh tonality and shine between visits or you’ve exposed your color treated hair to damaging environmental or styling conditions, RIFLESSI will revitalize your color and restore optimum condition. RIFLESSI is ideal for very damaged hair that will not support permanent haircolor. Its special conditioning agents are specifi cally designed to repair and rebuild damaged and double processed hair. After 4 or 5 applications, most hair will be restored suffi ciently to support permanent color services.

COLOR...CONDITION...REVITALIZE WITH THE ULTIMATE COLOR RENEWAL MASK IN TEN RICH SHADES!

ADVANCED CONTRAST combines the high-lift action and incomparable benefi ts of EASILY BLOND with the fi ery brilliance of ultra-intense toning pigments to deliver the perfect one-step dimensional color service. Advanced Contrast 1 - Fire Red

Advanced Contrast 2 - Intense Mahogany RedAdvanced Contrast 3 - Intense Copper Red Advanced Contrast 4 - Copper BlondAdvanced Contrast 5 - Titian BlondAdvanced Contrast 6 - Gold Blond

• Ideal for natural or color-treated hair.

• Long lasting, fade resistant toning.

• Six vibrant red fashion shades.

1Fire Red

2Intense Mahogany Red

3IntenseCopper Red

4Copper Blond

5Titian Blond

6Gold Blond

10 perfectly balanced shades:BLONDES: Deliver soft refl exes in honey and sand shades on lighter hair.REDS: Refresh, balance and intensify all the reds, copper and mahogany shades.BROWNS: Intensify the richness and depth of all browns.PLUM: Gives shiny purple accents.BLACK: Adds deep refl exes to dull black hair and helps even tonality in gray hair.SILVER: Ideal to eliminate the tendency of gray hair to become yellowish.

Also eliminates brassy undertones in blondes. • Add shiny refl exes to natural or color treated hair.• Renew or balance to tone of your haircolor between salon visits.• Add color refl exes to damaged hair while repairing it.• Gently blend away gray hair.

8 fl .oz. (236ml) bottles8 fl .oz. (236ml) bottles

7.05 oz. (200 g.) tub

REVIVOR is a reconditioner that is Ideal for after-color use and daily conditioning. Silk Proteins repair and strengthen.

4.22 fl . oz (125 ml) tube13.8 fl . oz. (410 ml) jar

REVIVOR

ADVANCEDCONTRAST

2014_Catalog.indd 14 11/21/13 3:54 PM

lyCOLOR is a rich, easy to use, translucent Demi-Permanent, liquid haircolor designed to provide the ultimate shine. Non-ammonia lyCOLOR reconditions damaged or abused hair while creating rich, luminous tones. Apply any of the 6 shades the same day as perming, relaxing or other coloring services with no risk of damaging the hair.Ideal for gray blending.

2.03 fl .oz. (60ml) bottle

4NMedium Brown

9BLightest Beige Blonde

6NDark Blonde

7NMedium Blonde

5NLight Brown

8DRLight GoldenCopper Blonde

lyCOLOR Activator33.8 fl .oz. (1000 ml) bottle

lyCOLOR CLEAR8.45 fl .oz. (250ml) bottle

6 luminous shades plus clear!

BLONDLYThe new bleaching cream that lightens up to 7 shades in perfect safety.

7.05oz. (200g) tube

Precious formula containing Argan Oil and Jojoba Oil protects the hair during the service. Adheres perfectly - more uniform results. Suitable for all bleaching techniques. Creamy consistency, rapidly mixes with the oxidizing emulsion to form a rich, smooth cream.

Light+Passion is a new ammonia-free toner cream for bleached hair.

2.03 fl . oz. (60 ml) tube

For sophisticated chic BLONDE highlights, or the daring glamor of PURPLE.

light passion+

• Brilliant color

• Long lasting

• Easy to apply

• Outstanding results• Outstanding results

up to 7 shades in perfect safety.

and Jojoba Oil protects the hair during

uniform results. Suitable for all bleaching techniques. Creamy consistency, rapidly

2014_Catalog.indd 15 11/21/13 3:54 PM

purity design19 styling and fi nishing products necessary to create a personal and elegant look while imparting shine and nourishment to the hair. IT&LY Hairfashion’s labs have created a bond between the traditional design of these products while implementing a new protective Desert Blend formula that makes this line unique. The Desert Blend formula is comprised of proteins developed from desert plants (Agave, Joshua Tree, Cholla Cactus) to protect hair from harmful UV rays.

PURE MODELLING MOUSSE Hold 1 – 10.14 fl oz canister

PURE STYLE MOUSSE STRONG Hold 3 – 10.14 fl oz canister

PURE STYLE MOUSSE EXTRA STRONG Hold 4 – 10.14 fl oz canister

Modelling, nourishing and volumizing mousse, ideal to give hair any desired style, shine and control. Agave, Yucca and Prickly Pears, together with other precious extracts of desert plants, make it a product rich with hydrating and active protective properties. Ideal with blow-dryers, curlers or freehand, it offers a long-lasting hairstyle with fi rm hold.

USAGE: apply on damp hair after shampooing and before proceeding with the hairstyle.

Light – strong – extra strong hold.

PURE TEXTURE Hold 3 – 5.07 fl oz spray

Volumizing and moisturizing texturizer to add shine and body to any hair type, even the thinnest one. It offers excellent support to thin fl at hair, and to get fashionable and bouncy hairstyles.

USAGE: spray directly on damp hair roots before proceeding with the desired hairstyle.

PURE GLAZE Hold 1 – 6.67 f l oz bott le

Ultra light modelling glaze that hydrates and protects the hair giving a lustrous shine. Thanks to its gentle formula, Pure Glaze can be used several times a day. Suitable for curly hair and well defi ned effects.

USAGE: apply on damp hair for a light hold, or on blow-dryed hair to control and create a more defi ned yet light style.

PURE FLUID EXPERIENCE Hold 2 – 6.67 f l oz bott le

A creamy, opalescent fl uid that is highly hydrating to supply shine and softness to the hair. It is designed for all hair types, especially hair that is dry, dehydrated and brittle. It is perfect for those who want to combine fashion, hair care and health.

USAGE: to obtain silky straight hair: apply the product on damp hair and comb thoroughly for a uniform distribution, then blow-dry and brush.

To defi ne the hairstyle: with dry hair, distribute Pure Fluid Experience on all areas to be modelled.

Natural look hairstyles: distribute evenly on damp hair and proceed with drying by diffuser.

PURE CREATIVE GEL STRONG Hold 3 – 6.67 f l oz bott le

PURE CREATIVE GEL EXTRA STRONG Hold 4 – 6.67 f l oz bott le

An extra strong modelling gel that nourishes and protects the hair against UV rays while providing exceptional shine. The result is fi rm hold and defi nition or a wet look effect, without leaving a residue.

USAGE: for extreme looks apply on damp hair and proceed with drying, then apply again a generous amount to obtain a stiff, wet look. To maintain the style, do not use combs or brushes.

For defi nition and clear-cut looks, apply on dry hair.

PURE SHAMPOO 10.14 - 33.81 f l oz bott le

Frequent use shampoo ideal for normal and dehydrated scalp and hair. It makes hair healthier and stronger.

USAGE: apply on wet hair then rinse. Proceed with Pure Conditioner.

PURE CONDITIONER 10.14 - 33.81 f l oz bott le

Nourishing conditioner for soft, shiny hair and hydrated scalp. Ideal for normal hair and frequent use.

USAGE: apply after Pure Shampoo, leave on for 3 minutes, rinse.

wet line

modelling

sculpting

volumizing fi xingPURE DEFINITION HAIR SPRAY Hold 3 – 16.91 f l oz canis ter

PURE DEFINITION HAIR SPRAY EXTRA STRONG Hold 4 - 16.91 f l oz canis ter

Strong hold hairspray for more volume and long-lasting hold. Ideal to create well-defi ned hairstyles, updos and bridal styles, and for those who love to keep up with the latest trends.

USAGE: spray evenly on dry hair after styling for a long-lasting result.

2014_Catalog.indd 16 11/21/13 3:54 PM

Eudermal pH Shampoo

SULFATE

FREE

Presenting a new line of professional shampoos designed to embrace and protect your hair and your environment. Eudermal pH Shampoos are formulated with an exclusive sulfate-free cleansing compound that delivers a rich, gentle and highly effective cleansing action while eliminating the most commonly used detergents that have been proven to negatively affect eco-balance and contribute to damaging acid rain.

Restructuring Shampoo

Acid balanced pH, sulfate free shampoo with Honey. Ideal for dry and defibered hair. Honey crystals calm the scalp and nourish the shaft, while giving new life to capillary fibers, restoring optimum hydration, elasticity and manageability.

Conditioning Shampoo

Acid balanced pH, sulfate free shampoo with Linden for normal hair. Highly hydrating, conditioning and calming. It’s ideal for frequent use. Leaves hair soft, shiny and manageable.

Sensation Shampoo

Acid balanced pH, sulfate free shampoo with Peppermint extracts. Ideal for any kind of hair. It revitalizes and soothes with a pleasant sensation of fresh mint extract that increases scalp circulation with natural astringent action to treat and diminish common scalp irritation.

Anti-oxidant Shampoo

Acid balanced pH, sulfate free shampoo with Green Tea for treated hair. Prized for its complex and proven anti-oxidant properties, Green Tea creates an invigorating detoxifying sensation on the scalp. It protects, strengthens and supports hair elasticity and tensile strength, to ensure longevity and stability to technical service results.

Only available in 33.8 fl .oz. (1000 ml) bottle

PURE MODELLING WAX Hold 0 – 3.38 f l oz jar

PURE MATT WAX EXTRA STRONG Hold 4 - 3.38 fl oz jar

Enriched with Cocoa Butter, it’s the ideal wax to model and sculpt the hair into textured strands. It provides softness and hydration. Particularly suitable for curly, dehydrated hair. On short haircuts and dry hair, it provides not only a decisive style, but also moisture and suppleness.

USAGE: dispense a reasonable quantity of Pure Wax on fi ngertips and warm it up, then apply on dry hair to defi ne or fl atten the strands.

PURE DEFINITION PASTE Hold 1 – 3.38 f l oz jar

Light hold paste that’s ideal to model, defi ne and highlight the hair into textured strands. Enriched with cocoa butter, softness and hydration are guaranteed. Perfect to restore elasticity and suppleness to curly and dehydrated hair. Its slight holding proprieties allow for shaping either single strands or entire hairdos.

USAGE: dispense a small quantity of product on fi ngertips and warm it up, apply directly on dry hair to sculpt as desired.

PURE WATER DROPS Hold 0 – 1.69 fl oz bottle

Pure polishing drops for intense protection and shine. Sandal wood, philodendron and malt deeply moisturize the hair while elevating its capacity to prevent and repair split ends. The gentle formula allows its use several times a day.

USAGE: dehydrated hair: for great manageability and protection from dehydration, apply a few drops on damp hair before drying, both on lengths and ends.

PURE VOLUMIZING ECO Hold 1 – 10.14 f l oz canis ter

PURE HAIR ECO Hold 2 – 3.0 and 10.14 f l oz canis ter

PURE HAIR ECO STRONG Hold 3 - 10.14 f l oz canis ter

Ecological hairspray, ideal to give volume without adding extra weight. Creates long-lasting styles for a natural look.

USAGE: spray after styling.

defi ning

shining

MoisturizingLight HoldMedium HoldStrong HoldExtra Strong HoldExtra Strong Hold

2014_Catalog.indd 17 11/21/13 3:54 PM

Technical services are the most valuable hairstylist ally because it strengthens the bond between stylist and costumer and offers the most significant opportunity for continued salon revenue growth.

But technical service is not only Color…

Once women could be naturally curly or naturally straight… for a lifetime. Then everything changed. Permanent and Ironing treatments were born.

Often aggressive and damaging, the products of the past evolved to reflect the refusal of the modern salon client to sacrifice healthy hair condition and shine to achieve permanent changes in texture. Today every woman and man can choose his or her desired texture from curls to waves or perfectly straight and feel confident that their hair will remain healthy and strong.

Proshape by IT&LY Hairfashion represents the most advanced technology available in permanent texture services with a FULL RANGE of professional products for SERVICE and MAINTENANCE to optimize condition, definition and durability of the permanent wave or relaxer service.

Fashion trends are always in change, define cuts alternates with soft shapes, linear ones with multitexturing.

PERSONALIZE YOUR LOOK! with the most exclusive line of texture products available for your salon. A new way – A new look from IT&LY HAIRFASHION.

Thio free straightening cream with shea butter, sweet almond oil and Split End Complex. Exclusive ultra performance straightening system without thioglycolates that ensures smooth and extra-compact hair. It eliminates frizz effect and provides softness and smoothness to the lengths. It offers the opportunity to redesign new long-lasting looks thanks to simple retouches. Shea butter and sweet almond oil, with emollient and protective properties, give the hair a natural smooth aspect. Split End Complex seals the split ends, creating a protective film around the hair, improving smoothness and combing. Kit is available in two versions:

Medium: ideal for processed and double processed hair

Strong: ideal for natural and coarse hair

Kit includes: Relaxare cream 3.38 fl oz tube + Relaxare Neutral 4.73 fl oz bottle + Plusonda 0.51 fl oz sachet

THIO FREE STRAIGHTENING CREAM

Relaxare medium – strong

straightening system without thioglycolates that ensures smooth straightening system without thioglycolates that ensures smooth

softness and smoothness to the lengths. It offers the opportunity softness and smoothness to the lengths. It offers the opportunity

Shea butter and sweet almond oil, with emollient and protective Shea butter and sweet almond oil, with emollient and protective

Complex seals the split ends, creating a protective film around Complex seals the split ends, creating a protective film around the hair, improving smoothness and combing. Kit is available in

Kit includes: Relaxare cream 3.38 fl oz tube + Relaxare Neutral Kit includes: Relaxare cream 3.38 fl oz tube + Relaxare Neutral

2014_Catalog.indd 18 11/21/13 3:54 PM

Protects the hair and the ends during the perm treatment and ensures an even processing and uniform wave. Ideal for damaged or previously chemically treated hair.

A creamy emulsion that reintegrates keratin structures of the hair after the perm treatment. Split End Complex repairs, restores and gives maximum combability and shine.

PRE-PERM SPRAY


POST-PERM LOTION


Exclusive multiactive smoothing and disciplinating fluid. It protects hair from thermal shock after straightening service. Its special formula Phytokeratin based, heat activated, restructures the hair from the inside creating a strong cohesion with the cuticle increasing its resistance and elasticity, protecting the hair against breakage. Split End Complex prevents split ends and eliminates frizz effect. Hair remains perfectly smooth, soft and luminous. Ideal if used before the hairdryer or flat iron.

USAGE: apply evenly onto damp hair. Do not rinse. Proceed with styling with blow-dry or flat iron.

Thermofl atTHERMAL PROTECTOR FOR EXTRA COMPACT SMOOTHNESS

USAGE: apply evenly onto damp hair. Do not rinse.

6.76 fl oz bottle with dispenser

Thio Free Wave with organic bio-reducer, shea butter, sweet almond oil and Split End Complex.Exclusive ultra performance thio-free wave system that ensures natural wavy and curly hair, eliminates frizz effect and provides softness and smoothness to the lengths. It offers the opportunity to redesign new long-lasting looks thanks to simple retouches. Shea Butter and Sweet Almond Oil, with emollient and protective properties, give the curls a natural blur look. Split End Complex seals the split ends, creating a protective film around the hair, improving smoothness and combing. ONDASOFT is formulated with a special organic bio-reducer, Cysteamine, that makes it particularly suitable for previously chemically treated hair. Hair takes the desired shape while maintaining natural softness, smoothness and elasticity.

Kit is available in 2 versions:ONDASOFT 1: ideal for natural and coarse hairONDASOFT 2: ideal for processed and double processed hair

Kit includes: Ondasoft 3.38 fl oz bottle and Neutrasoft 4.06 fl oz bottle

Ondasoft KIT 1 – 2THIO FREE WAVE

that makes it particularly suitable for previously chemically treated hair. Hair takes the desired shape while maintaining natural softness, smoothness and

Preonda

Plusonda

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1. SHAMPOO. Because a significant percentage of permanent haircolor attaches to the outer cuticle layers of the hair, even the most gentle surfactants (surface acting cleansing agents in all shampoos) dislodge or loosen haircolor pigment. The action is further supported by the use of hot or warm water that is necessary for proper cleansing but softens cuticle layers leaving them less supportive of color pigment when cleansing.

2. UV RAYS. UV rays are the second most damaging contributor to haircolor fade. The entire A.C.P. System contains the most advanced UV filters available to protect against UV fading.

3. MECHANICAL & HEAT STYLING. Mechanical and heat styling causes a breakdown of the outer cuticle layers. As a healthy cuticle layer seals and protects colors, cuticle abrasion leaves color more vulnerable to each of the remaining three culprits of haircolor fade.

4. IMPROPER CHOICE OF HAIR STYLING PRODUCTS. A leading and often under-emphasized enemy of haircolor. Certain cleansing, conditioning and styling products while delivering specific benefits reek havoc on haircolor. Waxes, oils, gels, sprays and even specific botanical ingredients can actually strip color from the hair or impede proper color penetration and hold.

IT&LY A.C.P. System grants ultimate protection from the 4 leading causes of haircolor fade:

Classic A.C.P.

Advanced Color Protection

10 fl.oz. (300ml) bottles33 fl.oz. (1000ml) bottles available

10 fl.oz. (300ml) bottles32 fl.oz. (950ml) bottlesGallon bottles available

NOURISHING SHAMPOONOURISHING CONDITIONER

RESTRUCTURING SHAMPOORESTRUCTURING CONDITIONER

VOLUMIZING SHAMPOOVOLUMIZING CONDITIONER

CHELATING TREATMENT SHAMPOO2 PHASE HYDRASHINETHERMOACTIVE FLUIDCOLOR LOC

10 fl.oz. (300ml)

bottle

2014_Catalog.indd 20 11/21/13 3:54 PM

ACCESSORIES

APPLICATOR BRUSHES

MIXING BOWLS

ITALIAN RACING RED PROFESSIONAL 2“ DIGITAL IRON

STYLES OF ITEMS MAY VARY BASED ON AVAILABILITY.

ITALIAN RACING RED PROFESSIONAL 2“ DIGITAL IRON2“ DIGITAL IRON

PININFARINA SHEARS

IT&LY PROFESSIONAL DRYER1800W COMPACT SYSTEM

2014_Catalog.indd 21 11/21/13 3:54 PM

POP MATERIALS

Two-sided “diamond shape” hanging promotional sign on 3/16” coroplast material. • 24” square • Full color

2020 Color Selection Wall Chart• 36” wide x 24” high• Full color• Heavy vinyl stock for durability

2020 Stylist Cart• 37” h x 17.5” w x 21” d

Two-sided “diamond shape” hanging promotional sign on 3/16” coroplast material. • 24” square • Full color • 24” square • Full color

Percentages of Blue, Red and

Yellow

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35650

20800

10855

108010

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YELLOW ORANGE

ORANGE RED ORANGE

RED RED VIOLET

VIOLET BLUE VIOLET

BLUE

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ULTRALIGHT 10BLONDE LIGHTEST 9BLONDE

LIGHT 8BLONDE

MEDIUM 7BLONDE

DARK 6BLONDE

LIGHT 5BROWN

MEDIUM 4BROWN

DARK 3BROWN

DARKEST 2BROWN

BLACK 1

11AP 11AA 11AC

10N 10TN 10C 10D

9N 9NI 9TN 9C 9B 9D 9FA

8N 8NI 8TN 8C 8B 8BD 8D 8RD 8R 8T 8FA

7N 7NI 7TN 7C 7B 7BD 7D 7RD 7R 7T 7FM 7FA 7RF 7RR 7MR 7MB 7MP

6N 6NI 6TN 6C 6B 6D 6RD 6R 6T 6RF 6P 6RU 6M

5N 5NI 5TN 5CH 5CP 5C 5D 5RD 5V 5P 5M

4N 4NI 4TN 4CH 4CP 4RD 4V 4M

3N 3CH

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2020 COLOR SELECTION CHART

Wall Posters• Four models• 18” x 24”• Full color

delyTON Totem Display• Triangular • 17-3/4” sides• 54-1/2” Tall• Full color

PROMOTIONAL MATERIALS AND IMAGES ARE SUBJECT TO CHANGE.

• 24” square • Full color • 24” square • Full color

PROMOTIONAL MATERIALS AND IMAGES ARE SUBJECT TO CHANGE.

2014_Catalog.indd 22 11/21/13 4:44 PM

If you do not have access to a Distributor or Sales Person, please call our toll-free number: 1-800-621-4859 or visit our website www.italyhairfashion.com.

IT&LY COLLECTIONSCOLLECTIONSCOLLECTIONSPortofi no Collection: • Boxed set • 2 Portofi no DVDs • Full color Color Sensation book • Full color magazine

Venezia Collection: • Boxed set • Venezia Movement DVD • Full color magazine

Milano Collection: • Boxed set • Milano Step-by-Step DVD • Milano Backstage Video DVD • Full color magazine

Florence Collection: • Boxed set • Florence “In My Mind” DVD • Full color magazine

2014_Catalog.indd 23 11/21/13 3:55 PM

250 Ohio River Blvd. • PO Box 162 • Baden, PA 15005 • 1-800-621-4859www.italyhairfashion.com

IT&LY Hairfashion is committed to creating an eco-friendly corporate environment as well

as the use of emerging green technologies in the production of its extensive line of

environmentally friendly hair care products.

ITEM #595© Copyright 2014 , IT&LY Hairfashion, Inc.Made from Recyclable Material.

H A I R F A S H I O N

®

2014_Catalog.indd 24 11/21/13 3:55 PM

p oduct cata ogue - it&ly hairfashion · professional haircolor and after-color hair care...

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