Product Catalogue2010-2011

Company Overview:

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

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

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

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

AVANTI Program

COLORLY 2020

EASILY Blond 2020 / Equalizer 2020

Anti-Stain 2020 / Desensitizer 2020

Color Cleaner 2020

Oxily 2020 / 2020 Accessories

AQUAR&LY

delyTON

RIFLESSI

ADVANCED CONTRAST

lyCOLOR

Vivly & Vivly Plus

purity design

Eudermal

ADVANCED COLOR PROTECTION

IT&LY IV MEN

ONDASOFT

COLOR SERVICE SUPPORT PRODUCTS

ACCESSORIES

POP MATERIALS

contents:

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Page 4 - 5

Page 6 - 7

Page 8 - 11

Page 12 - 13

Page 14

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Page 15

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Page 22 - 23

Page 2

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

The following trademarks are registered by IT&LY HAIRFASHION N.A., Inc.: Advanced Contrast, Advanced Color Protection, Advanced Color Protection System, Advanced Formula Colorly, Anti-Stain 2020, Aquar&ly, Avanti, Color Cleaner 2020, Colorly 2020, Colorly, Colorly NI, delyTON, Easily Blond 2020, Equalizer 2020, Desensitizer 2020, lyCOLOR, purity design, OndaSoft, Oxily 2020, Colorly Xtreme, IT&LY IV MEN, Oxily, Oxily Mèches, Relaxare, Revivor, Vivly, Vivly Plus, and IT&LY HAIRFASHION.

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

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

and the Professional Color Specialist.

The Avanti program was developed to assist in building your

business by Increasing Your Profits. Whether you have a large

or small salon, our program will immediately distinguish itself

from competitive programs by offering you far more achievable

goals with more generous rebates to ensure greater recognition,

benefits and rewards.

Each participating Salon will become part of IT&LY

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

members receive all of the benefits of the program such as IT&LY

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

contribute to the consistent refinement of artistic vision, education,

standards and technological advancements of IT&LY Hair Colorists

in more than 70 countries around the world.

Get with the Program!

Call 1.800.621.4859

www.italyhairfashion.com

Perfect Color

B E I G E s e r i e s

1NBlack

2NDarkest Brown

3NDark Brown

4NMedium Brown

5NLight Brown

6NDark Blonde

7NMedium Blonde

8NLight Blonde

9NLightest Blonde

10NUltralight Blonde

6BDark Beige Blonde

7BBeige Blonde

8BLight Beige Blonde

9BLightest Beige Blonde

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

8CLight Ash Blonde

6CDark Ash Blonde

7CMedium Ash Blonde

9CLightest Ash Blonde

10CUltralight Ash Blonde

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

7FAIntensive Orange Blonde

8FALight Golden Orange Blonde

9FALightest Apricot Blonde

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

6DDark Gold Blonde

7DMedium Gold Blonde

8DLight Gold Blonde

9DLightest Gold Blonde

10DUltralight Gold Blonde

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

5VViolet Light Brown

5PPurple Light Brown

6PPurple Dark Blonde

6RURuby Red Dark Blonde

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

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

4RDGolden Copper Brown

5RDLight Golden Copper Brown

6RDDark Golden Copper Blonde

7BDGolden Beige Blonde

8BDLight Golden Beige Blonde

7RDGolden Copper Blonde

8RDLight Golden Copper Blonde

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

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

6TDark Titian Blonde

7TMedium Titian Blonde

8TLight Titian Blonde

4NIIntense Medium Brown

5NIIntense Light Brown

6NIIntense Dark Blonde

7NIIntense Medium Blonde

8NIIntense Light Blonde

9NIIntense Lightest Blonde

Page 4

92 EXCITING COLORS!

2 fl.oz. (60 ml) tubes

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

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

4CHChocolateBrown

5CHChocolateLight Brown

4CPChili PepperChocolate Brown

5CPChili PepperChocolate Light Brown

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

5MMahogany Light Brown

6MMahogany Dark Blonde

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

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

6RDark Copper Blonde

7MBMahogany Burgundy Blonde

7MPMahogany Plum Blonde

7RMedium Copper Blonde

8RLight Copper Blonde

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

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

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

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

4TNCoffee Brown

5TNLight Cocoa Brown

6TNDark CinnamonBlonde

7TNTea Blonde

8TNLight Hazelnut Blonde

9TNLightest Honey Blonde

10TNUltralight Gold Blonde

SSASuperlight Silver

SSBSuperlight Beige

SSCSuperlight Ash

SSDSuperlight Gold

SSMSuperlight Honey

SSNSuperlight Natural

SSRSuperlight Copper Red

1BNight Blue

1CBlue Black

1VViolet Black

ARRed Accent

AGYellow Accent

ABBlue Accent

NNeutral

11APArctic Pearl

11AAArctic Silver

11ACArctic Ash

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

7RRCopper RedBlonde

7RFFlaming Red Blonde

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

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

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

8.45 fl. oz (250 ml) spray bottle

EQUALIZER 2020

COLOR CLEANER 2020 is a skin cleansing fluid. Gently removes color stains, which may occur during color treatment. 8.45 fl.oz. (250 ml) bottle

COLOR CLEANER 2020

DESENSITIZER 2020 is a scalp protecting lotion enriched with ACP Complex and Silk Proteins. Ideal for sensitive or reddened scalp. It doesn’t alter color result. 0.17 fl.oz. (5 ml) bottles (12 per box)

DESENSITIZER 2020

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

ANTI-STAIN 2020

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

2020V I S I O N

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

A VISION REALIZED IN THE HERE AND NOW.

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

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

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

Perfect Color –

Page 6

EASILY BLOND 2020

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

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

OXILY 2020 2020 ACCESSORIES

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

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

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

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

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

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

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

97 Intense Colors!

3.3 fl.oz. (100 ml) tubes

Page 8

1NBlack

2NDarkest Brown

3NDark Brown

4NMedium Brown

5NLight Brown

6NDark Blonde

7NMedium Blonde

8NLight Blonde

9NLightest Blonde

10NUltralight Blonde

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

5VViolet Light Brown

7PRed Purple Medium Blonde

6PRed Purple Dark Blonde

6RURed Ruby Dark Blonde

6RDark Copper Blonde

7RMedium Copper Blonde

8RLight Copper Blonde

7RU Red Ruby Medium Blonde

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

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

4RMedium Copper Blonde

5RLight Copper Blonde

4CLAmazonian Medium Brown

5CLSandal Light Brown

6CLDark Tan Blonde

7CLAmber Medium Blonde

8CLSavannah Light Blonde

9CLSaharaLightest Blonde

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

7BMedium Beige Blonde

8BLight Beige Blonde

9BLightest BeigeBlonde

B E I G E s e r i e s

6TDark Titian Blonde

7TMedium Titian Blonde

8TLight Titian Blonde

7A Medium Intensive Orange Blonde

8A Light Orange Blonde

8AD Light GoldOrange Blonde

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

6BDark Beige Blonde

T U T T I F RU T T I s e r i e s9AD Ultralight GoldOrange Blonde

4CPChili Pepper Chocolate Brown

5CPChili Pepper Choc. Lt. Brown

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

4CHChocolateMedium Brown

5CHChocolateLight Brown

9KSmoky LightestBlonde

10KSmoky UltralightBlonde

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

7KSmoky MediumBlonde

8KSmoky LightBlonde

5ILight BrownMatt

7IMedium BlondeMatt

6IDark BlondeMatt

8ILight BlondeMatt

9I Lightest BlondeMatt

M AT T s e r i e s4IMedium BrownMatt

10I UltralightBlonde Matt

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

5MMahoganyLight Brown

6MMahoganyDark Blonde

Page 10

5CLight Ash Brown

8CLight Ash Blonde

6CDark Ash Blonde

7CMedium Ash Blonde

9CLightest Ash Blonde

10CUltralight Ash Blonde

1C Blue Black

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

6DDark Gold Blonde

7DMedium Gold Blonde

8DLight Gold Blonde

9DLightest Gold Blonde

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

ARRedAccent

AGYellow Accent

ABBlueAccent

NNeutral

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

SSASilver Superlight

SSBBeige Superlight

SSCAshSuperlight

SSDGoldSuperlight

SSMHoneySuperlight

SSNNatural Superlight

SSRCoppr RedSuperlight

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

AVVioletAccent

WRWithout Red

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

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

6RIIntense RedDark Blonde

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

7RFFlaming RedMedium Blonde

7RRCopper RedMedium Blonde

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

11AAArctic Silver

11ACArctic Ash

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

6CADark BlondeCaramel

7CAMedium BlondeCaramel

1BNight Blue

1VViolet Black

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

7RDMedium GoldenCopper Blonde

8RDLight GoldenCopper Blonde

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

Blond Compact Synergetic EmulsionCream Developer

Balsam Regenerating Cream

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

1000ml jar

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

500g box

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

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

20 and 30 volumes available in 150ml bottles

SERIES DESCRIPTIONS

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

I – MATT – Specifically designed to produce cooler, naturally opaque tones with less vivid undertone reflections.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Page 12

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

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

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

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

47 tone on tone colors! (ammonia free)

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

3NDark Brown

4NBrown

5NLight Brown

6NDark Blonde

7NBlonde

8NLight Blonde

9NLightest Blonde

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

6RDark CopperBlonde

7RCopper Blonde

8RDLight GoldenCopper Blonde

7RRIntense CopperBlonde

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

5CLCinnamonLight Blonde

7CLSandal Blonde

8CLAmber LightBlonde

7DMGolden HoneyBlonde

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

5VViolet Light Red Brown

7PPurple RedBlonde

6PDark Purple Red Blonde

6RURuby Red Dark Blonde

7RU Ruby Blonde

V I O L E T I r i s é e s e r i e s

8RRLight Intense Copper Blonde

6CLDark TanBlonde

8DMGolden HoneyLight Blonde

2 fl.oz. (60 ml) tube

1NBlack

9ALightest SilverBlonde

SILVER Argento 1BBlue Black

BLACK MAGIC Neri Profondi

NNeutral

N E U T R A L

4CPChili Pepper Chocolate Brown

5CPChili Pepper Choc. Lt. Brown

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

4CHChocolateBrown

5CHChocolateLight Brown

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

6DDark Gold Blonde

7DGold Blonde

9DLightest Gold Blonde

8CLight Ash Blonde

6CDark Ash Blonde

7CAsh Blonde

9CLightest Ash Blonde

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

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

5MMahoganyLight Brown

6MMahoganyDark Blonde

6CFCoffee Dark Blonde

4CFCoffee Brown

5CFCoffee Light Brown

7CFCoffee Blonde

CO F F E E Caf f é s e r i e s

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

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

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

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

ADVANCED CONTRAST combines the high-lift action and incomparable benefits of EASILY BLOND with the fiery brilliance of ultra-intense toning pigments to deliver the perfect one-step dimensional color service.

Advanced Contrast 1 - Fire RedAdvanced Contrast 2 - Intense Mahogany RedAdvanced Contrast 3 - Intense Copper Red Advanced Contrast 4 - Copper BlondAdvanced Contrast 5 - Titian BlondAdvanced Contrast 6 - Gold Blond

• Ideal for natural or color-treated hair.

• Long lasting, fade resistant toning.

• Six vibrant red fashion shades.

1Fire Red

2Intense Mahogany Red

3IntenseCopper Red

4Copper Blond

5Titian Blond

6Gold Blond

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

Also eliminates brassy undertones in blondes.

• Add shiny reflexes to natural or color treated hair.• Renew or balance to tone of your haircolor between salon visits.• Add color reflexes to damaged hair while repairing it.• Gently blend away gray hair. 8 fl.oz. (236ml) bottles

Page 14

7.05 oz. (200 g.) tub

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

6 luminous shades plus clear!

2.03 fl.oz. (60ml) bottle4NMedium Brown

9BLightest Beige Blonde

6NDark Blonde

7NMedium Blonde

5NLight Brown

8DRLight GoldenCopper Blonde

VIVLYplus

Prescriptive, Semi-Permanent haircolor that will last up to six shampoos. Deposit only, non-oxidizing color that is available in 14 vivid shades. VIVLY & VIVLY Plus is a deposit-only, non-oxidizing color containing no ammonia or peroxide. VIVLY & VIVLY Plus enables the salon client to experience the true fashion versatility of non-committal color or to blend away unwelcome gray without the commitment and costs associated with permanent color services. No chemical altering to the hair, leaves hair vibrant, shiny, and manageable. VIVLY & VIVLY Plus allows grays to blend and achieve natural highlighting and dimension. VIVLY & VIVLY Plus fades on tone in approximately six shampoos.

lyCOLOR Activator33.8 fl.oz.

(1000 ml) bottle

lyCOLOR CLEAR8.45 fl.oz.

(250ml) bottle

VIVLYVIVLYplus

VIVLY

2.8 fl.oz. (85ml) bottle

Mahogany Burgundy Red

Copper Titian

Tan Gold Beige Sand

Natural Black

Dark Brown

Medium Brown

Dark Blonde

Medium Blonde

Vivid Grey

pure creative gel extra strong

Extra strong creative gel, ideal for modelling and creating a unique style. It protects the hair from UV rays, nourishes the hair and makes it shiny thanks to Agave, Joshua Tree and Cholla Cactus. Apply on wet or dry hair for definition and hold. Style as desired. For a wet effect do not comb or brush.

pure fluid experience

Modelling fluid medium hold. Its high hydration faculty leaves hair extremely soft and shiny. It is rich in “Desert Blend” (Agave, Joshua Tree and Cholla Cactus). Apply to wet or dry hair and style for shine, direction and medium hold. For a wet effect do not comb or brush.

pure modelling wax

A wax ideal for modelling and stressing special hair strains. It’s rich in Cocoa butter, that leaves the hair soft, healthy and nourished. Take a small quantity of product on your fingertips and apply directly to desired section for definition and direction.

pure definition paste

This light hold paste is ideal for modelling and stressing special hair strains. It’s rich in Cocoa butter that leaves the hair soft, healthy and nourished. Take a small quantity of product on your fingertips and apply directly to desired section for definition and direction.

pure shampoo

Enriched with Desert Blend that deeply moisturizes the hair. Ideal for normal hair and frequent usage. Apply to wet hair, massage and rinse well. If necessary, repeat the application and proceed with Pure Conditioner.

Also available in Liters (1000ml) bottles.

pure conditioner

Enriched with Desert Blend. Ideal to maintain the shine and lustre of normal hair. After washing the hair with Pure Shampoo, apply and let process for 2 - 3 minutes then rinse abundantly.

Also available in Liters (1000ml) bottles.

pure glaze

A light modelling glaze especially designed to protect and give shine to the hair. Added hydration benefits are concentrated in this product with the Desert Blend. For shine and definition, apply on dry or wet hair as needed.

pure style mousse strong

Firm hold modelling and volumizing mousse that gives shine and control to the hair. Agave, Joshua Tree, Cholla Cactus and other precious desert plants’ extracts make it a rich, nourishing and protecting product. Apply the necessary quantity to damp hair after shampooing and style as desired.

pure style mousse extra strong

Extra firm hold modelling and volumizing mousse that gives shine and control to the hair. Agave, Joshua Tree, Cholla Cactus and other precious desert plants’ extracts make it a rich, nourishing and protecting product. Apply the necessary quantity to damp hair after shampooing and style as desired.

pure creative gel strong

Strong creative gel, ideal for modelling and creating a unique style. It protects the hair from UV rays, nourishes and makes hair shiny from the Desert Blend. Apply on wet or dry hair for definition and hold. Style as desired.

pure texture

Volumizing and moisturizing texturizer that gives body to all hair types, even the finest. The desert plants and the volumizing ingredients give shine and body to the hair. For best effect, apply in sections to wet hair. Spray directly on the roots. Proceed with drying and desired style.

pure definition hair spray

Strong hold hair spray that gives volume and a long lasting hold to the hair. Spray on dry hair 4 in. from the head until desired hold is achieved.

pure water drops

The purest shining drops that are a real concentration of protection and shine for the hair. Sandal, Barley and Philodendron are contained in this product and have high hydration and capacity to prevent split ends. For brilliant shine apply a few drops on dry hair. Especially effective on dry or split ends. Re-apply as needed.

purity design

Page 16

pure hair eco

Ecological medium hold spray, ideal to model, hold and give volume. Spray on dry hair 4 in. from the head until desired hold is achieved.

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

Eudermal pH ShampooIntroducing..

.

SULFATE

FREE

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

Restructuring Shampoo

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

Conditioning Shampoo

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

Sensation Shampoo

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

Anti-oxidant Shampoo

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

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

Page 18

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

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

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

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

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

Classic A.C.P.

Advanced Color Protection

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

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

5 fl.oz. (148ml)

tube

NOURISHING SHAMPOONOURISHING CONDITIONER

RESTRUCTURING SHAMPOORESTRUCTURING CONDITIONER

VOLUMIZING SHAMPOOVOLUMIZING CONDITIONER

CHELATING TREATMENT SHAMPOO2 PHASE HYDRASHINETHERMOACTIVE FLUIDCOLOR LOC

10 fl.oz. (300ml)

bottle

XP TREATMENT SHAMPOOEnergizing, scalp and hair treatment. Supports healthy scalp and hair growth. Clean, refreshing, masculine scent. Ideal for daily use.

8.1 fl.oz. (240 ml) bottle3.4 fl.oz. (100ml) bottle

XP SHAMPOO & BODY WASHThe perfect dual-action product specially formulated and pH balanced for active men. Mild exfolliants deep clean the scalp and skin while UV inhibitors protect hair against the sun’s rays.

8.1 fl.oz. (240 ml) bottle3.4 fl.oz. (100ml) bottle

XP CONDITIONERAdvanced protein and moisturizing agents to support healthy hair. Clean, refreshing, masculine scent.

Ideal for daily use.

8.1 fl.oz. (240 ml) bottle3.4 fl.oz. (100ml) bottle

XP STYLE CREAMLightweight, medium hold cream that defines and directs. Anti-oxidant UV filter protects hair while adding thickness, body and shine.

Ideal for daily use.

3.4 fl.oz. (100ml) bottle

IT&LY IV MEN is an exciting new product line developed to meet the needs of today’s active professional male...

the EXTRA PERFORMANCE MALE.

Catch the Wave!

2 EASY TO USE FORMULAS

ONDASOFT 1 for virgin or coarse hair

ONDASOFT 2 for color treated, high-lift and double-processed hair

Perm Wave with Organic Bio-Reducer

Based on new research developments, the waving process is achieved by an exclusive bio-reducer. ONDASOFT with its special organic activator gently perms hair with no damage and with long lasting results. The low pH helps in protection during the perm application. The desired result is achieved maintaining hair’s natural softness and elasticity. ONDASOFT has a pleasant fragrance and leaves no odor on the hair.

NEW FROM IT&LY HAIRFASHION

ONDASOFT

THE NEXT GENERATION OF SAFE,THIO-FREE PERMANENT WAVE

Formulated with the most advanced bio-reducer available

Pleasant fragrance with no residual odor

Organic Activator protects, conditions and leaves haircolor vibrant

Perfect for soft waves, condensed wraps or conventional perming

PreondaProtects the hair and the ends during the perm

treatment and ensures an even processing and uniform wave. Ideal for damaged or

previously chemically treated hair.

PlusondaA creamy emulsion that reintegrates

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

PRE-PERM SPRAY

4.23 fl.oz. (125 ml) bottle

POST-PERM LOTION

10.14 fl.oz. (300 ml) bottle

Page 20

Styles of items may vary based on availability.

IT&LY RACING RED HAT

IT&LY FERRARI SHADES w/ REMOVABLE LENSES

Proshape

ACCESSORIES

APPLICATOR BRUSHES

MIXING BOWLS

ITALIAN RACING RED SUPER FAST IONIC DRYER

ITALIAN RACING RED PROFESSIONAL 1” DIGITAL IRON

ITALIAN RACING RED PROFESSIONAL 2“ DIGITAL IRON

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

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

REVIVOR

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

Introducing...

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

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

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

2020 “Cubes” Display• 3 pieces per set• 12” cube• Full color

Percentages of Blue, Red and

Yellow

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08020

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35650

20800

10855

108010

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108010

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8

7

6

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4

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PALE YELLOW

YELLOW

YELLOW ORANGE

ORANGE RED ORANGE

RED RED VIOLET

VIOLET BLUE VIOLET

BLUE

Accentuatori

SS

Arctic 11

Accentuatori

SS

Arctic 11

ULTRALIGHT 10BLONDE LIGHTEST 9BLONDE

LIGHT 8BLONDE

MEDIUM 7BLONDE

DARK 6BLONDE

LIGHT 5BROWN

MEDIUM 4BROWN

DARK 3BROWN

DARKEST 2BROWN

BLACK 1

11AP 11AA 11AC

10N 10TN 10C 10D

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

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

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

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

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

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

3N 3CH

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2020 COLOR SELECTION CHART

Page 22

2020 Totem Display•18” wide x 62” high• Full color

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

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

Aquar&ly “Cubes” Display• 3 pieces per set• 12” cube• Full color

delyTON Trolley• 36” h x 16” w x 16” d• With Casters

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

POP MATERIALS

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

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

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

environmentally friendly hair care products.

ITEM #595© Copyright 2010 , IT&LY Hairfashion, Inc.Made from Recyclable Material.