TECHNICAL MANUAL

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From KeraStraight’s Brazilian Laboratories to Great Britain and the world, KeraStraight has set the benchmark in the industry for beautifully conditioned, frizz free hair.

Created by hairdresser, salon owner and entrepreneur, Jez Barnett, the KeraStraight brand was introduced to the market in 2009 and has evolved into a range of world leading in-salon treatments and products that answer the needs of hairdressers and the dreams of clients.

CONTENTS

The Transformation 2

The Consultation 3

The Science 4

The KeraStraight Advantages 5

KS Ultimate & Colour 7

KS Ultimate Step by Step 8

KeraStraight Intense Boost 12

Intense Boost Step by Step 13

KeraStraight Products 14

KeraStraight Maintenance 15

Ultimate Oil 16

KS Style 17

FAQs 19

Troubleshooting 20

Build Big Business 21

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WHAT IS KERASTRAIGHT?KeraStraight is a semi-permanent hair repair, straightening and smoothing system that transforms dry, damaged or unruly hair into stronger, straighter, repaired hair that’s easy to maintain and feels incredible.

WHAT IS INTENSE BOOST?A fast in-salon service that gives intensive conditioning and repair to the hair in just 30 minutes that lasts up to 30 days.

THE TRANSFORMATION

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THE CONSULTATIONWe start with a simple phrase “Tell me about your hair”. Clients will then share the issues they have with their hair which lead to KeraStraight or Intense Boost being the answer.

PROBLEM

• Hard to manage / Unmanageable

• Takes too long

• Dry

• Damaged

• Weak

• Frizzy

SOLUTION

Easy to manage

Time saving

Repaired

Healthy / Repaired

Strong

Smooth

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THE SCIENCE

WHY & HOW KERASTRAIGHT WORKS

The hair’s natural composition is mainly Keratin, a protein containing 16 different Amino Acids that repeat and interact.

Amino acids are critical and serve as the building blocks for proteins. With KeraStraight, the amino acid Cysteine is added to the existing protein molecules to form a semi-permanent patch across the hair’s inner structure to create a new shape.

KeraStraight Treatments do not contain any chemical ingredients that structurally alter or damage the hair.

KERASTRAIGHT KEY INGREDIENTS

CARBOCYSTEINEa low pH protein derived from the amino acid Cysteine.

KERATINthe main protein in hair which provides strength and resilience, comprising of 16 amino acids.

UREAa synthesised moisturiser and humectant that allows Keratin to be softened and transformed into a new shape.

KS COMPLEXprotects against environmental stresses and locks in the treatment with added shine and moisture whilst providing an immediate super-light feeling.

INTENSE BOOST KEY INGREDIENTS

HYDROLYSED WHEAT PROTEINcreates soft, malleable strength.

PALMEIRA TUCUMABrazilian Palm Fibre which re-hydrates without weight.

HEALTH & SAFETY

Health and Safety is at the forefront of all of our products and all KeraStraight’s ingredients are rigorously sourced and tested for compliance and best performance.

Our scientists are continuous in their efforts to ensure that not only do we have the best product but that we are pro-active in finding solutions for the future that provide unrivalled results for our business partners and clients, setting the standard for the industry.

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THE KERASTRAIGHT ADVANTAGES

UNIVERSAL FOR ALL HAIR TYPES

KeraStraight KS Ultimate is suitable for all hair types. Utilise the Application Matrix to personalise the service.

HEALTH & SAFETY CERTIFIED

All KeraStraight treatments are certified free from aldehyde and formaldehyde both in formula and vapour prior to launch.

LOW PH PROTEIN

KeraStraight uses Carbocysteine technology to repair, straighten and smooth to the very last tip.

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STRAIGHTENING & STRENGTHENING - HOW THE HAIR BEHAVES

REPAIR & SOFTENING - HOW THE HAIR FEELS

The KeraStraight service can be personalised to each client by adapting the following 3 areas

� The Timings

� The Temperature of the Irons

� The Passes of the Irons

The Application Matrix on the back page sets out a fantastic guide, but by adjusting the 3 areas above allows a hairstylist to design a personalised service for their clients.

PERSONALISING THE SERVICE

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VAPOUR CAPTURE TECHNOLOGY

Enzymes capture the molecules in the vapour making the treatment pleasant for client and hairdresser.

RESULTS LAST UP TO 4 MONTHS

Depends on hair type, lasting longest on more porous hair.

Maintaining the treatment with KeraStraight Straight Maintain Shampoo and Conditioner will maximise the benefits and longevity of the treatment.

CAN BE COLOURED 2 DAYS EITHER SIDE

General rules:

� When lightening the hair, colour 2 days before KeraStraight

� If adding colour wait 2 days after KeraStraight

REDUCES STYLING TIME & REMOVES FRIZZ

KeraStraight’s combination of proteins, emollients and advanced polymers create a positive charge providing easier control.

TIME SAVING

The KeraStraight KS Ultimate Treatment process saves salon time and increases profit.

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KS ULTIMATE & COLOUR

COLOUR FADE

With extremely porous hair, certain colour categories may occasionally reduce from the hair in terms of tone and intensity.

If at any point during the ironing process you notice the colour fading, immediately reduce the irons temperature. Do not reduce below 180°C/355°F.

í THE COLOUR CAN BE REFRESHED ON THE SAME DAY WITH A TRUE (NON OXIDISING) SEMI-PERMANENT COLOUR BATH, OR YOU CAN USE ANY COLOUR AFTER 2 DAYS

Ĩ WITH VERY LIGHT HIGHLIGHTS AND NATURAL WHITE HAIR, DO NOT USE THE STRAIGHTENING IRONS ABOVE 190°C/375°F THE NATURAL YELLOWISH PIGMENT FROM THE PROTEIN AND KERATIN MAY BE ABSORBED INTO THE HAIR

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KS ULTIMATE STEP BY STEP

PREPARATION

1 Gently cleanse the hair twice with KeraStraight Pre-Treatment Cleanser to open up the hair cuticles and soften the hair in readiness for the treatment.

The second shampoo should be left on for up to 5 minutes for normal, very curly, virgin and resistant hair types and covered with a cap before rinsing out.

2 Apply Pre-Treatment Spray Plus on to towel-dried hair. Spray through in sections (starting at the nape) and comb through. Concentrate on the most porous areas.

APPLICATION

3 Starting at the nape, apply KS Ultimate in 2-3cm sections, close to the root, but not onto it and continue through to the ends. Ensure all hair is kept damp during the sink-in time by covering with a plastic cap.

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TREATMENT SINK-IN TIME

30 minutes for very porous and fragile hair.

45 minutes for normal, very curly, resistant and virgin hair types.

í CHECK VERY POROUS HAIR THROUGHOUT THE SINK-IN TIME TO ENSURE THE HAIR REMAINS DAMP

RINSING

4 Rinse hair for 10-20 seconds, do not shampoo (rinse white and very blonde hair for an extra minute).

Gently squeeze the excess moisture from the hair and apply Moisture Lock, comb through and leave for 2 minutes.

Rinse for 20-30 seconds.

DRYING & IRONING

5 Blow dry hair 100%. Brushes, high heat and a nozzle may all be used at this stage. We recommend that the hair is blast dried before finishing with a brush to best prepare the hair for ironing.

6 Iron hair slowly in 2-3cm sections using the KS EasyComb and KeraStraight Titanium Irons. For the first pass, iron the hair from roots to ends in one smooth motion to create the seal. Allow each section to cool for 2 seconds before continuing ironing (utilising the EasyComb) for the required amount of passes. See the Application Matrix for the recommended heat setting and number of passes. Reduce the temperature and the amount of passes on weak or fragile ends.

í KS ULTIMATE SHOULD BE IRONED SLOWLY TO MAXIMISE THE PENETRATION AND STABILITY OF THE TREATMENT. GREATER LEVELS OF SHINE WILL BE NOTICEABLE WITH SLOWER PASSES.

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Highly Porous, White or Grey

Normal, Coloured, Dry or Damaged

Resistant, Very Curly, Afro or Virgin

Iron Temperature180-190 °C 355-375 °F

200-210 °C 390-410 °F

220-230 °C 430-450 °F

Passes with Iron 4-6 6-7 7-10

í CHOOSE THE CORRECT TEMPERATURE FOR THE IRONS BASED ON THE HAIR’S CONDITION PRIOR TO THE START OF THE KS ULTIMATE TREATMENT

í ALWAYS FOLLOW THE IRONS THROUGH WITH THE EASYCOMB TO ENSURE MAXIMUM REPAIR TO THE ENDS AND A BEAUTIFUL SEALED FINISH

For an ultimate final pass, iron the hair once at 180°C / 355°F in large sections. This will create a final seal to any weak ends, leaving the hair looking and feeling absolutely gorgeous.

For the ultimate finish, apply 1 drop of KeraStraight Ultimate Oil to calm any flyaway hair and to create the ultimate KeraStraight finish.

The result is beautifully conditioned, easy to manage, healthy and shiny hair.

1ST WASH / FINAL STEPS

7 Hair can be shampooed from 30 minutes.

Ĩ HAIR WILL NEED TO BE SHAMPOOED PRIOR TO NEXT COLOURING

Always rinse for 3 - 5 minutes before first shampoo.

Shampoo using Straight Maintain Shampoo and condition with either Straight Maintain Conditioner, Moisture Mask or Protein Mask which all contain KS Complex to maximise the benefits and longevity of the treatment.

Style as required.

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KERASTRAIGHT INTENSE BOOSTAn exciting and revolutionary in-salon treatment service to delight all clients. Intense Boost utilises KeraStraight’s ground breaking Protein Mask and Moisture Mask designed to smooth and renew hair from the inside out.

Each has been formulated using the same world leading protein technology as the professional salon KeraStraight Treatment to ensure your client’s hair is in the optimum condition. Intense Boost rebuilds what the hair lacks and locks in moisture and strength for up to 30 days.

Intense Boost Masks are quick and easy to apply, activate with just a hairdryer and the benefits last up to 30 days.

THE POPCORN EFFECT

Wheat Proteins - build in Cortex as hair dries 100%

MOISTURE BOOST

� Moisture Without Weight

PROTEIN BOOST

� Flexible / Malleable Proteins

QUICK FIX

� Fast Simple Application - 30 Mins

� Long Lasting - 30 Days

� Heat Activated In-Salon Service

FOR ALL YOUR CLIENTS

� Introduction to KeraStraight

� Prolongs KeraStraight

� Perfect immediately after a colour service

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INTENSE BOOST STEP BY STEP

CLEANSE

Cleanse twice with KeraStraight Pre-Treatment Cleanser (do not use Pre-Treatment Cleanser on recent KeraStraight, bright colours or immediately after colour)

TREAT

Apply the treatment mask in 2.5cm/1 inch sections and massage through each section before combing through.

Comb through.

DRY

Dry 100% using a hood dryer or hand dryer (medium heat).

RINSE

Rinse thoroughly.

THE RESULT

Beautifully conditioned, healthy & shiny, luxurious hair. Lasts up to 30 days.

NEW ULTIMATE BOOST UPGRADE

Delivers even greater repair, strength & hydration

You can now upgrade to an Ultimate Boost by ironing in the treatment once dry. These extra steps will take a bit longer so we recommend charging slightly more.

EXTRA STEPS

Complete the drying stage by quickly blow drying sections with the help of a paddle brush, to guarantee all hair is 100% dry.

Iron the hair in 2-3cm sections at 180°C/355°F. Create one smooth pass, let the section cool for 2 seconds, then iron twice more. Rinse thoroughly once all the hair has been ironed.

Result - greater repair & strength and even happier clients.

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KERASTRAIGHT PRODUCTS

PRE-TREATMENT CLEANSER

� First Step of Treatment

� Opens the Cuticle and Softens the Hair

PRE-TREATMENT SPRAY PLUS

� Regulates the Moisture / Protein Balance

� Makes Treatment Quicker, Easier and More Cost Effective

MOISTURE LOCK

� Locks in Moisture Without Barrier

� Low pH of 2.5

KERASTRAIGHT TITANIUM IRON

� Titanium Plates for Smoother Ironing

� Variable Temperature up to 230°C / 450°F

EASYCOMB

� Protects Fine Hair

� Creates Tension for Coarse Hair

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KERASTRAIGHT MAINTENANCE

STRAIGHT MAINTAIN SHAMPOO

� Sulphate and Sodium Chloride free (Sodium Chloride strips Keratin from the hair and shortens the life of the treatment)

� Contains KS Complex to maximise the longevity of the treatment

� Essential Homecare

STRAIGHT MAINTAIN CONDITIONER

� Leaves hair soft and shiny

� Contains KS Complex to maximise the longevity of the treatment

� Low pH

KERASTRAIGHT PROTEIN MASK

Contains low weight proteins to form a protein net that rebuilds the hair’s strength.

KERASTRAIGHT MOISTURE MASK

Contains Palmeira Tucuma, a Brazilian palm fibre and Carob Bean extract to act as a humectant to radically improve smoothness and moisture levels in the hair.

Mask Application: Apply and leave on for 5 minutes, once a week, for ongoing strengthening, repairing and hydrating benefits.

KERASTRAIGHT PROTECT

Protects against...

� UVA/UVB (up to 8 times natural protection)

� Salt Water

� Chlorine

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ULTIMATE OIL

RECOMMENDED USE

Apply a small amount to damp hair prior to blow-drying.

Ultimate Oil can also be used on dry hair to tame flyaway hair and control frizz.

9 SUPER OILS, 4 MAJOR BENEFITS

REPLENISHING & NOURISHING

Argan Oil & Coconut Oil

LIGHTWEIGHT MOISTURE

Jojoba Oil & Avocado Oil

SEAL & SHINE

Macadamia Oil & Olive Oil

STRENGTH & FULLNESS

Linseed Oil, Sunflower Oil & Wheat Germ Oil

KeraStraight Ultimate Oil is an advanced blend of 9 specially chosen oils, which provides intense nourishment to transform and repair hair inside and out.

Ultimate Oil’s non-greasy, lightweight formula absorbs easily into the hair to protect and strengthen, leaving all hair types ultra-smooth, shiny and frizz free.

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KS STYLE

KS CARE & PROTECT COMPLEX

The foundation of the KS Style range - KS Care & Protect Complex is an exclusive, heat activated trilogy of wheat based proteins and advanced polymers that penetrate the cortex to fortify and rebuild as well as re-enforcing the cuticle to provide repair and enhanced shine.

The Popcorn Effect - Wheat Proteins - build in Cortex as hair dries 100%

� Heat activated conditioning & thermal protection

� Increased hair strength

� Seals & repairs cuticle

� Enhanced shine & hydration

MOISTURE MIST

250ml / 8.5oz

n Leave-in Conditioning & Styling Spray

n Lightweight Moisture

n Excellent Detangling Spray & Cutting Lotion

Spray close for concentration and from 6 inches for a lighter feel.

Apply to towel dried hair and comb through.

Style as required.

BENEFITS

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HEAT PROTECTION SPRAY

250ml / 8.5oz

n Heat Activated, Thermal Protection Barrier

n Protects Hair From The Harmful Effects Of Styling Tools

n Locks In Moisture

Can be used prior to blow dry by spraying on towel dried hair.

Lightly spray on dry hair before using flat iron or any other heated styling tool.

Refresh a style with light spray and re-dry.

RESCUE CRÈME

120ml / 4oz

n Repairs Hair Damage

n Seals Split & Broken Ends

n Locks In & Increases Moisture Retention

n Leaves Hair Looking & Feeling Dramatically Repaired

Work through a small amount to pre shampooed and towel dried hair, concentrating on ends.

Style as required.

ROOT LIFT SPRAY GEL

250ml / 8.5oz

n Versatile Lift & Support For Long Lasting Volume

n Zero Flaking & Hold Without Stiffness

Spray close for concentration and from 6 inches for a lighter feel. Apply to towel dried hair and comb through.

Style as required.

n Spray onto dry hair and restyle to build strength, body and hold.

GLOSSING TEXTURE CRÈME

100ml / 3.5oz

n Reduces Frizz & Add Gives Brilliant Shine

n Builds Texture & Strength

Apply post blow dry to calm frizzy or fly-away hair.

Can be used any time for extra softness, shine and control.

Add heat once applied to dry hair to build strength & texture.

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FAQSWhat makes KeraStraight the first choice over alternative treatments?

Our products are designed by hairdressers who understand the needs of both salons and the clients. It also has the endorsement of some of the greatest award winning hairdressers who value the KeraStraight treatment range as not only providing the ultimate results but also in the fact that KeraStraight is completely and certifiably safe for the user and consumer.

Is KeraStraight a permanent hair straightener?

No, KeraStraight is based on the hairs natural proteins and will gradually fade from the hair.

Can KeraStraight be applied on pre-treated or coloured hair?

Yes, KeraStraight can be applied to all hair types including highlighted, bleached, coloured and also on hair that has had no history of chemical services (virgin hair).

When can I colour my hair if I want to have a KeraStraight?

Hair can be coloured either 2 days before the service or alternatively 2 days after. It is usually best to highlight prior and full head colour after the treatment.

Can KeraStraight be applied on hair that has been permed, chemically straightened or relaxed?

YES, our treatments can be used on any hair type that has had previous chemical services. Leave 30 days after a KeraStraight Treatment before applying a perm or chemical straightening service.

Will KeraStraight work on very curly and Afro-Caribbean hair?

YES, KeraStraight is extremely effective on Afro-Caribbean hair.

How long does KeraStraight keep the hair straightened, smoothed and repaired?

The benefits will last in the hair for a period of up to 4 months depending on the hair type. On hair that has had previous chemical services the results are more dramatic and last longer. With hair types that are natural with no chemical service history, the results are better and last longer after subsequent treatments.

How long does the service process take?

2.5 - 3 hours, but there is a 30-45 minute sink-in time, so another client can be looked after in that time.

When can I shampoo my hair after a KeraStraight treatment?

Once the service is complete you can shampoo and treat your hair as normal after just 30 minutes, although most clients will choose to shampoo themselves at home.

If I am pregnant or breast-feeding can I safely have a KeraStraight Treatment?

Yes, KeraStraight treatments are completely safe to use during pregnancy and while breast-feeding.

When am I able to have a KeraStraight Treatment again after the first application?

KeraStraight should last between 2 and 4 months, but can be re-applied after 30 days.

What after care is recommended to ensure best possible results are maintained?

KeraStraight recommends using only the KeraStraight Straight Maintain Shampoo and Conditioner. These products are sodium chloride and sulphate free and have been developed to maximise the longevity of the KeraStraight Treatment. They also contain our special KS Complex to support and maintain your treatment and protect against daily environmental stresses.

How long can a KeraStraight treatment bottle be kept for once opened?

Once opened you must use within one month, providing the lid is sealed back tightly.

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TROUBLESHOOTING

ENDS DRY / FRIZZYReason Solution Prevention/Solution

Hair was too dry to start Intense Boost to balance Do not over-dry, just gently removing excess water

Not enough treatment applied Intense Boost to balance Always check & re-dampen any dry areas with Pre-Treatment Spray Plus or KS Ultimate

Treatment allowed to dry out Intense Boost to balance Always check & re-dampen any dry areas with Pre-Treatment Spray Plus or KS Ultimate. Cover with plastic cap

Wrong iron temperature Intense Boost to balance Use digitally controlled KeraStraight Titanium Iron

Ends not protected once heated Intense Boost to balance Use EasyComb to protect ends

Ends not ironed smoothly Intense Boost to balance Always do one perfect 1st pass to seal the treatment into the hair

Ends over ironed Intense Boost to balance Iron more fragile areas less and/or lower the heat

HAIR IS NOT STRAIGHTENED / SMOOTHEDReason Solution Prevention

Not enough treatment applied Intense Boost or re-treat after 30 days Always check & re-dampen any dry areas with Pre-Treatment Spray Plus or KS Ultimate

Under ironed Intense Boost or re-treat after 30 days Refer to Application Matrix

Irons used at the wrong temperature Intense Boost or re-treat after 30 days Refer to Application Matrix

Lack of tension Intense Boost or re-treat after 30 days Use EasyComb

Ironed too quickly Intense Boost or re-treat after 30 days Always iron slowly

YELLOWING OF WHITE OR BLONDE HAIRReason Solution Prevention

Wrong temperature used Colour correction, starting with toning shampoo toner or powder bleach and water

Iron at 180-190°C / 355-375°F

COLOUR FADEDReason Solution Prevention

Wrong temperature used Recolour after 2 days Reduce temperature of iron

Pre-Treatment Cleanser left on colour vulnerable hair

Recolour after 2 days DO NOT leave Pre-Treatment Cleanser on colour vulnerable hair

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BUILD BIG BUSINESSWith KeraStraight & Intense Boost being suitable for over 80% of your clients and with some salons reporting KeraStraight & Intense Boost bring in over 20% of their technical services, we have put together your essential guide to building big business with our treatments.

LET PEOPLE KNOW

n Displays

n Website

n Social media

n Leaflets - reception & work stations

n Retail shelves

n Client launch

n Create opportunities from every consultation

CONSULTATIONS

n “Tell me about your hair”

n How often do you have “good hair days”?

n Are you looking to grow your hair?

Let your clients know that they will need to take the homecare with them at this stage.

TEAM INVOLVEMENT

n Team launch

n Are your team wearing KeraStraight

n Target and incentivise

n Share success stories

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KS ULTIMATE - EASY, BUT ESSENTIAL STEPS

n Keep the hair damp with KS Ultimate during the sink-in time

n Create the seal with a perfect 1st pass and allow to cool for 2 seconds

n Iron slowly in 2-3cm sections

n Always follow through with the EasyComb to ensure the ends are sealed

FOLLOWING UP

n Offer the choice of 250ml/8oz & 500ml/16oz sizes of Straight Maintain Shampoo & Conditioner

n Pre-book their next appointment

n Offer an Intense Boost treatment to boost their KeraStraight after 2-3 months

Don’t forget Intense Boost and KS Style are for all clients and make a great introduction to KeraStraight.

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