ASIA RESTAGE 2009

ASIA RESTAGE 2009
MARKETING DOSSIER
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SOCOLOR.beauty: New, Better, Different
Current SOCOLOR.beauty
NEW SOCOLOR.beauty
Shades Ideal for Asian hair
chosen from International Palette
Optimized Shade Palette = True to level, True to tone
Versatile palette with levels & tones tailored specifically for
Asian hair.
o New & improved Extra Coverage series for 100%
grey coverage
o Introducing New HD Color Technology for lasting
intensity and true visibility
o New Copper Mocha & Red Mocha shade families
for beautiful warm Mocha reflects
o Improved Extra Neutralizing series that provides
better control of warm tones
Dual Cationic Conditioning Complex
o Protection
o Suppleness
o Glossy shine
Cera-Oil Conditioning Complex
Fortified Hair Structure
o HexaForce Polymer helps reinforce the inner
cortex
Improved Surface Integrity
o Equalized porosity for an even surface
o Nourished & polished hair surface
Long-lasting & non-stop conditioning
Chroma Balance Dyes
o Long lasting color
o Excellent grey coverage
ColorGrip Dye Technology
o Long lasting color
o Exceptional grey coverage
Ammonia Smell
Pleasant Fragrance to Mask Ammonia
Light fruity floral fragrance for a pleasant salon experience
Thinner Base
Could disrupt color uniformity
Slightly Thicker Base
Improved formula consistency for ease of application
Precise, predictable results
Formula Guide
Complicated grid system to choose level of shade &
developer to achieve the desired result
Four Basic Rules
o Simple, easy approach for predictable color results
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Restage Opportunity
-
Re-introduce SOCOLOR.beauty as “easy predictable color”
-
Simplify palette & doctrine = True to Level, True to Tone
o Harmonize range → VA base + Q fragrance
o Optimize palette from 50+ to 33 shades
o Re-name levels & tones to meet expectations
(eg Copper Mocha, Red Mocha series)
-
Strengthen communication on conditioning & shine benefits
o Cera-Oil Complex
-
Address palette weaknesses
o Improve Extra Coverage series
o Launch visible Reds → HD Reds
o Leverage success of Mocha series Copper Mocha, Red Mocha
New shade series
Shades
High Definition
Reflect Collection
4RV, 6RV
5RR, 6RR, 8RR
Copper Mocha
7CM, 8CM
Red Mocha
5RM, 6RM
Strategic Description
Introducing New High Definition Color
Technology for lasting intensity and true visibility.
Red violet and red reflects.
Extension of SOCOLOR.beauty’s most
successful shade series with a copper reflect.
Nomenclature changed from 8RC, 8CC for truer
tonal results ideal for Asia hair.
Extension of SOCOLOR.beauty’s most
successful shade series with a red reflect.
Nomenclature changed from 6RR, 7RR for truer
tonal results ideal for Asia hair.
.
3
The New SOCOLOR.beauty
The evolution of SOCOLOR.beauty
When first launched, the SOCOLOR.beauty trio was innovative, inspiring, and globally
appealing. As both Matrix and SOCOLOR.beauty have developed, the trio concept remains
constant. It has been adjusted to reflect its growth and its loyalty to the Matrix brand external
and internal values.
Loyalty to Matrix External Values
1. Connected
Remaining connected means showing hairdressers that Matrix is in the know and on trend.
As seen across the imagery, SOCOLOR.beauty has evolved with the trends. Style and tastes
have become more sophisticated; so has the Matrix trio.
2. Smart Tech
Smart tech means using advanced technology in an easy-to-teach, easy-to-understand, and
easy-to-use way.
Until now, there has been little focus on the technology of the formula. With the restage, the
Cera-Oil Conditioning Complex will be prominently featured in the restage communication
pieces – advertising, video, packaging, swatch book, etc.
3. Positive Energy
Matrix brand imagery must convey positive energy to hairdressers. It must reflect spirited fun,
inner pleasure, and outer joy.
4. Daring
Daring implies a willingness to break away from tradition. It is the true demonstration of
confidence and limitless freedom.
The movement away from the standard Trio formation shows SOCOLOR.beauty’s versatility
and daring energy. The lifestyle image of the most recent Trio shows how SOCOLOR.beauty’s
product inspires confidence, movement, and expression.
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Loyalty to Matrix Internal Values
1. Professional Passion
Professional Passion shows that Matrix is dedicated to building its salons’ businesses by
introducing cut and color stories that reflect excellent education and great talent.
As the trio evolves, hair color stories move from single process color to a full color story
technique. In the latest trio, each model’s hair has more dimension and vibrancy. In addition to
a color story, the hair cuts have become more dynamic and professional.
2. Accessible
Matrix must be accessible to a diverse group of individuals as it continues to be distributed in a
growing number of countries around the world.
As the images evolve, the positive energy of the models keeps them accessible to the
SOCOLOR.beauty customer. Also, the models in the latest trio reflect a global identity as they
move away from stereotypical notions of what it means to look Asian, Caucasian, or African.
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New SOCOLOR.beauty Trio
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The Restage Concept
The use of the target in the concept of SOCOLOR.beauty is intended to clearly communicate
the three main messages of the restage.
1. TARGET: EASY, PREDICTABLE COLOR
New advanced formula with high impact dyes adjusted for beautiful, predictable results.
True to level, true to tone
2. TARGET: LONG-LASTING COLOR
Patented ColorGrip Dye Technology anchors deep in hair for long-lasting color and
exceptional grey coverage
o New & improved Extra Coverage series for 100% grey coverage
o Introducing super saturated, electrifying reds with HD Color Technology for lasting
intensity and true visibility
3. TARGET: NON-STOP CONDITIONING & SHINE
Formulated with Cera-Oil Conditioning Complex with deep conditioners that penetrate
hair:
o Helps reinforce hair structure
o Improves surface smoothness
o Delivers lasting brilliant shine
The concept is an accessible and memorable vehicle to communicate the restage of
SOCOLOR.beauty. It will demonstrate the growth and development of the brand since its
launch; while also reinforcing its “Color with Confidence” heritage.
Target Icon & Imagery
The target icon will remain as a recognizable element in the imagery of the SOCOLOR.beauty
restage as shown in the latest version of the Trio. The target icon and language strengthen the
brand equity; maintain the brand’s consistency and increase the recognition of
SOCOLOR.beauty.
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New SOCOLOR.beauty Logo
With the restage we are introducing a new SOCOLOR.beauty logo:
OLD LOGO
PMS stays the same (233)
NEW LOGO
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Optimized Palette.
True to Level. True to Tone.
The shade palette has been optimized to meet the needs and expectations of
SOCOLOR.beauty hairdressers in Asia.
Versatile palette with levels & tones tailored specifically for Asian hair.
o New & improved Extra Coverage series for 100% grey coverage
o Introducing New HD Color Technology for lasting intensity and true visibility
o New Copper Mocha & Red Mocha shade families for beautiful warm Mocha reflects
o Improved Extra Neutralizing series that provides better control of warm tones
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SOCOLOR.BEAUTY SALON CONVERSION CHART
DISCONTINUED SHADES
IF YOU USED THIS SHADE (60ml)
REPLACEMENT FORMULA
THIS FORMULA WILL BE SIMILAR
55N
15ml 44N + 45ml 5N
66N
45 ml 5N + 15 ml 7N
2N
30 ml 22N + 30 ml 3N
6N
30 ml 5N + 30 ml 7N
9N
No replacement exists
4A was made a little cooler. To achieve the result
of the previous 4A use:
5A was made a little cooler and deeper. To achieve
the result of the previous 5A use:
7A was made a little cooler and deeper. To achieve
the result of the previous 7A use:
60 ml 4A + 1 cm 1A
30 ml 5A + 30 ml 5N
30 ml 7A + 30 ml 7N
9A
No replacement exists
3G
45 ml 3N + 15 ml 5GG
5G
45 ml 5N + 15 ml 7GG
9G
60 ml 8G
5W
30 ml 5M + 30 ml 5GG
6W
30 ml 6M + 15 ml 5GG + 15 ml 7GG
7W
30 ml 7M+ 30 ml 7GG
8W
60 ml 7N +15 ml 8CB
4CB
30 ml 4N + 15 ml 7GG +15 ml 7C
9CC
30 ml 8CM + 30 ml 8G
6RC
30 ml 6RM + 30 ml 8CM
8RC
60 ml 7CM
8CC
60 ml 8CM
5RR
For similar result:
45 ml 5RM + 15ml 4RV
6RR
60 ml 5RM
7RR
60 ml 6RM
8RR
7RV
5RV
4RV
For same results: 45ml HD8RR + 15ml 6RM
For more visible result:
30 ml HD 6RV + 30 ml HD 8RR
For more visible result:
30 ml HD 6RV + 30 ml HD 4RV
For more visible result:
60 ml HD 4RV
For more visible result:
60 ml New HD-5RR
For more visible result:
60 ml New HD-6RR
For more visible result:
30 ml New HD-6RR + 30 ml New HD-8RR
For more visible result:
60 ml HD-8RR
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The New Formula
FEATURES
BENEFITS
Cera-Oil Conditioning Complex
Fortified Hair Structure
o HexaForce Polymer helps
reinforce the inner cortex
Improved Surface Integrity
o Ceramide Complex and cationic
polymer equalize porosity for an
even surface
Lasting brilliant shine
o Natural Jojoba Oil helps nourish &
polish the hair surface
Patented ColorGrip Dye Technology
Dye Technology anchors deep in hair for
enduring even color and brilliant shine
Long-lasting, even color
Exceptional grey coverage
Precise, predictable results with a versatile
Slightly Thicker Base
New Fragrance
Improved formula consistency for ease
of application
Light fruity floral fragrance for a pleasant
salon experience and subdued ammonia
perception
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Long Lasting Color and Conditioning
1. Lightweight Cera-Oil Complex
Specially formulated to treat the inner and outer layers of the hair fiber, the Cera-Oil
Complex is composed of Ceramide Complex, HexaForce Polymer, and Natural Jojoba Oil.
By treating the different layers of the hair, the Cera-Oil complex allows for hair that looks and
feels healthy and is conditioned from color to color.
o
Ceramide Complex
The Ceramide found in the Cera-oil complex cements the intercellular
structure of the hair fiber and cuticle.
o
HexaForce Polymer
The HexaForce polymer is responsible for the inside of the hair strand. Due to its
smaller size, the HexaForce polymer penetrates the cortex of the hair to help
reinforce the hair strand from the inside. Additionally, this polymer aids in
smoothening the surface of the hair for conditioning.
o
Natural Jojoba Oil
Jojoba Oil helps smooth and nourish the hair.
2. ColorGrip Dye Technology
The new SOCOLOR.beauty features the patented ColorGrip Dye technology, allowing for
the brilliant color results. This technology allows salon owners to keep their confidence in
the long-lasting color results strongly associated with SOCOLOR.beauty.
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Cera-Oil Conditioning Complex
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Enhanced Color Experience
1. Fragrance
The new SOCOLOR.beauty also features a new fragrance within the formula. Infused with
beginning notes of apple, raspberry and Green-Rose Floralcy, the fragrance ends with notes
of musk and cedarwood. The new fragrance subdues the strong ammonia smell of
permanent hair color, making the color experience more pleasant for the hairdresser and the
client.
2. Slightly Thicker Base
In addition to the improved fragrance, the new SOCOLOR.beauty formula has a slightly
thicker viscosity. This increase in thickness allows for easier in-bowl usage, while still
allowing for bottle use.
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Cera-Oil Complex Benefits
Test: Lasting Conditioning
The Cera-oil complex contains cationic conditioning polymers that condition the hair during the
coloration process. Testing has confirmed that these polymers remain present in the hair after
repeated shampoos. The continued presence of the formula’s conditioning polymers provides
long-lasting conditioning. Therefore, SOCOLOR.beauty will provide the same great long-lasting
hair color, along with the newly formulated long-lasting conditioning.
Red 80 Test Results1
+ 10
Shampoos
Red 80 Test
Right after
color
application
Red 80 Test
-After 10
shampoos
The Red 80 test is designed to show the remanence of the conditioning polymers of the CeraOil Complex. Red acidic dye attaches itself to the cationic conditioning polymers. The
presence of red after the shampoo shows the conditioning polymers in the hair. As
demonstrated by the test, these conditioning polymers remain in the hair after 10 shampoos.
Even after 20 shampoos the conditioning polymers still remain in the hair (Data not shown).
1
L’Oreal Research & Development, Clark, NJ; 2007
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Test: High Surface Integrity
Hair colored with SOCOLOR.beauty containing the Cera-Oil complex has a better surface
integrity than hair colored with the formula without the Cera-Oil complex.
Scanning Electron Microscopy
Hair Strand Colored
with formula without
Cera-Oil Complex
The cuticle is
damaged and the hair
fiber is vulnerable and
less protected.
Hair Strand Colored
with
SOCOLOR.beauty
formula with Cera-Oil
Complex
The cuticle scales are
closed and the hair
fiber is more protected.
In the left picture, the hair is damaged. The overall effect of the open cuticles is hair that has
less softness, and less protection. Color containing the complex leaves hair smoother, softer,
and more strongly protected from the elements. Surface integrity is better preserved to maintain
the conditioning property of the hair.
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Test: Hair Fiber Protection
Hair fibers colored with the SOCOLOR.beauty formula containing Cera-Oil Complex are also
better protected than those fibers colored with a formula not containing it. Hair colored with
SOCOLOR.beauty with the Cera-Oil complex is less porous, and therefore, it is stronger than
hair colored by the formula without the Cera-Oil complex.
Alkaline Solubility Test
Degree of Fiber
Fragility
Protection
Gained
Initial State
before Coloration
Formula without
complex
SCB with Cera-Oil
complex
The Alkaline Solubility Test measures the porosity of hair. Hair is soaked in alkaline solution,
which eats away at the hair, causing it to dissolve. The weaker the hair is, the faster it will
dissolve in the alkaline solution. (The results are expressed as percentage of weight lost
compared to the original weight). The less porous the hair, the less likely it will be to dissolve in
the solution.
Hair colored with the formula is less fragile, less porous, and more resistant to dissolving in the
alkaline solution. The degree of protection obtained from the formula is signified by the light
box.
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Fragrance
The new SOCOLOR.beauty directly addresses one of the primary concerns with the old
formula: the strength of the ammonia scent in the formula fragrance. The new fragrance
contains a blend of fruit, floral and woody scents. It will successfully minimize the ammonia
smell to allow for a more pleasurable salon experience for the hairdresser and the client.
Apple
Raspberry
Strawberry
Muguet
Rose
Geranium
Cedarwood
Vanilla
Musk
The new fragrance is a fruity floral fragrance. The top note is fruity combining hints of apple,
raspberry, and strawberry to open the scent. As the top notes evaporate, the middle notes open
up to reveal a floral scent composed of Muguet, Rose, and Geranium. After the middle notes,
there are the rich base notes of Cedarwood, Vanilla, and Musk to bring depth to the fragrance.
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Packaging & Materials
The new, modern packaging features a new “S” design to strengthen the brand identity
The packaging has been updated with a new Cera-Oil Complex icon on the front face.
The swatchbook has been redesigned with the optimized palette, new shade groupings
and simplified doctrine. Split swatches are shown on level 3 and white hair.
The new handbook provides the detailed information of the new product for educators.
The new mini handbook is a simplified version of the handbook.
The Quick Reference Guide gives a quick snapshot of the brand (e.g. palette,
application, benefits)
The new poster communicates the new product benefits with the new trio visual.
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MATERIALS AVAILABLE
HANDBOOK
QUICK REFERENCE GUIDE (WALL CHART)
MINI HANDBOOK
TRIO TECHNIQUE SHEETS (3)
TRIO BRAND VIDEO
CERA-OIL TECH VIDEO
HD REDS DOSSIER
TRIO POSTER
TRIO AD (DOUBLE PAGE SPREAD)
TRIO AD (SINGLE PAGE)
(*all materials – except video – will be available on Aksess)
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FAQ
How can I identify SOCOLOR.BEAUTY shades and how is the palette organized?
SOCOLOR.BEAUTY offers 5 collections that provide consistent reliable results.
Extra
Coverage
Collection
Double number
+N
Cool neutral
Collection
tones with extra
performance coverage
Label
100% grey
coverage
Type of
coverage
Extra Coverage
Neutral
Shade
series
Extra
Neutralizing
Collection
Level +A
Maximum
neutralization of
underlying
pigment
Not
recommended
for grey
coverage
Ash
Blended
Collection
Reflect
Collection
Level + N,
G, CB or M
Natural
classic
results
Level + GG, VR,
CM, or RM
Fashion Golds
and Reds
Blended
grey
coverage
Grey will appear
as a bright
highlight
Neutrals,
Golds,
Copper
Browns, and
Mochas
Gold Golds,
Violet Reds,
Copper Mochas,
and Red
Mochas
High
Definition
Reflect
Collection
Level + RR, or
RV
Vibrant Reds
Grey will
appear as a
vibrant
highlight
High Definition
Red Violets,
High Definition
Reds
What are the names of the levels in SOCOLOR.BEAUTY?
The Levels in SOCOLOR.BEAUTY are as follows:
1
2
3
4
5
6
7
8
9
10
Blue Black
Black
Dark Brown
Medium Brown
Light Brown
Dark Blonde
Medium Blonde
Light Blonde
Very Light Blonde
Extra Light Blonde
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What is the character of each shade series within the SOCOLOR.BEAUTY palette?
The shades provide the following tones and effects:
SHADE
SERIES
Extra
Coverage
Extra
Neutralizing
SHADE
NAMES
22N, 33N,
44N
1A, 4A,
5A, 7A
Neutral
TONES AND EFFECTS
GREY COVERAGE
Cool Neutral Browns for natural results
Opaque coverage
Not recommended for gray
coverage
3N, 4N,
5N, 7N
Cool Blue Black and Blue gray brown that
neutralize warm red and orange tones from
natural underlying pigment producing the
coolest brown results.
Cool Neutral Browns and Blonde for natural
results
Gold
7G, 8G
Soft Golden Blondes for natural warm results
Copper
Brown
Mocha
6CB,
7CB, 8CB
4M, 5M,
6M, 7M
Copper Brown and Blondes for natural coppery
warm results
Red violet gold brown results with levels 4 and
5 Violet gold blonde results with levels 6 and 7
Gold Gold
5GG,
7GG
3VR, 6VR
Bright warm gold results
7CM,
8CM
5RM,
6RM
4RV, 6RV
Bright warm Copper results
5RR,
6RR, 8RR
Most vibrant true Red results
Violet Red
Copper
Mocha
Red Mocha
Red Violet
With HD
Color
Technology
Red Red
With HD
Color
Technology
Intense Eggplant and Deep Violet results
Rich red mahogany results
Most vibrant Plum and Red violet results
Blended coverage. Gray will
appear lighter and cool
Neutral.
Blended coverage. Gray will
appear pale Gold.
Blended coverage. Gray will
appear Coppery.
Blended coverage. Gray will
appear Red violet gold with
the brown shades and Beige
with the blonde shades.
Colored coverage. Gray will
appear bright Gold.
Colored coverage. Gray will
appear deep Purple.
Colored coverage. Gray will
appear deep bright Copper.
Colored coverage. Gray will
appear Red.
Colored coverage. Gray will
appear very vibrant Red
Violet
Colored coverage. Gray will
appear very vibrant Red.
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GRAY COVERAGE CHART
1=No
coverage
2=Translucent
Coverage
3=Colored
Coverage
4=Blended
Coverage
5=Opaque
Coverage
Can I mix the new SOCOLOR.BEAUTY with the old SOCOLOR.BEAUTY?
Yes, the two formulas are compatible with each other and with the developer.
What is the mixing and timing for SOCOLOR.BEAUTY?
MIXING & TIMING
SOCOLOR.BEAUTY
MATRIX Cream Developer
Formula
1 part
+
1 part
Process at room temperature for 35 – 45 min
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How do I formulate with SOCOLOR.BEAUTY?
To formulate with SOCOLOR.BEAUTY, follow the four basic rules:
1.
2.
3.
4.
Determine the Natural Base level
Determine the level you wish to achieve, lighten, darken or match the natural level
Determine the tone desired
Determine the % (volume) of Matrix Crema Developer needed to achieve the amount
of lift or deposit required.
MATRIX CREAM DEVELOPER
2.7% (9 VOLUME)
6% (20 VOLUME)
9% (30 VOLUME)
12% (40 VOLUME)
LIGHTENING ACTION
Up to 1 Level or same level
Up to 2 Levels
Up to 3 Levels
Up to 4 Levels
Will SOCOLOR.BEAUTY lighten previously color treated hair?
No, permanent haircolor will only lighten Natural pigment not artificial dyes. To remove previous
color, you will need to use Bleach or other color removing product.
Can I use the SOCOLOR.BEAUTY over freshly lightened, permed, straightened or relaxed
hair?
No. Wait two weeks before coloring.
Can I use heat while processing SOCOLOR.BEAUTY?
Do not process under heat.
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