- Color WOW

Sales Presentation 2015
INTRODUCING
COLOR WOW
by federici brands
The first complete range of professionally-formulated products
engineered for optimum color, shine + texture.
Created by renowned beauty product innovators,
Gail Federici and John Frieda (the duo known for solving frizz
and perfecting blonde).
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ROOT COVER UP
THE MOST AWARDED PRODUCT IN THE HISTORY OF HAIR CARE – 22 INDUSTRY AWARDS SINCE LAUNCH
Unique mineral powder formula not only
covers grey roots seamlessly but Blonde shades even cover dark re-growth in lightened and highlighted hair without peroxide.
•
Brush-on powder instantly adheres to hair without being sticky or oily and stays until
you shampoo it out.
•
Available in Platinum/Light Blonde, Blonde, Light Brown, Medium Brown,
Dark Brown and Black
•
Creates multi-dimensional shine.
•
Looks and feels completely natural.
•
Water-resistant.
Wax-free, dye-free formula is ideal for use
by pregnant women.
•
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ROOT COVER UP
GROUND-BREAKING, LIFE-CHANGING FORMULA IS THE COLOR WOW HERO
Available in six versatile shades: Platinum/Light Blonde, Blonde, Light Brown, Medium Brown, Dark Brown and Black
•
•
2.1g/.07 oz
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WHAT LEADING INDUSTRY PROFESSIONALS ARE SAYING
“ Color Wow Root Cover Up has been an instant success for Luxe Den. We were actually getting phone
calls from our clients in search of the product before we started carrying it. When I saw the Root Cover
Up demo online, I was sold and knew my clients deserved this product. In less than one month, we sold
out of our first 24 piece display. We also got 10 new clients who came to us via the Color Wow Retail
Partner Locator. I have since ordered 24 more pieces of each shade and am putting Root Cover Up in
three more salons. We couldn’t be happier.”
– Mark Chulpa
Luxe Den Salon Owner, NYC
“ We’ve sold many other products in this root cover-up category, but never one that works like this and
definitely never one that can add lightness to dark hair to recreate highlights on outgrowth. The best time
to share information about the product with your client is to place it on her gray BEFORE her color service.
Once a client sees how amazingly well it covers gray, Color WOW really sells itself!”
– Adam Broderick
Adam Broderick Salons
“ I am obsessed with ROOT COVER UP. I can keep all my clients ‘red carpet ready’ and looking upto-the-moment without the added damage from routine color maintenance. I use COLOR WOW on
all my clients to cover greys or roots - it also creates brilliant highlights and lowlights to frame the face
and enhance the hairline in bright studio lights.”
– Ken Paves
Celebrity Stylist and Salon Owner
“We carry the Color Wow range because there is nothing else like it in the professional market. It is the
perfect root cover up for our clients in between their color visits. We can offer it for them to take home, to
take on holidays and can combine it with our services to offer the right shade. I’m quite certain that this
will become a major professional brand because not only is it so unique but also because its performance
is exceptional. It’s a real winner and your clients will love it.”
– Tony Rizzo
Sanrizz Salon
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CRITICAL TIPS FOR MAXIMUM SELL-THROUGH
1. Encourage colorists to match and demo a shade to their client’s hair before they begin the color process.
2. Show Color Wow looped demos/TV commercial (which we provide to you)
on an iPad or monitor.
COLOR WOW
3. Offer Root Cover Up as a service to clients who come in for a cut or blow dry.
Cover their grey or dark roots to perfect their look for a nominal fee, which can
go against their purchase of their product once they decide to buy.
4. Encourage staff to download Root Cover Up demos to their smart phones to use
in selling Root Cover Up to clients.
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WHAT SETS COLOR WOW APART FROM COMPETITORS
1.Color Wow is a powder that can be applied precisely. There is no mess.
A spray application does not allow for the same accuracy: it can get on the scalp,
face, clothes.
2.A powder is dry, a spray is wet. Wetting the hair after it’s been styled is a major negative.
3.Coverage – Color Wow powders can cover dark regrowth in blonde/highlighted hair
without peroxide – NO OTHER ROOT COVERUP CAN DO THIS.
4.Final results – Color Wow Root Coverup and sprays all have 100% coverage, however
only Root Coverup keeps hair looking and feeling natural. Color Wow Root Coverup is multi-pigmented so it is not flat-looking and unnatural like the competition. It also contains
reflective particles so hair is shiny, not dull. Coverage is seamless…looks and feels
completely natural.
5. ADDITIONAL COLOR WOW BENEFITS OVER COMPETITION – It stays until it is shampooed out. It doesn’t run, or rub off on your pillow. YOU CAN SWIM IN IT. It doesn’t flake or make your hair “crispy”, waxy or dirty like mascara-style products.
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POTENTIAL SALON OBJECTIONS
1.ROOT COVER UP WILL TAKE AWAY FROM MY COLOR BUSINESS,
BY TAKING CLIENTS OUT OF THE MARKET LONGER...
C O L O R W O W
Root Cover Up is not a replacement for a colorist or a color appointment.
The fact is that roots can start to appear as early as ten days after a color
appointment and long before the client is ready to return for her next
appointment. Root Cover Up is meant to keep the client‘s color “WOW” in between salon visits.
2. THE PRODUCT IS TOO EXPENSIVE.
The Root Cover Up price point has never been an obstacle in any country. Once Root Cover Up has been matched to a client’s hair, it is an automatic
sale because of the effectiveness of the product. Depending on the amount
of grey a client has and how often she washes her hair, one Root Cover Up
can last for months.
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SALON SALES TOOLS
24-PIECE SALON INTRO DEAL $414.00
Includes 6 FREE testers valued at $103.50
Open Stock Pricing: $17.25 salon, $34.50 retail
.
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SALON SALES TOOLS
Salon Poster
15” x 12”
.
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SALON SALES TOOLS
ROOT COVER UP
I
DEMONSTRATIONS
CLICK TO WATCH VIDEOS
Root Cover Up: blonde
Root Cover Up: light brown
Root Cover Up: medium brown
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TV SUPPORT
VO: There were phones…
High tech mineral powder
then there were smart phones There were root retouchers…
covers roots instantly.
No mess. No worries.
now there’s Color WOW.
Just WOW.
Even colors dark regrowth.
COLOR WOW
Blends seamlessly.
Lasts until you wash it out.
Color WOW. The next handheld device to change your life.
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MARKETING SUPPORT
FIELD SALES TRAINING & SHOW SUPPORT
BEFORE
ON-AIR APPEARANCES
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“COLORIST IN A COMPACT”
“Salvation has come in the form of something so
simple you’ll wonder why you didn’t invent
it yourself: Color Wow Root Cover U
p.”
“ COLOR WOW ROOT COVER UP
IS INDISPENSABLE !”
BEFORE
5 MINUTE MAKEOVERS
“DISGUISE ROOTS BETWEEN
APPOINTMENTS, USE THE CLEVER
COLOR WOW ROOT COVER UP”
“ A roomful of models-each with a different
hair color, hair type and root situation-was
instantly and utterly transformed. Highlights?
Solid gray roots? YOUR JAW WILL DROP,
I SWEAR.”
“THE COLORAFTER
WOW FACTOR...
ROOT COVER UP THAT MAKES
MIRACLES HAPPEN”
“BUY YOURSELF TWO MORE
WEEKS BETWEEN DYE JOBS”
“ I PRETTIFY MY PART WITH
A NO-COMMITMENT GRAYCONCEALING PRODUCT.
COLOR WOW ROOT COVER UP”
“HIDE & CHIC–FAKE SALON-FRESH
LOCKS WITH THIS CLEVER COMPACT...
LIKE CONCEALER FOR HAIR,
COLOR WOW HIDES ROOTS
& GREY SEAMLESSLY.”
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BEFORE
“TOO BUSY TO COLOR YOUR ROOTS?
THIS WILL CHANGE YOUR LIFE!”
“ I PAINT THIS POWDER OVER
MY DARK ROOTS BETWEEN COLOR
APPOINTMENTS. IT’S A LIFESAVER ...”
BEST OF THE TEST... Blondes adored the
root coverage, but there were RAVES from
virtually every color category for these six
velvety shades! Good Housekeeping
2014 Beauty Awards
WOWZA... Color-treated hair, meet
your new best friend. Color Wow’s Brass
Banned Mousse is here to rescue dark hair
and blonde hair from harsh tones between
visits to the colorist!
“When I can’t get in to see my professional of
choice–I prettify my part with a nocommitment gray-concealing product.
Color Wow Root Cover Up, looks like a
cake of eye shadow and is just as easy
to apply.”
“When you have no time to deal with
re-surging grays Color Wow Root Cover Up
will help you hide them...THIS MIRACLE
POWDER IS A MUST HAVE”
“THE MOST STUPENDOUSLY BRILLIANT
THINGS TO L AND ON THE BEAUTY
DESK...lavender tinted mousse restores
the softness of true blonde tonescounteracting anything remotely
red or orange...”
“TOP 10 BEST PRODUCTS FOR COLOURED
HAIR – POP & LOCK SHELLAC – shellac
your hair with this clever colour product.
The special prescriptive formula seals the
hair cuticle to lock in colour &
create mega, mega shine.”
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COMING SOON
COLOR WOW
CW1
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