1BRAND GDUINDE A › wp-content › uploads › KT_BRAND... · 2019-05-07 · partnering with cosmetologists to perfect their craft, ... C47 M38 Y38 K2 pantone color: 100% white C0

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BRAND GUIDELINES

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Brand Introduction 3

Mission Statement 5

History 7

Kerabond 9

Re-Brand 11

Logo Usage 13

Color Palettes 19

Typography 27

Iconography 23

Imagery 39

Print Collateral 43

Digital Collateral 47

Packaging 51

Social Media 57

Contact 61

Taglines 35

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Keratherapy™ products are specially-formulated for those seeking exceptional solutions to everyday challenges caused by keratin-deficient hair. With both home care collections and professional treatments, our keratin delivery systems provide the perfect balance of keratin and moisture to repair, protect and enhance all hair types and textures, while dramatically improving the appearance, health, and manageability of hair.

DISCOVER THE LUXURY OF BEAUTIFUL HAIR

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To be the leader in formulating first-class products and treatments through technological innovation, while partnering with cosmetologists to perfect their craft, resolving hair issues for their clients and direct consumers.

2018

2010

2011

2012

2014

2015

Company was founded

First international order

Complete repackaging and rebranding of

professional and home care product lines

Introduced Perfect Match Gray Root Concealer

Expansion in North America

Market entry to 30th country worldwide

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Keratherapy was founded in 2010 by long time beauty industry professional, David Mulhollen Jr., to address the worldwide demand for high performing Keratin Smoothing Treatments. Utilizing superior formulations, Keratherapy has become the most innovative, forward thinking brand in the Keratin Smoothing category by providing women with smooth, shiny, healthy, frizz-free hair. Keratherapy now boasts a full range of Keratin Treatments along with high performing, Keratin Infused Home Care Products. Keratherapy is sold in morethan 45 countries worldwide and continues to grow.

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kera

bo

ndAll Keratherapy™ products are formulated with our

exclusive Kerabond™ technology. Kerabond™ technology

combines the benefits of keratin with proteins, amino-acids,

nutrients and natural ingredients resulting in strong, healthy

hair that is frizz-free, shiny, smooth, manageable, and

resistant to humidity.

YESTERDAY’S BRANDTropical floral feel. We’ve moved away from the beloved floral look to

make way for a cleaner appearance.

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TODAY’S BRANDModern, sleek and clean. Vibrant colors are attention-grabbing while

clearly distinguishing collections and making a beautiful planogram for

any salon or distributor.

logo usage

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Keratherapy, the logo, represents the collection of products and has strict guidelines.

logo principals

NOTE:

Request all files types from Keratherapy Marketing team, contact infomation at the end of the guidelines.

THE LOGO

consistencyUse approved logo for all references to Keratherapy.

applicationCheck brand guidelines to follow application guidelines of the logo.

qualityOnly use Hi-res images or Vector files, in order to perserves the logos quality.

KERATIN THERAPY FOR HAIR

The Logo is KERATHERAPY, which is trademarked. The TM should

always appear at the right of the logo at the first mention of the logo

on any marketing materials, whether in print or digital. The letters are

all capitalized. The logo should never be redrawn or altered.

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SPACINGMaintain clear space around the logo to protect it from distracting

graphics or typography. Measure clear space by the height of .25 inches

of the top of the letter for both vertical space and .25 inches on each

.25in

.25in

.25in

.25i

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MINIMUM SIZEThe Keratherapy logo reproduces at any size; however, making it too

small can damage the logo’s integrity and overall effectiveness.

Thus, we set the limit to a font size 8.

width: .8749 in

heigth: .0635 in

COLOR VARIATIONSThe logo colors consist of black and gray when used on a light back-

ground. The logo colors are white and gray for a dark background.

Specific pantone colors are used and are listed below.

light backgrounds

dark backgrounds

pantone color: cool grey 11

pantone color: cool grey 11

pantone color: 100% white

pantone color: 100% Black

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DOS & DON’TSDo not use the logo in any other colors, unless approved by corporate office.

dos don’ts

NOTE:

If you have any further questions on logo usage submit your inquiries to our contact email, under contact section.

color palette

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The color palette is broken down between personal and professional products for ease of identification.

PRIMARY COLORSThe primary colors should be used across the board for websites,

marketing collateral, etc. The codes are listed below.

pantone color: cool grey 11C66 M57 Y52 K29


pantone color: 100% whiteC0 M0 Y0 K0

pantone color: 100% blackC0 M0 Y0 K100

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SECONDARY COLORSThe secondary colors are to be used to represent specific products.

The codes are listed below.

pantone color: 7705 CC100 M47 Y26 K4

















pantone color:368 CC59 M2 Y100 K0

iconography

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Our icon design in inspired by the original icon used since inception, a tropical flower. The icon was redesigned in 2018 to represent a flower in a modern design similar to a molecule. Each of the six petals has lines, offering texture. It not only symbolizes beauty but the advanced technology of Kerabond.

HOME CARE COLLECTIONThe home care collection has an assigned color based on each product

category. There are two variations of color in each product category,

one darker and one lighter. Below are the specific pantone colors that

are to be used.

moisture

style & finish

volume

color protect

keratinFIXX repair











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PROFESSIONAL TREATMENTSThe professional treatments also have an assigned color based on each product

category. There are two variations of color in each product category, one darker

and a gray color. Below are the specific pantone colors that are to be used.
















pantone color:368 CC59 M2 Y100 K0

brazilian renewal express renewal plus+

color lockextreme

extreme cc booster

clean startpure renewal plus+

typography

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Keratherapy’s typography represents a clean and modern feel. The fonts were carefully chosen to reflect the company’s identity as fashion-forward with a commitment to advanced technologies.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z










Aa Gotham

gotham light

gotham book

gotham medium

gotham bold

gotham heavy

gotham light italic

gotham book italic

gotham medium italic

gotham bold italic

gotham ultra

PRIMARY TYPEFACE

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typ

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hyGotham is the primary typeface. It’s a clean, modern sans-serif typeface that works well for display copy, body text, and more. The following are ten variations in which Gotham can be used.



















Raleway

raleway thin

raleway extraLight

raleway light

raleway

raleway medium

raleway semibold

raleway bold

raleway extrabold

raleway black

raleway thin

raleway extraLight Italic

raleway light italic

raleway italic

raleway medium italic

raleway semibold italic

raleway bold italic

raleway extrabold italic

raleway black italic

Aa

SECONDARY TYPEFACERaleway is the secondary typeface that can be used for

advertisement, headlines sub heads, and social media.

It may be used when primary fonts are not available.

There are 18 variations in which Raleway can be used.

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BACK BOTTLE PACKAGINGFor back of bottle packaging, when space is an issue use fonts from the

Helvetica Neue family at 100-60 percent condensed.

Aa Helvetica Neue













helvetica neue ultralight

helvetica neue thin

helvetica neue light

helvetica neue regular

helvetica neue medium

helvetica neue bold

helvetica neue ultralight italic

helvetica neue thin italic

helvetica neue light italic

helvetica neue regular italic

helvetica neue medium italic

helvetica neue bold italic

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REFERENCE BELOW



helvetica neue regular11PT 100%

helvetica neue regular11PT 60%

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taglineTaglines are used to compliment the logo and emphasize the uniqueness and luxuriousness of the brand. No other taglines are to be used other than the ones approved by Keratherapy.

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KERATIN THERAPY FOR HAIR

TAGLINE WITH LOGOBe sure to always use the Tagline below with the logo. Do not replace

with any of the other options available.

Keratin Therapy For Hair

reference

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The New Face of Affordable Luxury

Discover the Luxury of Beautiful Hair

SUPPORTING TAGLINESBe sure to always use the Tagline below with the logo. Do not replace

with any of the other verbiage.

imagery

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Our imagery is held to a high standard. They must be sharp, well lit, and balanced whether it be for digital platforms or in print.

PRODUCTSProduct imagery must follow strict guidelines, with the icon easy to read

and amongst items that do not damage the Keratherapy reputation.

reference

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MODELSOur models are a reflection of our target market. Each model representing

Keratherapy has beautiful hair of all hair types. In still images, models have

a good stance and pleasant expression. In videos, models must act natural

and believable.

reference

print collateral

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Various print collateral has been produced digitally and have been printed. They have been designed within the strict guidelines upheld by the company and with the aesthetic tone and feel of the brand. Marketing collateral are available upon request.

PRINT DESIGNThe product of any of materials representing Keratherapy is strictly

prohibited. Templates are available upon request but must be approved

prior to printing. Custom design work for print materials representing

Keratherapy can be requested on a case by case basis.

The following are the print materials we have available:

► App Sheets

► Product Knowledge Sheets

► Deal Sheets

► Tent Cards

► Posters

► Header Cards

► Mirror Cling

► Shelf Talkers

► Window Clings

► Advertisement

NOTE:

Request all files types from Keratherapy Marketing team, contact infomation at the end of the guidelines. Additonal Print Collateral available.

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KERATHERAPY BRAZILIAN RENEWAL is the most advanced keratin smoothing treatment available today. Especially effective on hair that is coarse, unruly, extremely curly or very resistant. FEATURES• Maximum amount of curl reduction possible on all

hair types without breaking bonds

• Delivers long-lasting nourishment and protection for up to 12-16 weeks

• Amazing shine and “no-frizz” smoothing for all types of hair

• Humidity protection

• Faster blow dry and finishing

• Lower cost per application than all of our major competitors

• Up to 75% less fumes than most competitors

• Safe for color-treated hair

• No wait time, clients can shampoo same day!

ULTRA STRENGTH KERATINSMOOTHING TREATMENT

BRAZILIAN RENEWAL

ALOE BARBADENSISLEAF JUICE EXTRACTSaturated with essential vitamins and minerals that restore moisture

GLYCERINHolds and retains moisture

HYDROLYZED COLLAGENIncreases elasticity, strengthens and promotes growth

SILK AMINO ACIDSPenetrates and strengthens damaged hair

PROTEIN COMPLEX (Hydrolyzed Silk, Soy, Rice & Wheat)Strengthens hair and seals cuticle. Improves elasticity and increases shine, eliminates static and improves combability

ORGANIC COMPLEX(Linseed Oil, Safflower Oil, Shea Butter and Green Tea) antioxidants, moisturize soother and protect hair

KERABOND TECHNOLOGYCombines the benefits of keratin with proteins, amino-acids, nutrients and natural ingredients resulting in strong, healthy hair that is frizz-free, shiny, smooth, manageable, and resistant to humidity.

KERATHERAPY EXTREME RENEWAL CRÈME DE COCOA is a maximum strength keratin smoothing treatment that offers superior curl reduction, shine and smoothing for even the most resistant and unruly types of hair. FEATURES• Provides medium to maximum curl reduction on

extremely coarse, resistant hair

• Slightly better curl reduction and frizz control than Keratherapy Extreme Renewal

• Delivers long-lasting nourishment and protection for up to 12-16 weeks

• Reduces excess volume and frizz

• Improves hair texture and condition

• Safe for color-treated hair

• Adds suppleness and shine

• Replaces damaging relaxer services

• Reduces blow dry, ironing and overall finishing time by 50% or more

CRÉME DE COCOA MAXIMUM STRENGTH KERATIN SMOOTHING

EXTREMERENEWAL

ALOE BARBADENSISLEAF JUICE EXTRACTSaturated with essential vitamins and minerals that restore moisture

GLYCERINHolds and retains moisture

HYDROLYZED COLLAGENIncreases elasticity, strengthens and promotes growth

SILK AMINO ACIDSPenetrates and strengthens damaged hair

PROTEIN COMPLEX (Hydrolyzed Silk, Soy, Rice & Wheat)Strengthens hair and seals cuticle. Improves elasticity and increases shine, eliminates static and improves combability

ORGANIC COMPLEX(Linseed Oil, Safflower Oil, Shea Butter and Green Tea) antioxidants, moisturize soother and protect hair

KERABOND TECHNOLOGYCombines the benefits of keratin with proteins, amino-acids, nutrients and natural ingredients resulting in strong, healthy hair that is frizz-free, shiny, smooth, manageable, and resistant to humidity.

• Formaldehyde Free • Extended Treatments • Express Treatments • Color Lock / Amplifying Treatment • Pre-Treatment

salon guide

BRAZILIAN RENEWAL •Ultra Strength Keratin Smoothing Treatment Offers the greatest amount of curl reduction possible, along with amazing shine and “no-frizz” smoothing for all types of hair; all with less fumes than our closest competitors. Especially effective on hair that is coarse, unruly, extremely curly or very resistant. Enriched with keratin, collagen, argan oil, soy and rice proteins for extra brilliance, strength and protection. Clients can wash their hair the same day and experience no downtime!3 oz / 90 ml, 16.9 oz / 500 ml, 33.8 oz / 1 Liter

EXTREME RENEWAL •Maximum Strength Keratin Smoothing Treatment A maximum strength keratin smoothing treatment that smoothes and dramatically reduces frizz and curls on medium to resistant hair types. Featuring our proprietary KERABOND Technology, Extreme Renewal deeply penetrates the hair shaft for maximum repair, while pure keratin and a blend of silk amino acids, organic shea butter and green tea antioxidants encapsulate the hair to eliminate dryness and protect against the environment. Reduces excess volume and frizz. Delivers long-lasting nourishment and protection for up to 16 weeks. Safe for color-treated hair. 2 oz / 59 ml, 16.9 oz / 500 ml, 33.8 oz / 1 Liter

EXTREME RENEWAL CRÈME DE COCOA •Maximum Strength Keratin Smoothing TreatmentFeaturing our proprietary KERABOND Technology, this maximum strength keratin smoothing treatment offers superior curl reduction, shine and smoothing for even the most resistant and unruly types of hair. This special formula contains cacao seed butter, a powerful antioxidant that nourishes and protects the hair from styling and environmental elements. Wheat and rice proteins smoothen, repair and reduce frizz. Also enriched with collagen for amazing strength, repair and elasticity. Reduces excess volume and frizz and delivers long-lasting nourishment and protection for up to 16 weeks. Safe for color-treated hair. 3 oz / 90 ml, 16.9 oz / 500 ml, 33.8 oz / 1 Liter

COLOR LOCK & SMOOTH •• Keratin Treatment SprayThis very unique, 2–in–1 formula is highly recommended after all hair color and highlighting services to lock in color and prevent fading, or as a stand alone, express keratin treatment. Provides unsurpassed frizz control, adds amazing shine and provides a humidity barrier for 4 weeks. Clients will experience healthier hair along with faster blow dry and styling time at home or in salon. Simple to use, this is a must for all types of salons and blow dry bars. Great for all hair types. 8 oz / 237 ml

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PURE RENEWAL PLUS+ ••Zero Formaldehyde Keratin Smoothing Treatment Pure Renewal PLUS+ is a truly ground breaking, ZERO formaldehyde keratin smoothing system. This proprietary treatment is a powerful blend of carbocysteine, glyoxyloyl and amino acids, perfectly formulated to provide salons a legitimate alternative to traditional keratin treatments that contain formaldehyde. Pure Renewal PLUS+ provides maximum curl and volume reduction without a permanent structural change to the hair, and without the use of aldehydes, thioglycolate or sodium hydroxide. A cocktail of keratin and collagen provides increased strength, elasticity and vibrancy. Macadamia and argan oils naturally provide omega fatty acids that repair, rebuild and nourish the hair from the inside out. Clients will experience shiny, softer, straighter, frizz-free hair in as little as 90 minutes. Pure Renewal PLUS+ will enable all salons the ability to offer a safe and amazing keratin experience to all clients with GUARANTEED results. 3 oz / 90 ml, 16.9 oz / 500 ml, 33.8 oz / 1 Liter

EXPRESS RENEWAL PLUS+ ••Zero Formaldehyde Express Keratin TreatmentExpress Renewal PLUS+ with KERABOND Technology is an express professional keratin smoothing treatment that’s as easy to use as spraying it on and sealing it in. Express Renewal PLUS+ is a fast, safe way to remove frizz, rejuvenate, smoothen and revive the hair. Tamanu and argan oils, jojoba and rosemary leaf extract transform ordinary, overworked hair into silky, shiny, healthy looking hair for 4 to 6 weeks. 8 oz / 237 ml

KERATIN BOOSTER ••Treatment Amplifying SprayKeratin Booster is a unique and powerful spray that enhances and amplifies any Keratherapy zero formaldehyde keratin treatment, resulting in an even distribution of keratin and amino acids throughout the client’s hair. This professional use leave-in spray ensures uniform curl and volume reduction, frizz control, shine and conditioning from roots to ends and helps to extend the longevity of the keratin treatment. 8 oz / 237 ml

CLEAN START ••Pre-Treatment ShampooPrep the hair properly with Keratherapy Clean Start Pre-Treatment Shampoo; it removes product residue, buildup and impurities that can interfere with keratin treatment results. The 8.5 pH opens the cuticle to provide maximum absorption of treatments and to ensure the longest-lasting results. 2 oz / 59 ml, 16.9 oz / 500 ml, 33.8 oz / 1 Liter

KERATHERAPY.COM 901205

Keratherapy™ products are specially-formulated for those seeking exceptional solutions to everyday challenges caused by keratin-deficient hair. With both home care collections and professional treatments, our keratin delivery systems provide the perfect balance of keratin and moisture to repair, protect and enhance all hair types and textures, while dramatically

improving the appearance, health, and manageability of hair.

All Keratherapy™ products are formulated with our exclusive Kerabond™ technology. Kerabond™ technology combines the benefits of keratin with proteins, amino-acids,

nutrients and natural ingredients resulting in strong, healthy hair that is frizz-free, shiny, smooth, manageable, and resistant to humidity.

2018 professional price list

PROFESSIONAL TREATMENTS SIZE PRICE Brazilian Renewal Keratin Smoothing Treatment Stylist Kit 3oz/90ml $45.00

Brazilian Renewal Keratin Smoothing Treatment 16.9oz/500ml $160.00

Brazilian Renewal Keratin Smoothing Treatment 33.8oz/1000ml $275.00

Extreme Renewal Créme de Cocoa Keratin Smoothing Treatment Stylist Kit 3oz/90ml $45.00

Extreme Renewal Créme de Cocoa Keratin Smoothing Treatment 16.9oz/500ml $160.00

Extreme Renewal Créme de Cocoa Keratin Smoothing Treatment 33.8oz/1000ml $275.00

Extreme Renewal Keratin Smoothing Treatment 16.9oz/500ml $160.00

Extreme Renewal Keratin Smoothing Treatment 33.8oz/1000ml $275.00

Pure Renewal PLUS+ Keratin Smoothing Treatment Stylist Kit 3oz/90ml $45.00

Pure Renewal PLUS+ Keratin Smoothing Treatment 16.9oz/500ml $160.00

Pure Renewal PLUS+ Keratin Smoothing Treatment 33.8oz/1000ml $275.00

Color Lock & Smooth Keratin Treatment Spray 8oz/237ml $49.00

Express Renewal PLUS+ Keratin Smoothing Treatment 8oz/237ml $49.00

Keratin Booster Treatment Amplifying Spray 8oz/237ml $20.00

Clean Start Pre-Treatment Shampoo 16.9oz/500ml $12.00

Clean Start Pre-Treatment Shampoo 33.8oz/1000ml $19.00

2019 pricelist certifiedkeratin expert

Ask me how to have shiny, smooth, frizz free hair!

906400

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keratin in

fused

906835

moisture collection

The perfect balance of moisture and protein to protect and smoothkeratin infused

906835

color protect collection

Preserves and enhances color, smoothes and protects

keratin infused

906835

digital collateral

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Our online presence consists of thoughtfully laid out content and imagery that is clean, easy to read, and a reflection of the Keratherapy brand.

DIGITAL DESIGN

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products spotlight consumer

products spotlight consumer

newsletterstylist & distributors

packaging

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All packaging for Karatherapy products was changed in 2018 to reflect a new icon and modern sleek design. The logo lays on its side vertically on the bottles while the silver tops add a feel of luxury and elegance. The bottles are recyclable.

PROFESSIONAL PRODUCTSThe professional product line marketed to cosmetologists are in white

“clinical” looking bottles. Each is labeled with a different color icon to

easily identify the product type.

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HOMECARE PRODUCTSThe home care line consists of different colored bottles that make up

different treatment types.

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color protect collection

moisturecollection

volume collection

perfect matchgray root collection

perfect matchfiber hair thickener collection

keratinfixx repair collection

style & finishcollection

social media

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Keratherapy has a strong presence on social media including Instagram, Facebook, YouTube, and Twitter. Our presence online educates, informs, and adds value to stylists and consumers worldwide through images and vides. We also use these platforms to highlight our stylists through reposting their content. Various promotions are also promoted on these marketing channels.

► Shoot against a simple background or outdoors.

► Use portrait mode (blurred background) If you do not have an iPhone, or a newer phone camera, please download FaceTune and use the blur tool to make backgrounds blurry. Make sure there are no other people in the background.

► Lighting

DAYTIME

It is recommended to use outdoor light or window light

NIGHT TIMEIt is recommended to use a white light or ring light

WHY?The light can change the quality of results!

QUALITY CONTENTCreating a stronge presence for Keratherapy in social media is imperative,

keeping in mind the following guidelines.

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► Be sure that there are no other hair products visible on the work station or in the images aside from Keratherapy products

► BEFORE shooting, make sure there are no smudges on the lens of the camera.

► Feature client videos, photos, and boomerangs where the faces are visible and clients inspire happiness with their results!

contact

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For any further assistance and questions about the Keratherapy Brand Guidelines please contact:

[email protected]

Documents

1BRAND GDUINDE A › wp-content › uploads › KT_BRAND... · 2019-05-07 · partnering with cosmetologists to perfect their craft, ... C47 M38 Y38 K2 pantone color: 100% white C0