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Framesi I.Dentity English
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CHOOSE YOUR IDENTITY
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:23 Pagina 1
ONDEMANDLIVING
It's the era of tailor-made services, especially for the young generations, pampered by technology and that's not all. Smart phones, configured to your needs with all their apps are just a first example of this trend.
Then TV on demand and the one following you everywhere you go, streamed programs,YOU TUBE, Facebook and Twitter, where images and thoughts are a shared resource, to see and read again whenever you want.
Buses on call for night-time transport in several cities, while just about any goods and services can be bought online 24 hours a day.
Wishes and desires have, and will have, an ever shorter-lived lifespan.
In a world that burns the wait, thesearch for our identity is continuouslyevolving because the picture we have of ourselves is dynamic, ever-changing,experimental. To be chosen following the inspiration of the moment. To be chosen with I.DENTITY.
I choose, so I am
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:23 Pagina 2
Framesi research gives you a range of high technologyproducts, designed to supportthe more rapid and innovativetransformations, with threegreat features:
1 - versatility with I.DENTITY you can invent
infinite looks, using either single
products or having them interact
with extremely personalized applications.
2 - protection each I.DENTITY product offers you the
most spectacular performance with total
respect for your hair’s health.
Thanks to advanced technological formulas,
the hair is wrapped in a protective,
moisturising, conditioning film keeping it soft
and flexible.
3 - multi-purposeI.DENTITY a line that is perfect in the salon,
enhancing professional creativity, and
irreplaceable at home, giving your
imagination all the space it needs in a really
simple way.
CHOOSE YOUR IDENTITY
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:24 Pagina 4
Shine.On
Stay.Matte
Tuff.Hold
Stay.Stuck
Hold.Up
X.Factor
Self.Control
There are many ways of giving personality to a look.
I.DENTITY knows all of them and creates with both strength and delicacy because its
formulas enhance styling and protect hair. Every day.
At the salon or at home, I.DENTITY for an exceptional performance whether you need
volume or want to straighten your locks, give curls shape or define a cut.
With four brighly coloured lines, and a stylist's professional advice, any identity finds its
unique, unrepeatable expression.
I.DENTITYTo give each styling the most precise identitythat hold effect
Shape resist against the most extreme tests
Curldefine and enhance curls
Volumegive volume to fine hair
Smoothstraighten with or without a flat iron
Look@Me Protect.it
Hair.Force
X.Alt
Curl.Booster
I.DENTITYHold, shape, model, straighten, define
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:25 Pagina 6
NATURAL FINISH OR THE WET LOOK
Shine.On Dual-purpose waxMoisturising wax with a velvety texture, no oiland siliconi
How you use itWarm the wax in your hands before applying it.For volume, spread on wet hair after your shampoo.Apply after drying for the wet look.
ResultSoft, moisturised hair. Leaves no residue and is brushed out easily.
NO-GLOSS EFFECT
Stay.Matte Opaque & hold waxOpaque effect wax
How you use itWarm the wax in your hands before use. To model dry hair, work a small quantity andspread it with your fingertips. For a moreaggressive look, apply to damp hair and dryeach lock twisting and ruffling it
ResultContrasting matt and shiny details define your style. Protects against dehydration.
SHAPED HAIR AND AN EXTREME LOOK
Tuff.Hold Extreme hold waxPolishing wax and extra hold
How you use itWarm the wax in your hands before use. Work a small product quantity and spread itover dry hair with your fingertips. Bend and shape locks for the desired shape.
ResultSustained styling through the length of the lock.Lasting hold and no residue in hair.
DEFINED LOCKS, GREATLIGHTNESS
Stay.Stuck Mousse waxMousse wax
How you use itOn dry hair, spread small amounts over endsand locks to be defined.
ResultEnhances the lines of your cut because it makes details more visible. No weighing down effects. Ideal in updos for a wet look.
60 ml 60 ml 60 ml 150 ml
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:28 Pagina 8
DISCIPLINED, SCULPTED HAIR
Hold.Up Super hold styling sprayStyling spray for hair dryer and iron
How you use itOn dry hair, spray each lock before using a brush, hair dryer or iron over it.
ResultApplied to the roots, gives strength and hold to all types of hair.Even defines and sustains large locks, projecting lengths of up to 15 - 18 cmoutwards.
SCULPTED, CRUSHPROOF HAIR
X.Factor Extra strong gelExtra hold with a memory effect
How you use itWarm product between hands and apply to dry hair lock after lock, shaping your style. To accentuate details and anti-gravity.
ResultStrong hold, flexible styling with the memoryeffect.
STRONG HOLD ANDPROTECTION
Self.Control Hair SprayNo-gas anti UV hair spray
How you use itSpray on perfectly dry hair, on roots and length.
ResultEffective control of even the longest locks. Instant anti-frizz effect.
250 ml 150 ml 200 ml
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:29 Pagina 10
NATURAL FLEXIBLE MOVEMENT
Curl.Booster Spray definerShines hair and revitalises lock shape even the day after styling.
How you use itAfter shampooing, towel-dry your hair and spray uniformly. Dry using a diffuser or naturally. To give curls volume and shape the next day,apply to dry hair wrapping locks around your fingers. Great for wavy brushing.
ResultNatural, soft, defined curls with no stiffness. Excellent anti-frizz effect even in humidity.
HIGH DEFINITION CURLS
X.Alt Curl enhancerCream for curls and waves
How you use itAfter shampooing, towel dry hair and apply cream. Spread uniformly combing repeatedly. Dry using a diffuser with the hairdryer on a low speed.
ResultDefines curls with no stiffness. Natural effect on all types of hair.
150 ml 200 ml
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:30 Pagina 12
UP TO DOUBLE THE VOLUME
Look@Me Volumizing lotionFixing gel for volume and body.
How you use itAfter shampooing, towel-dry hair. If hair is short, massage an adequate amount of gel in your hands andspread it over hair till fully absorbed. If hair is long, repeat the process along its length.
ResultDoubles hair volume and eliminates static electricity. Perfect on particularly thin hair. Maintains styling, does not coat or weigh hair down.
250 ml
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:30 Pagina 14
IRON AND PROTECTION
Protect.it Thermal protectorSpecial spray to protect hair when it comes into contact with a flat iron
How you use itAfter drying your hair completely, keeping it well combed, spray uniformly and flat iron over each lock.
ResultHair does not lose its natural moisture and the iron runs easily. The protective sheath that wraps and gives shine to hair, makes styling last longer.
STRAIGHT HAIR WITH NO FRIZZ EFFECT
Hair.Force Instantly straightnerInstant straightening fluid to make styling last longer
How you use itAfter shampooing, towel-dry hair. Apply uniformly massaging the entire length uniformly, dry and apply again to finish.
ResultMakes all types of hair as smooth as silk, resists humidity and extends the hair style.Hair is shiny, revitalised with no trace of frizz
200 ml 150 ml
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:31 Pagina 16
Infinite combinations for really exclusive
personalisation!I.DENTITY products
can be mixed together for interaction
giving each hairstyle that perfect finish.
Hair.Force + Shine.On + Self.Controllong hold, glossy straight hair
Hair.Force + Stay.Stuck + Protect.itpowerful straightening effect
Hair.Force + Protect.it + Stay.Matteprotected straightening, straight, separate locks
Look@Me + Protect.it + Hold.Upmaximum volume, protection and sculpted hold
X.Alt + Self.Controlhighly defined curls and strong hold
X.Alt + Shine.Onsoftly defined curls
Look@Me + Shine.Onmaximum volume with separate, shiny locks
INTER-ACTIO
N
It's up to you now! Create the right combination for each new identity
Tuff.Hold + Self.Controlsculpted, strong hold styling
Hair.Force + Protect.it + X.Factorsculpted effect, straight hair protected against
the flat iron plate
Curl.Booster + Self.Controlcontrol shape with no frizz
Curl.Booster + Shine.Onmovement with no frizz the day after styling.
Shiny, composed lengths
Hair.Force + X.Factorperfectly straight on sculpted locks
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:31 Pagina 18
Framesi S.p.A.
S.S. dei Giovi, 135
20037 Paderno Dugnano
Milano (Italy)
Tel. +39 02 99040441
Fax +39 02 9101318
www.framesi.it
Follow us at Framesi Official
For you and your customers who always want to be up-to-date on the I.DENTITY world, a special application to download free.
IDentity_new_folder_ING-OK:I.DENTITY_2012_NEW 15-06-2012 11:32 Pagina 20