Framesi I.Dentity

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


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


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


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


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


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


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


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


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


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.


Framesi I.Dentity

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