THE BARBER COLLECTION MANUAL - Phab Wholesale€¦ · The range is enriched with two hero...

THE BARBER COLLECTION

MANUAL

2 3

1922 BY J.M. KEUNE 1922 BY J.M. KEUNE

GENERAL INFORMATION

All rights reserved. No part of this book may be

reproduced, stored in a database or retrieval system,

or published in any way, shape or form, electronically,

mechanically, by print, photo print, microfilm or any other

means without the prior written permission of the publisher.

All correspondence regarding copyrights, translations and

other matters can be directed to the publisher:

Keune Haircosmetics

P.O. Box 88

NL-3760 AB Soest

The Netherlands

INDEX

PART 1 : THE STORY BEHIND THE PRODUCTS 6

THE STORY 8

MEET THE RANGE 14

PART 2 : TECHNICAL INFORMATION 16

SCALP & HAIR GUIDE 17

SALON SERVICE 23

PART 3 : PRODUCT INFORMATION 28

SHAMPOO 29

CONDITIONERS 35

TREATMENT 38

STYLING 40

GROOMING 46

COLOR 50

54

BROUGHT

TO YOU WITH

PRIDE BY THREE

GENERATIONS OF

KEUNE MEN.1922 BY J.M. KEUNE IS A TIGHTLY EDITED COLLECTION OF

TIMELESS GROOMING STAPLES.

Made in the Netherlands, enriched with homegrown ingredients and perfected by science.

Every single product, from hair gel to beard balm, does what it’s supposed to: bring out your

best. In this manual, discover the science and passion behind the products.

First, read about the story behind the products and what makes them great. Then, get the

lowdown on all things hair and scalp: anatomy, structure and common concerns. Learn tips

and tricks for a professional hair diagnosis and in-salon consultation, so you’ll have all the tools

at your disposal to optimally service the person in your chair.

Then, meet the 1922 by J.M. Keune product range. Familiarize yourself

with each and every shampoo, balm, gel, cream and color. Also: get the lowdown on hair

and scalp health and the 1922 by J.M. Keune salon offerings, designed to help your business

grow and prosper.

1922 BY J.M. KEUNE

6

1922 BY J.M. KEUNE

PART 1. 1922 BY J.M. KEUNE: AN INTRODUCTION

DISTILLED FOR MEN

Way back in 1922, Jan Keune took his dream and turned

it into a professional haircare brand. Now his son and

grandsons have bottled his courageous spirit for brave and

daring men everywhere.

8 9


THIS IS THE STORY

OF A MAN AND

HIS SONS.A TALE OF GUTS, GLORY AND THREE GENERATIONS.

It all began back in 1922 in

Amsterdam, when a young chemist

named Jan Keune developed an

innovative formula for a liquid perm. This

made his company the first European

manufacturer of this particular product.

Today, Jan Keune’s eponymous brand,

Keune Haircosmetics, is used in more

than 70 countries by hundreds of

thousands of barbers and stylists.

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1922 BY J.M. KEUNE

A RANGE

BUILT ON…NEARLY A CENTURY OF EXPERTISE, SCIENTIFIC

DEVELOPMENT AND BARBERING PASSION.

DUTCH CRAFTSMANSHIP.

A tightly edited grooming collection that

will form the backbone to your unique

routine. Devised and developed under

one roof in The Netherlands for optimal

quality control.

APOTHECARY HERITAGE.

Steeped in history. Built on dreams. We

will never forget where we came from.

1922 by J.M. Keune is an homage

to our founder, a daring chemist from

Amsterdam.

INGREDIENTS THAT WORK.

Our scientists went above and beyond

to ensure our products actually do what

they’re supposed to: bring out your

client’s best. The range is enriched with

creatine and hemp where possible.

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1922 BY J.M. KEUNE

HOMEGROWN

QUALITY.NEVER SETTLE. NEVER COMPROMISE. THIS HAS BEEN

OUR RESEARCH & DEVELOPMENT MOTTO EVER

SINCE OUR APOTHECARY BEGINNINGS IN 1922.

Our scientists are continuously tweaking formulas and experimenting with different

ingredients until we can confidently claim that our products do what they’re supposed

to do: help you bring out your client’s best hair. The result is 1922 by J.M. Keune, a

tightly edited care, styling, grooming and color range distilled to meet the demands

of today’s stylish man. The range is enriched with two hero ingredients - creatine and

hemp - where possible.

CREATINE

This substance is known for its fortifying properties. It rebuilds and reinforces the inner hair structure, reducing breakage.

And it’s suitable for all hair types. Mixing this into our formulas was a

no-brainer.

HEMP

Hey, we're from Amsterdam. While the Netherlands’ most (in)famous plant is

known for its… soothing properties, hemp seeds are rich in omega 3 and 6 and

proteins. Good to know: the hemp we use doesn’t contain mind-altering THC.

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MEET THE RANGE.THIS IS OUR TIGHTLY EDITED SELECTION OF HAIR

CARE, STYLING, GROOMING AND COLOR ESSENTIALS

DESIGNED TO EQUIP BARBERS ALL OVER THE

GLOBE AND TO TAKE THEIR RIGHTFUL PLACE IN THE

REGIMENS OF STYLISH MEN EVERYWHERE.

CLEANSING AND CONDITIONING COLLECTION.

Start with the most important thing: clean, healthy hair. 1922 by J.M.

Keune hair care products are the new cleansing and conditioning

essentials that will form the backbone of your unique grooming routine.

They’re designed to work together to optimize hair and scalp, so both are

in prime condition before you even think about cutting, coloring or styling.

COLOR CURATION.

Meet our fuss-free color products. The processing time is quick—only

five minutes—so you can get on with your day. The shades vary

from Dark Brown to Medium Blonde. The end result is a low-

maintenance, natural camouflage. The range includes a special

color activator, formulated to perfection.

GROOMING ESSENTIALS.

Whether the look you’re going for is

clean shaven or a full beard, 1922 by

J.M. Keune offers solutions that’ll bring

the best out of your client’s hair and skin.

STYLING STAPLES.

After a great cut, reach for these

uncomplicated styling and restyling

staples that work hard to further enhance

and define the hairstyle.

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PART 2: TECHNICAL INFORMATION

2.1 SCALP: THE SCIENCE

HAIR FOLLICLE

As mentioned above, terminal hair follicles produce thick,

heavily pigmented hair during the growth phase. This process

is lead by the papilla in the dermis. Active cells in the matrix

surrounding the papilla produce the major structures of the

hair shaft and root sheath by cell division. Shortly after they’re

generated, these cells undergo a pre-arranged cell death,

resulting in a strong protein called keratin. Because cells

in the matrix grow so quickly, hair is highly susceptible to

chemotherapy or radiotherapy. These harsh medical treatments

kill dividing cells, often resulting in hair loss.

Pigment-producing cells called melanocytes are also found in

the matrix. They inject melanin into the hair shaft, producing

cells essential for healthy hair.

Then there’s the root sheath: the coating in which the follicle

grows towards the surface. In the upper part, the sebaceous

gland deposits lipids around the hair shaft. Stem cells are

believed to be found just below the arrector pili muscle. Under the

influence of the papilla, stem cells go downwards to the matrix.

SCALP AND

HAIR GUIDE.

Sebaceousglands

Papilla

Muscle

The follicle is the skin organ that produces hair and, of course,

has an effect on overall hair health. It’s made up of a complex

biological system and functions as a reservoir of stem cells,

which can produce either hair or skin cells. As a child, your

body hair is generally short and thin, but significantly longer on

the scalp and thicker hairs are already produced. After puberty,

some follicles enlarge and develop sebaceous glands (the

sebum-producing organ) on other body areas. These hairs are

called terminal hairs and are thicker and heavily pigmented.

The majority of scalp follicles produce terminal hairs. Their

sebaceous glands produce sebum that have scalp-protecting

and heat-regulating properties. Sebum is a mixture of

triglycerides, wax esters, fatty acids and squalene. The

remaining scalp follicles, smaller than a quarter in combined

size, produce fine vellus hairs. Terminal hairs turn into vellus hairs

with pattern hair loss.

1922 BY J.M. KEUNE OFFERS A STRICTLY CURATED

COLLECTION OF CARE, STYLING AND SHAVING

ESSENTIALS TO BEST EQUIP HAIRDRESSERS

AND BARBERS. TO MAXIMIZE THE RANGE’S

POTENTIAL, FIRST EMPOWER YOURSELF WITH IN-

DEPTH KNOWLEDGE ABOUT THE ANATOMY AND

WORKINGS OF BOTH HAIR AND SCALP.

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2.2 HAIR TEXTURE:

THE SCIENCE

HAIR CYCLE

HAIR DIAMETER

• Fine hair has a diameter of less than 60 micrometers

• Medium hair has a diameter of between 60 and

80 micrometers

• Thick hair has a diameter greater than 80 micrometers

HAIR AGING

Hair’s always changing with age. In time, there is change in:

• Hair growth by male pattern baldness (androgenetic

alopecia)

• Hair density, diameter and mass

• Hair luster

• Dryness due to less sebum and internal lipids.

We have fewer lipids in our hair as we age.

• Hair greying by gene expression. Also, reactive oxygen

molecules damage active cells. The effects of this manifest in

greying hair.

• Weathering of the hair shaft due to external factors such

as environmental (e.g. ultraviolet radiation), chemical and

physical impact.

REDUCTION IN HAIR DENSITY, DIAMETER AND MASS

• Hair density decreases from the mid-thirties to seventies.

• Hair diameter increases from the twenties to forties, but

gradually declines after this age. As hair thins, the tensile

strength decreases and hair is more prone to breakage.

• The hair cycle shortens. The number of hairs in the anagen

phase decreases. The number of ‘empty’ follicles increases

(kenogen). All these factors contribute to thinning, weaker

and less healthy hair.

PATTERNED AND DIFFUSE HAIR LOSS

Each day, an average of 30 to 80 hairs are lost. We speak of

significant hair loss if more than 100 hairs are lost every day.

We call the decrease in hair density alopecia, and there are

many types.

Hair loss can be patterned or diffuse. Patterned hair loss is the

most recognizable type. It’s seen worldwide and affects people

of all ethnic backgrounds. Patterns generally differ between

the sexes. Androgens (a hormone type) drive these differences.

Patterned hair loss appears to rise sharply after menopause

because the androgen-estrogen ratio increases.

Follicle size is driven by androgens. During pregnancy, a

delayed resting (telogen) phase results in shedding after birth.

During pregnancy, the androgen-estrogen ratio is lower.

Hair loss can have several causes: (1) hormones (male pattern

baldness, menopause, aging and pregnancy), (2) genetics,

(3) disease, (4) chemotherapy and (5) stress (psychological,

dietary, and physical).

• Androgenetic Alopecia is the most common form of hair

loss and affects 80% of men (male pattern) and 50% of

women (female pattern) during their lifetime. Hairs reduce in

thickness, length and pigmentation. Male and female pattern

hair loss have similarities in that they’re both genetically

linked, have the same miniaturization process and progress

with age. Differences are that male pattern hair loss begins

at puberty and is linked to androgen levels. Patterns of hair

loss are different—female pattern hair loss produces a diffuse

thinning and rarely proceeds to baldness.

• Acute Telogen Effluvium is increased hair shedding with

almost normal density. However, it can become more

severe if more than 200 hairs are shed daily. This condition

develops two to three months after a triggering occurrence. A

shift in the proportion of hairs in the growing (anagen) phase

to the resting (telogen) phase results in the shedding of more

telogen hairs. The most common causes of acute telogen

effluvium are pregnancy, severe illnesses, drugs, fever,

weight loss, iron deficiency and an inflammatory scalp. One

can develop this condition after crash dieting with rapid

reduction in the Body Mass Index, for example. Chronic

Telogen Effluvium usually affects middle-aged women. It has

unknown genetic origins but, in some cases, Chronic Telogen

Effluvium is related to iron and vitamin D deficiencies.

• Anagen Effluvium is a type of anagen hair loss with diffuse

alopecia. It’s a typical side effect of cancer chemotherapy

and scalp radiation.

• Alopecia Areata is caused by the immune system attacking

hair follicles as if they were invaders. It’s a common form of

non-scarring hair loss, affecting up to 2% of the population.

The hair growth cycle results in a terminal hair shaft. Every

individual hair is comprised of a bundle of proteins, which

contains small quantities of fats, vitamins and minerals. The

terminal hair is composed of three major parts:

1. The cuticle: the outer protective layer

2. The cortex: the strong core

3. The medulla: the central soft section

1. THE CUTICLE

The cuticle consists of special flat cells that overlap like roof tiles

and create the outer surface of the hair. There are seven to ten

layers of cuticles glued together with cell membrane complex

(CMC).

Each cuticle cell is covered by a thin membrane, the epicuticle

(F-layer). This is a protein layer covalently bound by thioester

linkages to a water-resistant lipid layer of 18-methyleicosanoic

acids (MEA). This layer is important for hair health, particularly

for protecting strands against water penetration. Below and

adjacent to the epicuticle, you’ll find the A-layer, Exocuticle,

Endocuticle, Cell membrane/intercellularcement (contains lipids

like ceramide and cholesterol), followed by the epicuticle of the

cell directly below.

Emerging from the scalp, the flat cuticle cells have smooth

and well-defined edges and they are tightly glued together. A

normal cuticle is smooth, allows light to reflect and has minimal

friction between the hair shafts. A smooth cuticle gives hair its

luster and texture.

Cuticle

Cortex

Medulla

Epicuticle

A-layer

Exocuticle

Endocuticle

Cell membrane (including epicuticle)

Intercellular cement

Epicuticle (of the underlying cell)

Anagen Catagen Telogen Anagen

Human hair doesn’t grow continuously, but goes through different phases: growth, rest and shedding phases, followed by growth again. This hair cycle is influenced by many factors, such as individual genetics and age. Typically, each hair follicle will produce some 20 separate hairs throughout a lifetime.

In early childhood, hair growth is synchronous, meaning that all hairs shed at the same time. At a later age, each group of follicles cycles independently, preventing mass shedding. This results in steady, daily hair loss. Scalp follicles are mostly arranged in groups of two, three or four.

When the follicle enters a period of active growth part of the stem cell moves down to bind to the papilla, forming the matrix. Next, the hair shaft and root sheaths are produced. The hair bulb containing the papilla and matrix is located 4-5 mm deep in the dermis. This phase is called anagen. The papilla manages hair production by kickstarting the anagen phase through cell communication.

The length of the anagen phase normally spans two to six years. Afterwards, there’s a short pause called catagen.In this phase, the follicle curls up and creates a resting hair. This is followed by a three-month pause called telogen.

It’s not completely clear how shedding happens. Possible causes are hair removal, grooming, a new hair growing behind it or a specific shedding mechanism.There's also a latency period called kenogen. This falls between the development pause of one hair and the resumption of a new hair growing. This latency period grows longer with age, resulting in less hair volume over time.

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A cuticle can be damaged in different ways: by chemical

and mechanical processes, the environment (e.g. air pollution

and UV rays) and heat styling tools. Almost immediately

after emerging from the scalp, cuticle degradation occurs

(erosion, breakage of cell edges and cuticle lifting), resulting

in toothed edges. The main culprits here are brushing such

as by bleaching or perming, leaving hair more sunlight. The

F-layer can be chemically removed, for example by bleaching

or perming, leaving the hair more porous and susceptible to

fraying and breakage.

2. THE CORTEX

The cortex represents 80% of the hair and is almost solely

responsible for the resilience and strength of hair. The cortex

also contains melanine granules, which color the fiber.

The cortex consists of closely packed cells that are rich in

keratin. The cortical cells consist of macrofibrils that contain

Intermediate Filaments (microfibrils). The Intermediate Filaments

consist of Protofibrils and Protofibrils consist of Protofilaments.

Each Protofilament consists of dimers that are two coiled protein

chains. Intermediate Filaments are embedded in a matrix of

high sulfur proteins. The keratin chains are rich in cystine bonds

in which two sulfurs of neighboring chains are linked, so-called

disulfide bonds. These bonds are important for the elasticity,

shape and integrity of the hair shaft and can only be broken

by chemical treatments. Other types of bonds are weaker:

hydrogen and salt bonds are easily destroyed by water.

3. THE MEDULLA

The medulla is the central soft section of the hair. It’s not always

present, particularly in thin hair, and has negligible cosmetic

properties.

HAIR SHAFT SHAPES

Terminal hairs have different hair shaft shapes that are

determined by genetics. Interracial relationships have made

different shaft shapes on one head more common.

The three most common hair shaft shape types are:

1. Very thick and straight, usually dark in color

2. Very curly or even coily, vulnerable to physical damage and

requiring thorough moisturizing

3. Loosely curly, wavy or even straight, thin to medium-thick and

light or dark in color

HAIR COLOR AND GREY HAIR

More than 90% of all people have a natural black or dark

brown hair color with a large quantity of the dark pigment

Eumelanin. Less than 2% has a natural blond hair color. Blond

hair contains low levels of Eumelanin and high levels of the

light pigment Pheomelanin, which is abundant in naturally

red hair. Grey hair occurs when the melanin production slows

down or ends completely.

2.3 HEALTHY HAIR

Healthy hair is a pretty broad term, but we define it here as

having the following characteristics. The hair shaft is not dry,

the scalp is itch-free and shedding is minimal. Generally,

healthy hair is based on its overall look and feel and how easy

it is to manage.

Hair health is also affected by afflictions to the scalp and

age-related phenomena such as greying and androgenetic

alopecia. A person’s mood and hormone status may also affect

the day-to-day experience of healthy hair.

LINK BETWEEN SCALP HEALTH AND HAIR

It’s believed that there is a link between scalp health and

hair. Both male and female pattern hair loss are associated

with micro inflammation. Disturbances of the scalp skin often

involve the follicle, leading to hair change or alopecia. Luckily,

antimicrobial and anti-inflammatory treatments seem to help

restore certain parameters of hair growth.

In some cases, scalp concerns like hair loss and dandruff

are also interrelated. Relieving itching can help seborrheic

dermatitis patients deal with hair loss (dandruff is a mild form of

seborrheic dermatitis).

Targeting scalp microflora (Malassezia) can relieve the

symptoms of Androgenetic Alopecia. Dandruff can also

influence telogen effluvium. Anti-dandruff formulations that are

anti-inflammatory improve both dandruff and its subsequent hair

cycle disturbance.

A clean and health scalp is essential for healthy hair. Products

that provide anti-inflammatory effects control the microbial

balance and enhance the skin barrier function, helping to

maintain a healthy scalp.

2.4 MOST COMMON SCALP CONCERNS

2.4.1 DANDRUFF

Dandruff is characterized by a flaky and often itchy scalp and

affects half of the world’s population. People with extremely

thick and straight hair have less dandruff and less severe

dandruff.

What makes dandruff with Seborrheic Dermatitis different is the

visible irritation and flakes that are often bigger and yellowish

in color. The major and dependent factors contributing to

dandruff development are:

1. Sebum secreted by sebaceous glands

2. Malassezia type fungus that converts sebum triglycerides into

irritating free fatty acids

3. The Individual susceptibility to these irritating free fatty acids

The free fatty acids penetrate the top layer of the scalp and

trigger the rapid turnover of skin cells. This is called dandruff.

The Malassezia type fungus, naturally present on the scalp, is a

strong contributor to dandruff formation, but on a healthy scalp,

Malassezia alone is not a sufficient cause. It’s believed that a

healthy scalp top layer helps protect against dandruff formation

and works as an effective antifungal.

Products that combat the fungus and improve the integrity of the

scalp top layer will effectively treat dandruff. Reducing itchiness

and reaching normal cell turnover is equally important.

2.4.2 THINNING HAIR

Thinning hair or hair loss can be divided into two groups:

1. INCIDENTAL HAIR LOSS (CURABLE)

These types of hair loss have good restoration possibilities.

Possible causes for incidental hair loss are:

- Minor disturbances of the hormone balance

- Shortage of vitamins, minerals or other essential nutrients

- Disturbance of the Metabolic disturbance

- Damage by radiation or chemicals

2. CHRONIC HAIR LOSS

These types of hair loss have little or no possibility of restoration

due to extremely damaged follicles. Possible causes are:

- Major changes in the hormone balance

- Chronic diseases

- Hereditary aspects

Hair loss in these cases is mostly due to the loss of the hair

follicle. The possibility of restoration is minimal. In most cases, a

decrease in hair loss can be achieved with regular treatments.

Products that restore the scalp’s natural function breathe life back

into the hair and scalp.

A hairstyle is usually determined by the hair’s natural volume.

Sometimes, hair be lacking in volume. Here’s why that happens:

1. A natural absence of volume, especially when the hair

structure is very fine. Fine hair is smaller in diameter, delicate,

sensitive and difficult to shape.

2. Fine hair is also weaker and weakens further due to natural

aging and external influences such as shampooing, blow-

drying and brushing.

Physical influences on hair volume:

• Diameter, as mentioned before for (very) fine hair.

• Density: an adult has an average of 100,000 to 150,000

hairs. Fewer hairs equals less volume.

• Curve: curly hair takes up more space, resulting in more

volume.

• Friction: friction between hairs results in more volume.

• Cohesion: too much sebum makes hair stick together, resulting

in less volume.

Products that influence diameter, density, curve, friction, cohesion

and strength are able to tackle volume concerns.

2.4.3 OILY HAIR

Hair is naturally lubricated by sebum produced by the

sebaceous glands. These are connected to the hair follicle and

produce sebum, a oily mixture of triglycerides, wax esters, fatty

acids and squalene. Sebum has scalp-protecting and heat-

regulating properties.

In a normal state, the scalp is naturally greasy. The sebaceous

glands continuously deliver large amounts of sebum that spreads

across the scalp surface, which them comes into contact with the

hair, making it greasier and greasier. Sebum doesn’t spread to

hair on its own. Combing, brushing, contact with pillows and

touching with hands often cause the sebum to move down the

hair shafts.

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1922 BY J.M. KEUNE1922 BY J.M. KEUNE

There are a number of factors that affect sebum excretion,

such as hormonal and age influences. Sebaceous excretion

increases once puberty hits. In men, this remains unchanged

until the age of 80.

Whether due to by normal or excessive sebum production,

oily hair looks dull, becomes greasy quickly, sticks in clumps,

is difficult to comb, weighs down hair styles, accumulates dust

and gives off a disagreeable odor. That said, these perceptions

may differ from person to person.

A shampoo that diminishes the excessive production of sebum

or limits its distribution to hair is able to regulate lipid levels.

When the scalp functions properly, sebum production returns to

normal within two or three days after a shampoo.

2.5 MOST COMMON HAIR CONCERNS

2.5.1 DULL HAIR

Shine is an important indicator of hair health. Shine is the light

reflecting from a smooth and healthy hair surface into your

eyes. Shine perception depends on different components, such

as the mirror-like reflection, the diffuse reflection and the quality

of the color, as well as the hair alignment.

Chemical and mechanical damage will affect shine. Ends will

be less shiny than roots due to weathering.

Shampoos add shine by removing dirt and sebum from the hair

surface. Conditioners do this by lubricating the hair, making it

easier to align the fibers. Specific oils are able to enhance light

reflection.

CONSULTATION -

DISTILLED SALON

SERVICE.

MEET THE 1922 BY J.M. KEUNE EIGHT-STEP SALON

SERVICE, FEATURING PRODUCTS YOU CAN TRUST WILL

MEET THE DEMANDS OF TODAY’S STYLISH MAN.

This premium range is specifically designed to be incorporated into all your salon and

barbering services. It features products in six different categories and is complemented by

educational and marketing support to help your salon grow and prosper.

STEP WHAT DESCRIPTION

STEP 1 PRE-SERVICE Set the mood and create a welcoming salon

space.

STEP 2 CONSULT Talk to your client about his hair and beard

goals. Next, visually assess the condition of

his scalp, hair and beard. Now you’re ready

to advise your client about the proper care

and styling solutions.

STEP 3 COLOR If applicable, discuss color options with your

client. While this category is the number one

business driver for salons, barbershops and

men’s salons see relatively low color turnover

compared to women’s salons.

STEP 4 CARE Gently cleanse the hair and scalp to prepare

for further treatments.

STEP 5 CUT Cut your client’s hair.

STEP 6 GROOMING If your client wears a beard, style it to

perfection. Otherwise, give him a fresh, clean

shave.

STEP 7 STYLE Check if the client likes the look and finish it

with 1922 by J.M. Keune styling products.

STEP 8 AT-HOME GROOMING

REGIME

Put together a custom cleansing, styling and

grooming routine for your client with your

recommended products.

2.5.2 DRY, POROUS OR DAMAGED HAIR

Hair damage is divided into four different categories:

1. Chemical treatments like coloring

2. Heat processes like straightening and blow-drying

3. Mechanical processes like combing and brushing

4. Environmental processes like UV rays and salt water

Chemical treatments are typically the most damaging, followed

by heat, mechanical and environmental processes.

Overly porous hair is dry, prone to developing split ends and

has a fragile cuticle. Porosity refers to the hair’s ability to absorb

water or ingredients through the cuticle into the cortex. Hair

is naturally porous and slightly water permeable. Elasticity

is affected by chemical treatments like coloring. They may

change the cortex after repeated use, which results in reduced

elasticity, the hair’s natural property to return to its original

shape after applying forces.

The texture or feel of damaged hair is different and is often

described as coarse and rough. This texture can be caused

by chemical processes or blow-drying, though it sometimes

depends on the hair’s diameter.

Products that are able to condition the surface, reduce

flyaways, restore elasticity, improve the feel of dry hair and

increase manageability will help alleviate dry, porous and

damaged hair problems.

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1922 BY J.M. KEUNE1922 BY J.M. KEUNE

3.1 ADVISING YOUR CLIENT WITH CONFIDENCE

As a barber, you want to emphasize the importance of using the

right hair and beard products. It’s vital that you come across as

credible, considering the fact that you are aware you’re trying to

make a sale. To support you in your efforts, feel free to make use

of this communication technique.

TA + R = C

TA stands for Technical Aspects. Talk about the technical

details that make the products effective, like the addition of

creatine and hemp.

R stands for Result and it’s what your client will experience

should he choose to use the products you recommend. For

example, he’ll get an incredibly smooth shave with Superior

Shaving Cream.

1. PRE-SERVICE.

Create an inviting salon environment in which the client

feels comfortable and is susceptible to your advice. From

the moment he sets foot in your salon or barbershop, he

should have a clear idea of your style, your services and

the 1922 by J.M. Keune offerings. To help you set the

mood, we have created a plethora of banners, posters,

trays and booklets you can use to decorate your salon or

barbershop.

2. CONSULT.

Your client knows what he wants and you know how to

provide the best service. During your consultation, show

genuine interest in your client’s life and interests. Discuss

his needs and solutions based not only on his lifestyle, but

also on his features: face shape, bone structure and hair

and scalp condition. Your client puts his trust in you—as a

barber, you should always remember that.

3. COLOR.

If applicable, you can talk about color. While it’s true that

way fewer men color their hair than women, color is still

an integral part of salon and barbering services. 1922

by J.M. Keune Color is a fuss-free professional range of

shades. The processing time is fast—only five minutes—so

your client can get on with his day quickly. The end result

is a low-maintenance, natural look that lasts. Always

remember to perform a sensitivity test 48 hours prior to the

coloring service.

ASK ABOUT HIS CARE, STYLING AND GROOMING ROUTINE

Talk to your client about his daily routine. For example:

• What kind of daily activities should I keep in mind?

• What do your mornings look like?

• How to you take care of your hair and beard?

• How do you style your hair at home? Do you get the results

you want?

Make time to talk your client through the technical steps you’ll

be taking to cut and style his hair to perfection. It’s not always

necessary to tell your client which exact technique (name) you’ll

be using, but what he will want to know is how you’ll achieve

the end result. The extent to which you’ll be talking about your

technical knowledge will depend on your client, so make sure

you’re in tune with him!

AT-HOME GROOMING ROUTINE

With your expert knowledge, giving your client great styling

and grooming advice will be a cinch. By taking the time to

talk to your client about his wants and needs, he’ll be more

receptive to your home care advice. A good grooming routine

will improve his scalp and hair condition and will create more

sales opportunities.

Always make sure to determine your client’s exact wants and

needs. Meet, and, if possible, surpass his expectations. With

your barbering skills, you're sure to succeed.

• When you talk your client through his final look, make sure

to mention the styling and grooming products used during the

process. Maybe also mention a few key product benefits.

• Decorate your salon with the products. Make sure pricing

is clear and avoid any barriers to purchase, like locked

cabinets or products displayed behind a counter.

• Run special salon promotions in which clients can try out

products at a special price.

4. CARE.

This is where the service starts! First, start with the most

important thing: clean, fresh hair and a well-balanced scalp.

This ensures that your client's hair is in good condition before

proceeding with the cut, color, grooming and styling. Be sure

to thoroughly evaluate your client’s hair and scalp condition

and match the results to products designed to tackle his

concerns.

5. CUT.

Get inspired by the 1922 by J.M. Keune cutting techniques

we developed especially for men’s salons and barbershops.

Use your expertise and artistry to design a cut that brings out

your client’s best.

6. GROOMING.

Whether your client’s signature look is clean-shaven or a full

beard, 1922 by J.M. Keune offers solutions that’ll make his

hair and skin look and feel great.

7. STYLING.

Reach for 1922 by J.M. Keune styling staples to further

enhance and define your client’s hairstyle.

8. AT-HOME GROOMING REGIME.

Finish up. Talk to your client about any products he may need

for his grooming routine at home, so that he can maintain his

look. Finally, schedule a new appointment!

C stands for your Credibility. It’s the result of effective client

communication skills and can only be achieved by combining

TA and R.

If you only communicate in Results, your client may feel like

you’re not advising him, but simply pushing a sale. He’ll hear

you talk about “this hydrating conditioner”—while the product

does effectively hydrate, you won’t sound convincing. No one

likes a sales pitch when they’re getting their hair done.

Just communicating in the Technical Aspects won’t give your

client the feeling that you’re listening to his concerns or desires,

but that your only focus is on the products. When he hears things

like “this shampoo is enriched with hemp” he’ll probably just end

up confused. When mentioned out of context, these technical

product characteristics mean nothing to him. Only by combining

TA + R will your advice be at its most convincing.

3.2 CONSULATION TIPS & TRICKS

Your success rate and a steady increase of client visits greatly

depends on how well you’re able to convey your knowledge

and expertise. Follow these simple tips and tricks to make your

salon grow and prosper.

START

Start with a consultation in order to gain a clear idea of your

client's expectations. While you determine the best service

options, talk to your client about the techniques and products

you’ll be using, so there won't be any surprises.

Try to avoid obvious questions, which will lead to even more

obvious answers. To help you ask better questions, have a

look at the examples below. These questions give you the

opportunity to connect with your client and understand what

he’s looking for. Take the time to really listen to your client.

The following questions set the right mood:

• How can I make you happy today?

• What kind of appearance would you like?

• Which recent hair trend has caught your eye?

• What would you like to achieve with your new look?

ASSESS HAIR AND SCALP CONDITION

Clients can share their scalp and/or hair concerns

in different ways:

• By sharing his experiences, like “My hair feels dry”

or “My hair looks best when…”

• By sharing his desires, like “I wish I had fuller hair”

or “I’d like to go back to my old color”.

• By sharing what he thinks is a good option, like:

“I’d really like to try this new trend”.

TALK ABOUT COLOR

Color isn’t the easiest subject to talk about with men, even

though more and more men are open to a color service. They

like natural shade options with little processing time. Here are

some sample questions:

• Have you ever thought about coloring your hair? Why or

why not?

• I’m a trained colorist and would like to show you how the

right color can flatter your complexion. Is that okay with you?

• What if I could treat your hair with a color that takes only a

few minutes to process, looks natural and doesn’t require a

lot of maintenance?

28

1922 BY J.M. KEUNE

PART 3: PRODUCT INFORMATION

NO 1

SHAMPOO

30 31


Article number Description Content 21801 Essential Shampoo 50ml 1.7 fl. oz.21802 Essential Shampoo 250ml 8.5 fl. oz.21803 Essential Shampoo 1000ml 33.8 fl. oz.

Gentle daily cleanse. Mild shampoo for hair and body, suitable for daily use. Contains creatine, hemp extract and bamboo.

PROPERTIES

• Contains creatine and hemp

• Contains bamboo extract

RECOMMENDED FOR

• Dry hair and scalp

• Dehydrated and damaged hair

RESULT

Cleanses and hydrates hair, beard and body.

DIRECTIONS FOR USE

Massage into hair, scalp and skin. Rinse. Repeat if necessary.

INGREDIENTS

Aqua (Water), Sodium Laureth Sulfate, Cocamidopropyl Betaine, PEG-40 Hydrogenated Castor Oil, Parfum (Fragrance), Sodium Chloride, Glyceryl Laurate, PEG-200 Hydrogenated Glyceryl Palmate, Sodium Benzoate, Polyquaternium-10, Dipropylene Glycol, Cetrimonium Chloride, Citric Acid, PEG-7 Glyceryl Cocoate, Creatine, Methyl Gluceth-10, Polyquaternium-7, Propylene Glycol, Glycerin, Cannabis Sativa Seed Extract, Sorbitol, Triethyl Citrate, Bambusa Vulgaris (Leaf/Stem) Extract, Dryopteris Filix-Mas (Leaf) Extract, Phenoxyethanol, Potassium Sorbate, Ethylhexylglycerin, Butylphenyl Methylpropional, Linalool.

ESSENTIAL

SHAMPOO

Article number Description Content 21804 Deep-Cleansing Shampoo 50ml 1.7 fl. oz.21805 Deep-Cleansing Shampoo 250ml 8.5 fl. oz.21806 Deep-Cleansing Shampoo 1000ml 33.8 fl. oz.

For that deep clean. Clarifying shampoo that removes product build-up and impurities from hair and scalp. Enriched with hemp and bamboo extracts.

PROPERTIES

• Contains creatine, hemp and bamboo extract

• Thoroughly removes product build-up

RECOMMENDED FOR

• Oily hair and scalp

• All hair types

RESULT

• Deeply cleanses hair and scalp

• Leaves hair and scalp feeling fresh

DIRECTIONS FOR USE

Massage into wet hair and scalp. Rinse. Repeat, if desired, for squeaky-clean hair.

INGREDIENTS

Aqua (Water), Sodium Laureth Sulfate, Decyl Glucoside, Cocamidopropyl Betaine, PEG-200 Hydrogenated Glyceryl Palmate, Citric Acid, Tetrasodium EDTA, Parfum (Fragrance), Glyceryl Laurate, PEG-7 Glyceryl Cocoate, Propylene Glycol, Sodium Benzoate, Sodium Chloride, Laureth-2, Dipropylene Glycol, Creatine, Glycerin, Cannabis Sativa Seed Extract, Sorbitol, Bambusa Vulgaris (Leaf/Stem) Extract, Dryopteris Filix-Mas (Leaf) Extract, Triethyl Citrate, Phenoxyethanol, Ethylhexylglycerin, Potassium Sorbate, Butylphenyl Methylpropional, Linalool.

DEEP-CLEANSING

SHAMPOO

32 33


Article number Description Content 21807 Purifying Shampoo 50ml 1.7 fl. oz.21808 Purifying Shampoo 250ml 8.5 fl. oz.21809 Purifying Shampoo 1000ml 33.8 fl. oz.

Soothes and controls dandruff. Helps eliminate and control the symptoms of dandruff.

PROPERTIES

• Zinc Pyrithione stops the excessive formation of Malassezia type fungus, the cause of dandruff

• Calms the scalp and removes visible signs of dandruff


RECOMMENDED FOR

• Dandruff

RESULT

• Removes dandruff

• Regular usage prevents reoccurrence of dandruff

DIRECTIONS FOR USE

Massage into wet hair and scalp. Rinse. Repeat application and leave in for 2 minutes. Rinse thoroughly. For best results, use twice a week or as advised by a medical professional.

INGREDIENTS

Aqua (Water), Sodium Laureth Sulfate, Cocamidopropyl Betaine, Decyl Glucoside, PEG-40 Hydrogenated Castor Oil, Sodium Chloride, Zinc Pyrithione, Parfum (Fragrance), Acrylates/Palmeth-25 Acrylate Copolymer, Glyceryl Laurate, Panthenol, Sodium Benzoate, Citric Acid, Dipropylene Glycol, Polyquaternium-10, PEG-120 Methyl Glucose Dioleate, Polysilicone-18 Cetyl Phosphate, Creatine, Glycerin, Cannabis Sativa Seed Extract, Hydrolyzed Wheat Protein, Boswellia Serrata Gum, Triethyl Citrate, Potassium Sorbate, Butylphenyl Methylpropional, Limonene, Linalool.

PURIFYING

SHAMPOO

Article number Description Content 21810 Fortifying Shampoo 50ml 1.7 fl. oz..21811 Fortifying Shampoo 250ml 8.5 fl. oz..21812 Fortifying Shampoo 1000ml 33.8 fl. oz.

Improves hair vitality and strength. Invigorating shampoo for thicker, fuller hair.

PROPERTIES

• Creatine strengthens hair

• Provitamine B5 thickens hair structure

• Contains vitamin H, red ginseng and hemp

• Eucalyptus provides a cooling and stimulating effect

RECOMMENDED FOR

• Delicate, fine and dull hair

RESULT

• Stronger hair

• Creatine lowers chance of hair breakage vs non-creatine-treated hair

• Provitamin B5 thickens hair structure

DIRECTIONS FOR USE

Massage into wet hair and scalp. Rinse. Repeat if desired.

INGREDIENTS

Aqua (Water), Sodium Laureth Sulfate, Cocamidopropyl Betaine, Decyl Glucoside, PEG-40 Hydrogenated Castor Oil, Sodium Chloride, Parfum (Fragrance), PEG-120 Methyl Glucose Dioleate, Glyceryl Laurate, Creatine, Panthenol, Sodium Benzoate, Citric Acid, Polyquaternium-10, Dipropylene Glycol, Polysilicone-18 Cetyl Phosphate, Butylene Glycol, Glycerin, Cannabis Sativa Seed Extract, Triethyl Citrate, Biotin, Potassium Sorbate, Panax Ginseng (Root) Extract, Butylphenyl Methylpropional, Limonene, Linalool.

FORTIFYING

SHAMPOO

34

1922 BY J.M. KEUNE

Article number Description Content 21813 Refreshing Shampoo 50ml 1.7 fl. oz.21814 Refreshing Shampoo 250ml 8.5 fl. oz.21815 Refreshing Shampoo 1000ml 33.8 fl. oz.

Feels like a fresh start. Refreshing Shampoo that gives scalp a tingly sensation.

PROPERTIES

• With natural peppermint extracts, peppermint oil and menthol for a fresh, tingly sensation. Menthol and Peppermint give a refreshing and stimulating effect.


RECOMMENDED FOR

• All hair types

• Daily use

• When you want to feel extra refreshed

RESULT

• Refreshed, clean hair, tingly sensation on the scalp.

DIRECTIONS FOR USE

Massage into wet hair and scalp. Leave in for at least one minute. Rinse. Repeat if desired. Avoid contact with eyes.

INGREDIENTS

Aqua (Water), Sodium Laureth Sulfate, Decyl Glucoside, Cocamidopropyl Betaine, Glyceryl Laurate, Propylene Glycol, Menthol, Sodium Benzoate, Laureth-2, Mentha Piperita (Peppermint) Oil, Polyquaternium-10, Sodium Chloride, Sodium Cocoyl Hydrolyzed Wheat Protein, Citric Acid, Creatine, Glycerin, Cannabis Sativa Seed Extract, Mentha Piperita (Peppermint) Extract, Potassium Sorbate.

REFRESHING SHAMPOO

NO 2

CONDITIONER

36 37


Article number Description Content 21816 Essential Conditioner 50ml 1.7 fl. oz.21817 Essential Conditioner 250ml 8.5 fl. oz.21818 Essential Conditioner 1000ml 33.8 fl. oz.

Moisturizes hair and beard. Daily conditioner for hair and beard.

PROPERTIES

• Moisturizes and detangles

• Creatine strengthens hair. Lowers chance of hair breakage vs non-creatine-treated hair

• Contains hemp

RECOMMENDED FOR

• All hair types

• Suitable for daily use

RESULT

• Healthy-looking and stronger hair that’s easily detangled

DIRECTIONS FOR USE

Work through lengths and ends. Leave in for at least one minute. Rinse.

INGREDIENTS

Aqua (Water), Cetearyl Alcohol, Paraffinum Liquidum (Mineral Oil), Cetrimonium Chloride, Behentrimonium Chloride, Creatine, Parfum (Fragrance), Sodium Benzoate, Citric Acid, Butyrospermum Parkii (Shea) Butter, Isopropyl Alcohol, Polyquaternium-37, Dipropylene Glycol, Polyquaternium-10, Glycerin, Cannabis Sativa Seed Extract, PPG-1 Trideceth-6, Triethyl Citrate, Potassium Sorbate, Linalool.

ESSENTIAL

CONDITIONER

Article number Description Content 21819 Refreshing Conditioner 50ml 1.7 fl. oz.21820 Refreshing Conditioner 250ml 8.5 fl. oz.21821 Refreshing Conditioner 1000ml 33.8 fl. oz.

Feels like a fresh start. Cooling conditioner with the addition of menthol and peppermint, for that minty-fresh feeling. Also enriched with creatine and hemp.

PROPERTIES

• Moisturizes and detangles hair

• Refreshes and stimulates scalp

• Contains creatine, hemp, menthol and peppermint.

RECOMMENDED FOR

• Any type of hair

• Daily usage

RESULT

• Conditioned, fresh-feeling hair.

DIRECTIONS FOR USE

Work through lengths and ends. Leave in for one to three minutes. Rinse. Avoid contact with eyes.

INGREDIENTS

Aqua (Water), Cetearyl Alcohol, Glycerin, Polyquaternium-37, Cetrimonium Chloride, Paraffinum Liquidum (Mineral Oil), Ceteareth-20, Butyrospermum Parkii (Shea) Butter, Distearyldimonium Chloride, Squalane, Sodium Benzoate, Menthol, PPG-1 Trideceth-6, Mentha Piperita (Peppermint) Oil, PEG-60 Hydrogenated Castor Oil, Propylene Glycol, Citric Acid, Creatine, Cannabis Sativa Seed Extract, Mentha Piperita (Peppermint) Extract, Potassium Sorbate.

REFRESHING

CONDITIONER

39

1922 BY J.M. KEUNE

NO 3

TREATMENTArticle number Description Content 21822 Fortifying Lotion 75ml 2.5 fl. oz.

Builds strength and fullness. This uniquely formulated lotion strengthens hair and lengthens its life cycle. Stimulates hair growth by 25% within just 4 days*.

PROPERTIES

• In vitro tests show that the Fortify Lotion Liposomes significantly increase hair growth by 25% within just 4 days

• Eucalyptus cools and stimulates

• Vitamin H improves the keratin structure, resulting in stronger hair and a decrease in the number of hairs falling out.

• Contains vitamin H, red ginseng, caffeine and creatine

RECOMMENDED FOR

• Preventive and effective care against hair loss

• Delicate, fine and dull hair

RESULT

• Increase in hair growth of 25% in just 4 days*

• More vital hair and scalp

• Highly effective against incidental loss of hair

• Delays hair loss

DIRECTIONS FOR USE

• Cleanse with Fortifying Shampoo. Towel dry and gently massage the lotion into the scalp with fingertips. Do not rinse. Follow the instructions.

Cure: 3 to 4 treatments a week for 11 weeksMaintenance: 2 to 3 treatments a weekPreventive: 1 to 2 treatments a week

INGREDIENTS

Aqua (Water), Alcohol Denat., Butylene Glycol, Glycerin, Lecithin, Hydrolyzed Soy Protein, PEG-40 Hydrogenated Castor Oil, Sodium Benzoate, Parfum (Fragrance), Caffeine, 3-Aminopropane Sulfonic Acid, Sodium Chondroitin Sulfate, Dipropylene Glycol, Cannabis Sativa Seed Extract, Citric Acid, Creatine, Panax Ginseng (Root) Extract, Biotin, Quaternium-51, Triethyl Citrate, Potassium Sorbate, Butylphenyl Methylpropional, Coumarin, Limonene, Linalool.

FORTIFYING

LOTION

*in vitro

41

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1922 BY J.M. KEUNE

NO 4

STYLING

Article number Description Content 21823 1922 Classic Gel 150ml 5.1 fl. oz.

Style lockdown. Styling gel with extra strong hold and shine. Locks any style in place.

PROPERTIES

• Extra strong hold

• High shine


RECOMMENDED FOR

• Short to medium hair

RESULT

• Locked-down style

• Super shiny look

DIRECTIONS FOR USE

Work through wet or damp hair. Style and shape as desired.

INGREDIENTS

Aqua (Water), PVP, Acrylates/Steareth-20 Itaconate Copolymer, Glycerin, Octylacrylamide/Acrylates/Butylaminoethyl Methacrylate Copolymer, PEG-40 Hydrogenated Castor Oil, Aminomethyl Propanol, Phenoxyethanol, Parfum (Fragrance), Dipropylene Glycol, Creatine, Methyl Gluceth-10, Ethylhexylglycerin, Cannabis Sativa Seed Extract, Tris(tetramethylhydroxypiperidinol) Citrate, Triethyl Citrate, Potassium Sorbate, Butylphenyl Methylpropional, Coumarin, Hydroxycitronellal, Linalool.

CLASSIC GEL

42 43

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HOLD

SHINE


Article number Description Content 21824 Premier Paste 75ml 2.5 fl. oz

Matte definer. Molding paste with extra strong hold and matte finish. For a quick, effortless look.

PROPERTIES

• Extra strong hold

• Matte finish


RECOMMENDED FOR


• Styling

RESULT

• Textured look DIRECTIONS FOR USE

Work a small amount through damp or dry hair. Style and shape as desired.

INGREDIENTS

Aqua (Water), VP/VA Copolymer, Cetearyl Alcohol, Acrylates/t-Butylacrylamide Copolymer, Petrolatum, Triacontanyl PVP, Polysorbate 80, Sorbitan Isostearate, PEG-150 Pentaerythrityl Tetrastearate, Ceteareth-20, Parfum (Fragrance), Phenoxyethanol, Acrylates/Beheneth-25 Methacrylate Copolymer, Aminomethyl Propanol, Dipropylene Glycol, Diazolidinyl Urea, Methylparaben, Creatine, Butylparaben, Ethylparaben, Glycerin, Cannabis Sativa Seed Extract, Propylparaben, Triethyl Citrate, Sodium Benzoate, Potassium Sorbate, Butylphenyl Methylpropional, Coumarin, Hydroxycitronellal, Limonene, Linalool.

PREMIER PASTE

Article number Description Content 21825 World-Class Wax 75ml 2.5 fl. oz.

Sleek shaper. Shaping wax with medium hold and a shiny finish. Perfect for sleek styles on shorter hair.

PROPERTIES

• Medium hold

• High shine

• Contains creatine, hemp and natural beeswax

RECOMMENDED FOR

• Short hair

• Flexible styling

RESULT

• Natural shine

• Medium hold for easy reshaping

DIRECTIONS FOR USE

Rub a small amount into hands. Work through hair. Style and shape as desired.

INGREDIENTS

Petrolatum, Paraffinum Liquidum (Mineral Oil), Cetyl Alcohol, Cera Alba (Beeswax), Paraffin, Ceteareth-30, Parfum (Fragrance), Dipropylene Glycol, Glycerin, Phenoxyethanol, Cannabis Sativa Seed Extract, Creatine, Aqua (Water), Triethyl Citrate, Ethylhexylglycerin, Potassium Sorbate, Butylphenyl Methylpropional, Coumarin,

Hydroxycitronellal, Limonene, Linalool.

WORLD-CLASS

WAX

44 45

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HOLD

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Article number Description Content 21826 Premium Clay 75ml 2.5 fl. oz.

Dry texturizer. Dry styling clay with a strong hold and matte finish. Use to texturize and define medium to short hair.

PROPERTIES

• Strong hold

• Matte finish


RECOMMENDED FOR


RESULT

• Texture and definition DIRECTIONS FOR USE


INGREDIENTS

Aqua (Water), Cera Alba (Beeswax), Ethylhexyl Palmitate, C18-36 Acid Triglyceride, Glyceryl Stearate, Petrolatum, Oleth-20, Oleth-5, Triethanolamine, Parfum (Fragrance), Carbomer, Phenoxyethanol, Caprylyl Glycol, Dipropylene Glycol, Creatine, Methyl Gluceth-10, Ethylhexylglycerin, Glycerin, Cannabis Sativa Seed Extract, Triethyl Citrate, Potassium Sorbate, Butylphenyl Methylpropional, Coumarin, Geraniol, Hydroxycitronellal, Limonene, Linalool.

PREMIUM CLAY

Article number Description Content 21827 Original Pomade 75ml 2.5 fl. oz.

Classic shine. Timeless pomade with strong hold. Use to create slick, shiny looks on short to medium hair.

PROPERTIES

• Strong hold

• High shine


RECOMMENDED FOR


RESULT

• Slick, shiny look

• Versatile styling options

DIRECTIONS FOR USE


INGREDIENTS

Aqua (Water), Ceteareth-30, PEG-7 Glyceryl Cocoate, Glycerin, Paraffinum Liquidum (Mineral Oil), Phenoxyethanol, Polyurethane-14, Parfum (Fragrance), AMP-Acrylates Copolymer, Methylparaben, Dipropylene Glycol, Creatine, Aminomethyl Propanol, Hydrolyzed Wheat Protein, Ethylhexylglycerin, Butylparaben, Ethylparaben, Cannabis Sativa Seed Extract, Propylparaben, Triethyl Citrate, Sodium Benzoate, Potassium Sorbate, Butylphenyl Methylpropional, Coumarin, Hydroxycitronellal, Limonene, Linalool.

ORIGINAL

POMADE

47

1922 BY J.M. KEUNE

NO 5

GROOMINGArticle number Description Content 21828 Superior Shaving Cream 150ml 5.1 fl. oz.

Protects and soothes. For your cleanest shave ever. Bisabolol protects against razor burn and glycerin hydrates even the driest and most sensitive skin.

PROPERTIES

• Bisabolol protects dry or sensitive skin against razor burn

• Glycerin moisturizes skin

• Contains hemp

RECOMMENDED FOR

• Normal to sensitive skin types

RESULT

• Clean shave

• Soft skin

DIRECTIONS FOR USE

Apply using hands or a brush. Work into a lather. Shave. Rinse and pat dry.

INGREDIENTS

Aqua (Water), Stearic Acid, Palmitic Acid, Glycerin, Lauric Acid, Potassium Hydroxide, Cocos Nucifera (Coconut) Oil, Decyl Glucoside, Triethanolamine, Sodium Hydroxide, Allantoin, Panthenol, Parfum (Fragrance), Phenoxyethanol, Bisabolol, Dipropylene Glycol, Methylparaben, Cannabis Sativa Seed Extract, Butylparaben, Ethylparaben, Propylparaben, Creatine, Triethyl Citrate, Potassium

Sorbate, Linalool.

SUPERIOR SHAVING

CREAM

48 49

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HOLD

SHINE


Molding moisturizer. Balm with light hold and natural finish.

PROPERTIES

• Shea butter moistures and nourishes

• Sweet almond oil and coconut oil condition

• Bees wax adds natural hold

• Contains avocado oil, apricot kernel oil and hemp

RECOMMENDED FOR

• Beard styling

RESULT

• Groomed beard

DIRECTIONS FOR USE

Rub a small amount in into the palm of hands and work through the beard.

INGREDIENTS

Butyrospermum Parkii (Shea) Butter, Prunus Amygdalus Dulcis (Sweet Almond) Oil, Cera Alba (Beeswax), Lanolin, Cocos Nucifera (Coconut) Oil, Passiflora Incarnata (Seed) Oil, Persea Gratissima (Avocado) Oil, Prunus Armeniaca (Apricot) Kernel Oil, Parfum (Fragrance), Tocopheryl Acetate, Dipropylene Glycol, Cannabis Sativa Seed Oil, BHT, Triethyl Citrate, Butylphenyl Methylpropional, Coumarin, Hydroxycitronellal, Limonene, Linalool.

Article number Description Content 21829 Beard Oil 50ml 1.7 fl. oz.

Softens and moisturizes. Rich oil blend for a perfectly groomed beard. Includes sweet almond oil, which softens, moisturizes and adds natural shine.

PROPERTIES

• Natural shine

• Moisturizing sweet almond and avocado oil moisturize

• Contains hemp

RECOMMENDED FOR

• Beard maintenance

RESULT

• Softens and hydrates

DIRECTIONS FOR USE

Apply 1-2 drops to hands. Rub together and work the oil through beard to add hydration and shine.

INGREDIENTS

Prunus Amygdalus Dulcis (Sweet Almond) Oil, Prunus Armeniaca (Apricot) Kernel Oil, Argania Spinosa (Kernel) Oil, Passiflora Incarnata (Seed) Oil, Persea Gratissima (Avocado) Oil, Parfum (Fragrance), Dipropylene Glycol, Tocopheryl Acetate, Cannabis Sativa Seed Oil, BHT, Triethyl Citrate, Butylphenyl Methylpropional, Coumarin, Geraniol, Hydroxycitronellal, Limonene, Linalool.

BEARD OIL

Article number Description Content 21830 Beard Balm 75ml 2.5 fl. oz.

BEARD BALM

51

1922 BY J.M. KEUNE

NO 6

COLOR

Article number Description Content 21831 Color 3 - Dark Brown 60ml 2 oz.21832 Color 4 - Medium Brown 60ml 2 oz.21833 Color 5 - Light Brown 60ml 2 oz.21834 Color 6 - Dark Blonde 60ml 2 oz.21835 Color 7 - Medium Blonde 60ml 2 oz.21836 Color Activator 1000ml 33.8 oz.

5 FUSS-FREE NATURAL COLORS

Meet our user-friendly men’s color range. The processing time is quick—only five minutes—so you can get on with your day. The end result is a low-maintenance, natural camouflage that lasts. The range includes a special color activator, formulated to perfection.

PROPERTIES

• Easy-to-apply mild coloring• Processing time of only five minutes• Ammonia-free• Natural camouflage• Long-lasting results

RECOMMENDED FOR

• All hair types• Greying hair

RESULT

• A natural treated color look in only 5 minutes

DIRECTIONS FOR USE

Mix 1922 by J.M. Keune Color with Color Activator. Mixing ratio 1:1, 30ml 1922 by J.M. Keune Color + 30ml Color Activator. Mix well in a color bowl.

FIRST APPLICATION

Apply the mixture from roots to ends. Process for five minutes. At the wash basin, gently emulsify and rinse thoroughly.

If desired, rinse with Keune Tinta After Color Shampoo.

NOTE: For stronger color results, process for up to ten minutes.

IMPORTANT

• Do not use 1922 by J.M. Keune Color on previously highlighted hair

• 1922 by J.M. Keune Color can be used on facial hair like mustaches and beards. Do not use to dye eyelashes or eyebrows

• Processing time may not exceed ten minutes, including application time

• For professional use only. Follow instructions for use

• Don't forget to conduct a sensitivity test 48 hours before application

INGREDIENTSAqua (Water), Cetearyl Alcohol, Cocamide

MEA, Ethanolamine, Toluene-2,5-Diamine Sulfate,

Polysilicone-18 Cetyl Phosphate, Carbomer, Sodium

Sulfite, Betaine, Parfum (Fragrance), Resorcinol,

Dipropylene Glycol, PEG-40 Castor Oil, Sodium

Cetearyl Sulfate, Disodium Cocoamphodiacetate,

Mica, CI 77891/Titanium Dioxide, Hydrolyzed Wheat

Protein, m-Aminophenol, Bisabolol, Maltodextrin, Sodium

Chloride, 2,4-Diaminophenoxyethanol HCl, Trisodium

HEDTA, Boswellia Serrata Gum, Sodium Benzoate,

Aspalathus Linearis Leaf Extract.

COLOR

1922 BY J.M. KEUNE

keune.com

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