HEATED.DEFENSE in salon NOV - DEC 2018 - Typepad

HEATED.DEFENSE
in salon NOV - DEC 2018
                   USA

LETTER FROM KEVIN
Hi,
We all know that heat protection is a hot topic if you will pardon my pun!

If you think of heat protection like sunscreen, there are many BB creams, CC creams
and now foundations on the skincare market that contain sunscreen. But, if you were
going for a prolonged amount of time in the sun (especially on a daily basis) you would
not be banking on a BB cream, CC cream or a mere foundation to protect your skin
against the harmful rays of the sun. It’s the same with heat protection.

For a while now I wanted and needed to create a specific high-performance heat
protecting product to ensure we are able to protect the cuticle layer and make sure
the integrity of the hair stays intact. Increasingly important in today’s world as our
clients often use heated appliances and tools every day. There are so many variables
that can affect the performance of Heat Protection ingredients and I have been
committed to creating a product that protects measurably right up to 232˚C / 450˚F.

I am pleased to say that technology has caught up with our needs and I can now
introduce HEATED.DEFENSE, leave-in protection for your hair. HEATED.DEFENSE is a
weightless and invisible leave-in foam that protects your hair against damage from
heat and the mechanical damage associated with using heated tools. This solves all of
our heat protection problems, as HEATED.DEFENSE will not affect the performance of
your favourite KEVIN.MURPHY styling product.

From science, I have found a Copolymer that selectively binds to regions of the hair
that damage and needs the most protection. This helps to reduce and maintain the
surface of the hair. Polyquaternium help to smooth the hair and provide conditioning
and protection while forming a weightless shield around each hair, so that the surface
is less readily affected by heat and mechanical damage.

From the world of nature, I have used a sustainable Hydrolysed Quinoa to help
maintain the moisture levels in the hair, improve resilience and offer the hair weightless
proteins that aid in rebuilding. Along with this, Organic Jojoba and Castor Oils help
support the hair’s natural defense against future damage.

Being weightless, HEATED.DEFENSE is perfect to layer onto damp hair after your Wash
and Rinse. Use your favourite KEVIN.MURPHY styling products as you would normally,
but place your weightless and invisible shield of protection on the hair first. One to
three pumps of the foam depending on the hair length and your hair will be protected,
smoothed, detangled and ready to cope with the day to day stresses of Heat Styling.

A game changer in heat protection for your hair, HEATED.DEFENSE is a super
lightweight invisible foam that provides extreme heat protection up to 232˚C / 450˚F
with new technology to deliver weightless heat protection that will dissipate in all hair
types time after time.

Enjoy!

KEVIN MURPHY

HEATED.DEFENSE
Leave-in protection for your hair
Weightless and invisible leave-in foam to protect your
hair against heated tools and mechanical damage.
Provides extreme heat protection up to 232˚ C / 450˚ F.

New technology in lightweight invisible foam that
distributes easily into hair and disappears while
providing extreme heat protection.

Directions: Rub into damp hair, then style as desired.

KEY Features & Benefits
Sulphate Free
Paraben Free
Cruelty Free
Heat Protection
Reduces damage
Smoothing
Detangling
Softening
Lightweight

KEY Ingredients
Copolymers
Helps to aid in selectively binding to regions of the hair that are damaged to
protect and improve.

Hydrolyzed Quinoa
Helps to condition to maintain moisture and strengthen hair, creating a
protective barrier.

Organic Jojoba and Castor Oils
Helps to support the hair’s natural defense against future damage by providing the
hair with its essential moisturising agents.

Polyquaternium 55
Smooth over the surface of the hair and provides a layer of conditioning while
forming a weightless protective shield.

Jojoba Seed Oil
Why it is in this product:
Due to having a striking similarity to sebum, Jojoba is used to moisturise very dry
skin or scalps.
Ingredient function:
Moisturising and smoothing.
Origin:
Native to Arizona, California and North Western Mexico.
Why it is special:
High in beneficial minerals and Vitamin E.
Interesting thing to know about this ingredient:
Jojoba Oil is similar to a soft wax and was discovered in the early 1970s.
How this ingredient works:
Rich in Essential Fatty Acids, Jojoba oil may help to regulate moisture loss.
Result on the hair:
Hair is left moisturised with no frizz.

Hydrolyzed Quinoa
Why it is in this product:
Helps to repair damage and helps to form a protective barrier.
Ingredient function:
Hydrolyzed Quinoa aids in bringing moisture and repair deep into the hair while
making it shiny.
Origin:
Quinoa is an ancient grain mainly found in Peru, other places that may harvest
quinoa are Bolivia, Ecuador, Colombia, and Argentina.
Why it is special:
It is one of the richest sources of protein and contains 17 Amino Acids (the building
blocks of repair).
Interesting thing to know about this ingredient:
Quinoa contains 17 essential amino acids.
How this ingredient works:
It repairs the hair by binding to the hair shaft delivering moisture and repair.
Result on the hair:
Shine and protection.

Polyquaternium – 55
Why it is in the product:
An excellent heat and color protection ingredient.
Ingredient function:
To form a weightless shield that aids in the conditioning and longevity of style while
maintaining a high resistance to humidity.
Origin:
The best of science, an aqueous solution of polymers.
Why they are special:
They are ionic and adhere to the hair using a positive charge.
Interesting thing to know about this ingredient:
A hydrophobic quality can aid in humid environments.
How this ingredient works:
Aids in strengthening the hair shaft by depositing itself on the hair shaft to minimise
damage by heat styling and mechanical services.
Result on the hair:
Helps to aid in the improvement of strength, structure and elasticity of the hair, that
may result in shine and resilience even with hot tool use.

Castor Seed Oil
Why it is in this product:
Castor Seed oil delivers moisture to dry or damaged hair from the roots to the very
tips.
Ingredient function:
Helps to repair and aid in the protection against environmental damage, dryness
and brittleness.
Origin:
The Castor bean can be sustainably harvested in Eastern Africa or India, and can
also be found in the Mediterranean Basin.
Why it is special:
Castor Seed Oil has omega-9 essential fatty acids responsible for healthy hair.
Interesting thing to know about this ingredient:
It may help to reduce future split ends and can fight frizzy hair.
How this ingredient works:
Rich oil, Castor seed extract offers conditioning and protection of future split ends.
Result on the hair:
Protection and condition are enhanced; Castor Seed Oil is particularly beneficial for
processed and heat-treated hair. Giving shine and condition.

SALON INTRO
                                                     HEATED.DEFENSE
SALON PURCHASES
6 X HEATED.DEFENSE 150ML

SALON RECEIVES
1 X HEATED.DEFENSE 150ML TESTER
1 X MIRROR CLING DISPLAY (holds 1 tester)
1 X LIMITED EDITION KEVIN.MURPHY DENMAN
BRUSH

Salon Price: $82.56
MSRP for 1 HEATED.DEFENSE $27.50

DISPLAY DIMENSIONS (approx.)
10.7 inches (H) X 4.5 inches (W) X 2.75 inches (D)
27 cm (H) X 11 cm (W) X 7 cm (D)

NOV-DEC 2018.HEATED.DEFENSE
HEATED.DEFENSE
SALON INTRO
SALON PURCHASES
6 X HEATED.DEFENSE 150ML

SALON RECEIVES
1 X HEATED.DEFENSE 150ML TESTER
1 X MIRROR CLING DISPLAYS
1 X LIMITED EDITION KEVIN.MURPHY DENMAN BRUSH

Salon Price: $82.56
Salon Value: $136.32
Salon Savings: $53.76

SKU110692

                                                KM to review order qty’s and limit as necessary.
                                                    We reserve the right to correct any errors.
                                                        All orders must ship within deal period
                                                                        (OCT 1 -NOV 30, 2018)

                                                NOVEMBER - DECEMBER 2018