This product is a finalist in the category Hair Product of Cosmoprof Awards 2019
Product headline
PIGMENTED BLEACHING BUTTER low ammonia, bleaching and colouring with powerful restructuring and conditioning action.
Product - Description
Eye_Candy allows lightening up to 6 tones and simultaneously performs a colouring action, inserting direct colouring pigment in the hair. It also develops a restructuring treatment, restoring damaged spots and enhancing the cosmetic results of the technical service. Its buttery formula, enriched with many emollients and moisturizing oils, makes the product suitable to be used for all modern bleaching techniques, so as for total bleaching/ colouring.
Eye_Candy PIGMENTED BLEACHING BUTTER is available enriched with direct colouring pigments in 9 different shades:
Platinum – Sand – Grey – Rose – Gold Vanilla – Intense Copper – Lotus Flower – Black Cherry – Beige.
Benefits
Eye_Candy PIGMENTED BLEACHING BUTTER allows to perform 3 treatments in one unique service, using just one product.
Agents composing this formula perform a reconstructive, conditioning and polishing action, which helps to keep every single lock of hair compact throughout the whole bleaching process, strengthening the fibre and restructuring each cell, with a delicate and protective action also on the scalp.
Bleaching up to 6 tones
Low percentage of ammonia
Lightens and colours homogeneously
Zero dust
Does not dry or swell
Does not make the hair opaque
Very high product yield
Technical details
Eye_Candy PIGMENTED BLEACHING BUTTER has to be mixed with the most suitable Developer (10V/20V/30V/40V) following the ratio 1:2. For highlights or special colouring techniques it is possible to reduce the dilution in order to achieve the desired consistency of the mixture (e.g. 1:1 or 1:1.5). This won’t affect the final result.
Recommended processing time: from 20 to 50 minutes, but it also depends on the structure and conditions of the hair. We recommend to visually the bleaching / coloring process until the desired shade is reached. The product keeps working until it is washed out, so leave-in time is a fundamental variable on the final result.
Launch Date
09/03/2018
What does it make the product special?
Eye Candy makes the technical bleaching/colouring service an opportunity to take care of the hair and scalp, to pamper the customer and enhance the results of the treatment. Its buttery formula, enriched with emollients and moisturizing oils, makes the product delicate and gentle even when applied on already treated and sensitized hair or near the scalp.
As the product performs three actions simultaneously, bleaching, pigmenting and restructuring, the resulting colour will be given by the chromatic sum between APPLIED PIGMENT and RESIDUAL PIGMENT of the hair.
EYE CANDY Pigmented Bleaching Butters can be mixed to create customized colorus, or applied in different shades on roots, lengths and tips. Pigmented Butters can also be mixed with the neutral bleaching butter to create pastel effects.
How the product is promoted online?
MAXXelle is on-line with its website www.maxxelle.com and on the main social networks (Facebook, Instagram, Pinterest, Linkedin). The corporate strategy about web marketing also includes investments in promotional campaigns of various kinds aimed at different countries and different customer targets. The brand is also promoted through publications on professional magazines such as ESTETICA , both on paper and digital media. An informative / promotional newsletter is sent to the entire database of business contacts every two weeks.
Why the product is innovative?
The product allows to perform three treatments with a single product, in a single application phase:
BLEACHING ACTION - Pickling on coloured hair (synthetic pigments) / Lightening on natural hair (melanine)
PIGMENTANT ACTION - Insertion of new colouring pigments
RECONSTRUCTIVE ACTION – Helps keeping the hair structure safe during the whole process.
That means, less time for the customer to spend at the salon, more time for the hairdresser to take care of other clients. Endless possibilities according to: colour and conditions of the hair, structure of the hair in terms of colouring pigments content, processing time.