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1 knowledge guide

2 The Advantage The Vitale Pro Advantage Introducing Vitale Pro Dear Hair Care Professional, You ve spent a career learning the art of hair care. And we, as pioneers in hair care science for ethnic textures, have worked hard to make your clients hair strong, soft, and healthy. AFAM Concept, inventors of the first Lithium Hydroxide Relaxer, Tender Headed, brings hair care into the 21st century with Vitale Pro. Each of the five Vitale Pro relaxers are formulated for differences in scalp sensitivity, desired hair texture, condition of hair and prior chemical treatments. All five relaxers give your clients

3 a comfortable hair relaxing experience without prolonged processing times. Vitale Pro manages and supports healthy hair with a comprehensive package of products as individual as your clients are with high performance shampoos, conditioners, wet styling and finishers all formulated with natural ingredients. AFAM Concept s proud distributors, researchers and key staff whom are all licensed cosmetologists are committed to providing superior hair care products, product support and education. This means that Vitale Pro products were designed as a result of the everyday needs of our own experience with clients just like yours. We would enjoy hearing from you about any questions you may have about Vitale Pro products. A specialized, highly trained team standing behind exceptional products is the Vitale Pro Advantage. Sincerely Rob Willis Director of Education and Creative Services AFAM Concept Inc. The Look of Elegance, The Feel of Luxury V i t a l e P r o A d v a n t a g e

4 Science of Hair The Science of Hair In order to give hair The Look of Elegance, The Feel of Luxury, Vitale Pro inventors studied how clients handle hair and how the hair responds. 80% of all African-American hair is characterized as either tight or super-curly. Hair health begins with understanding product use and application. Vitale Pro inventors applied knowledge of hair shaft construction during product development. Many oxidative chemical applications on the market burn cuticle layers, resulting in dehydrated, resistant hair. Understanding the hair shaft helps in deciding which Vitale Pro application to apply. Hair is composed in part of carbon, nitrogen, oxygen, sulfur, hydrogen, and phosphorus. Some of these elements create the hard protein called keratin, the basic hair component. Each hair has three layers. The cuticle is the hair shaft s outermost layer.

5 It acts as a constricting band to compress and protect the hair s soft, extendible center and comprises 15% to 30% of the hair s total area. The cuticle works as a barrier, regulating moisture and chemical absorption. Magnified, it looks like fish scales, overlapping in up to 14 layers. A healthy cuticle creates sheen by reflecting light and inviting touch. The cuticle surrounds a complex group of molecules commonly known as the cortex. The cortex is the hair shaft s inner layer, comprising up to 85% of total hair mass. 65% of the cortex contains spring-like proteins linked together by glue-like proteins (35% of the cortex). This protein chain forms polypeptide chains that, on a molecular level, look like long coils. On the atomic level, the polypeptide chains link together through a disulfide bond, sturdy like a rung in a ladder. The spring-like proteins, low in disulfide bonds, therefore give hair elasticity with substance and pliability. The grounding, glue-like proteins, high in disulfide bonds, are the focus of conditioning reactivity. The medulla composes the innermost layer of the hair as the marrow of the hair fiber. S c i e n c e o f H a i r

6 New Millenium Hair Relaxing for the New Millenium After discussing hair handling and composition, how do relaxers work? How does hair styling affect relaxed hair? Vitale Pro relaxers emerged from 21 st century hair research; here are some of our findings The 1988 Milady standard book of cosmetology, states that two types of chemical hair relaxers used by professional cosmetologists are thio (thioglycolate, ph 9.4 to 9.6) and sodium hydroxide (ph 10 to 14). It claims the objective of these two products is the same (see page 144), causing some cosmetologists to mix up these products or even refer to relaxer as perm. Have you ever heard a client say she wants to give her relaxed hair a break with braiding? Hair weaves, braids, twists and locks are techniques designed for natural hair. Relaxed hair is more sensitive to tears and splits. So, it requires different styling techniques and products for optimal health.

7 Misusing hair color on top of a relaxer is a major cause of hair damage. Without constant maintenance, heavy backcombing, ponytails, extensions, and daily exercise routines such as swimming, place extra stress on the relaxed hair shaft. AFAM Concept, manufacturer of Vitale Pro, places the client experience at the heart of research and development. That s why we took the time to understand multi textural hair, both in our own salons and in the laboratory. Vitale Pro relaxers work with, not against, the molecular makeup of hair fiber. AFAM Concept develops products that help hair care professionals care for clients over the long-term. Hair for the New Millenium

8 Relaxer System Vitale Pro Relaxer System COMFORT ZONE BASE STEP 1 Protect and preserve with Comfort Zone Base Cream before applying relaxer. Relaxer compatible, it soothes and protects the scalp yet easily rinses from hair. 14 oz/ 32 oz RELAXERS STEP 2 SAFE RX MILD RELAXER The safest alternative for hair preservation, Safe Rx is a sodium hydroxide formula designed for over porous and/or color-treated hair. Its gentle low-sodium, multiconditioner makeup keeps the cuticle intact. By breaking fewer chemical bonds at a slower pace, Safe Rx complements porous and damaged hair. 64 oz/ 152 oz HIGH COMFORT REGULAR RELAXER For a stress-free relaxing experience, African Shea Butter enhances High Comfort s sodium hydroxide formula. This special buffer allows the hair to straighten with less scalp irritation than regular-strength relaxers. High Comfort provides straight, longlasting silkiness in a short period of time. Clients rank it at the top of its class. 16 oz/ 64 oz/ 152 oz

9 RESISTANT RELAXER Similar to High Comfort Relaxer, Resistant Relaxer also contains Oatmeal, Aloe Vera, and Shea Butter to transform resistant hair to silky hair full of vitality. It works best with a faster application. 64 oz/ 152 oz TENDER HEADED RELAXER The gentle alternative for a sensitive scalp, Tender Headed has a lithium hydroxide base. The low molecular weight and lower ph of lithium hydroxide offer a high-speed penetration. Added Aloe Vera and African Shea Butter reduce hair damage and minimize scalp irritation while generating soft, bouncy hair with a radiant sheen. It retains some natural texture and works best with fine- to mediumtextured hair of normal porosity. 64 oz/ 152 oz NEW TEXTURE RELAXER The best kept secret for curly hair, New Texture is a sodium-free guanidine hydroxide relaxer that does a great job on any hair texture. Control the strength and relaxing speed by varying the amount of activator mixed with the relaxer cream. Designed with highly textured Latino and African-American hair textures in mind, it controls texture without diminishing it. 12 Pk / Economy 25 Pk

10 AFTERGLOW NORMALIZER STEP 3 Seal and shine with this post-chemical, post-color normalizer. When chemical reactions fill hair with negative-charged ions, Afterglow Normalizer infuses every hair shaft with positive-charged ions. Any chemically exposed hair type, along with any relaxer type (lye or no-lye), it realigns hair cuticles and delivers a radiant shine. Afterglow seals in humectants that prevent drying. Mix it with color before application to facilitate absorption and eliminate post-color dullness. Usage: After relaxer is thoroughly rinsed, apply ½ oz of Afterglow Normalizer. Leave on hair for two minutes. Do not rinse. Proceed with Moisture Bonded Neutralizing Shampoo. For use after a permanent hair coloring service, towel-blot hair and apply Afterglow. Leave on hair for five minutes without heat. Rinse, then proceed to use Moisture Bonded Neutralizing Shampoo. 4 fl. oz TRIAL SIZE/ 32 fl. oz/ 128 fl. oz

11 MOISTURE BONDED NEUTRALIZING SHAMPOO STEP 4 The Ultimate Hydrating Neutralizing Shampoo, natural humectants infuse Moisture Bonded Neutralizing Shampoo. Its buffered balancing and chelating agents ensure total removal of relaxer residues while facilitating body and softness. Energize hair with intrafiber moisturization, detangling, and removal of alkaline residues deposited by no-lye relaxer. Moisture Bonded s ingredients deposit moisture deep within each hair fiber; amino acids constrict and close cuticles. Overall, it reduces breakage caused by harsh chemicals (i.e., relaxers, hair color). A convenient color signal indicates neutralization is complete. Usage: Apply Moisture Bonded Neutralizing Shampoo on top of Afterglow Normalizer and work into rich lather. Rinse and Repeat. If pink color is evident in foam or rinsing water, apply a third time and rinse. 4 fl oz TRIAL SIZE/ 32 fl. oz/ 128 fl. oz TRIPLE BLEND RECONSTRUCTOR STEP 5 Triple Blend Reconstructor, The Hair Rebuilder, uses keratin to reinforce hair s molecular bonds, enhance its health, and seal cuticles. A special blend of fiber-strengthening proteins, honey, and wheat bond to damaged areas inside and outside of the hair shaft. Designed for all relaxed and damaged hair, it strengthens and moisturizes internally, and constructs and smooths externally. Usage: Apply a small amount of Triple Blend Reconstructor to hair and allow to process for ten minutes Rinse with warm water, towel-blot. If hair is in need of intense moisturization apply Super Conditioner as Step 5. 4 fl oz TRIAL SIZE/ 32 oz/ 128 fl. Oz R e l a x e r s y s t e m

12 Experience the touch, the body, the shine...

13 Shampoo System Vitale Pro Shampoo System RESURRECT SHAMPOO Some beauty care products such as oil moisturizers, spritzes, and conditioners overcoat, leaving dull, lifeless hair. The shampoo that gives life, Resurrect Shampoo gently removes residues, bringing back shine and flexibility without stripping hair of natural oils. Tip: Use as a first shampoo for hard-to-lather hair and follow with Watercress Nourishing Shampoo for the second lathering. 12 oz /32 oz WATERCRESS NOURISHING SHAMPOO Named the nurturing shampoo, Watercress Nourishing Shampoo replaces a portion of the moisture and protein loss that occurs with chemical processing. Filled with honey and oat proteins, it is non-stripping and ph-balanced yet leaves the hair with no heavy coatings. Humectants add shine to the finished look. 4 fl oz TRIAL SIZE/ 32 fl. oz/ 128 fl. oz ANTI-DANDRUFF SHAMPOO Especially formulated for chemically treated hair, it effectively cleanses hair and scalp of dandruff, chemical residue toxins that clog hair follicles. Excellent for itching associated with eczema, psoriasis, dermatitis and other scalp irritations. It provides nourishment without a chalky residue. It soothes scalp and detangles, leaving beautiful flake free hair. 32 oz S h a m p o o S y s t e m

14 The Portrait of Beauty...

15 Conditioning System Vitale Pro Conditioning System QUENCH MOISTURIZING CONDITIONER The solution for thirsty hair, Quench Moisturizing Conditioner provides therapy to dry hair by restoring essential oils and retaining moisture. It is electrolytically balanced to improve the natural sheen, flexibility, and elasticity of hair. 4 oz/ 12 oz/32 oz/ 128 oz SUPER CONDITIONER The innercellular conditioning treatment, Super Conditioner directly and deeply moisturizes hair while improving natural sheen. It increases elasticity and flexibility and restores essential oils. Super Conditioner detangles, softens, and adds liveliness to hair. Tip: For the proper balance of moisture and protein, mix equal amounts of Super Conditioner with Triple Blend Reconstructor and Mystic Botanical Oil. Process for fifteen minutes under a heat cap. 16 oz/ 64 oz LEAVE-IN & STYLING CONDITIONER Leave in conditioner today; help keep split ends away. Leave-In & Styling Conditioner combines vitamins and hair-nourishing proteins to form a lightweight, alcohol-free lotion, giving styling freedom to all hair textures. It maintains the cortex and conditions the cuticle, smoothing frizziness. Because it is water-soluble, Leave-In & Styling Conditioner will not build up on hair, allowing it to look natural and swing with rhythm. Tip: Use a small amount on every client in conjunction with other Vitale Pro styling items. 4 oz/ 12 oz/ 32 oz C o n d i t i o n i n g S y S t e m

16 Wet Styling & Finishing Vitale Pro Wet Styling & Finishing 3 IN 1 DESIGN LOTION 3 in 1 Design lotion, versatile enough for roller setting, wrapping, blow-drying, and thermal styling, leaves hair soft and easy to manage. It gives natural shine, holds patterns without hardening, and keeps hair easy to comb. 3 in 1 Design lotion dries in less time than most styling lotions, making it the first choice for all styles. 4 oz/ 12 oz/ 128 oz STRAND DESIGN FOAM A multipurpose designing foam, Strand Design Foam increases wet-set styling options, such as sculpted looks, short tapered styles and allows more control for traditional wet styling techniques. It gives volume when blowdrying and shine with long-lasting hold. Makes comb-out easy. 8 oz/ 32 oz VITA STYLING GEL Vita Styling Gel offers firm style control when spiking, setting, wrapping, molding, and blow-drying. A nonflaking formula, it is perfect for waves or controlling super-curly hair. Though enriched with vitamin E, vitamin A, and other organic extracts, it won t stick to the curling iron. 32 oz HI PROTEIN STYLING GEL Designed for professional stylists, Hi Protein Styling Gel protects and conditions dry, porous hair with an enriched wheat protein. Good for relaxed, permed, and color-treated hair. 32 oz

17 SILKEN HOLD SPRITZ Silken Hold Spritz provides soft hold and brilliant shine, not stiffness or stickiness. Formulated with botanical ingredients to condition, it protects and holds with softness. Use it for more volume and longer-lasting hold without flaking. Silken Hold Spritz won t stick to curling irons or combs. 4 oz/ 12 oz/ 128 oz FIX-O-SPRITZ Fix-O-Spritz provides a stiff hold and brilliant shine, not stickiness even in humid conditions. Formulated with botanical ingredients to condition, it protects while adding volume and longer holds without flaking or sticking to curling irons. 4 oz/ 12 oz/ 128 oz DEFINING CURL WAX Defining Curl Wax contains Shea Butter, Vitamin E, Lanolin, and Aloe Vera to protect hair during thermal styling. It controls and defines lustrous curls, ending every style soft to the touch. 8 oz EZ PRESS Provides smooth healthy looking shine without weighing down the hair. Protects from heat damage, locks in moisture and prevents reversion. Formulated with African Shea Butter. 8 oz w e t s t y l i n g & F i n i s h i n g

18 The Ultimate for Natural Hair

19 Essentials Vitale Pro Essentials SHINING GLOSS Alcohol and oil-free, Shining Gloss repairs damaged hair, instantly returning shine and silkiness. Specially designed to control frizziness with vitamin E and vitamin A. Tip: Apply to add moisture and smoothness before blow-drying or curling. 4 oz/ 12 oz VITA-PLEX SHEEN (SHINING GLOSS MIST) Vita-Plex Sheen repairs damaged hair, adds moisture and sheen, and heals split ends. It is alcohol and oil-free yet protects hair during heat styling. 4 oz/ 12oz MYSTIC BOTANICAL OIL Mystic Botanical oil embodies hair with protective conditioners and seals cuticles for a radiant shine. Vitamins and proteins nourish the hair shaft and eliminate frizziness. Tip: Use on skin as a moisturizer or as a massage oil. 4 oz/ 12 oz E s s e n t i a l s GOLD OIL MOISTURIZER Gold Oil Moisturizer s concentrated formula helps hair damaged by relaxers, hair coloring, and other chemical treatments. It also prevents dryness and breakage when using blow dryers and curling on a daily basis. A little goes a long way. 4 oz/ 12 oz/ 32 oz

20 2008 AFAM CONCEPT, Inc. Chicago, IL