Peter Samerjan
CES CHEVEUX - catalog
Company: BEVRON LABORATORIES, INC.
Product: Ces Cheveux Salon Hair Care
Marketing Strategy: The Ces Cheveux line of hair care was developed by a laboratory that produces products for many “name” hair care brands. They were able to produce a first-quality product for a very affordable and competitive price for their own distribution to professional salons. They also had some unusual products that were unique to their brand. The booklet not only had to work at point-of-sale as hand-out literature for stylists, but also as take-away literature for the end client. Beyond a product catalog, the catalog also featured very specific, easy-to-understand directions on how to use the products most effectively. This one marketing vehicle allowed Ces Cheveux significant growth with a very small expenditure.
Usage: For the trade and consumer and use in professional beauty supplies and retail beauty stores
Agency: Samerjan 743 Creative Director: Peter Samerjan Copywriter: Peter Samerjan
Copy
Cover
CES CHEVEUX
Professional Hair Care Products
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Ces Cheveux.
In this world, there are the image and the essence.
Ces Cheveux is about the essence.
Salon proven formulas. No shortcuts. No excuses.
Priced so that everyone who wants an image can afford one.
Ces Cheveux Professional Hair Care for salons.
The essence of beautiful hair.
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(style photo with products)
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Shampoos/Cleansers
ESSENCE OF KIWI SHAMPOO
Using extracts of the kiwi fruit and natural plant proteins, this shampoo penetrates into the cuticle layer of the hair. It completely cleanses and replenishes moisture that is essential for full volume and brilliant shine.
Reduces split-ends & flyaways
Detangles to enhance wet or dry combing
An ideal cleanser for baby-fine hair
ORGANIC SHAMPOO
A gentle shampoo formulated for daily use. Jojoba Oil maintains the proper moisture balance for clean, healthier hair and scalp. Repeated use dissolves excess sebum, embedded around hair follicles, that may cause dandruff and accelerate hair loss.
Cleanses without stripping the hair of moisture
Is ideal for daily use, even on color-treated hair
An excellent skin & body cleanser
CONDITIONING SHAMPOO
Formulated with Panthenol and fortified with natural keratin proteins, this luxurious shampoo is designed especially for dry, damaged and chemically processed hair. Cleans without stripping the hair of its natural elasticity and proteins, while imparting volume, shine and fullness.
Prevents split ends
pH balanced for color-treated hair
Leaves hair full of body and shine
Conditioners/Treatments
RNA Reconstructor
Designed for daily use, this exclusive formula uses Elastin, essential amino acids and minerals to strengthen and revitalize damaged hair. These natural ingredients penetrate deeply into the cuticle layer of the hair to protect against the effects of wind, water, and the sun’s damaging UV rays.
Ideal for use after any chemical or color service.
Helps stop hair breakage because it contains all known amino acids
Thermal protection from heat styling & blow-drying
MOISTURE BALANCE
An instant moisturizing treatment for dry hair and scalp. Helps restore, maintain and replenish moisture due to drying environmental conditions.
Restores structural & pH balance to chemically treated hair
Excellent for tinted, bleached or permed hair
Adds strength, elasticity & shine
FDH-PACK
Developed as an intensive conditioner For Damaged Hair. The proteins penetrate the cuticle layer to moisturize and begin rebuilding damaged hair. Ideal as a preventative treatment before chemical services.
Use after a color service to restore pH & lock-in color
Makes hair look and feel smooth
Leaves hair with brilliant shine
FUSION PLUS
This vitamin enriched, leave-in conditioner detangles, leaves hair manageable and maximizes body. Provides protection from hair styling tools and blow-drying.
Ideal for daily use on fine, limp, brittle or dull dry hair
Mends split ends
Replaces lost moisture improving shine & manageability
REVITALIZER WITH BIOTIN
A unique therapeutic hair and scalp treatment. Use daily for effective control of dandruff, excess oils and itchy scalp. Specially designed to create an environment that promotes the growth of healthy hair by removing excess sebum from the scalp.
Protects hair during heat styling
Reduces static electricity & thickens hair without coating
Nourishes the germinating cells of epidermis
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Design/Style/Finish
FRITZ SPRITZ
Fritz Spritz stays pliable and workable, allowing the stylist to create, design and achieve today’s look in hair fashion. Extended drying time for maximum styling flexibility and easy brush through.
Fortified with conditioners to give super sheen
Sunscreens & thermal shields protect hair against environmental damage
Will not flake & shampoos out with ease
MIRAGE SPRAE GEL
This alcohol-free water based formula is infused with herbal extracts that produce a lightweight natural look. For quicker drying times, spray onto set hair, then put under the dryer for a firmer hold.
Perfect for wash and wear styles or a “natural” hold
No stickiness, build-up or flaking
No added weight means bouncy, fluffy hair
STICK-UP SPRAY
Dries instantly to hold even the most demanding hairstyle in place. Use to spike, scrunch and finish hair for an all-day hold.
Unique dual resin compound offers superior holding power
Provides sheen & luster without feeling tacky
Rinses out easily
VERSAGEL
Designed for multi-use to sculpt and shape the hair as a wet look or with blow-drying for a natural look. Protects and conditions the hair, while providing long-lasting body and hold.
Clear formula won’t flake
Washes out easily with no residue or build-up
All-day hold
WET PHASE
This alcohol-free styling lotion is perfect for creating wet looks or natural styles. Use like a mousse to sculpt and shape hair for maximum volume and lift.
Non-flaking formula washes out easily
Adds volume and fullness for fine or limp hair
Sunscreens protect against damaging UV rays
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Common Problems Essential & Effective Ces Cheveux Solutions
CHEMICALLY BURNT HAIR
Recommended Products: Conditioning Shampoo, Revitalizer, FDH-Pack & Wet Phase
1. Apply Conditioning Shampoo. Massage in hair.
2. Apply 1 ½ oz. Revitalizer over shampoo, lather, rub together and leave for 5 minutes. Rinse.
3. Apply FDH-Pack to hair. Place under heat for 15 to 20 minutes, then rinse.
4. Spray Revitalizer (about 25 squirts) over hair. Do not rinse.
5. Apply Wet Phase (about 3 teaspoons) over Revitalizer and comb through. Style as you wish.
PERMING DRY BRITTLE HAIR
Recommended Products: Conditioning Shampoo, FDH-Pack & Fusion-Plus
1. Apply Conditioning Shampoo. Lather and rinse.
2. Apply FDH-Pack. Leave 3 minutes and rinse.
3. Use to wrap hair, and then perm after “S” curl is formed. Spray each curl with Fusion-Plus Rinse.
DRY PERMED HAIR
Recommended Product: Moisture Balance
1. Apply ½ teaspoon of Moisture Balance to hair. Leave in 3 minutes. Rinse.
DRY HAIR
Recommended Product: Moisture Balance
1. Apply Moisture Balance to hair. Leave in 3 minutes. Rinse.
CHLORINE IN WATER
Recommended Product: Revitalizer
1. ½ to 1 oz. of Revitalizer over the hair. Leave in for 5 minutes, then rinse. Continue with
chemical service.
BABY FINE HAIR
Recommended Products: Conditioning Shampoo, Fusion-Plus & Wet phase
1. Conditioning Shampoo with Panthenol will expand hair about 10%. Rinse.
2. Spray 15 to 20 squirts of Fusion-Plus over the hair. Do not rinse.
3. Apply 1 to 2 teaspoons of Wet Phase to wet hair. Style – Blow-drying from the roots outward,
about ¾ of an inch or more to give lift.
CONTROLLING DANDRUFF
Recommended Products: Revitalizer & Organic Shampoo
1. Apply 1 oz. of Revitalizer over entire scalp. Leave in for 5 minutes.
2. Shampoo (repeat twice a week if necessary).
ITCHY SCALP
Recommended Products: Revitalizer & Organic Shampoo
1. Apply 1 oz. of Revitalizer over entire scalp. Leave in for 2 minutes.
2. Shampoo.
HAIR LOSS
Recommended Products: Revitalizer & Organic Shampoo
1. Spray Revitalizer in hair (needs to reach scalp) twice a day, at night before going to bed and again
in the morning prior to shampoo or after.
2. Shampoo (Jojoba Oil in Organic Shampoo helps to emulsify sebum in scalp).
3. Re-apply Revitalizer before styling or blow-drying. Leave in.
Using the Ces Cheveux Hair Loss Control Technique will create an environment that helps stop hair loss. The results vary from person to person. But over the years, the testimony from satisfied clients has indicated that these 2 products, Organic Shampoo and Revitalizer, can make a dramatic difference in preventing hair loss – even for chemotherapy patients.