A história começa em Berlim em 1898. Hans Schwarzkopf, farmacêutico, abre sua drogaria. Um inventor genial, ele criou o primeiro sabão em pó da Schwarzkopf Professional, o Schaumpon, um dos primeiros produtos da marca lançados no mercado de beleza. A partir de então, a empresa familiar - comprada em 1995 pelo grupo Henkel - inovará constantemente para apoiar de perto os cabeleireiros. Ao lançar, entre outras coisas, seu primeiro permanente frio em 1947 ou sua linha Igora Royal em 1960, que hoje tem um portfólio de mais de 120 tons.

O segredo do sucesso de Schwarzkopf?

Antecipe-se constantemente às necessidades dos cabeleireiros. Hoje, a marca distingue-se pela qualidade da sua formação e apoio no salão, mas também pela vontade de agregar valor para parceiros cabeleireiros. Como? Decifrando as últimas tendências graças a influenciadores digitais e por meio de coleções sazonais
Essential Looks, a ser descoberto em uma revista completa, duas vezes por ano, inspirada nas passarelas e na rua, desenvolvendo aplicativos direcionados (House of color, Ask Academy, Hair Expert ou Essential Looks), mas também por uma grande presença digital. Na verdade, uma campanha nas redes sociais atinge 11 milhões de pessoas, gera 87.000 postagens no Instagram e cerca de 2 milhões de interações.

No entanto, a Schwarzkopf Professional não esquece o que está em seu DNA: a inovação. Ela provou isso nos últimos anos com
lançamentos como Strong Bonds, BlondMe ou o conceito co-criado com 6 coloristas renomados, Igora #RoyalTakeOver. No MCB, aqui ela volta a criar o evento com o lançamento de um salão exclusivo, o Fiber Clinix com a linha Bonacure.

2 perguntas para PIERRE SALIOU, GERENTE GERAL DA FRANÇA

Você pode definir o DNA de Schwarzkopf?

Somos uma casa de cores. Isso é o que construiu nossa história como uma empresa familiar em torno de produtos de modelagem, como shampoos secos e modelagem. Em 1995, ingressamos no grupo Henkel, o que nos permite desenvolver com mais recursos. Temos centros de pesquisa em todo o mundo porque o cabelo é um material regional. Não temos a mesma textura na Ásia e na África. Essas plataformas em diferentes partes do mundo nos permitem melhorar o desempenho dos produtos e principalmente das cores.

O que o torna diferente das outras marcas?

Colocamos produtos e pessoas a serviço das pessoas que trabalham conosco, ou seja, cerca de 10.000 salões na França. É fundamental construir com eles um relacionamento diferente daquele oferecido por outras marcas em um mundo muito competitivo. Temos uma alternativa a oferecer, uma forma diferente de trabalhar. Neste mundo globalizado, temos o compromisso de desenvolver ofertas exclusivas para feiras que os consumidores não encontrarão em outros circuitos. É o que fazemos com a Bonacure, por exemplo, que nos permite oferecer aos clientes uma verdadeira qualidade de produto em um relacionamento seguro. Na verdade, hoje estamos apresentando uma nova fórmula, Fiber Clinix. A inovação continua sendo uma das chaves, para a qual estamos cada vez mais avançando. Nossa organização local e global permite-nos um desempenho muito bom, com toda a humildade.

Repair

Damaged Hair: What to Do? Solutions for Damaged Hair

Returning from vacation with dry hair, dull colors, and split ends? Don't panic, there's no need to cut it all off. There's a special routine for damaged and dry hair. Find all the solutions for damaged hair to treat your locks.

Find all the treatments to repair damaged hair

Unfortunately, when the hair is damaged, a trip to the hairdresser is mandatory! You'll have to go through the scissors cutting stage to get rid of split ends. In fact, even though care improves hair dryness, a trim with scissors, with a slight layering to maintain the length, will allow you to start fresh.

Wash your damaged hair without drying it out
Damaged hair doesn't need as much washing as healthy hair. One shampoo per week is enough! Unless you're into intense sports, always use suitable products like shampoos rich in nourishing active ingredients such as keratin, ceramides, oils, or essential fatty acids. Wash damaged hair with a shampoo specifically for dry hair and choose a detangling conditioner suitable for dry ends.

Masks for damaged hair

Masks made with avocado oil, shea butter, argan oil, and jojoba (which have highly nourishing properties) are often the best remedy for damaged and dry hair. Generously applying a nourishing oil to the ends and lengths to use overnight and rinsing with a suitable shampoo in the morning is a super-effective routine. Beware of products containing sulfates/sulphites and especially silicones, as silicones suffocate the hair and weaken it even more. It's also possible to make a special homemade hair mask for damaged hair using essential oils.

How to protect damaged hair daily?

To prevent maintaining this dry hair effect, don't go out without good hair protection against the drying effects of external aggressions (also valid against heat sources). This protector creates a filter that isolates the hair from cold, heat, pollution, or the drying effects of the wind.

Dry, straighten, and tie without damage
The hairdryer and straightener are harmful to damaged hair if not used correctly. Excessive heat significantly damages the hair. How to dry your hair without damaging it? Opt for a hairdryer with a cool function and for straightening, a single pass at 200 degrees is enough to straighten the hair and damage much less than multiple passes at a lower temperature. To avoid damaged hair after straightening, use pre-straightening treatments to protect the fiber and straighten the hair after careful drying. Remember that when you leave the shower, wrap your hair in a towel to dry it with light touches, not vigorous rubbing!

How to nourish damaged hair?

If nourishing the hair externally is an important ritual, doing it from the inside is also essential! Foods rich in silica, iron, and vitamin B, such as lentils, cereals, or wheat germ, combined with foods rich in fatty acids, such as salmon, hazelnuts, or olive oil, are recommended. Take a vitamin cure to increase sources of trace elements zinc, vitamin A, or B-group vitamins (vitamins B5, B6, B8). These hair supplements provide strength and vitality, undergoing at least a 3-month treatment.

When you return from vacation, don't forget the hair care routine and pay attention to hair coloring, which is often harsh on the hair; use gentle products without ammonia!

Treatments

For Every Hair Type, a Care!

Straight, curly, wavy. Smooth, very voluminous, or with curls. There are different hair types! In fact, all our hair has different needs depending on the type.
To have beautiful hair, it is important to choose the right treatment for your type. Mask, shampoo, dry shampoo, oil, etc.
What treatment to choose if you really don't know which category your hair belongs to?

Hair is divided into 4 categories:
•    Straight Hair
•    Wavy Hair
•    Curly Hair
•    Kinky Hair

Straight Hair

Straight hair is usually the finest of the 4 categories. They are also the ones that tangle at the slightest gust of wind or tend to be oily. These little annoyances can be avoided! First, to prevent them from tangling, we recommend hydrating them well with care suitable to avoid weighing them down. If your hair is troublesome and gets oily very quickly, it's no secret: try to wash it as little as possible! Once or twice a week is ideal. In fact, the more you wash your hair, the more sebum present on the scalp is secreted. It is this sebum that leaves the hair oily!
Feel free to use various tricks to hide it: headbands, hats, tied in a bun, etc. If you really find them too dirty, a bit of dry shampoo will loosen them from the roots and give them a bit of volume. However, be careful not to use dry shampoos too much as they can be harsh on the scalp if used excessively.

3 types of straight hair:
•    Fine hair that tends to tangle
•    Fine hair with a bit more strength
•    Straight but thick hair
There are treatments specially designed for straight and fine hair.

Wavy Hair

The second category of hair includes wavy hair. They are slightly wavy at the ends, for an ultra-modern wavy look or wavy from the roots. This type of hair is not always easy to tame! In fact, their beautiful waves do not always withstand a good night's sleep. In the morning, when you wake up, lower your head and gently run your fingers through the curls to lift them from the roots and give them a good shape. Avoid conventional hairbrushes at all costs: they can break the curls and damage the hair. Instead, opt for a comb with wide teeth.

3 types of wavy hair:
•    Fine hair with a slight S-shaped wave at the ends
•    Hair with slight S-shaped curls and a bit of frizz on the scalp
•    Hair with a lot of volume and well-defined S-shaped curls

Curly/Kinky Hair

When we think of curly hair, we remember Julia Roberts in Pretty Woman! But to achieve a result worthy of this beauty goddess, it is important to take very good care of your curly hair. First, we avoid at all costs dry and damaged ends, which break the curl and leave the hair dull.
Ideally, apply a nourishing mask to the ends at least once a week, for as long as possible. Your hair becomes shiny and healthy thanks to this mask! Then, don't forget to detangle before washing your hair (yes, this also applies to curly hair!). It allows the scalp to be perfectly washed and maintains good hair quality.

3 types of curly hair:
•    Hair with wide curls, well-hydrated, and sometimes straight at the roots
•    Hair with well-defined curls, from roots to ends
•    Hair with tighter and smaller curls from the roots

Kinky Hair

Kinky hair is the driest of the four types, so they are very low in oil. We should avoid washing them too much: at most once a week, simply to extract impurities and pollution residues. Unlike other hair types, it prefers leave-in treatments that deeply nourish kinky hair. Finally, kinky hair does not detangle with a classic brush, risking breaking the curl and damaging the very essence of the hair. If you really want to detangle, use a boar bristle brush, less aggressive than a plastic one!

3 types of kinky hair:
•    Hair coiled from the roots, very voluminous, and with a spiral wave
•    Hair coiled and wavy, finer and very dense
•    Hair with Z-shaped curls, fine and fragile

Hair

Tips for Maintaining the Health, Shine, and Life of Your Hair

1. Hair Care Basics:

Start with regular washing, cutting, and hydration. Choose products tailored to your hair type – be it dry, brittle, or color-treated. Understanding your hair type is crucial for effective treatment.

2. Hydrating Mask:

After washing at least twice a week, apply a hydrating mask to restore moisture. Adjust frequency based on your hair's needs, reducing to once a week after achieving optimal hydration.

3. Gentle Detangling:

Avoid detangling wet hair to prevent breakage. Use a wide-tooth comb to gently work through tangles.

4. Heat Protection:

Apply a generous amount of heat protectant spray before drying your hair with a dryer. Keep the dryer 25/30 cm away and use it daily without causing damage.

5. Styling Products:

Choose styling products that suit your desired look. Additional support is essential for achieving your styling goals.

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