Brazilian Secrets Hair
Hair.Toxx Kryotherapy
This kit employs temperatures of -16ºC to restore stressed and damaged hair fibers, improve hair tonicity, and balance fatty acids and protein concentrations in the hair. The kit is designed for salons, and a treatment begins with the hairdresser evaluating the client’s hair. Then, the hair is shampooed, and a mix of the range’s Revitalizing Serum and Protective Mask is then applied. The treatment is then sealed using the brand’s Kryotherapy tool, which delivers the -16ºC temperature. The range also includes products for use at home. Among the products’ ingredients are açai berry from the Amazon rainforest, whose antioxidants help restore hair; glacial water with a high concentration of mineral salts, whose soothing properties are activated via the cold treatment; and pure hyaluronic acid blended with amino acids to fill the porous hair cortex, resulting in stronger and more resilient hair. The treatment can preserve hair’s bond structure during chemical treatments, allowing the hairdresser to achieve cooler blond tones, as it improves hair’s resistance.
Booth#: I02 Section: Jasmine Hall 2
This product is a finalist in the category Hair & Nail Products of Cosmoprof India Awards 2024
Product Headline
This kit employs temperatures of -16ºC to restore stressed and damaged hair fibers, improve hair tonicity, and balance fatty acids and protein concentrations in the hair. The kit is designed for salons, and a treatment begins with the hairdresser evaluating the client’s hair. Then, the hair is shampooed, and a mix of the range’s Revitalizing Serum and Protective Mask is then applied. The treatment is then sealed using the brand’s Kryotherapy tool, which delivers the -16ºC temperature. The range also includes products for use at home. Among the products’ ingredients are açai berry from the Amazon rainforest, whose antioxidants help restore hair; glacial water with a high concentration of mineral salts, whose soothing properties are activated via the cold treatment; and pure hyaluronic acid blended with amino acids to fill the porous hair cortex, resulting in stronger and more resilient hair. The treatment can preserve hair’s bond structure during chemical treatments, allowing the hairdresser to achieve cooler blond tones, as it improves hair’s resistance.
Product Description
Awaken your senses with a glacial breeze Never tested on animals and completely cruelty free Hair Toxx formulas are enriched with natural raw materials like the exotic Açai Berry from the Amazon rainforest This super berry has high antioxidant power to help even elastic strands Another star from Hair Toxx formulas is the Glacial Water obtained through the thaw one of the most efficient natural water cleansing procedures this ingredient has high purity levels and great concentrations of mineral salts Its soothing properties activated by the cold will provide the coolest sensations and revitalize your hair with the super combination
Claims & Benefits
The multiservice Kryotherapy kit can restore deeply stressed and damaged fibers, power up hair tonicity, and balance fatty acids & protein concentrations. It features lightweight nutrition with extra smoothness and adds brilliance and a silky touch. Saves bond structure during chemical transformations, allowing the hairdresser to achieve higher cold tones on blond shades as increasing hair’s resistance. Also showcases scalp care with gentle exfoliation, stimulating cell turnover while removing pollution particles and build-up. The Amazonian Açai Berry has high antioxidant power while the Glacial Water soothing properties activated by the cold, provide the coolest sensations and revitalize your hair.
Technical Details
Hair Toxx was the first to bring the regenerative power of ice to hair care The freezing technique provides an incredible boost to the Hair Toxx rituals making them more effective and quicker to apply as the cold Cosmetics act inside while the machine acts outside Pure Hyaluronic Acid blended with essential amino acids fill out the gaps of the porous cortex resulting in stronger and more resilient strands On the cuticles the super sealing promoted by the cuticle s contraction in contact with the cold prevents water loss and increases shine leaving a pleasant soft touch Meanwhile the powerful antioxidants from Amazonian Açaí Berry protect the hair from external damage like pollution UV radiation and chemical aggressors This and all natural raw materials that empower the Kryotherapy rituals are ethically sourced respecting the mother nature time promoting economic social development for local communities through strategic work with bridge action suppliers All wrapped in a refrigerator shaped box that uses assertive features such as solid silver color with steal texture ice cubes and cool tones to communicate the product’s main appeal low temperature clearly and directly for all these cultures from America to Asia including countries in Europe and Middle
Launch Date
12/05/2024
Price List, Target Consumer & Market Segments
Hair Toxx Kryotherapy is a premium lifetime sensorial experience that starts at the thematic salon decoration and goes until the cooling moment when clients have the treatment done on their hair Way beyond a product Hair Toxx is a well being high tech service that the top salons must offer from now on So Kryotherapy counts on the Premium Club which divides our public into two main targets the trendy setters early birds Diamond Salons who have full access to merchandising materials and exclusive offers and the explorer late adopters Gold Salons who wait for the first wave results and
Website and Social Channel/s
It’s time to freeze the Hair! This unique moment provides thousands of buzzes and social media content! Communication Kryotherapy is a must-have as you can check on the tags #hairtoxx and #kryotherapy on Instagram @braziliansecretshair or on the website www.hairtoxx.com.br and enjoy a whole new world of top-quality results of fully restored hair. International communication was cleverly developed based on neuroscience, using color theory and neurological association that goes beyond the language and local culture. The wise choice of cold tones, associated with the lightning neon effect and minimalist design evokes the refreshing feeling on everyone, making the communication consistent worldwide with the same “high-tech cold hair service”. Distributors in all over the world (Colombia, Poland, France, UAE KSA and Turkey) take advantage of it through an intense content exchange due to the smart branding. The light and the ice produced during the application catches everyone's attention in and out of the salon, awakening the curiosity and the desire to post about it and be seen as trend setter, an effect that happens on distributors, salons owners and final consumers.
What sets your product apart and why is it innovative?
This unique cold technique of Kryotherapy is the future of hair care Embracing it means leaving hot tools damage behind and changing the mindset to achieve best and more accurate results in terms of hair recovering On the cosmetic industry Brazilian Secrets Hair was the one that brought the regenerative power of ice to the hair care This freezing technique provides and incredible boost to the Hair Toxx rituals making them more effective and quicker to apply This glacial finish preserves the hydration and nutrition of Hair Toxx cosmetics and even prevent water loss The freezing keep contracted the cuticles and created a well aligned surface Is this super sealing that enhances shine and leaves a soft touch The ice is the perfect match for the Hair Toxx Kryotherapy Kit While the cosmetics replenishes the gaps and recover the hair from the inside the cold seal cuticles boost the result outside Another Kryotherapy highlight is the invitation to creativity By empowering hairdressers with deep technical knowledge about each product s benefits and formulas they’re able to create their own ritual and provide 100 personalized solutions for each client attending to their specific need at that moment while printing their artistic
How do you promote your product on multiple channels?
Every single detail on the line was thought to reinforce the refreshing feeling of this never-seen-before treatment.
It starts from communication with attractive and innovative high-end designs and end with outstanding transformations that evoke the desire to test this new ice experience.
Once the customer arrives at Kryotherapy Diamond salon, it will see an immersive environment fully dressed in white tones, blue LED lights, and some damaged hair fully transformed in just one quick application.
During the service, Its fragrance top notes (also known as head notes) welcome you with freshened ozonic chords every time you open the bottle. Those chords are naturally formed after intense rain and storms and bring the glacial water crystallin freshness to the perfume.
The cherry on the top is the personalized catering full of icy details and snow items made of ice to be immersed in this cool moment. Ice Queen hostesses are the cherry on top that caught visitors' attention and clicks in all Kryotherapy events.
When it comes to physical stores, Kryotherapy opens a new era of cosmetic packaging that presents a feasible solution with a great visual impact without compromising the financial viability of the project as we brought layout solutions and graphic effects that generate an expressive visual impact, serving the product's demanding target. The fun and well-directed presentation wakes the consumer's curiosity when faced with the refrigerator-shaped box, which is directly associated with the function of a cosmetic that promotes something different, the cold.
Finally, when Kryotherapy is on stage, it creates a unique connection with the audience by promoting a sensorial experience and closer communication by inviting participants to touch the Kryotherapy Machine and the colder hair section, showing priceless reactions which are converted into great social media reach.
Patents
Both Hair.Toxx and Kryotherapy are registered tradmarks in Brazil and in European Union.
How does your product meet the evaluation criteria of its category?
After decades of more from the same concepts, modern consumers are hungry for true innovations and are available to afford higher prices to access it! Even with such a positive scenario, Kryotherpy’s main goal is to promote exceptional and achievable products. It means that not only its prices are forthcoming, but it also represents a clever solution for stock management.
As the main professional kit offers infinity solutions for all hair types, with one sole investment the salon acquires just one SKU which means the purchase of 4 products and an enormous variety of services for all hair types by minimum investment. It increases the menu without affecting bigger stock management, waste, and financial losses. Less is more is the minimalist Hair.Toxx philosophy: fewer products mean less packaging, less residues, and more eco-friendly, more economical, more sustainable, and incredibly innovative.
Hair.Toxx products are the perfect balance between high-end technology with green and natural ingredients. All advanced formulas are specially developed to heal even deeply injured hair fiber.
Only the best and most natural ingredients are selected to provide formulas free from parabens, mineral oil, and artificial dyes without any harsh chemicals. Among the natural ingredients used, there are exotic açaí berry from Amazon Rainforest, Candelilla, Propolis, Wheat Protein, Jaboradi, Barbana, and Avobutter. Which proves why advanced technology and natural solutions can walk together and be a game-changing to the international cosmetic industry.
What is you brand commitment to sustainability, ethical practices, and social responsibility? Please describe.
The Amazonian activities and other green resources are sourced from bridge-edge suppliers while the box paper’s origin comes exclusively from sustainable management, responsible to keep the forest live and preserve hydric sources thanks to the FSC Certificate.
Our packaging is also printed with soy ink unlike traditional petroleum-based ink, soy-based ink is environmentally friendly, provides accurate colors, and facilitates the paper recycling process.
Behind the brand Hair.Toxx, the company Brazilian Secrets Hair is fully committed to ESG values. We work to contribute to the development of Amazonian Communities, creating opportunities to improve their quality of life and work by doing partnerships with local producers called “ribeirinhos”. Also focused on fair trade, we select “bridge-action-suppliers” that connect small producers and incorporate a holistic blend of social, economic and environmental criteria.
From the raw material specifications up to the packaging, we certified the highest quality of all ingredients and collect detailed information about its origin, composition, and certification to ensure the best purity level of each one and delivery the top-quality result.
Certifications
All Hair.Toxx products are revised and evaluated by Cosmeservice, an European outsourced laboratory that tests and proves the safety of BSH’s products.
In partnership with Obelis company, regulatory consultant from EU, there’s a double-check process that also ensures that everything is in compliance with the European Union Regulation and the end is the submission to the Cosmetic Products Notification Portal (the CPNP), which only allow cruelty-free products (and their respective ingredients as well).
Our formulas follow the strictest laws of other international regulatory bodies like E-Cosma (KSA), US-FDA (USA) and ANVISA (Brazil) and they have safety certification proven by outsourced laboratories to guarantee high level of compatibility and safety for all hair types.