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A long future lays ahead, stimulating new undertakings and projects. Behind us lays the experience confirming that foresight is the key to success.

Professional By Fama, a thirty-year old capable of deciding, choosing and planning its adulthood.

Good at producing high quality products, and ingenious at designing them: mindful of the market whose demands it wants to satisfy, it monitors its every heartbeat and predicts its moods.

It answers its questions with the determination of research and the timing of a state-of-the-art technology.

It meets its demands: its presence around the world is widespread, the professionalism of its support is solid, its solutions are personalised.

PROFESSIONAL BY FAMA.

“From colorimetry I have learntthat if you want a trustworthy partner, you must learn to be its complement.”

Stefano FaddaChairman

30 YEARS OLD, THE MOST BEAUTIFUL AGE.

30 YEARS OF RESEARCH,INNOVATION,EXCELLENCE ANDPRODUCTIVITY.

30 YEARS OLD,THE MOST BEAUTIFUL AGE.

PROFESSIONAL BY FAMA:

ECO-ORIENTATED PRODUCTS.100% RECYCLABLE PACKS. THE PRODUCTION PROCESS USES ENERGY ORIGINATED FROM RENEWABLE SOURCES.

LIFEGATE PROJECT.

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COLOR 7PROFESSIONAL BY FAMA COLORPLURALAROMA

COLOR COMPLEMENTS 13PRE COLOROFF COLORRESTORE PH 5,5

STRIPPING 15COLOR REMOVER

BLEACHES 17NEXT BLEACHING SYSTEMBLUE BLEACHING SYSTEM

TREATMENT 213DIMENSION CARE3DIMENSION BEAUTY

REBUILDING 25HAIR LIFTSTRUCTURAL

SHAPE 27EXPERIENCESWINGATTITUDE

FINISHING & STYLING 29A+RESET

INDEX

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COLOR

EXCLUSIVE M.A.B.TECHNOLOGY.LIGHTEN,DEPOSIT AND REFLECTSIMULTANEOUSLYDURING THE PROCESSING TIME.

PROFESSIONAL BY FAMA COLOR. GREATER LIGHTENING:maximum color depositing, enhancedreflects and long-lasting color.

CREAM-GEL BASE:the cosmeticity of the cream, the shine of agel for intense, glossy colors.

UTMOST COSMETICITY:a base rich in conditioning active ingredients with a low ammonia percentage.

PERFECT COVERAGE: up to 100% of grey hair.

MORE THAN 100 SHADES:classic and fashionable series, technical series like the Superlighteners, tactical series like the Cashmere and the brand new Arctic, Matt, Slate, Inox.

11 MINUTES:the fast, high quality service which reducesprocessing times with the aid of heat.

DILUTION RATIO: 1+2from 1+1 to 1+3 for the Superlightener series.

SIZES:80ml tube in its case;1,000ml developer.

SUPERBLONDESPROFESSIONALBY FAMA COLOUR:9 REFLECTS,5 LEVELS OF LIGHTENING POWER.

Dilution ratio: from 1+1to 1+3.

5 levels of lightening power and ultimate uniformity no yellowishor orange banding, no streaks forming caused by previouscolorings.

9 reflects to meet everyrequirement blond hair has.

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COLOR

TWOCOLORINGSIN ONE.INNOVATIVE:DOUBLE PIGMENTS,VERSATILECOLORING.

PLURAL: THE ALTERNATIVE COLORING.

DEMI-PERMANENT:direct pigments take advantage of the opening of the scales in order to deposit between the cuticle and the scalp, enabling after only 10 minutes processing time, demi-permanent hair coloring.

PERMANENT:color precursors reach the innermost depths of the hair, where in 10 to 30 minutesprocessing time they deposit and fix colour permanently.

WAX GEL:an innovative texture which enables several colors to be applied on the same section.

40 SHADES:in order to exponentially increase color proposals.

PLURAL LIGHT CONTROL:controlled self-blocking lightening for new color effects and services.

PLURAL INSIDE:the restorative complex which treats hairfor absolute cosmeticity of the hair coloring.

DILUTION RATIO: 1+2.

SIZES:wax gel - 100ml bottleactive fluid -1,000ml bottlelight control - 80ml tube.

PLURAL LIGHTCONTROL:COLORSERVICE GENERATOR.

Plural Light Control is the professional’s closest ally in developing new color situations.

Self-blocking lightening cream, brightens the tone and enables elaborate medleys to be createdin the time needed for a color service.

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COLOR

REFLECT,TONE, CORRECT.THE TECHNICAL HEARTOF DIRECTCOLORING.

CARE & COLOR: AROMA. INTENSIFY:carry out plays on light and color with strong impact.

REFLECT:intensify the reflect of cosmetic color orrestore it between one color service and another.

REBALANCE:compensate for the porosity of hair exposed,to UV rays, for example, restoring thereflection.

PERFECT:even out the color from roots to endsduring or after a superlightening service.

CORRECT:restore tone and color to permed hair; even out salt-and-pepper hair; remove yellow tones from grey hair.

WARM-UP:cool or faded reflects.

TONE:enhance highlights and any kind of lightening with a unique shine.

SIZE:professional toner in a squeezable150ml bottle;maintenance conditionerin a squeezable 120ml bottle.

AROMA:IN THE SALON AND AT HOME.

Professional toner for salonuse, conditioner formaintenance at home.

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pH 5.

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COLOR COMPLEMENTS

BEFORE AND AFTER:THE PROFESSIONALDIFFERENCE.THE COLOR SERVICE:THE DETAILS THAT MAKETHE DIFFERENCE.

THE ANCILLARY ESSENTIALS. PRE COLOR:delicate skin lotion to be applied to the skin before color or technical treatments.With natural extracts, it restores the natural protective barrier of the skin.

OFF COLOR:a delicate fluid for removing any color residues from the skin.

REBALANCING RESTORE 5,5:the professional post-color with acid technology which strengthens the cuticle in order to enhance the color and keep it shiny and intense for longer.

SIZES:pre color - 150ml bottleoff color - 150ml bottlerestore - 1,000ml bottle.

REBALANCINGRESTORE 5.5:THE PROFESSIONAL POST COLOR.

Restore 5,5 is the treatment whichremoves any residues of pigment from the scalp and cuticle without damaging the hair structure.

IT REBALANCES AND RESTORES the scalp and the natural pH level of the hair, favouring the restoration of the hydrolipidic coating which keeps it healthy and lustrous.

IT PROTECTS the color from UVAand UVB rays preserving the amino acids which give body, strength and elasticity to the hair.

IT EXALTS color intensification and reflects for shiny, healthy hair.

IT visibly RETAINS bright, even color for longer.

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STRIPPING

reducer equalizerREMOVECOSMETICCOLOR.TWO-PHASED,CONTROLLED,NON-ALKALINE SYSTEM.

COLOR REMOVER. COLOR REMOVER:NON-ALKALINE REMOVAL OF COSMETIC COLOR.

IT CONSISTS IN:two phases which are extremely delicate on the hair and allow up to three applications on the same day.

IT ENABLES:to remove and modify the artificial color leaving natural pigments unaltered.

GRADUAL SYSTEM:easily controlled. It enables both partial and total corrections of artificial pigmentation.

IT ALLOWS:the process to be interrupted at any time.

PRE-DOSED:box of 12, 30+30ml sachets.

COLOR REDUCER +

COLOR EQUALISER.

in pre-dosed sachets to be mixedtogether before use.

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BLEACHES

NEXTAND BLUE.THE POWDER AND CREAM BLEACHING SYSTEM.

THE BLEACHING SYSTEM: NEXT CREAM:EFFECTIVENESS AND COSMETICITY.

INNOVATIVE TEXTURE:enables even lightening from roots to ends with cosmetic results that exceed all expectations.

BEESWAX AND CASTOR OIL:capable of preserving the natural lipid structure of the hair.

AMMONIA FREE:and fragrance free for comfortable applications for the client and salon professional.

EVEN MIXTURE: Which clings perfectly, doesn’t drip or dry or expand.

5 LEVELS OF REFLECTS:quickly, with utmost reliability.

WITH LOW VOLUMES:Next Cream can also be applied near the roots.

VERSATILE DILUTION:from 1+1 to 1+3.

PRACTICAL PACKAGING:500gr Stand-up sachet with resealable doser.

CREAM DEVELOPER:3 in 1 STRENGTH.

12 vol.for light stripping.

25 vol.for delicate reflects.

35 vol.for decisive effects.

1,000 ml bottle

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BLEACHES

BLUEAND NEXT.MULTILEVELTECHNOLOGYFOR ALLREFLECT REQUIREMENTS.

THE BLEACHING SYSTEM: BLUE POWDER7 LEVELS OF RELIABILITY.

UTMOST LIGHTENING POWER:Blue Powder enables up to 7 levels of reflects to be achieved quickly and reliably.

EXTREME VERSATILITY:to carry out bleachings, reflects, streaks and absolute platinum blonds by simply varying developer volumes and processing times. BETTER RESULTS:a light blue color, it contrasts residual yellow tones caused by the bleaching.

UTMOST COMFORT:non volatile and pleasantly geranium scented formula.

VERSATILE DILUTION:from 1+1 to 1+3 according to the technical service to be carried out.

PRACTICAL PACKAGING:500gr resealable Stand-up sachet or Vase.

DEVELOPERS:3 VERSATILE TOOLS.

LIGHT 13 vol.Specially for pickling.

MEDIUM 26 vol.for color contrasts.

STRONG 37 vol.for reflects and bleaching.

1,000 ml bottle.

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TREATMENT

CERTIFIED RESULTS.THE 3 DIMENSIONSOF WELLBEING:CLEANSING,TREATMENT,STYLING.

TAKING CARE OF QUALITY: LIFE. Specific hair loss prevention programme.

HAIR LOSS -79%, SEBUM -32%.ProcapilTM Active Ingredient.

EQUA. Specific sebum-regulating programme for hair which has been weighed down by sebum and hyperhidrosis.

GREASINESS -80% , SEBUM -28%.Sebaryl ComplexTM Active Ingredient.

PURE. Specific anti-dandruff purifying programme.

EXFOLIATION -85%, IRRITATION -95%.Anti-DandruffTM Complex Active Ingredient.

HYDRA. Specific moisturising programme for fragile, porous, dry and hard to manage hair.

SOFTNESS + 85%,SHINE + 30%, FRIZZ -85%.Hygroplex ComplexTM Active Ingredient.

SAVE. Specific color-saving programme for coloured, treated, porous hair.

LASTING COLOUR + 50%,SHINE + 14%.AC ColorcomplexTM Active Ingredient.

INSUN. Specific programme for protecting,cleansing and moisturising hair exposed to the sun. HeliogenolTM Active Ingredient.

QUALITY CHOICES.

100% sles free: for effective cleansing, whilst respecting the scalp and benefiting the cosmeticity of the hair.

Allergy free fragrances:for maximum sensorial pleasure with minimum risk of intolerances.

Tests carried out at aleading Italian Universityand RESULTS CERTIFIED byBIOBASICEUROPE – Milan: to guarantee the result.

IN THE SALON AND AT HOME:taking care of retail.

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TREATMENT

THEBEAUTYVALUE.RETAILWEALTH.

TAKING CARE OF QUALITY: DAILY. Specific delicate programme for frequent washing.

Dermatologically tested surfactant:IRRITATION INDEX less than0.02% (threshold permitted 0.5%). PuriCare ComplexTM Active Ingredient:it protects the hair from atmospheric impurities and from UV rays.

Silk proteins: increase the resistance of the hair to mechanical stress.

FLEX. Specific anti-frizz and anti-humidity programme for curly, hard to manage hair.It defines curls, detangles, controls frizz and protects from humidity.

AC Rice ComplexTM Active Ingredient:rice and keratin amino acids for bouncy curls.

Memory CurlTM: enables curls to be revived over the following days.

TENSE. Specific smoothing programme. It protects hair from damage caused by the hairdryer and straighteners during straightening.

Thermic ProtectionTM Active Ingredient:a heat activated complex to protect thehair in the phase of straightening with straightening irons or hairdryers. Fruit acids and green tea to reinforce scale cohesion, smooth the cuticle and relax the hair fibre.

BEAUTY CHOICES.

100% sles free: for effective cleansing, whilstrespecting the scalp and benefitingthe cosmeticity of the hair.

Allergy free fragrances:for maximum sensorial pleasure with minimum risk of intolerances.

A2 CERAMIDES:rebuilding active ingredients.

WATERFACTOR:protects from limestone attacks which roughen the cuticle, weakening its protective and cosmetic function.Hair retains its strength and shine.

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REBUILDING

TARGETED ACTIONS,IMMEDIATERESULTS.EXTERNALAND INTERNALREBUILDINGOF THE HAIR.

THE SYSTEM: HAIRLIFT.THE MULTIFUNCTIONALREBUILDING SYSTEMON THREE LEVELS.

1st LEVEL: REBUILDING/REFILLING. It prepares the hair for any technicaltreatment, it heals the outer layers which are responsible for shine, lasting color and hold of the style.

2nd LEVEL: COSMETIC/TREATING. It gives back structure, body and elasticity,restoring perfect scale cohesion in order to enhance and maintain a long-lasting cosmetic effect.

3rd LEVEL: HEAT REBUILDING. For treated, damaged hair which lacks body, volume and shine, the power of the active ingredients of Hair Lift is catalysed by heat for deep rebuilding.

STRUCTURAL.MULTIFUNCTIONAL REBUILDING CREAM.

A rebuilding cationic cream ideal for contrasting split ends, with a softening, shining and deodorising effect on thehair.

Particularly recommended after color, bleaching, and perming services.

PROFESSIONALISMAND PERSONALISATION.

PROFESSIONALISMIN EVERY PHASE:CLEANSING,TREATMENT - REBUILDING,POST TREATMENT NOURISHMENT,STYLING.

PERSONALISATION OF THESERVICE: according to the hair type thanks to products which can be mixed together and dosed according to necessity.

TECHNICALCOMPATIBILITY.

Its ability to reviveweakened hair fibersmake it ideal for mixing withperm lotions, guaranteeing completely safe results, even in the most sensitized areas.

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SHAPE

EXPERIENCE& INNOVATION.3 in 1 PROFESSIONALISM.

EXPERIENCE:LOW ALKALINEWAVING SYSTEM. Enriched with protective, strengthening Ceramides.In 4 specific formulas for every hair type.

SWING:THE WAVING SYSTEMBASED ON ACID TECHNOLOGY. Three-phase:waving lotion,protein integrator,neutraliser.In 3 specific formulations for all naturaland treated hair types, including a special formulation for highlighted hair.

ATTITUDE.TREATMENT FOR NORMAL ANDTREATED HAIR.Long-lasting services with minimum impact on the hair.Versatile shapes and volumes, personalised results.A very natural effect as ever.PERFECT LISS:straightening, controlling and sculpting effects.SO UP:support, volume, movement.

SHAPE AND MOVEMENT: The EXPERIENCE Perm has replaced ammonia with a bicarbonate which allows the alkaline pH to be lowered (8 - 8.5) for perfect results whilst fully respecting the hair.The buffer effect maintains a constant pH during the entiretreatment for full control and a totally safe result.

The SWING waving process takes advantage of the moment when the scales are fully openedin order to fortify the hair withKERATIN, the protein capable of strengthening a good number of disulphide bonds which cannot berestored with a traditional perm.Swing therefore, enables any type of waving to be performed: waves, curls, support and movement carried out in total safety, whilst fully respecting the hair.

pH 7,8. The ATTITUDE line boasts aninnovative formula which teams an alkaline base with acidic pH resinsforming a flexible film around the hair, which encourages a change in structure whilst preserving the protein material inside.

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NEW CONCEPTOF STYLING.NEW TOOLS OF STYLE FOR ALL TYPES OF HAIR.

CREATED BY HAIRDRESSERS FOR HAIRDRESSERS: PER HAIR TYPE: diversified approach for fine hair and thick hair, because the control of creativity starts at the wash basin.

CLEAN CONCEPT:“clean” products in the hands of the hairdresser.

AIR MODE: dry products, effective lightness.

MIXABLE: synergic and cumulative products.

DIVERSIFYING TEXTURES:new sensations on the professional’s hands: precious textures for visible results.

COMBINED TECHNOLOGYTM:the exclusive technology calibrates cutting edge resins for different applications with the same products.

BLACK PEARL:the queen of pearls, remineralising and strengthening, give shine and gloss to the hair.

WORK AREAS:products designed to support the professional in every phase of his work, WASH, PRE CUT, SHAPE and FINISHING.

STYLING

TAMERTM

CONTROLLING SHAMPOOthick hair

BODIFIER™THICKENING SHAMPOO thin hair

COMBING™ MOISTURE&CUT all types of hair

SMOOTHER™ LISSING CREAMthick hair

SMOOTHERTM

LISSING SPRAY thin hair

MOVING™ WAVING MAKER all types of hair

AMPLIFIERTM THICKENING SPRAY thin hair

WASH

PRE CUT

SHAPE

NEW STYLING TOOLS.TO BACK UP THE PROFESSIONAL IN EVERY PHASE OF HIS WORK.

CREATED BY HAIRDRESSERS FOR HAIRDRESSERS:

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SHINE MOULDING™ SHINE PASTE all types of hair

MATT MOULDING™ MATTIFYING PASTE all types of hair

SPOTLIGHTTM ILLUMINATING SPRAY all types of hair

MATTIFYING POWDER™ TEXTURIZING POWDER all types of hair

SHAPER™ FIRM HOLD SPRAY all types of hair

MEMORIZE™ STYLE MEMORIZER all types of hair

DEFINE, FIX, MEMORIZE.TO MEET EVERYSTYLING NEED EVEN AT HOME.

CREATED BY HAIRDRESSERS FOR HAIRDRESSERS:

STYLING

FINISHING

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RESET:HOLD AND DIRECTION.The cutting edge resins, create a filmaround dry hair which is light and flexible for a natural or extra strong hold. Long-lasting as ever.

FINISHING

HAIR ARCHITECTURE.EXPERIENCE THE CALIBRATED HOLD.

DESIGN, SHAPE, VOLUME:

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TRUEINNOVATION.THE NEW EASY, TANGIBLE, DECISIVESYSTEM.

COLORCUBES: PROFESSIONAL BY FAMA COLORCUBES.

Out of intense relations with color technicians from all over the world, listening to their needs and problems, comes a new system, which responds to their demand for simplicity and tangibility.

PROFESSIONAL BY FAMA COLORCUBES enables the targeted use of rotating cubes, which, according to their position, provide effective color solutions:

- CONTRASTING COLOR TO REFLECTS;

- REFLECT AND TONE CORRECTION;

- TONING REFLECTS;

- ENHANCING REFLECTS AND TONE;

- REPIGMENTATION/REBUILDING.

INNOVATION.

COLORCUBES go beyond the concept of “color families”, positioning all the PROFESSIONAL BY FAMA COLOR shades according to their inherent reflects and dividing the color levels into just two categories: LIGHT and DEEP.

THE FUTURE

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