DVD

Discover a new twist on texture. Paul Mitchell Artistic Director Stephanie Kocielski and
Master Associates LaDonna Dryer and Kevin Michaels take the mystery out of relaxing
and permanent wave services with practical principles and techniques that are easy
to apply in the salon. Enjoy confidence and knowledge in all areas—including product
selection, chemical application, and manipulation. Whether you’re creating curl or

a new twist on texture

smoothing hair into silk, Paul Mitchell has the products and support you need to make
every texture client a success.

Create. Enhance. Transform. Whether you’re creating curl or smoothing hair into silk, Paul Mitchell® Texture
offers a gentle, reliable option for every client. Achieve silky, smooth and manageable hair with The Relaxer™.
Or add body and bounce to lifeless locks with Permanent Waves. The innovative formulas are gentle on hair
and a cinch to apply, making the tendrils of your clients’ dreams a beautiful reality.
new
The Relaxer ™
Marketing Texture in Your Salon
The Texture Bar
Highlight texture by creating your very own Texture Bar within the Color BarSM. It’s simple—designate a small area
at the Color Bar to merchandise The Relaxer and Permanent Waves together. The Texture Bar is a great way to
feature texture and get salon guests excited about all of the texture services you offer.

MILD – Ideal for fine or color-treated hair with wave The Texture Menu
REGULAR – Ideal for fine to medium texture, wavy or curly hair Tempt guests who crave curly, wavy or pin-straight hair and everything in between with the Texture Menu. Visit the
SUPER – Ideal for medium to coarse texture, curly to extra-curly hair Paul Mitchell Professional Web site at www.paulmitchell.com to download menu items including:

Key Benefits • A Smooth New Hue • Soften Me Up

Indulge in a smooth new you. Ask your stylist to tame your Are your tresses in a twist? Ask your
• Advanced Sodium Hydroxide System – Innovative formula texture then complete your new look with a stunning shade stylist to reshape your ringlets into a
reduces damage, penetrates quickly and greatly reduces reversion from PM SHINES®. softer, more manageable wave.
• Smooth, Creamy Conditioning Base – Rich cream base is easy
to apply, easy to rinse and has a fresh, clean fragrance for beautiful, “In today’s global world, texture is big • Smooth Me Over
conditioned results and a pleasant service experience
business. Paul Mitchell offers not only the Take control of unruly hair. Ask your
most state-of-the-art products in three
stylist how you can tame your texture
• Mild, Regular and Super Strength Formulas – Three strengths different strengths and varieties, but also
the best education. With The Relaxer,
and get a smoother, more
address all hair types and textures and achieve just the right amount of Permanent Waves and A New Twist on Texture manageable style just for men.
curl reduction DVD, you can become a texture expert and
dramatically increase service revenue.”
– Stephanie Kocielski,
Paul Mitchell Artistic Director Celebrate Texture
Permanent Waves Organize a fun-filled event to get your salon team excited—and most importantly
ACID – Ideal for tinted and 50% highlighted hair informed—about Paul Mitchell Texture. Get inspired by these event ideas:
ALKALINE – Ideal for resistant, normal, gray and white hair
1. Movie Night
EXOTHERMIC – Ideal for resistant, normal and fine hair Grab some snacks and A New Twist on Texture DVD for a group viewing party.

Key Benefits 2. Step up to the Bar

Gather your team and brainstorm creative ways to merchandise The Relaxer and Paul Mitchell Permanent Waves
• Less Irritation and More Options – Natural AHA Propolis helps reduce skin at the Color Bar. Use the tubs and colorful boxes to create a focal point that will grab your clients’ attention and
irritation and three formulas—Acid, Alkaline and Exothermic—create the right wave encourage dialogue about texture services.
for the right client
3. Menu Makeover
• Thio-Free – Cysteamine acid reduces the risk of over-processing and leaves the Ask your team to come up with unique Texture Menu items, compile their One in every 12 women has enjoyed a texture
hair in excellent condition ideas and create a Texture Menu exclusive to your salon. service in the last year. What’s your salon
• Ammonia-Free – Ammonium bicarbonate replaces the ammonia and eliminates doing to market texture to this guest?
4. Demo Day
(Source: 2007 Gallup Target Market Report)
the traditional perm odor Team up for a training on texture and use mannequin heads to perfect your technique.

“With three great strengths to choose from, we have

exactly what we need for any type of texture client who Online Support
walks through the salon door. The Relaxer is a gentle Let Paul Mitchell be your complete resource for all of your texture needs. From the Texture Manual to expert advice, step-by-step
giant—I’ve never found a system that performs so well techniques and experience marketing tools, the Paul Mitchell Professional Web site has 24-hour support, right at your fingertips.
and keeps hair in ideal condition. Those who currently
work with relaxers are in for a pleasant surprise. And for For more information about The Relaxer and Permanent Waves, contact your John Paul Mitchell Systems Distributor or Salon Consultant.
those who are a little hesitant, the ease, simplicity and
outstanding results of this system will help service tickets TECHNICAL HOTLINE 877.610.5405 (within North America)
soar.” – LaDonna Dryer, Paul Mitchell Master Associate
paulmitchell.com • Hair: Stephanie Kocielski, LaDonna Dryer, Kevin Michaels, Donna Mizell
50% TOTAL RECYCLED FIBER, INCLUDING 25% POST-CONSUMER • Printed in the U.S.A. • (RLXB)