Branding Guide

BRANDING + VISUAL MERCHANDISING GUIDE // 2017
SALONS




TABLE OF CONTENTS
135
INTRODUCTION
2
THE GUEST EXPERIENCE
THE WINDOWS
THE RESERVATION DESK THE STYLIST STATION THE COLOR BARSM
THE WASH HOUSESM
THE TOOL BARSM
TAKE HOMESM
THE SPECIAL DISPLAY
VISUAL MERCHANDISING FUNDAMENTALS
VISUAL B.A.S.I.C.S. VISUAL BEST PRACTICES
4
PRODUCT PLANOGRAMS
PLANOGRAM KEY POINTS PLANOGRAM STANDARDS FIXTURE PLANOGRAMS SHELF DISPLAY EXAMPLES
MARKETING AND MERCHANDISING SUPPORT


WE ARE PLEASED TO INTRODUCE THE B+VM GUIDE.
IN THESE PAGES YOU WILL FIND ALL THE INFORMATION YOU NEED TO UNDERSTAND THE JOHN PAUL MITCHELL SYSTEMS® GUEST EXPERIENCE AND EXECUTE PREMIUM DISPLAYS.


INTRODUCTION 1
The Branding + Visual Merchandising Guide is your handbook to creating the world of
John Paul Mitchell Systems® within your salon. From interior displays to exterior signage, this is your resource for designing spaces that convey the branded look from top to bottom.
Every presentation and key area of your salon is an extension of our John Paul Mitchell Systems® brand. By using this guide, you can create premium displays and a premium guest experience in every salon, every day.
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THINK LIKE A CLIENT
(OR T.L.C.) IS A TERM THAT REFLECTS OUR APPROACH TO THE ENTIRE GUEST EXPERIENCE, FROM THE FIRST IMPRESSION TO THE LAST—AND EVERY KEY AREA IN BETWEEN!


THE GUEST EXPERIENCE 2
The John Paul Mitchell Systems® Guest Experience is broken down into key areas within the salon. Optimizing the guest experience in those spaces is called Service Marketing. Each key area supports the overall brand message while highlighting promotions, products or services.
The key areas:
■ The Windows
■ The Reservation Desk ■ The Stylist Station
■ The Color BarSM
■ The Wash HouseSM ■ The Tool BarSM
■ Take HomeSM
■ The Special Display
Part of ensuring a premium guest experience is to walk through your space with the eyes of the guest; we call this Think Like a Client, or T.L.C.
We do this to:
■ Ensure you are looking at your salon from the guest’s point of view.
■ Take a proactive approach to correcting problems in areas that are guest-facing and
need attention.
■ Drive sales by ensuring that premium displays and key area presentations reflect our brand.
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THE WINDOWS
Each window is an opportunity to introduce the guest to our brand. The key to a strong window message is to keep it simple and focused.
■ Do: Choose focal, high-traffic windows for product and promotional displays.
■ Do: Keep windows and front doors clean and dust-free. Wipe down window pedestals on
a daily basis.
■ Do: Check your window lights to ensure there are no bulbs out.
■ Do: Keep window marketing focused on a theme or promotional message.
■ Avoid: Many small signs with multiple messages in a window. They are difficult for the guest to
read and can create a cluttered window presentation.
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THE RESERVATION DESK
The Reservation Desk is where the salon experience begins and ends. It’s a perfect opportunity to introduce guests to new services, products and salon offerings.
■ Do: Keep the Reservation Desk clutter-free.
■ Do: Encourage impulse buys with a focused display and supporting POP.
■ Avoid: Multiple messages and displays that take up valuable space and confuse the guest.
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THE STYLIST STATION
The Stylist Station can be an experience that will leave your guest ready to purchase Take HomeSM and book their next appointment. It isn’t just a chair for cutting, styling and finishing—it’s a place to share knowledge, build rapport and create loyal guests.
■ Do: Keep a promotional or product focused mirror cling or framed POP at the Stylist Station to encourage conversation with the guest.
■ Do: Position product you plan on using on your guest on the station.
■ Do: Clean the Stylist Station after every guest to ensure it is always guest-ready!
This includes wiping the mirror with glass cleaner, cleaning the chairs and cleaning the base
of the chair.
■ Do: Sit in the chair and see what a guest sees. This perspective could help create a more
impactful message.
■ Avoid: Unnecessary clutter that covers the mirror cling or POP. Keep the mirror cling in the
sightline of the guest.
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IMAGE OF PASADENA COLOR BAR TO COME


THE COLOR BARSM
The Color BarSM is where the magic takes place! It is where artistry meets science and is showcased for all to see. The Color BarSM celebrates professional hair color, highlights your professional expertise and provides an opportunity for guest service upgrades. Organization is key for The Color BarSM.
■ Do: Keep The Color BarSM stocked and organized with the full array of color products available. This allows the guest many different options and makes an impactful color story presentation.
■ Do: Display informative POPs that support promotional and service messages.
■ Avoid: Displaying outdated images at The Color BarSM. This area should always remain current so
your guests know they can count on you for on-trend styles.
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THE WASH HOUSESM
The Wash HouseSM is a unique opportunity to transform a simple service into an unforgettable spa-like retreat. Create a relaxing Wash HouseSM experience with soft music, dim lights and limited conversation.
■ Do: Keep The Wash HouseSM clean—this includes wiping down bottles and chairs, and cleaning sinks after each guest.
■ Do: Create small displays highlighting products with a corresponding POP.
■ Do: Keep it stocked with multiple treatment options and products to support different hair types. ■ Avoid: Displaying many different signs and POPs within the space. This creates a cluttered,
confusing environment.
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THE TOOL BARSM
The Tool BarSM is an interactive area that’s part display and part play, where guests can touch and experiment with styling tools before they buy.
■ Do: Maintain a fully stocked and merchandised Tool BarSM, keeping like tools next to each other.
■ Do: Highlight new and bestselling products at eye level to ensure maximum guest exposure.
■ Do: Highlight promotions at the Tool BarSM with a POP.
■ Do: Provide menus to help educate your guests and increase service revenue.
■ Avoid: Displaying tools throughout the space while leaving the Tool BarSM empty! A guest should be able to see the complete tool assortment in one place.
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TAKE HOMESM
The Take HomeSM area, or retail section of the salon, is very important as it showcases the
John Paul Mitchell Systems® brands available for purchase. To maximize sales, it is important that the guest engage with the products. This means creating a captivating Take HomeSM area that will become a crucial part of the selling process and make your salon visually pleasing.
■ Do: Follow the planograms in this guide for product placement and adjacencies that support the John Paul Mitchell Systems® brand identities.
■ Do: Add multiple facings of your bestselling products, adjusting the planograms as needed.
■ Do: Keep shelves and fixtures clean and dust-free.
■ Do: Mix promotions and promotional kits into open stock displays.
■ Do: Create a small space between different product categories that share the same shelf.
■ Avoid: Using outdated images or shelf talkers.
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THE SPECIAL DISPLAY
The Special Display features the bimonthly promotions housed on a table or fixture at the front of the Take HomeSM area or another highly trafficked area. The Special Display should always be simple, shoppable and focused, with one promotional point of view.
■ Do: Position the Special Display in a focal, high-trafficked area that lets the guest stop and shop the product. If guests don’t see the display, they won’t shop it!
■ Do: Create visually interesting and impactful displays by following the best practices in this guide. ■ Do: Ensure credibility in your display by having inventory to support it.
■ Do: Follow The Planner for bimonthly branded Special Display visual direction.
■ Avoid: Confusing the guest with different promotional or brand messages in one display.
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VISUAL MERCHANDISING IS A KEY COMPONENT OF OUR GUEST EXPERIENCE AND PROMOTIONAL STRATEGY. WITH A STRATEGIC, WELL-EXECUTED VISUAL MERCHANDISING PROGRAM IN PLACE, YOU CAN INCREASE YOUR SERVICES, YOUR TAKE HOMESM AND YOUR TOOL BARSM SALES.


VISUAL MERCHANDISING FUNDAM3ENTALS
Visual Merchandising is the art and science of communicating our brand story through product displays, signage, fixtures and floor layouts. The brand story is supported by adhering to visual standards and visual best practices in each key area and product display within your salon.
We do this to:
■ Build long-term relationships with the guest and the brand.
■ Drive sales by ensuring premium displays that reflect our brand and support our selling strategy.
■ Tell a consistent brand story from location to location.
■ Educate, elevate and tell the John Paul Mitchell Systems® story in every presentation, in every
salon, every day.
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VISUAL B.A.S.I.C.S.
B.A.S.I.C.S. is an easy acronym for remembering visual merchandising fundamentals. You can apply B.A.S.I.C.S. to all your displays and visual moves to ensure you are making the best visual decisions for your salon.
B – Balance is one of the most important elements in visual merchandising. Balance is the even distribution of visual weight. Examples of elements in a display that carry visual weight include the products, colors, props, negative space and dimension.
A – Adjacency refers to the merchandising of similar products next to each other on a fixture or within a wall presentation. Product similarities include category, theme, campaign, seasonality, end use and color.
S – Standards are visual rules that support a premium client experience and premium displays.
I – Impact is conveying the message of the presentation to the guest powerfully and effectively.
C – Credibility refers to displays where the products and signage support the brand message.
S – Signs refer to all the salon marketing, including window graphics, POP, posters and shelf talkers,
that communicate features and benefits, promotions, or other product knowledge information.
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VISUAL BEST PRACTICES
Each salon is different in size, design, aethstetic and layout, but all salons can achieve great displays! There are many different factors that help make a good display great. If you follow these simple best practices and apply B.A.S.I.C.S., you will create premium displays that reflect
our brand.
■ To plan a display, start with the product, seasonal theme or color story. What products do you want to highlight? Keep the product assortment simple and focused for maximum impact.
■ Create a focal point that will draw a customer to your presentation, and build your presentation around it in a balanced way. A focal point helps direct the guest’s eye and communicate
the big idea.
■ Remember the triangular principle. Products always look good when there are balanced highs and lows within the presentation. Use risers to create this dimension within your presentation.
■ Props enhance a presentation but should not take away its shoppability. The product should always be the focus of every display.
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■ Signs complete the presentation by communicating with the guest. Always have a current POP, shelftalker or other sign so the guest clearly understands the display message. Remember that signs are silent sales associates!
■ Maintenance is key! Ongoing daily maintenance is as important as the initial setup of your presentation. As sell-through occurs, you must adjust the presentation so that it remains full and inviting at all times. Empty shelves do not reflect our premium brand standards.
■ Low inventory:
• Pull products to the edge of the shelf.
• Cross-merchandise or double-expose other related products. • Add complimentary props or POPs that support the product.
■ High inventory:
• Add additional facings of bestselling products.
• Double-expose products in small displays or vignettes in key areas of the salon
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PLANOGRAMS ARE ORGANIZED AND MERCHANDISED BY CATEGORY, HOW THE GUEST SHOPS AND THE END USE OF PRODUCTS. FOLLOWING A PLANOGRAM MAKES IT EASY FOR THE GUEST TO FIND WHAT THEY ARE LOOKING FOR.


PRODUCT PLANOGRAMS 4 Planograms are important merchandising schematics that support the John Paul Mitchell Systems®
brand experience, maximize shelf space and create a visually appealing shelf presence.
Salons vary in product assortment and Take HomeSM area size. Use these planograms and visual best practices to achieve brand-right displays within your salon.
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PLANOGRAM KEY POINTS
Why do we follow planograms?
■ Planograms are organized and merchandised by categories, how the guest shops and the end use of the products. Following a planogram makes it easy for the guest to find what they are looking for.
■ Planograms make it easy for staff to replenish shelves and notice out-of-stock products.
■ Planograms make it easy to adjust the presentation based on bestselling items.
■ Planograms provide the ideal setup for products and adjacencies.
■ Planograms provide an easy-to-understand merchandising formula.
■ Planograms provide brand consistency from location to location.
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PLANOGRAM STANDARDS
■ Follow the planogram formula for shelf displays: Shampoo, Conditioner, Pre-style Products, Styling Products and Finishing Products, left to right. Bestselling sizes are represented.
■ Flex the planogram presentation to display multiple facings of your bestselling products. (Use sales data and best judgment when making these salon-based decisions.)
■ If you do not carry some of the items shown, adjust the presentation by adding additional facings of your bestselling products.
■ Keep the shelves full and replenish from back stock, or pull products to the edge of the shelf to create a full-looking shelf.
■ Price stickers on the bottom of each bottle are recommended.
■ Ensure that all products are facing forward when merchandising the shelf.
■ Ensure that the nozzles and bottle caps are all facing the same direction.
■ Ensure that posters, shelftalkers and POP images are up-to-date and reflect the product living
on the fixture.
■ On a daily basis, adjust and replenish your presentation. Ensure clean and dust-free shelving
at all times.
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FIXTURE PLANOGRAMS
ADD MULTIPLE FACINGS OF YOUR BESTSELLING PRODUCTS
Refer to pages 42-43 for planograms product listing
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LINE UP SIMILAR BOTTLES TO CREATE A STREAMLINED PRESENTATION
ENSURE PRICE STICKERS ARE ON EVERY BOTTLE AND THE NOZZLE AND BOTTLE CAPS ARE ALL FACING THE SAME DIRECTION


ENSURE POSTERS AND SHELFTALKERS ARE UP-TO-DATE AND REFLECT THE PRODUCT ON THE SHELF
FOLLOW THIS MERCHANDISING FORMULA, LEFT TO RIGHT: SHAMPOO, CONDITIONER, PRE-STYLE PRODUCTS, STYLING PRODUCTS AND FINISHING PRODUCTS
PULL PRODUCTS TO THE EDGE OF THE SHELF TO CREATE A FULL-LOOKING SHELF
Refer to pages 42-43 for planograms product listing
BRANDING + VISUAL MERCHANDISING GUIDE 35


DISPLAY EXAMPLES
USE VISUAL BEST PRACTICES WHEN CREATING A SMALL SHELF DISPLAY
CROSS-MERCHANDISE PRODUCTS THAT ENHANCE A PRESENTATION OR STORY
Refer to pages 42-43 for planograms product listing
BRANDING + VISUAL MERCHANDISING GUIDE 36


Refer to pages 42-43 for planograms product listing
BRANDING + VISUAL MERCHANDISING GUIDE 37
LINE UP SHELFTALKERS FOR A CLEAN, EASY-TO-READ LAYOUT


EVERYTHING YOU NEED TO CREATE THE WORLD OF JOHN PAUL MITCHELL SYSTEMS® INSIDE YOUR SALON, RIGHT AT YOUR FINGERTIPS!


MARKETING AND MERCHANDISIN5G SUPPORT There is a wealth of marketing and merchandising support available to our Perks Program
Members. Find it via the following resources:
■ Paul Mitchell® Pro Site | paulmitchellpro.com | Business Building Tab
■ New and Now | Destination for new products, promotions and offers | On Newsstand: newsstand.paulmitchell.com | Login: newsstand Password: newsstand1980
■ The Planner | Bimonthly visual direction that supports our brand, sales and
merchandising strategy. | paulmitchellpro.com | newsstand.paulmitchell.com | Login: newsstand Password: newsstand1980
■ Branding + Visual Merchandising Guide – Salons | One-stop shop for creating the John Paul Mitchell Systems® brand experience within your salon. | paulmitchellpro.com
■ Mimeo | Online destination for ordering branded marketing elements including posters, shelf talkers, POPs and more. | marketplace.mimeo.com/jpms
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■ Fixtures, props, vases, risers and frames can be purchased from these brand-right retailers. Maintain the integrity of displays by purchasing from these or similar vendors:
Fixtures and Props
• Wadsworth Design wadsworthdesign.com • CB2 cb2.com
• Ikea ikea.com
Vases, Risers and Frames
• Displays and Holders displaysandholders.com • Poppin poppin.com
• Save on Crafts save-on-crafts.com
• The Container Store containerstore.com
BRANDING + VISUAL MERCHANDISING GUIDE 40




PAUL MITCHELL
ULTIMATE COLOR REPAIR, FOREVER BLONDE, CURLS
SHELF 1
SIZE
10.14 oz. 10.14 oz. 10.14 oz. 10.14 oz. 6.8 oz.
10.14 oz. 10.14 oz. 6.8 oz. 6.8 oz. 8.5 oz. 8.5 oz.
10.14 oz. 10.14 oz. 8.5 oz. 5.1 oz. 6.8 oz. 3.4 oz. 6.8 oz.
SHELF 2
SIZE
10.14 oz. 10.14 oz. 6.8 oz. 8.5 oz.
10.14 oz. 10.14 oz.
16.9 oz. 5.1 oz. 8.5 oz.
10.14 oz. 16.9 oz. 6.8 oz. 16.9 oz. 6.8 oz. 8.5 oz.
DESCRIPTION FACINGS
SHELF 3
SIZE
10.14 oz. 16.9 oz. 10.14 oz. 16.9 oz.
10.14 oz. 10.14 oz. 8.5 oz. 6.8 oz. 16.9 oz. 6.8 oz. 16.9 oz. 6.7 oz. 11 oz.
12 oz.
SHELF 4
SIZE
8.5 oz. 6.8 oz. 6.8 oz. 5.1 oz. 5.1 oz. 4.2 oz. 8.5 oz. 5.5 oz.
6.7 oz. 8.5 oz. 6.8 oz. 5.1 oz. 8.5 oz. 7.5 oz. 6 oz.
3.4 oz. 8.5 oz. 6.8 oz. 10 oz. 11 oz.
DESCRIPTION
Shampoo Two® Shampoo Two® Shampoo Three® Shampoo Three®
Extra-Body Daily Shampoo®
Extra-Body Daily Rinse®
Extra-Body Daily Boost®
Thicken Up® 2
SHELF 1
SIZE
33.8 oz. 8.5 oz. 33.8 oz. 6.8 oz.
5.1 oz. 16.9 oz. 5.1 oz.
SHELF 2
SIZE
33.8 oz. 8.5 oz. 33.8 oz. 6.8 oz.
5.1 oz. 33.8 oz. 10.14 oz.
SHELF 3
SIZE
33.8 oz. 8.5 oz. 33.8 oz. 6.8 oz. 6.8 oz. 5.1 oz. 5.1 oz.
SHELF 4
SIZE
33.8 oz. 33.8 oz. 33.8 oz. 33.8 oz. 33.8 oz. 33.8 oz. 33.8 oz.
DESCRIPTION FACINGS
Ultimate Color Repair® Shampoo 1 Ultimate Color Repair® Shampoo 4 Ultimate Color Repair® Conditioner 1 Ultimate Color Repair® Conditioner 3 Ultimate Color Repair® Kit 1 Ultimate Color Repair® Triple Rescue® 3 Ultimate Color Repair® Mask 2 Ultimate Color Repair® Mask 3
DESCRIPTION FACINGS
Forever Blonde® Shampoo 1 Forever Blonde® Shampoo 4 Forever Blonde® Conditioner 1 Forever Blonde® Conditioner 3 Forever Blonde® Kit 1 Forever Blonde® Dramatic Repair® 3 Platinum Blonde ShampooTM 1 Platinum Blonde ShampooTM 3
DESCRIPTION FACINGS
Spring Loaded® Frizz-Fighting Shampoo 1 Spring Loaded® Frizz-Fighting Shampoo 3 Spring Loaded® Frizz-Fighting Conditioner 1 Spring Loaded® Frizz-Fighting Conditioner 3 Full Circle Leave-In Treatment® 3 Ultimate Wave® 2 Twirl Around® 3
DESCRIPTION FACINGS
Shampoo One® Awapuhi Shampoo® The Detangler®
The Conditioner®
Hair Repair Treatment®
Neon Sugar Cleanse Neon Sugar Rinse
Neon Sugar TwistTM Neon Sugar Cream Neon Sugar Spray
Neon Sugar ConfectionTM
Super Skinny® Daily Shampoo Super Skinny® Daily Treatment Super Skinny® Serum
Super Skinny® Serum
Super Skinny® Relaxing BalmTM Gloss Drops®
Straight Works®
1 1 1 1 1
1 1 1 1 1 1
1 1 2 1 1 1 1
FACINGS
1 1 1 1
DESCRIPTION FACINGS
DESCRIPTION FACINGS
Soft Sculpting Spray Gel® 1 The Cream® 1 Fast Form® 1 Quick SlipTM 1 Foaming Pommade® 1 The ShineTM 1 Heat Seal® 1 Dry Wash® 1
Sculpting FoamTM 1 Fast Drying Sculpting SprayTM 1 Round Trip® 1 Re-Works®
Hair Sculpting LotionTM 1 Spray WaxTM 1 Hot Off the Press® 1
XTG® 1 Freeze and Shine Super Spray® 1 Super Clean Sculpting Gel® 1 Super Clean Extra® 1 Stay Strong® 1
Super Strong® Daily Shampoo Super Strong® Daily Conditioner Super Strong® Treatment
Super Strong® Liquid TreatmentTM
Color Protect® Daily Shampoo
Color Protect® Daily Conditioner
Color Care Kit
Color Protect® Reconstructive Treatment Color Protect® Reconstructive Treatment Color Protect® Locking Spray
Instant Moisture® Daily Shampoo Instant Moisture® Daily Treatment Instant Moisture® Daily Treatment Super-Charged Moisturizer® Super-Charged Moisturizer® Awapuhi Moisture Mist®
1 1 1 1
1 1 1 1 1 1
1 1 1 1 1
Ultimate Color Repair® Shampoo Ultimate Color Repair® Conditioner Forever Blonde® Shampoo Forever Blonde® Conditioner Platinum Blonde ShampooTM
Spring Loaded® Frizz-Fighting Shampoo Spring Loaded® Frizz-Fighting Conditioner
2 2 2 2 1 2 2
Extra-Body Sculpting Gel® Extra-Body Sculpting Gel® Extra-Body Sculpting Foam® Extra-Body Sculpting Foam® Extra-Body Firm Finishing Spray® Extra-Body Finishing Spray®
1 1 1 1 2
2 1 1
BRANDING + VISUAL MERCHANDISING GUIDE
42
PRODUCT LISTINGS


MARULAOIL, AWAPUHI WILD GINGER, MITCH
SHELF 1
SIZE
24 oz. 7.5 oz. 24 oz. 7.5 oz. 16.9 oz. 6.8 oz. 1.7 oz. 1.7 oz. 5.1 oz. 4.7 oz. 9.1 oz.
SHELF 2
SIZE
33.8 oz. 8.5 oz. 33.8 oz. 8.5 oz. 16.9 oz. 5.1 oz. 6.7 oz. 5.1 oz. 3.3 oz. 5.1 oz. 9.1 oz. 5.1 oz. 33.8 oz. 8.5 oz. 33.8 oz. 6.8 oz. 3.4 oz.
SHELF 3
SIZE
33.8 oz. 8.5 oz. 33.8 oz. 8.5 oz. 5.1 oz. 2.5 oz. .85 oz. 2.5 oz. .85 oz. 3 oz.
3 oz. 3 oz. 3 oz.
DESCRIPTION FACINGS
SHELF 4
SIZE
24 oz. 24 oz. 16.9 oz. 33.8 oz. 33.8 oz. 16.9 oz. 33.8 oz. 33.8 oz. 33.8 oz. 33.8 oz.
DESCRIPTION FACINGS
MarulaOil Rare Oil Replenishing Shampoo 2 MarulaOil Rare Oil Replenishing Conditioner 2 MarulaOil Rare Oil Intensive Hair Masque 1 Awapuhi Wild Ginger® Moisturizing Lather Shampoo 1 Awapuhi Wild Ginger® Keratin Cream Rinse® 1 Awapuhi Wild Ginger® Keratin Intensive Treatment® 1
MarulaOil Rare Oil Replenishing Shampoo MarulaOil Rare Oil Replenishing Shampoo MarulaOil Rare Oil Replenishing Conditioner MarulaOil Rare Oil Replenishing Conditioner MarulaOil Rare Oil Intensive Hair Masque MarulaOil Rare Oil Intensive Hair Masque MarulaOil Rare Oil Treatment Light MarulaOil Rare Oil Treatment
1 2 1 2 1 1 2 2 2 2
DESCRIPTION FACINGS
Awapuhi Wild Ginger® Moisturizing Lather Shampoo® 1 Awapuhi Wild Ginger® Moisturizing Lather Shampoo® 1 Awapuhi Wild Ginger® Keratin Cream Rinse® 1 Awapuhi Wild Ginger® Keratin Cream Rinse® 1 Awapuhi Wild Ginger® Keratin Intensive Treatment® 1 Awapuhi Wild Ginger® Keratin Intensive Treatment® 1 Awapuhi Wild Ginger® HydroCream Whip® 1 Awapuhi Wild Ginger® Texturizing Sea Spray® 1 Awapuhi Wild Ginger® Shine SprayTM 1 Awapuhi Wild Ginger® HydroMist Blow-Out Spray® 1 Awapuhi Wild Ginger® Finishing SprayTM 1 Awapuhi Wild Ginger® Styling Treatment Oil® 1 Mirrorsmooth® Shampoo 1 Mirrorsmooth® Shampoo 1 Mirrorsmooth® Conditioner 1 Mirrorsmooth® Conditioner 1 Mirrorsmooth® High Gloss Primer 1
DESCRIPTION FACINGS
MITCH® Heavy Hitter® 1 MITCH® Heavy Hitter® 2 MITCH® Double Hitter® 1 MITCH® Double Hitter® 2 MITCH® Steady Grip® 2 MITCH® Hardwired® 1 MITCH® Hardwired® 1 MITCH® Construction Paste® 1 MITCH® Construction Paste® 1 MITCH® MatterialTM 1 MITCH® Reformer® 1 MITCH® Clean Cut® 1 MITCH® Barber's Classic® 1
Mirrorsmooth® Shampoo Mirrorsmooth® Conditioner MITCH® Heavy Hitter® MITCH® Double Hitter®
1 1 2 2
MarulaOil Rare Oil 3-in-1 Styling Cream
MarulaOil Rare Oil Style Extending Primer
MarulaOil Rare Oil Perfecting Hairspray 1
BRANDING + VISUAL MERCHANDISING GUIDE 43
PRODUCT LISTINGS