SUN & MORE = Something fabulous under the sun

Sun protection isn’t just for skin; your client’s hair needs protection from the sun, too! concept has come to the rescue with milk_shake SUN & MORE. This cape-wearing, follicle-protecting product line gives you the ultimate essentials to serve your client a big slice of summer beauty complete with UV protection, hydration and nourishment.

What happens when your client’s hair is unprotected by the sun? During summer, pollution, wind, chemicals, hairdryers and brushing can all potentially damage the hair, as well as the sun, salt and chlorine, creating damage in 4 ways:

1. Alteration of proteins: The breaking-down and localized loss and deterioration of keratin, and the increase of distance between cuticles, both increase the porosity and decrease smoothness and shine of the hair. Hair becomes rough, frizzy and matt, and tends to knot easily, as well as forming split ends.

2. Deterioration of pigments: Melanin protects the hair from free radicals from the sun, but an excess of exposure causes photodegradation, lightening, and fading of hair color, whether it be natural or cosmetic.

3. Reduction of water content: Hair that is exposed to the sun has less water content and can absorb less water from the environment, leaving hair dry and fragile.

4. Lipid oxidation: Oxidative stress on the lipids weakens the hair shaft and the hair’s flexibility. Hair appears fragile, hard and dry, and difficult to manage.

THE GOOD NEWS IS ALL OF THIS CAN BE AVOIDED. With SUN & MORE, hair damage can be prevented and hair can be protected from the sun. And that means happy hair all summer long!

PSC_2017 Sun & More

For all of your clients who enjoy being poolside, oceanside or just want to live as close as they can to the sun, you can introduce SUN & MORE and whip those locks into perfection. From restorative shampoo to miracle hair masks, this superhero product line has you and your client’s hair covered.

all over shampoo | hair & body moisturizing shampoo

A ‘two-in-one’ cleansing and soothing formula for hair and body, ideal after swimming in the sea or pool, or year-round to leave skin soft and protect hair from the lightening and dehydrating effects of the sun. Ideal for dynamic, practical people.

beauty mask | intensive nourishing hair mask

Intensive nourishing and conditioning mask for hair to be used after shampooing to soothe the damaging effects of the sun, salt, wind and chlorine. Its deep action, created through the synergy of conditioning ingredients with natural extracts, leaves hair soft, radiant and manageable.

incredible milk | leave in treatment for all hair types

A spray mask with 12 cosmetic benefits in a ‘sun edition’, with UV filters, to give all the necessary elements to protect hair during the summer:

1. Repairs all hair types
2. Tames frizz
3. Prevents split ends
4. Protects from heat
5. Gives manageability
6. Detangles
7. Gives incredible shine
8. Gives body and volume
9. Enhances use of flat or curling irons
10. Protects and maintains colour
11. Protects from UV rays
12. Smoothens the cuticle.

It’s like the 12 days of Christmas!

Designed to protect and serve hair, SUN & MORE contains high quality ingredients like muru muru butter, quinoa proteins, milk proteins, vitamin E, UV filters, and fruit extract. Your clients walk away with hair feeling natural and looking better than ever. Now, that’s a huge win-win so grab your kit today!

sun & more TRY ME KIT

sun & more all over shampoo 8.4oz
sun & more beauty mask 6.8oz
sun & more incredible milk 5.1oz
trio box

Limited quantities. While supplies last.


8 sun & more all over shampoo 8.4oz
8 sun & more beauty mask 6.8oz
8 sun & more incredible milk 5.1oz
kit of 8 fashion accessories + floor display

Purchase SUN & MORE retail kit = one fashion accessory [exclusive 2017 SUN & MORE collection]


Moneymaking Blondes

moneymaking blondes

Spring has sprung which means hair color trends are transitioning. Deep, rich tones are moving toward brighter, more iridescent shades of blondes. concept offers stylists a range of products to lighten locks while maintaining the hair’s natural luster and health.

With so many options, how do you choose which products to use? concept’s Color Ambassador, Tammy Cox, has created a guide of their lightening products and their uses to ensure great results for you and your salon guests.

LIGH[10] Blue

This tonalizing lightening powder is fortified with silk proteins to help protect strands during the lightening service. Perfect choice for lightening hair 6-7 levels or working over color-treated strands. This product is great to use with techniques requiring foils or plastics as well as free-form and balayage techniques. For hand painted techniques, simply dial back the amount of oxidizing emulsion used to create a thicker viscosity.

Pro-tip: Allow this product to process at room temperature for maximum condition and even lift. Lightening hair is a delicate process-for best results and greatest integrity, slower is better. Use Safe Lightening Complex in your mixture to ensure existing bonds remain healthy and connected.


An ammonia-free, bleach-free lightening oil. This is the ultimate “set it and forget it” lightening product. Formulated with protective and conditioning oils, Illuminate will give a natural lightness to strands; similar to the beautiful way the sun lightens color. Illuminate can lighten hair up to four levels, depending on which oxidizing emulsion is used.

Pro-tip: This product is an amazing way to bring soft brilliance to blondes, brunettes, and redheads (natural or color-treated) and to highlight hair that may be too comprised for lightener. Illuminate has it’s own set of toners which are added directly into the mixture to lift and tone in one step. The more toner you add, the more tonal deposit you will achieve.


Perfect fit for natural-looking blonde shades. Designed specifically to lighten natural hair up to four levels. These shades work great as an all-over color, or as a shimmery accent to deeper blonde tones to bring lightness and a “glittery” effect.

Pro-tip: Whether you’re using Multi-Color or Creative Permanent Color, utilizing CLEAR in your formula can help achieve up to an additional 1/2-1 level of lift. Add our Deep Color Complex to the formula for even more tone, shine, and condition.

All of concept’s wonderful products are formulated using the most up-to-date science and cutting-edge technology to ensure outstanding results and maximum health of the hair.

Be sure and check out their amazing toning options as well. With products such as Ligh[10] Tone Controller, Smoothies, and Conditioning Direct Color, there is truly a product for everyone.

Ivano Panzeri: Founder/CEO of concept

Ivano Panzeri

La dolce vita is a celebrated Italian term meaning “the sweet life.” And concept, a top Italian brand that includes the milk_shake and NO INHIBITION lines, looks to develop this sweet philosophy throughout the North American market. We speak with concept founder and CEO Ivano Panzeri to find out why their milk_shake brings all the stylists to the yard.

How did concept come about?

When I started this company in 1999, I wanted to create a product line that would help stylists improve and grow their business every day. My focus was not just on creating products, but ideas, strategies and emotions. With our products and in-salon initiatives, the goal is to create a “magic moment,” to stimulate a client’s curiosity with the overall experience so that they proactively seek out our products, promotions or services. A great example is our milk_shake Color Cocktails. They’re served in martini glasses and help stimulate happy feelings, which in turn promotes color services. We want to create an opportunity for our clients to have both beautiful hair and a positively emotional experience in the chair. concept offers a unique point of differentiation from other brands. How does the brand promote this? concept is dedicated to the salon industry and to our clients. We’ve created a range of products and services that offer a unique visual and sensorial experience for the client. With our vanilla-scented milk_shake Whipped Cream Leave-In Conditioner, Restructuring Cocoa or Papaya In-Salon Treatments,for example, color services can be pleasant, smelling of strawberries and chocolate for a delicious olfactory experience. We want to promote uniquely pleasant sensorial experiences in our milk_shake salons to encourage repeat client visits. The ideas we offer to the salons are key to our initiatives, with the products as tools to achieve them. If the salon succeeds in emotionally engaging their guests, their business will grow.

What can we expect from the brand in the future?

Even though our brand has experienced great growth in the past several years, we have the potential to succeed even more. We’re always looking for new ways to improve our products and services. Currently, we’re building a global education platform to support and connect stylists, and to grow their confidence and skill sets. We are also focusing on evolving our color lines further. Our brand has some of the most innovative permanent and semi-permanent color lines on the market, and we believe that will drive our success. We’re also working on a number of initiatives that will promote in-salon retail in a unique and exciting way, creating a new opportunity to increase salon revenue. We want to help salon owners tap into their full business potential with our great ideas.

As seen in American Salon

7 Ways to use milk_shake Direct Color


Using a martini glass, line the inside of the glass with the milk_shake Conditioning Direct Color of your choice. Fill the glass with milk_shake Whipped Cream leave-in conditioning foam and top with a drizzle of Direct Color. Stir. Apply to damp hair and process 10-15 minutes. Rinse well and style as desired.


Clear Direct Color is a pigmentless shine treatment for the hair. Amazing for the hair of your no-color clients that require extra shine and love. Works particularly well in climates which endure static! Apply to damp hair and process 30 minutes. Rinse well and style as desired.


Because the range includes four shades of blonde (silver, powder, beige blonde and golden blonde) stylists are able to use our direct color as a toner on pre-lightened or natural blondes. Apply to damp hair, process up to 30 minutes or until desired tone is achieved. Rinse well and style as desired.


Need to refresh color on mid-lengths and ends? milk_shake Conditioning Direct Color makes this possible without having to use oxidative color. Our shade selection and intermixability allows you to customize any formula for any client, not to mention the shine factor. Apply to damp or dry hair, process up to 30 minutes or until desired depth is achieved. Rinse and follow with Color Specifics color sealing system.


Too often colorists perform color correction on already compromised hair. Wouldn’t it be great to be able to repigment without further stressing the strands? milk_shake Direct Color is the perfect choice to recondition and repigment hair before applying the target shade. Apply to damp hair, process 30 minutes. Rinse well and proceed with color correction service.


There is no need for every Direct Color application to be ‘all-over’ your clients hair. Spice up your creations by adding flashes of fashion tones to pre-lightened sections. Apply to damp hair, process 30 minutes. Rinse well and follow with Color Specifics Color Sealing System.


For your customers who are prone to color fading it is recommended to customize any of our great rinse-out conditioners for your client’s home maintenance. Remove 25 grams of conditioner (and add it to your back bar liters!) from the retail bottle, and replace with 25 grams of milk_shake Conditioning Direct Color. Tighten the lid and shake it like a Polaroid picture! Happy Coloring! concept: A Company Built on a Dream concept company built on a dream concept USA is the exclusive representative of milk_shake and NO INHIBITION brands in North America. These product lines are part of the concept family; a young, innovative and dynamic Italian brand offering professional hair and beauty products worldwide. From shampoos and conditioners to color and lightener, these product lines offer a solution for every scalp and hair need to make great hair easy to achieve.

Why has concept created some of the top hair product brands in the world? Just like great hair, concept did not just happen. It is a company built on a dream – a dream for all people to have the most gorgeous version of their hair and to keep having it every single day.


The philosophy behind every concept hair care and color product is to bring hair back to its natural state. From care and styling to bleach and hair color, our products go further to treat and condition hair. What’s the secret? The right combination of natural ingredients and the latest innovations in hair care and hair color technology.

HISTORY OF SUCCESSFUL INNOVATION concIvano Panzeriept was created in 1999 by Ivano Panzeri in Italy – known as one of the most competitive hair product markets in Europe. The brand was quickly recognized by industry experts for its innovation.

Panzeri’s goal was to provide hair stylists with a fresh approach to achieving success, through technological advances and effective commercial and marketing strategies. With this business model, concept soon acquired a significant share of the Italian market, and now exports its products to 46 countries. In 2007, concept took on a new challenge and entered North America. In a few short years it achieved a significant presence, and the brand is now represented through 26 distributors across the US and Canada.

SALON SUPPORT OF EXTRAORDINARY DISTINCTION concept offers a superior range of products, the latest in stylist education, and professional management training. This approach provides important technical knowledge and greater communication between hair stylists and customers which leads to increased revenue and success. concept not only shows you how to succeed but also provides the resources to help you get there. concept was built on a dream. That foundational dream paved the way to make exceptional hair products offering everything needed to look amazing 365 days a year; from never-fail styles to solutions for frizz, limp tresses, dull color, hair loss and more. Now, that’s a dream anyone could support!