The new Minardi Luxury Hair Color Care Collection provides definitive care for color-treated/relaxed tresses.
Product shown: After Wash No. 1
Beth Minardi, who’s known for her pioneering past, present and probable future in the color business, is addressing a previously unexplored color topic…head on: “Each type of haircolor—whether its semi-, demi- or permanent color, bleaches or lighteners—damages the hair in a particular manner. That’s to be expected from a chemical point of view, and that’s how they ultimately work,” Beth explains. “Hair that has been treated with semipermanent haircolor, for instance, suffers little damage, while hair that has been lifted several levels can be as fragile as a cashmere sweater. I find it remarkable that there has never been a line of products that targets the specific damage done by each type of color process—until now.
Product shown: Wash No. 2
Enter Minardi Luxury Color Care Collection. “Hair is made up of water, lipids and proteins,” she continues. “We’ve created a line that contains ingredients such as wheat, soy and rice starches, jojoba oil and shea butter—that mock these three innate ingredients with three levels of specific nutrition, depending on whether the hair has been treated with a semi-, demi- or permanent color, or even if a chemical relaxer has also been thrown in the mix.”
Product shown: Fortifying Pre-Wash Therapy
Carmine Minardi, Beth’s partner in business and in life, complements Beth’s color expertise with his styling and cutting prowess. Having worked behind the chair for 35 years, “I’ve touched a lot of hair,” says Carmine. “Based on my experience, I know that having 30 styling SKUs only serves to take up shelf space and causes inventory costs to spiral out of control. This is why we’re limiting the number of styling aids in our brand (currently there are four, with two more on the way) and showing stylists how to cocktail the products to create infinite results."
Product shown: Color Glisten
The Minardis are also pledging unwavering support to salons—specifically with a strict no-diversion policy and sterling education. “Our promise is to maintain close personal relationships with our salon customers through education,” adds Beth, “and we will always support the needs of salons where gorgeous haircolor is at the forefront of their art and their livelihood. Carmine and I do not sell hair color, but when salon professionals purchase our products, I will teach them how to color hair better, using whatever color lines they carry, while Carmine will teach them cutting, styling and texturizing. Whether they choose to attend our cluster classes around the country, classes at their distributor or our famous Table for Ten classes at Minardi Salon, we will share our top tips, techniques (our clients’ favorites right now are my signature American Balyage and Carmine’s creative approach to chemical relaxing) and creative visions for color treated hair that our team uses every day in our salon.”
Product shown: Subdue
To help educate the client and make the presentation easy for the hairdresser, each product also acts as its own shelf-talker, with features, benefits and key ingredients in bold on the front of each label. Each also includes directions for use, while each styling product features a “Minardi Method,” a quick tip from either Beth or Carmine to maximize each product’s value. Suggested retail prices range from $24 to $28 and backbar sizes are available for all Washes, After Washes and Pre-Wash Therapy. —Jeryl E. Spear