DISCUSSION
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BRAND VISION
A global leading colour house launching the best-in-class salon professional haircare products and delivering industry renowned education programmes.
MISSION
To provide innovative hair colour, technical products, care ranges and leading educational programmes that inspire our customers to realise their creative vision.
BRAND POSITION
Positioned as a professional house of colour (and style) widely accessible to all consumers with a focus on exceptional quality and renowned education whilst providing great value-for-money.
CORE VALUES

EDUCATION FIRST

Our Education will motivate and inspire salon professionals to instil confidence in the use of our products.

INNOVATIVE

Our products are inspired by the latest technological advances.

CUSTOMER FOCUSSED

We listen to our customers to ensure that we develop products, education and initiatives that focus on their needs and exceed their expectations.

ETHICAL

We are committed to reducing our environmental footprint, incorporating sustainability into our products.
We do not conduct, commission or pay for any tests on animals for ingredients, formulation
or finished products.
EXPERTISE
We have extensive industry-leading experience and our teams and ambassadors excel in everything that they do.
REACH
We have a global distribution network and online platform that provides an extensive product range and with both face to face and digital education programmes.
DEDICATION
We have a dedicated and passionate team that look to listen and support our network of distributors and salons. We are positive, proactive and dynamic in our approach.
ACKNOWLEDGE
Our team has accumulated many years of experience and we are uniquely positioned to advise on all aspects of colour, haircare and education.
BRAND VISION
A global leading colour house launching the best-in-class salon professional haircare products and delivering industry renowned education programmes.
MISSION
To provide innovative hair colour, technical products, care ranges and leading educational programmes that inspire our customers to realise their creative vision.
BRAND POSITION
Positioned as a professional house of colour (and style) widely accessible to all consumers with a focus on exceptional quality and renowned education whilst providing great value-for-money.
CORE VALUES

EDUCATION FIRST

Our Education will motivate and inspire salon professionals to instil confidence in the use of our products.

INNOVATIVE

Our products are inspired by the latest technological advances.

CUSTOMER FOCUSSED

We listen to our customers to ensure that we develop products, education and initiatives that focus on their needs and exceed their expectations.

ETHICAL

We are committed to reducing our environmental footprint, incorporating sustainability into our products.
We do not conduct, commission or pay for any tests on animals for ingredients, formulation
or finished products.
EXPERTISE
We have extensive industry-leading experience and our teams and ambassadors excel in everything that they do.
REACH
We have a global distribution network and online platform that provides an extensive product range and with both face to face and digital education programmes.
DEDICATION
We have a dedicated and passionate team that look to listen and support our network of distributors and salons. We are positive, proactive and dynamic in our approach.
ACKNOWLEDGE
Our team has accumulated many years of experience and we are uniquely positioned to advise on all aspects of colour, haircare and education.
ASP Expert Haircare