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Alama takes care of the things that matter to your world and your hair, so all that is left for you to do is enjoy the moment.
Alama brings professional performance into your home. We offer high-quality, professional and effective products, the result of extensive technical and formulation expertise.
HIGH-NATURALITY AND BIODEGRADABLE FORMULAS’Formulas with high percentages of ingredients of natural origin and biodegradable ingredients, to ensure gentleness and safety for the scalp and hair, while also respecting the planet.
RECYCLED AND RECYCLABLE PLASTIC PACKAGINGWe care for the environment through the choice of recycled and recyclable plastic packaging. We have reduced the amount of plastic used in bottles and jars to minimize our environmental impact. We limit the use of plastic by offering large-size products and eco-refills. We use only essential packaging, because we have eliminated additional outer packaging such as boxes, cellophane, and similar materials.
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N^1 Color Mask in Italy* *Source: Circana srl, sales in units, Color Masks, year 2024, Total Italy+Discount. The statement is based on data provided by Circana srl, a company specializing in market analysis services, economic research and technical and scientific consultancy.
The sales are related to the quantity of units sold in the year 2024, i.e. the period from January to December 2024.
Coloring masks are hair masks that color the hair temporarily, not permanently and that persist for several washes, depending on the porosity of the hair.
Sales channels are the place through which a product or service is sold to consumers. The data analyzed sales in the following channels:
o Hypermarkets: self-service stores with a floor area of at least 2,500 m2 that offer a wide range of products, including food, clothing and white goods.
o Supermarkets: self-service stores with a floor area of at least 400 m2 that mainly sell LCC goods.
o LSP: small stores with a surface area between 399 and 100 m2, which offer food and consumer goods and operate with the self-service system, where customers can independently choose the products from the shelves and then pay for them at the cashier.
o Drugstores: stores specializing in the sale of household and personal care products.
o Discount: self-service stores with a surface area between 300 and 1000 m2 with an assortment of consumer products that are mainly non-branded (displayed in boxes/pallets).
*Source: Circana srl, sales in units, Color Masks, year 2024, Total Italy+Discount.
We have subjected our ANTI-FRIZZ, REPAIR, HYDRA, CURL, NO YELLOW lines and our ZERO STRESS scalp and hair treatment line to efficacy tests, to guarantee excellent results.
CURL SHAMPOO, CURL CONDITIONER, CURL MASK & CURL AMPLIFIER:
*Self-assessment test conducted on a sample of 29 people over 1 month of use,according to an internal protocol.
CURL SOFT MOUSSE:
Compared with the use of ALAMA CURL AMPLIFIER. Efficacy proven by in vivo tests conducted by professional hairstylists on 24 models with 1 application of Curl Shampoo + Curl Conditioner or Mask + Curl Soft Mousse vs 1 application of Curl Shampoo + Curl Conditioner or Mask + Curl Amplifier. At the end of the test, in 90% of cases, hairstylists responded positively to the question: “Do you believe the hair was softer and fuller-bodied compared with the use of Curl Amplifier*?”
*Curl Amplifier is the product in the CURL line that ensures a more shaped and defined curl.
CURL RE-ACTIVATOR:
*Efficacy proven by in vivo tests conducted by professional hairstylists with 1 application on 19 models on dry hair the day after washing. In 90% of cases, hairstylists assessed that the hair was more defined after 1 application of Curl Reactivator vs hair before treatment.
REPAIR SHAMPOO, REPAIR MASK, REPAIR CONDITIONER, REPAIR MIRACLE FLUID:
*Efficacy proven by in vivo tests conducted by professional hairstylists on 30 models with just 1 application of the Repair protocol (Repair Shampoo + Repair Conditioner or Repair Mask + Miracle Fluid). At the end of the test, in 90% of cases, hairstylists responded positively to the question: «Do you believe the model's hair is healthier, softer, shinier and fuller after one application of the Repair protocol?»
HYDRA SHAMPOO, HYDRA MASK, HYDRA CONDITIONER, HYDRA LIGHT BALSAM:
*Efficacy proven by in vivo tests conducted by professional hairstylists on 29 models with just 1 application of the Hydra protocol (Hydra Shampoo + Hydra Conditioner or Hydra Mask + Light Balsam + Liquid Crystals). At the end of the test, in 90% of cases, hairstylists responded positively to the question: "Do you believe the model's hair is softer and more hydrated after one application of the Hydra protocol?"
SHAMPOO NO YELLOW:
*Use of Alama No Yellow Shampoo vs untreated hair. Internal in vivo tests carried out by Alama professional experts with visual and tactile analysis according to an internal protocol.
NO YELLOW SOFT&SHINE:
*Percentage of people who confirm this result. Satisfaction test carried out with 20 people, for a total of 120 applications. Use of shampoo + Extreme Soft & Shine vs use of shampoo alone.
MASCHERA NO YELLOW:
*Use of Alama No Yellow Mask vs untreated hair. Internal in vivo tests carried out by Alama professional experts with visual and tactile analysis according to an internal protocol.
ZERO STRESS SHAMPOO SEBOREGOLATORE/ZERO STRESS SHAMPOO ANTICADUTA/ZERO STRESS SHAMPOO ANTIFORFORA:
** Scientifically proven efficacy. Clinical efficacy test carried out by a European center of excellence for the evaluation of product performance in terms of: reduction of excess sebum, cleansing and purification of the scalp. Test carried out on 20 volunteers; shampoo used 3 times a week for 28 days, for a total of 12 applications
ZERO STRESS CONDITIONER:
** Italian patent no. 102019000003053. European patent application filed as EP 20709341.0
ANTI-FRIZZ SHAMPOO e GLOSS INFUSION* *Based on an instrumental test conducted by an external laboratory on 6 virgin hair tresses treated with 1 application of Anti-Frizz Shampoo and Gloss Infusion (18 measurements) vs 6 untreated tresses. The treated tresses showed a 100% increase in shine.
ANTI-FRIZZ MASK *Based on an instrumental test conducted by an external laboratory on 6 virgin hair tresses treated with 1 application of Anti-Frizz Shampoo, Anti-Frizz Mask and Frizz Control vs 6 untreated tresses. The treated tresses showed a reduction in frizz and an increase in shine (18 measurements).
FRIZZ CONTROL* *Based on an instrumental test conducted by an external laboratory on 3 hair tresses treated with Frizz Control vs 3 untreated tresses. After 1 application, the treated tresses were 67% more manageable than the untreated ones.
EXTRA LISS **Based on an instrumental test conducted by an external laboratory on 6 hair tresses treated with 4 applications of Anti-Frizz Shampoo, Anti-Frizz Mask and Extra-Liss vs tresses before treatment. After 1 application, the treated tresses showed a noticeable straightening effect; after 4 applications, noticeable straightening and anti-frizz effects were observed.