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Introducing Upgrade

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New to the UK, Upgrade has been developed by hairdressers, for hairdressers. At the heart of Upgrade is Luri Roselli, an internationally renowned hairstylist who has been working with the company to develop products and training since 2010.

Luri has worked as a trainer for some of the most famous names in the industry, such as L’Oreal, Academy, Sassoon Academy and Llongueras. He has worked backstage for beauty contests like Miss Italia and Miss World, and has worked at Fashion Weeks in London, Paris and Milan. As a brand, Upgrade believes that beauty comes from the heart and creativity comes from you – the hairdresser. Caring for both the professional and their clients, this new range of stylers are ergonomically designed to care for the hair’s health, using InfraRed heat that is safer on the hair to deliver superior results at the lowest possible temperature.

InfraRed is part of the electromagnetic spectrum and the heat it produces is the same feeling of warmth as the winter sun on your face. It is even the same form of heat emitted by your own body. It’s the heat we feel from an environment warmed by the sun, and the wavelength most efficiently absorbed by the body and hair, it is 100% safe and natural. Upgrade uses InfraRed as a gentler alternative to high heat, penetrating the hair more deeply and evenly. Electromagnetic waves enter deep into the cortex whilst the heat from the plates work on the outside of the hair to close the cuticle. This means you are able to straighten faster, using less heat and minimise damage to the hair. The benefits of InfraRed for hair are great for all hair types but particularly for those with coloured or processed hair that's just a little dry or frizzy. The InfraRed technology provides gentler heat and actually helps to seal moisture into the hair to achieve a smooth and shiny look. Using InfraRed stylers, hairdressers can use 30°C less heat to get the same results.

The Tools

InfraRed Stylers

The Upgrade InfraRed stylers are available in two sizes, the InfraRed Large and the InfraRed Slim

  • Infrared technology
  • Tourmaline ceramic coated titanium plates
  • The InfraRed Large is the largest smoothing surface on the market
  • Dual MCH ceramic heating element for a more constant temperature during styling
  • Switches off automatically after one hour if not used
  • Advanced system with digital display that can be used to set the temperature up to a maximum of 220°C and a low of 160°C
  • Delivers superior results compared to leading competitor brands with less heat required so the integrity and condition of the hair are improved



InfraCurl

Hairdressers can also expect to find ultimate styling with less heat in Upgrade’s InfraCurl, making it possible to achieve defined curls and waves with low temperatures, creating hair that appears softer, healthier and shiner. This curler is especially recommended for fine and weak hair, where the effectiveness of use at low temperatures preserves hair from damage.

  • Titanium bar with tourmaline
  • Ceramic coating
  • Digital thermostat from 80°C to 210°C (Increments of 10°) so the temperature can be adjusted to suit any hair type
  • Extra-long bar perfect for today’s longer styles
  • MCH double resistances for immediate temperature retention during use
  • Auto cut-off feature after one hour of non-use
  • No static electric effects, thus no frizzy hair

FreeStyle

Contrary to conventional straighteners that open and close with an inevitable heat loss, FreeStyle is equipped with a central opening through which the hair flows. This innovation guarantees a constant optimal temperature during straightening with perfect, long-lasting results. As no pressure is required to close the straightener, the hands can now move freely on each strand, big or small and thus getting perfect smoothness or a natural wave is much easier and faster. A cutting-edge solution that simplifies styling and does not put a strain on your wrist. The anti-slip and anti-scald grip ensure maximum comfort during use.

  • Tourmaline, ceramic-coated, titanium fixed plates
  • 160°C to 220°C temperature adjustment button with digital display
  • Increased MCH ceramic resistance for a more consistent temperature during use
  • Switches off automatically after one hour of inactivity

NewWave

With Upgrade’s NewWave, two triple waver plate stylers, professionals can create popular looks, from red carpet ready to relaxed and beachy. Available in two sizes, NewWave Big creates large waves in longer hair, while NewWave Medium is ideal for use with shorter hair. The ergonomic, elegant and well-balanced design means the styler guarantees maximum comfort for the user, achieving effortless, unique and spectacular waves.

  • Ceramic tourmaline coated titanium tubes
  • Ergonomic design that improves grip and ensures maximum styling control
  • Advanced system with a digital display that can be used to set the temperature up to a maximum of 230° C
  • Anti-slip, anti-scald soft touch rubberized finish

Titanium Pro Create

Upgrade’s Titanium Pro Create is designed to style fabulous, long lasting curls and waves even on extremely long hair, thanks to the 23cm barrel. The titanium bar delivers an even heat distribution and dual MCH ceramic heating element for a more constant temperature during styling. The advanced system has a colour digital display for safety; blue indicates that the iron is heating up, green indicates that the temperature has reached 180°C, and red indicates the maximum temperature of 210°C. The tong also showcases and anti-slip, anti-scald soft touch rubberized finish.

Alpha Code

The Alpha Code hairdryer frees the hairdresser’s creativity and improves the definition of styling, while guaranteeing the most comfortable drying experience for the customer. Showcasing 2000 watts of power, an AC motor, two thin nozzles, selectable air flow velocities and cold air jet function, Alpha Code is the latest generation of hairdryer that is revolutionising the salon blow-dry.

  • Powerful, long life continuous induction DC motor - exclusive to Upgrade
  • More than 1000 working hours
  • Alpha Code is light weighing just 400g, which means less stress for your joints
  • High air flow speed and high performance resulting in energy savings of approximately 300 W/hour
  • Anti-slip, anti-scald soft touch rubberised finish

Combined with Upgrade’s Variable Diffuser, more than your average air diffusor, the possibilities for creativity are endless. The diffuser has been designed specifically for the needs of the professional stylist, with the option to vary the air outlet flow according to the type of hair. Results include a lot more volume, right down to the hairline and well-defined curls even on fine, frizzy and brittle hair.

Join the Upgrade movement and follow #MADEWITHLOVE #MADEWITHUPGRADE

Visit www.wonderful-brands.com/beautycomesfromtheheart or call Wonderful Brands on (0)23 9400 3660 to become an Upgrade stockist.