THE HPS TAKE | SELECTIVE PROFESSIONAL

ITALIAN HAIRDRESSING, WITHOUT THE COMPROMISE

The professional hair market isn't short of brands. Salons can choose from hundreds of colour houses, treatment systems and styling ranges, all promising performance, innovation and something different.

So what makes Selective Professional worth paying attention to?

For us, it's the combination of Italian professional heritage, serious technical capability and a range broad enough to become a genuine salon partner rather than simply another collection of products on the shelf.

Selective Professional was established in Italy in 1994 and has built its identity firmly around the professional hairdresser. Today its portfolio spans professional colour, lightening, technical services, haircare and styling — supported by education designed to help hairdressers get more from the products they use.

But perhaps more importantly, it still feels like a hairdresser's brand.

COLOUR AT THE HEART OF THE BRAND

Colour is where Selective Professional really demonstrates its technical credentials.

Colorevo provides the foundation of the permanent colour portfolio, giving colourists a comprehensive system for everything from grey coverage and classic commercial colour through to more creative services.

Alongside it sits Glow Liquid Color, Selective's liquid colour proposition. It gives salons another way to approach toning, refreshing and creating highly polished colour results.

Then there is the Decolorvit family of professional lighteners, designed to give colourists different options depending on the technique and result required.

That's important.

Modern colourists don't perform one type of lightening service. Balayage, freehand work, foils, scalp applications, colour correction and complete transformations can all require very different products and techniques.

Rather than trying to make one lightener do everything, Selective has developed a broader technical toolbox.

THE RIGHT PRODUCT. FOR THE RIGHT TECHNIQUE.

It's an approach we like at HPS because it puts the decision back in the hands of the professional.

MORE THAN JUST COLOUR

A great professional brand can't stop when the colour service finishes.

That's where ONCARE comes in.

The treatment portfolio gives salons targeted options for different hair requirements, allowing the conversation to move naturally from the technical service at the backwash into ongoing haircare and maintenance.

And commercially, that's important too.

The best professional brands create a connection between the service performed in the salon and the products the client takes home.

Rather than retail being an afterthought, it becomes part of maintaining the result the hairdresser has just created.

Better maintenance. Better-looking hair between appointments. A stronger recommendation from the stylist.

Everybody wins.

THEN THERE'S NOW

Styling is perhaps where clients interact with their hair most frequently.

NOW Next Generation gives Selective a contemporary professional styling portfolio designed around creating, controlling and finishing the look.

Volume, texture, definition, smoothing, heat protection and hold all have a place within a modern styling wardrobe.

And that's exactly how we think styling should be approached.

You don't need ten products that essentially do the same job. You need the right products to solve different styling problems.

A great styling range should make the hairdresser's job easier — whether that's creating more volume through a blow-dry, controlling unwanted frizz, protecting against heat or making sure the finished style actually lasts.

PROFESSIONAL MEANS EDUCATION TOO

Products alone don't build successful salon brands.

Education does.

Selective Professional places professional education alongside its product offering, covering technical knowledge, techniques and creative development.

For HPS, that's an important distinction.

We don't believe professional distribution should simply be about moving boxes from a warehouse into a salon.

If a colourist understands their colour better, they can formulate with more confidence. If they understand their lighteners, they can select the right product for the service. If the team understands the care and styling portfolio, they're better equipped to recommend products to clients.

Ultimately, better product knowledge should create better results behind the chair and better commercial opportunities for the salon.

WHY IT WORKS FOR US

We've worked with a lot of professional brands over the years, and the thing we particularly like about Selective is the depth of the proposition.

You can discover the brand through one product and very quickly realise there is much more behind it.

A salon might start with a Decolorvit lightener.

Then explore Colorevo.

Add Glow Liquid Color.

Introduce ONCARE at the backwash.

And eventually bring NOW into styling and finishing.

That creates something considerably more interesting than simply selling individual products.

It creates a professional system.

And for independent salons in particular, having fewer, stronger brand partnerships can make life significantly simpler — from ordering and stockholding to education and product knowledge.

THE HPS TAKE

Selective Professional doesn't need to pretend to be something it isn't.

It's an Italian professional hairdressing brand built for people who actually do hair.

There's serious colour behind it. There's a broad technical portfolio. There's care, styling and education. And importantly, there's enough depth for a salon to make Selective a meaningful part of its business rather than giving it a token position on the shelf.

For us, that's what a professional brand should do.

It should give the hairdresser choice without unnecessary complexity, performance they can rely on and products they're confident putting their name behind.

If you haven't looked at Selective Professional before — or perhaps haven't looked at it for a while — it's worth another look.

TECHNICAL. CREATIVE. PROFESSIONAL. VERY ITALIAN.

That's Selective Professional — and that's why it's part of HPS.