Management Practices

Adding demi-permanent hair color

Rosanne Ullman | July 10, 2011 | 3:12 PM
Gentler, Long Lasting Demi


Demi-permanent hair color
USE THIS PRODUCT: Rusk Deepshine Demi
THE COOL FACTOR: Botanical ingredients protect hair as the color processes; economical packaging saves money.
• You charge $60 per Deepshine Demi hair color service
• To 2 clients per day, 10 per week
• You bring in $30,000 more in one year

the service buzz:
Ammonia-free Deepshine Demi incorporates Rusk’s Advanced Marine Therapy formulation to infuse shine, guard against yellowing or brassiness and provide long-lasting, tone-on-tone creme color that fades out gradually. Special ingredients like cera alba (beeswax) condition and nourish the hair.

“We’ve had Deepshine Permanent Color for a long time, and we wanted to add a demi line for the client who’s hesitant about color or who is just starting to see some gray,” says Karen Bogdan, director of marketing for Rusk. “Demi is a gentler option that requires less of a commitment from the client. It provides a great way for the stylist to approach a client who has not been coloring her hair.”

But Deepshine Demi’s benefits go beyond those inherent in other demis, she adds. “Products have to do more than they did before,” Bogdan explains. “Deepshine Demi is versatile. You can use Deepshine alone or just on regrowth, or all over to tone highlights. Or highlight at the same time and apply Deepshine in between the foils. Because it’s so gentle, Deepshine Demi allows you this type of flexibility.”

Deepshine Demi comes in a 3.4-ounce tube, about an ounce larger than the industry standard but comparable in price. “Part of our strategy when we launched was to give stylists an added reason to try Deepshine,” Bogdan reveals. “We provided that extra incentive by making it economical.”

don’t miss this:
The Deepshine line is a growing brand, and next up for launch is Deepshine Smooth, a formaldehyde-free keratin smoothing treatment that delivers a frizz-free result for up to 12 weeks. It can be used in conjunction with a color service to lock in the color.

Adding demi-permanent hair colortrend alert:
Rusk’s Sensories Wellness product line offers further add-on possibilities, according to Rusk Creative Team member Sherri Jessee, owner of Sherri’s Hair Salon in Bristol, Virginia. “We sometimes offer a complimentary scalp massage to introduce a natural, spaquality service with products from the Sensories Wellness line,” Jessee says. “Products in this line are made with globally sourced organic ingredients and no petrochemicals. This scalp massage gives clients extra relaxation while letting them try a shine treatment. Our clients love it!”

Facebook Comments

More from Management Practices

Salon Today 200 The open concept reception table at Lavish in Webster, TX.
Salon Today 200

2017 Salon Today 200: Customer Service

Stacey Soble | December 1, 2016

When it comes to a client building a long-term relationship with a salon, the level of service a guest receives can be more important than the precision of the haircut of the quality of the color. Customer service impacts the client's overall experience, and the salons and spas who deliver it during each and every visit boost their overall sales along with their client retention figures. Find out who made this year's Salon Today 200 list in Customer Service.

Salon Today 200 The team at Rock Paper Scissor SalonSpa in Santa Fe, NM.
Salon Today 200

2017 Salon Today 200: Employee Education

Stacey Soble | December 3, 2016

For the most successful service providers, education is a career-long process. The best salons develop systems to strengthen the skills and confidnece of their newest team members, whicle encouraging their seasoned staff to continually stretch by brining education into the salon or supporting those who venture out to seek new skills. Find out which salons received top honors in the Salon Today 200 by developing strong education programs.

Salon Today 200 When Ayla lost her hair during treatment for a rare form of leukemia, her sister and several members of her Brownie troop decided they wanted to donate hair to Wigs for Kids. The team at Impressions in Mequon, WI, made that happen, and here Ayla makes the first cut.
Salon Today 200

2017 Salon Today 200: Philanthropy

Stacey Soble | December 5, 2016

When salons and spas participate in community charities or organize their own philanthropic activity, the often are acting from the heart. But the goodwill generated from these activities serves as a powerful marketing tool and can propel both personal and professional growth. Here are our 2017 Salon Today 200 honorees in the category of Philanthropy.

Salon Today 200 The team from The Circle Salon on retreat at the Garfield Park Conservatory in Chicago, IL.
Salon Today 200

2017 Salon Today 200: Salon Culture

December 9, 2016

Announcing the 2017 Honorees in the category of Salon Culture. Culture is that invisible, yet tangilbe, energy that binds and propels a team and attracts clients. A strong culture is hard to define and even more difficult to build. But when mastered, these salons are unstoppable.

Load More