Adding demi-permanent hair color

By Rosanne Ullman | 04/19/2010 11:16:00 AM


Gentler, Long Lasting Demi

ADD THIS SERVICE: 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.

trend 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!”





ABOUT THE AUTHOR: Rosanne Ullman

Rosanne Ullman, Project Editor | Modern Salon Media

Rosanne has been writing for the salon division of Vance Publishing for more than 30 years, contributing landmark articles ranging from a year-long historical series in the 1990s marking MODERN SALON's 75th anniversary to a more recent, comprehensive tribute to Vidal Sassoon's impact on the industry. She was involved in the conceptual planning for First Chair and has directed several of Modern Salon Media's custom publishing projects. Rosanne holds a master's degree in journalism from Northwestern University's famed Medill School and contributes to her community through three elected terms on her local school board.

Rosanne is our go-to provider for Modern Salon Media's Healthy Hairdresser e-newsletter. You can e-mail Rosanne Ullman at


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