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!"

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