What We Are - TheSalonCenter.com

What We Are:
• A division of
, $2.5 Billion Multi-national
parent of Cuisinart, Scunci, Waring, Conair/Conairpro,
and InterPak
• An entrepreneurial salon company of beauty
professionals focused on education, product
performance, and the hairdresser.
• We are adding resources, people, programs, value.
People who find solutions.
Why
The Rusk Philosophy
Style Source Magazine
Superior Salon
Education
Revolutionary Products
Rusk Design Team
UNRELENTING
EDUCATION
RUSK ARTISTIC TEAM
The Rusk Design Team travels globally,
sharing their creativity and individuality with
audiences shows, trainings and seminars..
The Creative Team is dedicated to inspiring
and empowering hairdressers and raising
the level of artistic, business and personal
performance of all involved stylists and salon
owners
You can always expect the unexpected at
any of their exciting and energizing
educational events!
RUSK DESIGN FORCE
The Rusk Design Force is a group of more
than 30 personally trained stylists who have
become Rusk Designers through their strong
desire to create, to learn and to improve
their professional skills. They are experts in
haircutting and highly qualified to represent
Rusk in all aspects of education. Their
confidence and strong self-image enables
them to share their knowledge and creative
talents with Rusk Source Salons
THE RUSK METHOD
Rusk methods and techniques provide the knowledge
and confidence a stylist needs to create new looks and
become a success in his or her environment. Knowledge
equals confidence and confidence equals success.
Rusk provides and extensive education menu of events
from hands-on training to the best continuing education
program in the industry.
Dynamic Educational Events
2011
Publicity Success!
Fashion Week
reawaken your senses
Compressed Formula Technology
•Achieves twice the performance with 1/3 less product
• 13.5 oz Shampoo - Incredible Retail Value
• Ozonic Experience
• Natural Botanicals

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Calm Family (Shampoo/Conditioner/Reconstructor)
- Contains guarana & ginger. Nourishes chemically
treated hair or abused hair.
Full Shampoo/Conditioner – Contains green tea
& alfalfa. Fine, limp lazy hair.
Moist Shampoo/Treatment – Contains sunflower
& apricot. Enriched with olive oil to hydrates thirsty
hair. Dehydrated, thirsty hair.
Smoother Shampoo/ Leave-in Conditioner –
Contains passionflower & aloe. Calms defiant,
unruly hair.
Brilliance Shampoo/ Leave in Conditioner –
Contains grapefruit & honey. Protects color treated
hair and detangles. Contains anti-oxidants and
vitamins.
Bright Shampoo/Conditioner – Contains chamomile &
lavender. Revitalizes and freshens color adding
shine. Eliminates yellow and brassy tones.
• Pure Shampoo/Conditioner – Contains heliogenol,
detangles and provides shine while providing more protection
from color fading. Vibrant color protection for color treated
hair.
• Healthy Shampoo/Conditioner – Contains blackberry &
bergamot. Nourishes and strengthens weak, fragile and
chemically abused hair. Weak, fragile, chemically abused hair.
Specialty Shampoos
• Purify Shampoo - Contains cucurbita & tea tree oil. Deep
cleansing shampoo. Arouses and stimulates tired hair and
scalp
• Clarify Shampoo – Contains rosemary & quillaja.
Clarifying,detoxifying shampoo
• Cure Anti Dandruff Shampoo - Contains pyrithione zinc
(active ingredient at 1.2%) helps prevent flaking and itching
associated with dandruff .
• Free of sulfates, parabens &
petrochemicals
• Free of phthalates, and MEA,
TEA/DEA
• Rare oils from Tahiti, Morocco
and Ethiopia
• Color Safe formulas
• Derived from organic ingredients
• Available in 3 haircare systems
Each system contains:
Shampoo
Conditioner
Treatment
Repair Drops
The premier choice of hair artists around the world, Rusk styling
and finishing products allow stylists to use innovative and
imaginative techniques to create everything from the latest
runway looks to current street fashions.
Rusk’s Designer Collection formulas allow stylists to manipulate
the amount of body, texture, hold and control both internally
and externally while leaving hair looking incredibly healthy and
shiny.
It’s no secret… The special ingredient is Thermplex!
• A memory enhancing and textural modifying agent
• Alters the hair’s internal textural memory for up to 24 hours
• Invisible on the hair, achieving results from the inside out
• Activated by the heat of a blow dryer
• Results in an instant temporary infusion
of body, texture, control and shine
Internal Body and Hold
• #1 SKU!
• Weightless formulas
• Thermplex – style memory
• Wet or dry hair & completely brushable
• Humidity resistant and dry instantly.
• All hair types
W8less™ MULTI 12 in 1 Miracle Treatment
Stylists new “go-to” product
1. Acts as a cutting lotion
2. Repairs dry, damaged hair
3. Adds manageability and silky condition
4. Strengthens
5. Gives weightless body
6. Smoothes and detangles
7. Tames and controls frizz
8. Conditions and moisturizes
9. Delivers incredible shine
10. Provides thermal defense
11. Equalizes porosity, seals and protects
12. Extends the life of hair color,
straightening and other chemical services
Internal Texture and Shine
• Formulas with Thermplex are effective on all hair types
• Modify textures from within and can be used to smooth,
soften, straighten, bodify and thicken hair
• Achieves results while remaining invisible and completely
weightless.
External Texture and Shine
• Formulas dramatically alter textures and shine
• Work primarily on the hair’s outer surface layers
• Instantly transform dull, dry, frizzy or damaged hair
into smooth, soft silky hair with incredible shine or
matte finishes
• Provides maximum thickness
and separation
External Body and Hold
• Provides three different variations of hold; from medium to
maximum hold extra firm
• Humidity resistant styling and finishing products
• Create maximum root lift, volume, body and shine
• All hair types
Apply Str8 to damp hair from scalp to ends, mist
Blofoam directly onto areas that need root lift
for incredible lift, volume and height. Smoothes
the hair internally while unleashing gravitydefying root lift!
+
=
Mist hair with Thick, apply Mousse liberally
throughout the hair and style. Infuses the hair
internally and externally with body, volume and
extra hold.
Don’t just amplify; give hair explosive volume
and thickness!
+
=
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Thickr Shampoo – A daily cleanse which ads
strength, lift and texture.
Thickr Conditioner – A daily use conditioner that
strengthens and repairs hair for a thicker appearance.
Thickr Spray – A leave in styling spray that provides
hold, volume added texture and enhanced conditioning
benefits.
Thickr Mousse – A unique thickening mousse which
give body, texture and hold without buildup.
Thickr Hair Spray – A styling and finishing spray
which gives touchable hold with body and shine.
Voluptuous volume. Tousled texture.
Seductive shine. (in all the right places)
Confidence, that comes from a good
hair day is the ultimate sexy…
Being Sexy “Care”
Leaves hair sexy, manageable and glowing
8.5o
8.5o
3 oz
•
Sulfate-free creamy lather shampoo
cleanses hair to your satisfaction
•
Deep-penetrating conditioner
smoothes and detangles
•
Formulated to deliver voluptuous
body, volume and lasting control
•
Pure Argan oil treatment lubricates
the hair shaft for ultimate slip and
silkiness
Being Sexy “Style”
Voluptuous volume * Tousled texture * Seductive shine
•
Firmly hold onto
voluptuous volume with
the original ultimate finish
hair spray
•
For all over touchable body
and seductive shine
•
Strong, yet flexible hold gel
for ultimate satisfaction
•
Rich creme gives good
texture
Sexy Cocktails
The “Bombshell ”Blow-Out
style
finish
“Smooth Seduction”
style
“Bedroom Hair”
style
finish

Being Gutsy Crème (Tube) – plumps up the air
and leaves it looking undone and tousled. Use to
thicken, define, texturize and make it BIG.

Being Wild Paste (Tube) – creates unstructured,
extreme texture. This pliable styling crème gives
hair softness with incredible strength, lift hold and
separation.
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Being Sexy Hairspray – Firm hold, long lasting
touchable support while with incredible shine
without build-up.
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Being Primitive Clay (Tub) – flexible, powerful shapelifter. Bulks up texture. Incredible style memory allows
you to shift, distort and alter shapes. Finishes to a
diffused shine.
Being Rubber Gum (Tub) – untamed raw style with
wicked shine. Unleashed body, pliability and flexible
movement. Twist, bend, spike, define and disconnect.
Being Undressed Gloss (Tub) – Cross between pomade
and wax. Gives the hair incredible shine, separation,
touchable style, support and condition.
Being Warped Wax (Tub) – Soothes and promotes
healthy appearance. Moisturizes and helps add moisture.
Provides hold, shine and body. Contains Pro-Vitamin B-5.
The Keratin Care Maintenance System
• Sodium and Sodium Chloride-free, color-safe formulas for
chemically and color-treated hair.
• Formulated with natural Keratin, vitamins and marine
botanicals to add strength, restore elasticity, seal in
moisture, lock out humidity and provide thermal protection.
• Leaves hair smooth, shiny and manageable.
• Perfect maintenance system for anyone who has had a
keratin smoothing treatment or chemical straightening
service.
The Keratin Care Maintenance System
• Sodium and Sodium Chloride-free, color-safe
formulas for chemically and color-treated hair.
• Formulated with natural Keratin, vitamins and
marine botanicals to add strength, restore
elasticity, seal in moisture, lock out humidity
and provide thermal protection.
• Leaves hair smooth, shiny and manageable.
• Perfect maintenance system for anyone who
has had a keratin smoothing treatment or
chemical straightening service.
4/13/2011
Keratin Care Smoothing Shampoo
WHAT IS IT? A sodium-free, color-safe gentle cleansing
shampoo.
WHO IS IT FOR? For all hair types, including anyone with
chemically or color treated hair.
WHAT DOES IT DO? Keeps hair smooth, shiny, and
restores elasticity to weak, dull hair. Natural keratin,
vitamins and nourishing marine botanicals help prevent
breakage and add renewed strength to hair. Helps protect
hair during thermal styling.
HOW DO YOU USE IT? Apply generously to wet hair and
work up lather. Rinse thoroughly. Follow with Deepshine®
Smooth Keratin Care Smoothing Conditioner.
Keratin Care Smoothing Conditioner
WHAT IS IT? A sodium chloride-free, color-safe,
nourishing daily conditioner.
WHO IS IT FOR? For all hair types, including anyone with
chemically or color treated hair.
WHAT DOES IT DO? Replenishes moisture levels and
instantly nourishes dull, weak hair. Helps to restore hair’s
elasticity, strength, and vibrancy. Natural keratin
moisturizes and restores youthful shine to hair.
HOW DO YOU USE IT? Apply a generous amount of
Deepshine® Smooth Keratin Care Smoothing Conditioner
to wet hair. Distribute evenly. Leave on for 1 to 3 minutes.
Rinse thoroughly.
Keratin Care Deep-penetrating Treatment
WHAT IS IT? A sodium chloride-free, color-safe, deeppenetrating restructuring treatment.
WHO IS IT FOR? For all hair types, including anyone with
chemically or color treated hair.
WHAT DOES IT DO? This deep-penetrating treatment
delivers surface-smoothing conditioning. Replenishes
moisture levels and instantly nourishes dull, weak hair.
Helps to restore hair’s elasticity, strength, and vibrancy.
Natural keratin moisturizes and restores youthful shine to
hair.
HOW DO YOU USE IT? Apply to clean, wet hair. Massage
in thoroughly. Leave in for 3 to 5 minutes. Rinse.
WHAT IS IT? Deepshine® Lustre Shine Enhancing
Lusterizer is a super-light cream formulated with
moisturizing marine extracts to provide
instantaneous shine and condition.
WHO IS IT FOR? All hair types.
WHAT DOES IT DO? Makes combing easier and
helps prevent frizz. Creates incredible shine,
enhances natural highlights and revitalizes colortreated hair. UVB absorbers protect hair from the
damaging rays of the sun.
HOW DO YOU USE IT? Apply to damp hair before
heat styling to achieve shiny, youthful looking hair.
Apply to dry hair as a finishing product for great
shine and separation, leaving hair soft and radiant.
• Marine mineral-enriched argan oil treatment that
smoothes the cuticle, eliminates frizz, and improves
elasticity and hydration.
• Advanced marine therapy infuses the hair with
superior condition and shine.
• Lightweight alcohol-free formula for all hair types.
• Protects against damage caused by chemicals,
excessive heat from thermal styling, and
environmental factors.
• Helps seal cuticle while preventing color fading with
subsequent shampoos.
• Leaves hair soft, silky, and manageable.
4/13/2011
WHO IS IT FOR? Deepshine® Oil is perfect for all hair
types.
WHAT DOES IT DO? Deepshine® Oil smoothes the cuticle,
eliminates frizz, and imparts incredible shine and condition.
HOW DO YOU USE IT? For styling, thermal protection and
frizz control, apply a small amount to damp hair and style.
For finishing, apply a few drops to dry hair as needed. For
use during color service with Deepshine® Pure Pigments
Conditioning Cream Color or Deepshine® Demi AmmoniaFree Tone-on-Tone Cream Color:
DEEPSHINE OIL
HAIRCARE
Deepshine® Oil Moisturizing
Shampoo
• A gentle cleansing sulfate-free
formula.
• Rehydrates and revives dry, dull
hair, leaving soft, silky and more
manageable.
• Enriched with pure argan oil to
impart brilliant shine. Safe for colortreated hair
Deepshine® Oil Moisturizing
Conditioner
• Detangles and hydrates, transforming
dry, dull hair.
• Leaves hair soft, silky and more
manageable.
• Enriched with pure argan oil to impart
brilliant shine and provide protection
against damage caused by chemicals,
thermal styling and environmental factors.
• Safe for color-treated hair.
Deepshine® Oil Volumizing Shampoo
• A gentle, sulfate-free formula ideal
for fine, dull hair.
• Weightlessly cleanses while
enhancing body and manageability.
• Enriched with pure argan oil to
impart brilliant shine.
• Safe for color-treated hair.
Deepshine® Oil Volumizing Conditioner
• A lightweight formula ideal for fine,
dull hair.
• Weightlessly conditions while
enhancing body and fullness.
• Enriched with pure argan oil to
impart brilliant shine and provide
protection against damage caused by
chemicals, thermal styling and
environmental factors.
• Safe for color-treated hair.
Deepshine Oil Haircare
Shampoo & Conditioners, 8.5 oz
2 systems - Moisturizing & Volumizing
Sugg Retail: $15.00
Curiosity Fact - “Oilophobic”? Do not
fear the Oil – your hair needs it!
• Small amounts of oil are added as a
natural way of restoring hair’s moisture
and shine.
• Besides its water and protein
component, hair is also made of lipids
and essential fatty acids, and natural oil
ingredients help restore those
components for better nourished,
hydrated and shinier hair.
• Some of our best Rusk shampoos like
Calm and Deepshine Smooth also contain
some oils in their formulas (eg.
Grapeseed oil in Deepshine Smooth,
Babassu Oil in Calm, Olive Oil in Moist
etc.).
However, what is unique about Deepshine® Oil shampoo and conditioners is the type
of oil added and that is of course, Rusk Deepshine pure argan oil.
Argan Oil is 92% unsaturated oil and of the same composition as the lipid
components of hair and therefore brings even more benefits to the hair than other
regular oils used in the hair products normally.
The Color of Money– Deepshine®
Color
Continues to be a key driver of the Rusk
business
 Color Maintenance Shampoo & Conditioner
sales represent approximately 20% of total
salon hair care category sales*

-Vs. 14% of Rusk Shampoo and Conditioner sales
*Mintel Hair Care Report, 2011
The Color of Money- Deepshine® Color
•
It is estimated that over 65% of
women color their hair, many
starting at the age of 18 or
younger
•
Color clients are key:
– Go to the salon more frequently
– More likely to purchase multiple
hair care categories
– Spend more on take-home
products
– More likely to generate salon
referrals
*Industry Data
Open The Door
With

Hair color is a “gateway” category
for gaining new salon business

Hair care is a “Trojan Horse”
approach to color placement:
◦ Color Care is your easy “in” to then
start a conversation about
Deepshine® Color
DEEPSHINE® COLOR HAIR CARE
Reason for Being

Amazing hair color is the result of
what happens at the salon
combined with proper “at-home”
care

Why? Because hair color fades
over time and requires quality care
and protection
NEW DEEPSHINE® COLOR HAIR CARE
DEEPSHINE® COLOR HAIR CARE
Point-Of-Difference
The Majority of color protection lines DO
NOT protect against the three causes of
Thermal Styling
fadage:
UV-Damage
Wash out
RUSK Deepshine® Hair Care:
Formulated to protect against ALL three causes of color fadage
AND
Protects color at ALL steps fadage can occur
DEEPSHINE® COLOR HAIR CARE
Point-Of-Difference
Available in three custom systems based on primary treatment needs:
Damage, Frizz or Dryness
REPAIR
SMOOTH
HYDRATE
Our Shampoos feature sulfate-free formulas that
actually lather
Deepshine® Color REPAIR System
for damaged hair
Sulfate-Free Shampoo (8.5 oz.)
Strengthens and restores damaged, weak hair
Conditioner (8.5 oz.)
Leaves hair soft and nourished with healthy shine
Masque (5.3 oz.)
Deeply penetrates the cuticle to help strengthen
and repair damaged, stressed hair
Deepshine® Color SMOOTH System
for frizzy hair
Sulfate-Free Shampoo (8.5 oz.)
Smoothes and nourishes unruly hair, providing
long-lasting frizz control
Conditioner (8.5 oz.)
Leaves hair smooth, soft and manageable
Protective Serum (2 oz.)
Provides protection during heat styling while
smoothing the cuticle and eliminating frizz
Deepshine® Color HYDRATE System for dry/brittle hair
Sulfate-Free Shampoo (8.5 oz.)
Replenishes moisture while softening dry, brittle
hair
Conditioner (8.5 oz.)
Leaves hair soft and manageable with healthy shine
Masque (5.3 oz.)
Ultra-rich conditioning treatment for intense hydration
Styling Cream (3.2 oz.)
Smoothes frizz, improves manageability and
provides long-lasting humidity resistance.
Think uncensored color and unlimited possibilities!
Features &
Benefits
 Advanced European Nano-technology
combined
with Compressed Formula Technology to
achieve long-lasting permanent color
results with
incredible color clarity and maximum gray
coverage
 Advanced Marine Therapy nutrients
preserve hair’s optimal health,
conditioning as the hair is colored, ensuring
consistent, reliable and uniform results
 Calibrated by level and tone
 Less than 2% Ammonia
 Pharmaceutical grade tubes
Nano Technology
 Advanced pure micro-pigments enable
Deepshine color molecules to penetrate
deeply
and adhere to internal cortical hair fibers
 These micro-pigments also enable the use of
lower volumes of developer, leaving the
hair in optimum condition
 Compressed Formula Technology ensures
maximum pure pigment saturation in each
individual hair strand
 Producing luminous and translucent shades
that
also provide youthful, natural looking gray
coverage!
Advanced Marine Therapy
 Renews gray hair that is depleted of protein and
moisture. Using vitamins, minerals, amino acids,
trace elements and moisture rich lipids;
Deepshine
Conditioning Cream Color infuses and replenishes
the natural luster and health to gray hair giving it
a more youth appearance
 The active hydrating and conditioning agents
help to internally even the hair’s porosity
 Advanced Marine Therapy helps seal the outer
cuticle to ensure long-lasting results with
incredible color clarity
Haircolor Shade Range
73
 78 shades across 11 tonal families and 6
color
modifiers providing a full spectrum color
palette for the professional colorist
 4 Super Lighteners – for high lift blondes
 Intense Color Modifiers either enhance or
neutralize unwanted underlying
pigmentation
 Triple Action Clear can be used alone to lift
without
deposit or in any formula to achieve ½ to 1
extra
level of lift
Level System
 Deepshine follows the international level
system.
The color level is a measurement of the
degree of
lightness or darkness of the color.
10
9
8
7
6
5
4
3
2
1
Ultra Light Blonde
Very Light Blonde
Light Blonde
Medium Blonde
Dark Blonde
Light Brown
Medium Brown
Dark Brown
Darkest Brown
Black
Tonal Families
 Tone refers to the hue within a color. If
more than one tone is present, the first
number next to the decimal point
represents the dominant tone and the
second number represents the secondary
tone.
.0
Natural
.1
Ash
.2
Violet
.3
Gold
.4
Copper
.5
Mahogany
.6
Red
.8
Chocolate
TREND FORECAST
ICY REDS COLLECTION
5 New! Special Edition
Deepshine® Pure
Pigments Conditioning
Cream Color shades
• Red Violet 5.62
• Brilliant Red Violet
6.62
• Red Violet Blonde
7.62
• Mahogany Red 5.56
• Brilliant Mahogany
Red 6.56
Experiment with 3 Red Violets and 2 Mahogany
Reds that give the hair a powerful retro effect
with a glimpse of the avant garde.
GET THE LOOK - COLOR
FORMULA
1. First add a few highlights to the
top and crown using 1 pt
Deepshine® Blue mixed with 2
pts 20 Volume Developer
2. After processing to a orange
stage, shampoo and dry the hair
3. Mix 1 pt 5.62RV Red Violet and 1
½ pts 10 Volume
Developer; apply to the regrowth
area
4. Once applied to the entire head,
wait 10 minutes
5. Apply 1 pt 5.62RV Red Violet
mixed with 1 ½ pts 20 Volume
Developer thru mid-shaft and
ends
6. Process for 25 minutes
Shine Enhancing Cream Developer
 Specifically formulated to be used with
Deepshine Pure Pigments Conditioning
Cream Color
 Guarantee uniform and long-lasting color
 When mixed, their acidity produces
the proper pH to ensure that
maximum tone, depth, and
color durability are achieved
without compromising the
integrity of the hair fiber
 Active conditioning agents
ensure hair is healthy, soft, shiny
Mixing
 Standard Formulation
1 part color to 1½ parts developer
 Super Lightener Formulation
1 part color to 3 parts developer
 Triple Action Clear Standard Formulation
¾ parts color + ¼ part TAC to 1½ parts
developer
 Triple Action Clear with Super Lightener
Formulation
1/2 parts color + 1/2 part TAC to 3 parts
developer
 ICM Formulation
you can use up to ¼ of your formula with
ICM
Timing
 Process Deepshine Conditioning Cream
Color
for 35 minutes
 Process Super Lightener for 45 minutes at
room
temperature without heat
 For maximum gray coverage always process
45 minutes
4 Steps To Successful
Formulating

Determine the natural level
 Determine the desired level
 Determine the tonal value
desired
 Determine if you are lifting or
depositing
Salon Color Guide
Natural Level Finder
Educational Handbook
Wall Chart and Educational
DVD
Dispensary Quick-Reference Card
Salon Posters
FEATURES & BENEFITS
 Marine mineral-enriched formula rebuilds,
rebalances and renews the natural integrity
of the hair during the coloring process
 Exclusive combination of nano-technology
and Marine Nutrient Complex allows micro-sized
pigment penetration into the hair while infusing
the hair with intense color deposit, superior
condition and radiant shine.
 Ammonia-free, tone-on-tone cream formula
 Pharmaceutical grade tubes
 Economical to use:
100 ml/3.4 fl.oz. tube
FEATURES & BENEFITS
Demi-Permanent Haircolor
 Long Lasting results, up to 2-3 months
 In this process, oxidative dye
molecules penetrate the cuticle and
enter the cortex where they then
partner to create medium-sized color
molecules
 Oxidative or Direct Dyes: Deepshine Demi
utilizes 100% micro sized oxidative dyes
to ensure long lasting results
 These products do not contain ammonia
so the natural pigment cannot be
lightened.
DEEPSHINE DEMI SHADE RANGE
28 shades Plus Clear
Deepshine Demi is perfect to:
Enhance or subtly change the natural tone
Used as the pull thru on the mid-shaft and
ends
Tone highlighted or double process hair
Blend or cover small %’s of gray
Clear can be mixed equal parts with any
existing
demi shade to make the color 1 level lighter
When clear is mixed with any shade to
adjust
the level the color with appear more
translucent
Clear Can be used alone to achieve maximum
shine and condition
DEEPSHINE DEMI SHADES
4N
6N
7N
8N
10N
5.8CH
6.8CH
7.8CH
6.01A
7.01A
8.01A
9.01A
10.11
5.3G
7.3G
9.3G
9.34GC
8.13B
10.13B
4.5M
6.5M
4.4C
6.4C
7.4C
7.44CC
5.6R
6.66RR
7.66RR
CLEAR
Shade Description
Medium Brown
Dark Blonde
Medium Blonde
Light Blonde
Ultra Light Blonde
Light Chocolate Brown
Dark Chocolate Blonde
Medium Caramel Blonde
Dark Ash Blonde
Medium Ash Blonde
Light Ash Blonde
Very Light Ash Blonde
Intense Platinum Ash Blonde
Light Golden Brown
Golden Blonde
Very Light Golden Blonde
Very Light Golden Copper
Light Beige Blonde
Ultra Light Beige Blonde
Deep Mahogany
Brilliant Mahogany
Deep Copper
Brilliant Copper
Copper Blonde
Intense Copper Blonde
Red
Intense Brilliant Red
Intense Red Blonde
Clear
TREND FORECAST
CRYSTAL BLONDES COLLECTION
3 New! Special Edition
Deepshine® Demi
Ammonia-Free Tone-onTone Cream Color
shades
• Silver
• Steel
• Lilac
Create luminous, light filled, iridescent cold crystal looks with Rusk’s
Deepshine® Demi Ammonia-Free Tone-on-Tone Cream Color available now in
three special edition demi toners – Silver, Steel and Lilac. Immaculate and icy
blonde hair can be achieved with any Deepshine® Lightener.
GET THE LOOK - COLOR FORMULA
1. To create an icy blonde base we
mixed 1 pt SL00N Super Lightener
Neutral Blonde and 3 pts 30 Volume
Developer
2. Once applied to the entire head,
process for 45 minutes, shampoo
and dry the hair
3. Add a few highlights to the top and
crown using
1 pt Deepshine® Blue
or Deepshine® White mixed with 2
pts 20 Volume Developer
4. After processing to a pale white
stage, shampoo and dry the hair
5. Apply Lilac highlights or panels
using 1 pt Lilac and 1 ½ pts
Balancing Lotion over pre lighten
pieces
6. Process for 15 minutes
SHINE ENHANCING BALANCING LOTION
 Specifically formulated to be used with
Deepshine Demi Ammonia-Free ToneOn-Tone
Cream Color
 When mixed with the demi the
combination
of ingredients ensures that maximum
tone, depth,
and color durability are achieved
without
compromising the integrity of the hair
fiber
Marine Nutrient Complex
ensure hair is healthy, soft and shiny
• Ten vibrant, translucent funky gel
colors that
temporarily infuse the hair with
bright, bold
exotic pigments that are ammoniafree.
•
Think fresh, vivid pigments like those
used by artists.
• Create shades as demure as
watercolor,
bold as crayon or as intense as oil
paint!
•
Compares to Pravana Vivid Colors.
How to formulate Scream:
•
To create intense colors it is necessary to pre lighten
the hair with either Deepshine White, Deepshine
Blue or Deepshine Blonde
•
Pre lighten hair to pale yellow, then choose one of the
bold vibrant funky scream colors
• Applied directly to towel dried or dry hair with a bottle
or a brush
•
No developer is needed
•
Process up to 20 minutes
Chemical Services

Blue-toned lightener for off-scalp application enriched
with bio-marine conditioning agents

Sea oak prevents excess moisture from being depleted
during lightening

Hydrolyzed keratin replenishes protein

Safflower oil nourishes hair ensuring
luxurious condition and radiant shine.

Dust-free formula lightens hair up
to 7 levels

Use with Deepshine Shine Enhancing
Cream Developers

Mixing ratio: 1 part Deepshineblue to
2 parts developer
Chemical Services
Deepshine® White
Luminating Powder Lightener
• A marine-enriched,
dust-free lightener.
• Powerful enough for fast off-scalp highlighting yet gentle
enough to be used for on-scalp applications.
• Formulated with organic sea kelp to nourish
and revitalize the hair, improve hydration and
increase elasticity.
• Superior condition with unsurpassed shine.
• Lifts evenly and thoroughly up to seven levels
without unnecessary damage to the hair.
• Stay-moist formula and smooth, creamy consistency
ensure quick, easy and precise application.
Deepshine®Blonde Gentle Lightening Cream is a marine
mineral-enriched formula that deeply conditions during the
lightening process.
•
Sea oak functions as a barrier to prevent moisture loss,
while sea kelp nourishes and revitalizes the hair, improving
elasticity.
•
Gentle formula leaves the hair in optimal condition with
radiant shine.
•
Lifts up to 7 levels.
• Dual Use - On- and off-scalp applications.
On-scalp
only withBlonde
10 or 20
Deepshine®
• Mixingapplication:
Ratio: 1 pt Use
Deepshine
and
2 pts
Shine Enhancing Cream Developer.
developer.
Off-scalp
application: Use with the desired Deepshine®
Shine Enhancing Cream Developer, 10 to 40 volume.
Chemical Services
An innovative color corrector that gently removes unwanted
permanent color, with a non-progressive, precise control
formula that contains no ammonia, peroxide, bleach or
formaldehyde.
• For slight, partial, or full color
correction.
• Used to lighten up a shade that is
too dark, to fix darkened ends, or to
correct an at-home color application.
• Palette cleaner for that client who
likes frequent charge.
Chemical Services
How do you use it??
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Always consult manufacturers instructions.
Simple 2 step process.
Combine equal parts of #1 (color reducer) and #2
(conditioning catalyst).
Bottle or bowl and brush application may be used.
Can be used with or without heat.
Process up to 20 minutes.
Rinse and shampoo twice using Rusk “Clarify” shampoo
Apply #1 processing lotion (or 10 volume developer) for
10 minutes. This will activate any remaining color
molecules left in the hair.
Repeat up to 3 times if necessary.
Chemical Services
Chemical Services
What is it???
• AnticurlTM ANTIFRIZZ is an innovative non-permanent
salon service brought to you by Rusk. One formula for all
hair types makes it even easier.
• In approximately 30 minutes, this temporary two-step
process removes all frizz from the hair while leaving
the hair’s natural curl or wave.
• Any clients, men or women, can benefit from this
convenient, low-maintenance, temporary service.
Chemical Services
What is it???
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A revolutionary new series of salon services.
Takes only 1 hour!!!
It is a Demi permanent curl adjuster, temper
tamer, frizz remover.
Does not leave a line of demarcation. Hair will
slowly revert back to original curl minus the frizz.
It is a thio based curl adjuster.
Allows the stylist to take less than perfect hair to
new level by molding and manipulating the hair
into perfect hair.
Hair will have the versatility to be worn straight 1
day and wavy the next depending on the clients
mood!
Resists the effects of humidity.
Chemical Services
•
•
Normal/Tinted
Virgin/Resistant
What is it and who is it for?

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Thermal Shiny Str8 Internal Restructuring System is a patented system
that will achieve permanent straightening
It is for anyone who desires a straight texture permanently.
Recommended for Hispanics, Caucasian, Asian and some multi cultural
hair types.
Thermal Shiny Str8 is a safer, gentler method of permanently
straightening the hair as compared to a Sodium Hydroxide (lye) relaxer
product.
Our patented “Process Control Technology” (PCT) actively manages the
chemical reaction for predictable results every time!
Consist of thio based cream combined with Vitamin b5, soy protein and
keratin amino acids followed by a low hydrogen peroxide lotion
The Opportunity

64% of salons offer hair straightening/smoothing services

Stylists charge on average anywhere from $150 to $400

Smoothing is the new “hair color”:
• Clients book regular services coming in on average every
3 months
• Take-home maintenance products provide a significant
retail opportunity
Trend Watching
Smoothing Still HOT in 2012
• Smooth styles are still the
preference by Hollywood,
Mainstream and Million
Matchmaker Patti Stanger
Consumer Trends
•
79%* of women credit their stylist as the reason they
booked an “in-salon conditioning treatment”
•
42%* of women booked a “smoothing/straightening”
treatment based on stylist recommendation
•
85%* of female respondents ranked “knowing the
ingredients are safe” as the most important factor in
considering a chemical smoothing/straightening
treatment
*Texture Trends Report 2011
INTRODUCING
“The Safe & Effective Alternative
Who is it for?
Clients who:
• Have challenges with frizz
• Need help with “out-of-control” curl
• Are looking to reduce blow-dry/styling time
What is it?
•
•
•
•
A formaldehyde-free, thio-free, nonpermanent smoothing system that
safely smoothes hair for up to 12
weeks
Reduces curl and eliminates frizz,
while cutting down dry-time
Improves hair’s condition leaving it
shiny and manageable
One formula, in one kit that works on
ALL hair textures/types
Pravana
Perfection SmoothOut
Farouk Systems
CHI Enviro American
Smoothing Treatment
California Smooth®
Keratin Smoothing
Treatment
American Culture
Simply Smooth
Designer Line Keratin
Treatment
We’re Superior
Technology Story
Performance
Brand
Rusk®
Deepshine® Keratin
Smoothing Treatment
Formulated to safely
smooth, reduce curl
and eliminate frizz
while cutting down
dry-time and
improving hair’s
condition leaving it
shiny, manageable
and conditioned for up
to 12 weeks
No formaldehyde, no
thio, no paraben formula featuring
amino acid and sulfite
based technology
combined with keratin,
wheat protein &
Deepshine® Marine
Nutrient Complex
“Safely transforms
coarse, frizzy, hair to
smooth & superbly
shiny with results
lasting 8-12 weeks”
nano-amino acid
complex, comprised of
amino acids, a heat
protective polymer,
and a heat activated
reducing catalyst
(unspecified) that
allow the solution to
penetrate the hair
fiber and to suspend
the hair’s “textural
memory.”
One rinse out formula Leaves sticky residue
that works on ALL hair on hair – treatment is
textures/types
on hair when blown
Everything you need in out and flat iron.
one kit
Unsatisfactory results
from on line reviews
“Eliminates up to 95%
of frizz, reduces curl
and instantly adds
amazing shine, silkiness
and condition to the
hair for up to 16 weeks”
“Safely and
effectively renders
hair frizz-free, fullbodied and
remarkably shiny for
up to 12 weeks”
“Reduces texture, curl
and frizz up to 100%
for up to 20 weeks”
“Paraben-free, thio-free
and no formaldehyde
added formula featuring
amino acids, proteins,
silk and pearl” –
mystery Oxoacetamide
active ingredient not
mentioned in marketing
story.
“Thio-free, no
formaldehyde-added
formula featuring a
proprietary blend of
grain-derived
proteins and keratin”
“Thio-based formula,
sodium-chloride free
(irrelevant claim only
relevant to shampoo),
formaldehyde-free”
Requires investment of
more on-hand
inventory. Three
different formulas (for
virgin/resistant hair,
colored/chemicallytreated hair and
Formulated without
any actives, this is
not much more than
an intense smoothing
conditioner feedback
is stylists &
consumers are
NOT compatible with
sodium hydroxide
treatments, cannot be
used on doubleprocessed, excessively
highlighted or high-lift
blondes
How does it work?
Formaldehyde/Thio-free
formula
Formulated to alter and
improve hair’s texture
from the inside-out
• Sulfite penetrates the hair shaft
to reduce/loosen the bonds that
comprise hair texture
• In this pliable state, flat-iron
heat is applied. The keratin and
amino acids re-align and “lock-in”
a new smooth texture, while at
the same time strengthening and
repairing hair’s surface
• Deepshine® Marine Nutrient
Complex imparts brilliant
condition and glossy shine
Seeing Is Believing
Seeing Is Believing
Seeing Is Believing
YE
S!
Seeing Is Believing
Seeing Is Believing
How does it fit within RUSK?
CATEGORY
SUBCATEGOR
Y
PRODUCT
TECHNOLOGY
Permanent
Straightening
Thermal
Shiny
STR8
Thio-based
36 wks
Grows out
Straightening
Anti-Curl
Thio-based
16 wks
Reverts
back
Smoothing
Deepshine
® Smooth
Sulfite-based
can be used on
high-lift
blondes
12 wks
Wears off
Temporary
RESULTS FOR
Consistent Packaging
Impactful Shelf Presence
New Price Strategy for 4 Distinct Brands
Committed to Upgrading Technology
International Innovation and Performance
High End
High Performance Line
Sol-Gel Plate Technology
Advanced Italian Dryer Innovation
Black, High-Gloss, High-Shine, Housing
Two Year Limited Warranty
 Sophisticated Black on Black Packaging
1-1/4” CTC Str8® Iron
Key Features
Instant Heat & Recovery
Digital Temperature Display
up to 450ºF
Ceramic & Titanium
Complex
Sol Gel Plate Technology
NEW Sleek, High Gloss
Black Housing
9’ Swivel Power Cord
1” CTC Str8® Iron
Instant Heat & Recovery
Memory Function
Steady Heat up to 450ºF
Ceramic & Titanium
Complex
Sol Gel Plate Technology
Sleek, High Gloss Black
Housing
9’ Swivel Power Cord
CTCLite 1900-Watt Dryer
Lightweight
Ionic Generator
Ceramic & Titanium
Complex
3 Heat/2 Speed Settings
Cool Shot Button
Diffuser & Concentrator
9’ Swivel Power Cord
CTC7500
2000-Watt Dryer
Made in Italy
Ionic Generator
Ceramic & Titanium
Complex
3 Heat/2 Speed Settings
Cool Shot Button
Diffuser & 3 Concentrators
Sleek, High Gloss Black
Housing
9’ Swivel Power Cord
W8less 2000 Watt Dryer
Key Features
Incredibly Lightweight
Ceramic & Tourmaline
Custom Cubic Print
7 Heat/Speed Settings
8’ Foot Power Cord
1” W8less Flat Iron
Key Features
Incredibly Lightweight
Ceramic & Tourmaline
Plates with Sol Gel
Technology
Even and Steady Heat
up to 450°F
Custom Cubic Print
9’ Foot Power Cord
• 1875 Watt AC Motor Ceramic Dryer.
• Creates immense shine.
• Ionic to tame frizz and control
static.
• Ceramic for even heat.
• 7 heat/speed settings.
• Limited 2-year warranty.
• 1” Iron Ceramic Str8 Iron.
• Creates immense shine.
• Straightens, smoothes and tames
frizz.
• Ceramic for even heat up to 450ºF.
• 25 heat settings for all hair types.
• 9’ swivel power cord.
• Limited 2-year warranty.
Heating element is made with high quality ceramic cores that
produce constant heat ranges that will rapidly dry all hair types
even at lower heat settings.
• 2000-watt durable ceramic dryer
uses far-infrared heat.
• Ergonomically designed,
• Soft touch finish, and a true cool
shot button.
• 6 heat settings and speeds.
• 9 ft cord.
• 2-year limited warranty.
• Italian AC motor for
expanded power and life.
• 2000 Watts.
• Ceramic and
tourmaline.
• Ionic generator.
• 9ft Power cord.
Ceramic and Tourmaline Str8 Irons
• Two sizes-1 inch and 1.5 inch.
•Instant heat up to 450 F.
• Infused with Ceramic and Tourmaline.
• Fashion forward - PURPLE PLATES
• 4” Extended plate length.
• 8’ Power cord.
• 4 Sizes to choose from:
.75 Inch, 1 Inch, 1.25 Inch and 1.5
Inch.
•Instant heat up to 450 F.
• Even barrel temperature.
•Ceramic and Tourmaline.
• Lightweight and perfectly
balanced.
Blades
Rotating thumb maximum control with reduced physical effort and
significantly less thumb travel; ensures an elbow-down, wrist-straight
position while cutting.
Cryogenically tempered steel blades are razor sharp, extremely
durable and exceptionally efficient.
Ergonomic crane handle design creates an open, natural grip,
eliminates hand and thumb stress, swelling, tingling and numbness
associated with carpal tunnel syndrome.
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Rusk revolutionized hairdressing in 1984 by the introduction of
the “Rusk Weaving Blades”
We at Rusk believe that a broken line should be as precise as a
straight line.
Rusk weaving blades make texturizing hair an efficient, precise
one step process.
The Rusk weaving blades were designed to eliminate the time
consuming process of chipping or notching.
The enemy of volume is weight, even on fine hair.
To create texture within a haircut, it is necessary to break up a
solid line.
4/13/2011

ALPHA – The perfect 8 tooth weave, cutting
blade. Creates volume, dimension and texture.
Creates a “Skyline” effect. Great for Curly hair
or fine hair!

BETA – The perfect 27 tooth weave cutting and
thinning blade. Creates volume, dimension and
texture. Recommended for thick, coarse and
curly hair types.

GAMMA – The perfect 35 tooth thinning blade
with slightly wider teeth than the traditional
thinning blade. Increased width enables you to
produce softer, velvety effect. Excellent for
blending short hair.

DELTA – The perfectly balanced conventional
cutting blade. Available in 5.0 or 5.5.
Alpha - An 8-tooth shear for
perfect weave cutting.
Beta -A 27-tooth weave
cutting and thinning shear.
Gamma –A thinning shear with
35 teeth slightly wider apart
than conventional thinning
shears.
Delta -The perfect cutting
blade in terms of performance,
construction,
design and balance, in 5’ or
5.5’.
STEEL
RUSK BLADES…
THE BEST JUST GOT BETTER
•
VG-10 steel is referred to as “super steel” because of its ability to
hold an incredibly sharp edge
•VG-10 steel will hold an edge 3 times longer than 440C steel
• VG-10 steel is also known for its durability without being heavy or
brittle
Rockwell Scale OF Hardness
•This scale is used throughout the
steel industry as a guide to
judging the
hardness of steel
•Very hard steel ranges from 55-66
See and Feel the Difference
•You can see the difference
•VG-10 has a different smoothness and fresh finish
•You can feel the difference
•VG-10 has a crisp and smooth cutting motion
•Blades glide together like a well oiled machine