What We Are - TheSalonCenter.com
Transcription
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 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! + = 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. Being Sexy Hairspray – Firm hold, long lasting touchable support while with incredible shine without build-up. 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?? 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??? 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? 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. 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