Are You Melting Plastic Onto Your Hair?

Are You Melting Plastic Onto Your Hair?
ISH Introduces the First in Their New Line Of 100% Natural Styling Products

(LOS ANGELES March 17, 2006) – Finally, a styling spray that won’t damage or weigh hair down! Traditional styling agents, such as those made by Paul Mitchell, Redken and Alterna, contain alcohol and plastic polymers, which are very harmful to the hair, especially when used with a heated hair appliance. ISH just released the I Love My Hair Styling Spray, 100% natural and 100% safe to use with blow dryers and styling irons.

Everyday millions of people are doing serious damage to their hair without even knowing it. When silicone based products are heated under a blow dryer or styling iron, the plastic polymers melt, creating an unhealthy build-up on the cuticle layer and scalp. Even the most trusted brands in hair care, such as Redken, Paul Mitchell, and Alterna, contain ingredients potentially harmful to the hair. In addition, the wide majority of styling agents use alcohol as a main ingredient, robbing hair of natural moisture.

The ISH I Love My Hair Styling Spray guarantees to provide maximum hold without doing damage to the hair – even when used with a heated appliance. This innovative product took a hint from Mother Nature, utilizing rice starch as its holding agent. Because rice starch is 100% natural, it is completely safe to use with any heat source. Best of all, it is water soluble, so it never leaves a build-up.

Because I Love My Hair Styling Spray contains no alcohol and no plastic polymers, it can be used before, during, and after styling. Spray on at the roots and blow dry for volume that is bouncy not stiff. Use during styling to capture curly or sleek styles. Also, use as a finishing spray for 18-hour hold with natural movement.

ISH products, including the I Love My Hair Styling Spray, are available at over 1,000 fine salons and spas nationwide. For more information about any ISH products or to place an order, please call 800.429.0989 or visit www.ishrescue.com to locate a salon near you.

###

Humidity: Your Hair’s New Best Friend!

Humidity: Your Hair’s New Best Friend!
ISH Haircare Puts Needed Moisture Back into the Hair
and Makes It Super-manageable, Style-able and Frizz-Resistant

(Los Angeles, March 16, 2005) – When beautifully arranged hair is in danger of going wildly out of control due to humidity, ISH comes to the Rescue with the perfect “must have” at-home product and in-salon treatment to combat this universal problem.

“What sets apart ISH’s Ionic Rescue products from other frizz-fighting products is the main ingredient—HRC, which seals hair on the outside and replenishes it with moisture on the inside,” states Nelson Chan, founder of ISH Haircare and celebrity haircolorist. “Up until now, silicone has been the standard ingredient used in most anti-frizz products, but while it seals, silicone fails to return much-needed moisture to the hair shaft.”

HRC or Hair Renewal Crystals, which render supreme moisture and long lasting shine, are botanically-based ingredients derived from unique jojoba plants that only grow in the austere climate of the Sonora Desert. The main components of H.R.C. are hydrolyzed jojoba protein, jojoba butter and jojoba amino acids. The process of refining the jojoba plants to become HRC takes 9 steps, and HRC is the active ingredient in all ISH Ionic Rescue products.

An in-salon service, the ISH Ionic Rescue Treatment involves the following steps: after a cleansing shampoo, an ionic product containing HRC suspended within a creamy conditioning base is applied to sectioned hair. Next, a heated (80-100 degrees Celsius) flat iron is passed over the hair, allowing the creamy base to penetrate the hair shaft and preparing it to properly absorb the ingredients from the HRC, while infusing natural moisture and shine factors into the hair. The heat also dissolves the crystals, which go deep into the hair’s structure for maximum conditioning benefits. Once inside the shaft, these crystals target areas of damaged and broken bonds and begin their repair work. Finally, a rinse and quick dry leaves hair smoother, softer, and shinier. A quick and easy add-on treatment for hairdressers, the entire process takes only 30 minutes to one hour, with blow-out or styling time additional. The cost of treatment ranges from $60 to $150 depending on the length of hair, and the results last up to one month.

ISH also offers the at-home ISH Ionic Rescue One-Minute Treatment (6 oz. Tube; retail $25.00), which contains the highest concentration of HRC in the Ionic Rescue retail product line. It also contains silk amino acids and protein, algae extract, rosemary extract, witch hazel extract, hydrolyzed keratin and wheat germ oil. With consistent use, stressed hair recovers its healthy glow. Chan explains its application: “Once or twice a week after shampooing, rub a small amount between your hands to dissolve the HRC. These crystals are like caviar--oily, little bits with a fine, silky coating that melts easily. Massage this through towel-dried hair, concentrating on ends. After just one minute, you can either rinse well or choose to amp up the conditioning by applying heat. The hair cuticle responds by opening up to receive the product. Hair structure is strengthened and almost ‘rebuilt’.” The results of the One-Minute Treatment last several days, significantly less time than the in-salon treatment but still superior results.

The ISH Ionic Rescue Treatment is offered at over 1,000 salons and spas in the United States, Canada, Mexico and Puerto Rico. For more information about ISH Haircare, the ISH Ionic Rescue professional treatment or ISH Ionic Rescue at-home haircare products, please visit the website at www.ishrescue.com or call toll-free at 800-429-0989.

###

Heat-Boosted System Protects and Repairs Distressed Hair

Heat-Boosted System Protects and Repairs Distressed Hair
ISH HAIRCARE LAUNCHES RESCUE RETAIL HAIRCARE LINE
THAT ACHIEVES IN-SALON RESULTS AT HOME

(Los Angeles, June 14, 2004) - While heat has traditionally been associated with contributing to hair damage, in ISH’s IONIC RESCUE home haircare system, heat from hair dryers and flat irons actually helps to condition hair by activating the nutrients inside the products. It also works with the cat-ionic (negatively-charged) products to repair and restore damaged hair by helping the moisturizing ingredients go deep inside the hair shaft rather than rest superficially on the cuticle, rendering sealing, smoothing and detangling benefits.

“The greater the heat, the greater the boost hair receives,” states Nelson Chan, ISH founder and professional haircolorist. “ISH becomes the first haircare company to adopt and apply this principle by offering a home system that conditions in various degrees according to the amount of heat applied. With increased heat, the conditioning elements can further penetrate the hair shaft to render benefits such as moisture, shine and silk, and combat dryness and brittleness.”

The active ingredient in all four RESCUE home haircare products is HRC (HAIR RENEWAL CRYSTALS). HRC is a revolutionary conditioning element, black in color, containing Jojoba extract and oil--natural moisturizers. HRC “keeps fresh” in a soft dissolving shell. When deposited on the hair, the crystals dissolve and later become activated by heat from a dryer or a flat iron.

All the cat-ionic RESCUE products counteract the positive charge of damaged hair, creating a “balance” that helps seal the cuticle. After heat is applied from blow drying or styling, the HRC goes deep into the hair shaft to establish a secure bond with the an-ionic element (“inter an-ionic bond”). With a secure bond, the conditioning effects last longer. The crystals seek out damaged and weak sites in hair, attaching themselves to these areas and adding strength, silkiness and shine. They infuse hair with moisture, repairing even the most brittle hair, and leave hair feeling full, strong and healthy.

Unlike the already-released ISH IONIC CONDITIONING TREATMENT, an in-salon service available at over 1,000 salons in the U.S., Canada, Mexico and Puerto Rico, the four new products allow women to effectively cleanse and condition their hair in the comfort of their home. They also maintain the conditioning effects of the powerful in-salon treatment. “But if going to the salon is too costly or if time is an issue, then getting an adequate deep conditioning on a regular basis at home becomes extremely important,” adds Chan.

The four new haircare products include:

ISH Ionic Rescue Shampoo (8 oz. Bottle; retail $18.00) – a daily shampoo containing HRC, wheat amino acid, aloe vera oil, and fine silicone, which renders shine and leaves hair soft. This shampoo, clear in color, cleanses the hair, restores moisture and creates a healthy feeling without stripping chemically-treated hair.

ISH Ionic Rescue Conditioner (8 oz. Bottle; retail $23.00) – a light daily conditioner for all hair types containing HRC, silk amino acids and protein, algae extract, rosemary extract, witch hazel extract, hydrolyzed keratin and wheat germ oil. Smoothes, detangles, calms hair, conditioning the outer cuticle layer and providing a high level of shine.

ISH Ionic Rescue Conditioning Sealer (8 oz. Bottle; retail $24.00) – a leave-in conditioner and sealer recommended for daily use before heat styling. Contains already-dissolved HRC, silk amino acids and protein, algae extract, rosemary extract, witch hazel extract, hydrolyzed keratin and wheat germ oil. Maintains the condition of the hair and helps prevent moisture and protein loss. Blocks environmental damage by sealing the cuticle layer of the hair. Locks in the conditioning benefits, detangles hair, and assists in styling and maintaining the well-conditioned look and feel of hair. Apply to clean damp hair before heat styling.

ISH Ionic Rescue One-Minute Treatment (6 oz. Tube; retail $25.00) – once-a-week deep conditioning treatment that contains the highest concentration of HRC. Also contains silk amino acids and protein, algae extract, rosemary extract, witch hazel extract, hydrolyzed keratin and wheat germ oil. After shampooing, rub a small amount onto hands to dissolve HRC and then massage into hair, concentrating on ends. Leave on hair for one minute for a fast deep conditioning.

There are no artificial fragrances in the products.

“The science of beauty has evolved granting us the knowledge of ionic technology,” adds Chan. “Women of all ethnicities will appreciate this corrective heat-boosting system which is effective for all hair types.” To achieve optimal results on fine, frizzy or thick hair, Chan advises using different combinations of the home haircare products. The RESCUE products repair damage caused by perms, bleach, Japanese straightening (aka thermal retexturizing), coloring and relaxers.

ISH’s products are available at fine salons and spas nationwide and via toll-free number. For more information about the ISH Rescue products, please call 800-429-0989 or visit the website at www.ishrescue.com.

###

Winter Hair Repair in the Heat of the Moment

Winter Hair Repair in the Heat of the Moment

ISH Rescue One-Minute Conditioner With Heat-Activated Crystals
For Soft, Healthy Strands And A Salon-Style Finish Fast

(Los Angeles, September 20, 2004) - To rapidly restore hair sapped of moisture by cold air outside and dry air inside, or hair exhausted by excess styling, ISH. HAIRCARE offers speedy resuscitation with its IONIC RESCUE ONE-MINUTE CONDITIONER. One of the four products in the new ISH. IONIC RESCUE home haircare system, the RESCUE ONE-MINUTE CONDITIONER’s active ingredients are HAIR RENEWAL CRYSTALS (HRC), which are set in motion by the application of heat. HRC are tiny, black beads of moisture-rich Jojoba extract and oil, which dissolve on contact with water and distribute a shining coat of conditioner over damaged hair. Once warmed and softened by the influence of heat from a hair dryer, flat iron or even warm water, these crystals melt into gaps in the hair cuticle, restoring fullness and imparting shine. Dehydrated hair is “rescued” in one, deep-conditioning, minute.

ISH. Ionic Rescue One-Minute Treatment (6 oz. Tube; retail $25.00) contains the highest concentration of HRC in the Ionic Rescue product line. It also contains silk amino acids and protein, algae extract, rosemary extract, witch hazel extract, hydrolyzed keratin and wheat germ oil. With consistent use, stressed hair recovers its healthy glow.

Nelson Chan, ISH founder and professional haircolorist, explains its application: “Once a week, after shampooing, rub a small amount between your hands to dissolve the HRC. These crystals are like caviar--oily, little bits with a fine, silky coating that melts easily. Massage this through towel-dried hair, concentrating on ends. After just one minute, you can amp up the conditioning by applying heat. The hair cuticle responds by opening up to receive the product. Hair structure is strengthened and almost ‘rebuilt’.”

There are three additional daily use products that partner with the One-Minute Treatment to complete the Ionic Rescue line. They work in tandem to maintain the conditioning effects of the in-salon ISH. IONIC CONDITIONING TREATMENT, a super-smoothing, long-lasting service that Chan recommends as regular support for keeping hair in shape.

Those products are:

· ISH Ionic Rescue Shampoo (8 oz. Bottle; retail $18.00) – a daily shampoo containing HRC, wheat amino acid, aloe vera oil, and fine silicone, which renders shine and leaves hair soft. This shampoo, clear in color, cleanses the hair, restores moisture and creates a healthy feeling.

· ISH Ionic Rescue Conditioner (8 oz. Bottle; retail $23.00) – a light daily conditioner for all hair types containing HRC, silk amino acids and protein, algae extract, rosemary extract, witch hazel extract, hydrolyzed keratin and wheat germ oil. Smoothes, detangles, calms hair, conditioning the outer cuticle layer and providing a high level of shine.

· ISH Ionic Rescue Conditioning Sealer (8 oz. Bottle; retail $24.00) – a leave-in conditioner and styling product recommended for daily use before heat styling. Contains already-dissolved HRC, silk amino acids and protein, algae extract, rosemary extract, witch hazel extract, hydrolyzed keratin and wheat germ oil. Maintains the condition of the hair and helps prevent moisture and protein loss. Blocks environmental damage by sealing the cuticle layer of the hair. Locks in the conditioning benefits, detangles hair, and assists in styling and maintaining the well-conditioned look and feel of hair. Apply to clean damp hair.

The RESCUE products repair damage caused by bleach, Japanese straightening (aka thermal retexturizing), coloring and relaxers. There are no synthetic fragrances in the line.

ISH’s products are available at fine salons and spas nationwide and via toll-free number. For more information about the ISH Rescue products, please call 800-429-0989 or visit the website at www.ishrescue.com.

###

ISH Ionic Conditioning Treatment Now Available at Over 1000 Salons in U.S.

ISH Ionic Conditioning Treatment Now Available at Over 1000 Salons in U.S.

Treatment Goes Where No Hair Cure Has Gone Before: Into the Cuticle
Heat-Boosted Procedure Works to Restore Damaged Hair

(Los Angeles, March 10, 2004) – Dry, brittle hair: a consequence many women face after coloring, bleaching, relaxing or straightening their hair. With the new Ionic Conditioning Treatment from ISH. Haircare, they can quickly repair their hair in one quick salon visit, and walk out of the salon or spa feeling assured that their hair is in optimum health.

“The Ionic Conditioning Treatment uses a heated flat iron to soak a product into the cuticle, leaving it softer but not straighter, smoother but not flat,” states ISH. Haircare founder and Beverly Hills colorist Nelson Chan, whose clients include Sarah Michelle Gellar, Devon Aoki and Heather Graham. “The quickness of the treatment and its immediate results make it ideal prior to any major event such as a wedding or other important occasion, when one’s hair has to be easy to style.”

Other benefits include reducing tangles, frizz and full body. “In short, this treatment restores the hair’s cuticle by infusing it with more moisture than can be achieved naturally, and its effects last longer than any bottled conditioner,” states Chan. “It works wonders also on ethnic hair, including African-American, Asian and other wiry, textured hair.” Immensely popular in Asia, this conditioner complements the Japanese hair straightener, but does not offer straightening effects.

With results lasting for up to one month, this treatment involves the following steps: after a cleansing shampoo, an ionic product containing HRC (Hair Renewal Complex) conditioning crystals suspended within a creamy conditioning base is applied to sectioned hair. Next, a heated (80-100 degrees Celsius) flat iron is passed over the hair, allowing the creamy base to penetrate the hair shaft and preparing it to properly absorb the ingredients from the HRC crystals, while infusing natural moisture and shine factors into the hair. The heat also dissolves the crystals, which go deep into the hair’s structure for maximum conditioning benefits. Once inside the shaft, these crystals target areas of damage and broken bonds and begin their repair work. Finally, a rinse and quick dry leaves hair smoother, softer, and shinier. A quick and easy add-on treatment for hairdressers, the entire process takes only 30 minutes to one hour, with blow-out or styling time additional. The cost of treatment ranges from $60 to $150* depending on the length of hair.

The ionic conditioning treatment is available at over 1000 fine salons and spas nationwide, including the Julien Farel Salon in New York (Nikki Goldberg at Julien Farel: 605 Madison Avenue; tel. 212-888-8988; www.julienfarel.com); Vincent J Salon in Ft. Lauderdale, Florida (3301 NE 33rd Street; tel. 954-566-6601); Amadeus Spas in Pasadena, California; and Canyon Ranch Spa in Las Vegas. For more information about the treatment, please visit the website at www.ishrescue.com or call 800-429-0989.

*price range varies from city to city

###

ISH Professional Debuts Ionic Resuscitating Treatment

ISH Professional Debuts Ionic Resuscitating Treatment
In-Salon Process Works on All Hair Types, Including Ethnic Hair
Restores & Repairs Chemically Damaged Hair in 15 Minutes

(Los Angeles, Feb. 25, 2003) – Hair Damage: what every hairdresser fears when coloring, relaxing, perming, bleaching or straightening a client’s precious hair.

Responding to an ever-growing need to repair hair that is over-processed and damaged by bleach, perms, relaxers, Japanese straighteners, and even by weather and environment, ISH. Professional introduces the new Ionic Resuscitating Treatment, which restores the hair’s vitality and nourishes it back into a state of health after one short salon visit. ISH, which stands for IDEAL SILKY HAIR, attempts to resolve problems encountered universally by hairdressers working with chemical services, in addition to treating hair problems experienced by various ethnicities, including Asians and African-Americans, who previously required products catering to their specific hair type.

"The quality of one’s hair is dramatically improved by the Ionic Resuscitating Treatment, which temporarily rearranges the hair’s cuticle and renders a luminous shine and smoothness that can’t be achieved through any other type of product or professional salon service," states Nelson Chan, ISH. Professional spokesperson and professional colorist at Estetica hair salon in Beverly Hills. "It’s easy to color, relax or straighten hair, but it’s been virtually impossible to undo the subsequent damage and restore hair to a state of health, until now." Straight from Asia, the ionic resuscitating treatment works on all hair types, and is particularly effective in reducing tangles, dryness and frizziness, even in African-American hair.

With results lasting for up to one month, the fifteen-minute treatment involves the following steps: shampooing and deep cleansing; drying hair; applying the ionic product, whose active ingredient is the "HRC complex" (hair composition rearrangement)-tiny black crystals works together with Hydrolyzed Keratin— that revitalize hair from the inside out; flat ironing large sections of hair at 100 degrees, which activates the black crystals in the HRC complex and forces them to penetrate the hair’s matrix and rearrange its composition; rinsing well; and styling hair. Suggest service price is $40-80 depend on the area and client’s hair. It is a quick and easy add-on service for hairdresser. The cost is $60 for short hair, $70 for medium to long hair, and $80 for very long hair. The entire process takes only 15 – 20 minutes, with blow-out or styling time additional.

"It’s amazing because it makes hair healthier than what can be achieved naturally, and makes hair feel silkier and look so much better!," exclaims Chan. "The ionic resuscitating Treatment is a perfect summer remedy for hair damaged by salt, chlorine and sun."

For more information about the ionic resuscitating treatment, please contact ISH. Professional at 800.429.0989 or visit their website at www.ishresuce.com.

###