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.

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