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

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