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.

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