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Sep 12 2012

Cosmoprof 2012: Rusk Talks Smoothing Treatment

Earlier this year, Rusk introduced its new, three-piece Deepshine Smooth Keratin Smoothing System, designed to safely smooth hair, reduce curl and eliminate frizz. Buh-bye, frizzies!!

Rusk execs held a press conference at Cosmoprof North America (held July 22-24 in Las Vegas) to share the Deepshine Smooth Keratin Smoothing System with bloggers and reporters, explaining that the difference between their treatment and the competition is the formaldehyde-free formula.

No neutralizer = no stinky hair and no gas/smoke when treated hair is styled!

Rusk’s treatment penetrates the hair shaft, smoothing from the inside out. Ingredients include:

  • Keratin/wheat protein blend that smooths, strengthens and repairs
  • Cystine amino acid that helps repair, smooth and improve texture
  • Sulfite chemistry that realigns hair protein bonds for smoothness and manageability
  • The company’s own blend of Deepshine Marine Nutrient Complex that imparts condition and glossy shine.

Check out the difference in this model’s hair:

How pretty! The curly part looks a little teased, but that smooth part is really soft and silky.

This treatment is safe for color-treated hair, and is recommended for those with curly/frizzy/wavy hair who need control. And guess what? Getting your hair smoothed or straightened is the new ”it” hair thing. According to Rusk reps, 64% of salons offer a smoothing/straightening treatment! It’s a growing trend.

Rusk’s treatment is not sold to salons in big sizes; it’s sold in three-piece sets per customer, to the stylist. As far as how you can get it, you can find a salon through Rusk’s website (linked to above).

Once you’ve got it, the Rusk Deepshine treatment is supposed to smooth hair for up to three months. Rusk offers an at-home system of maintenance care – Deepshine Smooth Keratin Smoothing Shampoo, Conditioner and Penetrating Treatment, to help you maintain the frizz-free life at home. Each has an SRP of $15.

I haven’t gotten the treatment, but I have been using the shampoo and conditioner from the line. It works a little too well – with a shorter do and my hair a fine texture, I need my hair a little dirty! This stuff makes my hair so silky and smooth, it becomes limp! I imagine if it does this for me, it does great things for my curly-haired friends!

Is there anyone who has tried this treatment, and used the at-home maintenance line? I’d love to hear from someone who has used the Rusk line. Did it work for you? Share your thoughts!

One last thing. I had to share this with you! At the press conference, Rusk offered us hungry media these cute cupcakes:

They were as yummy as they look. I had to pose with one because it’s my last name – no relation, unfortunately!

Have a great day all!

Disclaimer: The at-home maintenance system from Rusk was provided for review by PR Firms/Manufacturers/e-tailers. Please visit my Disclosure tab for more information on how BeautyJudy.com keeps it real!

  • SheilaD

    This treatment sucks. Dry, awful hair afterwards

    • curious

      did it last?

    • curious

      I want to do this on a friend who has course curly hair. The difference in price on this product and the rest is crazy, $15 and $90. This makes me think the quality of rusk isn’t good. Could you explain?

  • Kimberly

    I’ve used this product multiple times on different hair types.
    It is not comparable to a keratin treatment.
    I have noticed a reduction in frizz on clients with curls that aren’t tight.
    Clients with baby fine hair seem to find that this product makes little to no difference.
    I would not promise a client that they would have straight have after having this treatment done.
    I would reccomend it to someone who is willing to do the work ( blow out and style there hair after each wash) but is looking for something that will help lessen the time it takes to do so.

  • http://escovaprogress.com bella

    I love the cakes. So cute.
    Haven’t tried out the Rusk range yet, but I’m a huge fan of Brazilian Keratin treatments, so it’s definitely on my most wanted list ;)

    • http://beautyjudy.com BeautyJudy

      Awesome – report back on how you like it! :)