MAJOR MAKEOVER
Breaking news! One of the all-time favorite lines of professional permanent hair color has been reformulated, reimagined, and revitalized. When it was first launched, CHI Hair Color claimed several “firsts”—first ammonia-free permanent color, first formula to incorporate the strength and shine of silk keratin protein, just to name a few. Recently, Founder and Chairman of Farouk Systems, Inc., Dr. Farouk Shami, and Vice President of Education and Shows, Mego Ayvazian, headed back to the lab to give the beloved CHI Ionic Permanent Shine Hair Color a major upgrade. The results, they promise, will delight long-time fans of the brand and new users equally.
CHI Ionic Permanent
SHINE GETS A
Here’s a look at how CHI Ionic Permanent Shine Hair Color has changed for the better.
“CHI was the first ammonia-free color, and now we’ve added new ingredients that
are even better for the hair.”
– Mego Ayvazian, vice president
of education and shows of Farouk Systems, Inc.
so what's new?
Plenty, according to Shami, Ayvazian, and President of Professional at Farouk Systems, Inc., Lisa Marie. Starting with the most important factor when it comes to hair color—healthier hair. “We updated the formula to be gentler to the hair and to keep it healthier,” says Ayvazian. “CHI was the first ammonia-free color, and now we’ve added new ingredients that are even better for the hair. Thanks to the new Hue Definition Technology that preserves the integrity of the hair while coloring, stylists and their clients will see more shine than ever before and enjoy longer-lasting color results. And because the formula is ammonia- and PPD-free there is no odor.”
Time is of the essence for busy pros, so the team has produced a faster-processing formula. According to Ayvazian, processing time has been reduced from 45 minutes to 30 minutes, even when doing grey coverage. Do the math. Saving 15 minutes per color client means you can do more color services each day and bring in more color revenue. Also falling under the category of “good news for pros,” says Lisa Marie, are the facts that new additives like yellow/orange help with color corrections or custom formulations, and the consistency is drip-free and easy to spread, which makes color applications easier and requires less product.
The new color is pretty on the outside and powerful on the inside.
Also worth noting? Colorful, new, on-trend packaging that reflects the advanced performance of what’s inside. Think pretty color on the inside and pretty boxes on your salon shelves!
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Silk Protein. Shami discovered the power of silk decades ago, and it has long been a key ingredient in most CHI products. “Silk protein is renowned for its ability to strengthen and repair hair, providing a smooth and shiny finish,” he explains. “It contains 17 out of the 19 amino acids found in human hair, making it one of the strongest fibers in the world. It’s capable of bonding with and repairing hair from the inside out. It contributes to long-lasting color results and unparalleled shine and reflection.”
Infused with hyaluronic acid, aloe vera and silk protein, the new formulation of CHI Ionic Permanent Shine Hair Color delivers moisture, shine and color longevity as it repairs damage and protects hair integrity.
AN INGREDIENT TRIFECTA
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One of the key reasons for the remarkable performance of the new and improved CHI Ionic Permanent Shine Hair Color is the new Hue Definition Technology, comprised of a trio of carefully chosen state-of-the-art ingredients. Let’s take a look:
Aloe Vera. Known as “nature’s moisturizer” (ever wonder why aloe vera plants thrive in the desert?) this ingredient is rich in essential nutrients, amino acids, and vitamins. It conditions and protects the hair and provides protection for sensitive scalps. What’s more, it helps reconstruct damaged hair, explains Ayvazian. “It fills the chinks and gaps in damaged hair strands,” he explains, “so hair color lasts longer and the hair is healthier and shinier.”
Hyaluronic Acid. A darling of skin care enthusiasts because of its extraordinary hydrating abilities, this ingredient is now performing like a boss in CHI Ionic Permanent Shine Hair Color. Its water-retaining capacity allows it to form a thin film on the hair, preventing moisture loss and ensuring moisture retention. The results include reduced frizz and protection from heat and mechanical damage. In addition to hydration, adds Ayvazian, hyaluronic acid also offers powerful anti-aging properties.
100 SHADES AND COUNTING
Permanent color is essential for grey coverage and these new formulas deliver. “Our grey series is perfectly balanced to replace the missing melanin in grey hair,” explains Lisa Marie. “So, you get natural shades, no off tones, complete coverage and the color lasts longer.”
And as colorists have come to expect from CHI hair color, know that the reds in the new range are…well… fire! “CHI has always been known for having vibrant reds,” agrees Lisa Marie, “and our new shades deliver even better reds because they contain additional, upgraded dyes. Plus, thanks to the Hue Definition Technology, our reds will last longer and have even more shine and vibrancy!”
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CHI has always been known for having vibrant reds and our new shades deliver even better reds thanks to additional dyes and Hue Definition Technology for longer lasting color and more shine and vibrancy.
– Lisa Marie Garcia, president of professional at Farouk Systems, Inc.
Looking for shade options? How about 100 of them? From the most natural-looking neutrals, beiges, mochas and iridescents, to really robust reds, there are shade ranges and options for every imaginable color result. Plus, they’re all intermixable, which extends your color possibilities to infinity!
We know—hairdressers are visual folks and seeing is believing. So here are two makeovers that demonstrate the shiny, healthy-looking results of the new CHI Ionic Permanent Shine Hair Color.
SEEING IS BELIEVING
“Cop-ricot.” Ayvazian demos a beautiful corrective blend of copper and apricot with vivid, dimensional results.
“Angel Hair Blonde.” Here’s how to combine 11I and 11W to remove warm tones and create a heavenly blonde that’s not too ashy and not too warm.
Although this new formula has just launched, Lisa Marie reveals that CHI educators have been training with the product for a couple of months and the feedback has been euphoric. “The stylists love all the new shade options, the vibrancy of the color, the non-drip formulation and how easily the color spreads for all types of color applications,” she says. “They also called out how much healthier the hair is after the color service and the amazing shine. I want to note also that our new CHI Developers are now formulated with bonders, plus each cap is color coded to indicate 5-, 10-, 20-, 30- and 40-volume which prevents grabbing the wrong developer on a busy day in the salon!”
As for clients? The educators’ models have also weighed in. “We’re hearing the clients love the way their hair feels,” says Lisa Marie. “They tell us it’s softer, shiny and the color is more vibrant and lasts longer.”
EARLY REVIEWS ARE IN
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This reformulation is a natural progression in the evolution of CHI. Since our inception, we have been dedicated to merging science with nature to create superior haircare products. By incorporating advanced scientific knowledge and natural ingredients, we continue to push the boundaries of what is possible in haircare. This reformulation underscores our commitment to innovation, sustainability, and the well-being of our customers and the environment. And this CHI Ionic Permanent Shine Hair Color makeover comes on the heels of a completely reimagined CHI color portfolio that includes CHI Color Express and CHI Tone & Gloss.
– Dr. Farouk Shami, founder and chairman of Farouk Systems, Inc.
vibrant
color!
amazing
shine!
a message from the founder
CHI’s Founder and Chairman, Dr. Farouk Shami, is anything but a “suit” in an executive suite—he’s a hairdresser who loves the art and science of the business and never hesitates to get his hands into hair and hair products. He’s often spotted at educational and industry events chatting with stylists and soaking up their ideas and feedback so he can continue to develop the products and tools they need to succeed. “Our decision to reimagine the CHI Ionic Permanent Shine Hair Color stems from our commitment to innovation and excellence,” he reveals. “The beauty industry is ever evolving, and it is essential to stay ahead of the curve. Advances in haircare science and a growing demand for healthier, more sustainable products inspired us to revisit and enhance our permanent color line. We wanted to ensure our offerings meet the highest standards of performance and care for our customers' hair.”
And as the stylist community has come to expect from their CHI partners, this new color is part of an ongoing evolution. “We are excited about several upcoming innovations,” Shami hints. “We are expanding our range of eco-friendly products, including formulations with natural ingredients. Additionally, we are constantly developing new styling tools with the latest technology to minimize heat damage and enhance styling efficiency. Stay tuned for these and other groundbreaking products as we continue to revolutionize the haircare industry!”
Explore the new CHI Ionic Permanent Shine Hair Color here, visit your local Cosmoprof location or contact your Armstrong McCall distributor.
PERMANENT