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Rome, Italy - In Rome, Italy, 2500 hairstylists, colorists, vendors, and media
turned out in record numbers at the annual RUSK Extravaganza 2003. Held recently at
The Hilton Cavalier Hotel, Rusk® did what Rusk® does best - educate, inform, and
lead stylists about the latest hair trends that they should try at their own salons
back home.
A highlight of the event was a presentation of Rusk® new line called ThickR which takes
the most fine limp hair and gives it body, volume and bounce. Artistic Director, Sandra Yu,
calls the results "dramatic." Picture a parade of gold, blonde, and platinum hair
with models dressed in "raw" denim, gold and white corsets and Jennifer-Lopez-inspired bodies.
The segment created a mood that had the standing room only crowd asking for more.
Yu calls the second segment, entitled Rusk "China Dolls" dramatic and strong,
highlighted by the longer pony-tailed looks that are all the rage. "The segment was
high energy and pumped up."
"Rusk Now," the most comprehensive segment of the show featured nine models and
a spotlight of styles by Rusk educators across the board. Modern makeup merged with white
tops, graffiti and brown satin pants and haircuts by nine Rusk educators and hairstylists, utilizing
the renowned Rusk techniques that showcase the latest trends.
This segment was followed by a demonstration of Thermal Str8™, or the Rusk Internal
Restructuring System, formulated to transform curly, frizzy hair into shiny, soft, fabulously
straight hair. Performed exclusively by Rusk trained and certified salon professionals, Rusk's
safe hair straightening process is also well suited to some multi-cultural hair textures,
and the technique was shown to great effect at the event. Models walked down the runway with
half heads that were treated by Rusk® Thermal Str8™ and half of the hair shown in
its natural, curly, flyaway state. The result was awesome artistry at its best.
The fifth and final segment called "The Eighty's Thing," featured five female
models and one male model in red and blonde chunky, funky, wild, fun hair. The models
performed dance numbers that alluded to the return of the eighties in hair fashion. The
result was pure, artistry at its best.
Lee Rizzuto, Jr., vice-president of Conair Global Professional Business Units calls the event
"Rusk education in its finest form. Rusk's whole aim is to teach hairstylists Internationally,
how hair is meant to be seen - dramatically. Rusk styling is indeed an art form, with
technique and creativity used as a centerpiece."
The event spotlighted exciting products from the re-launched Being line including Being Flexible,
Being Fierce, Being Defensive, Being Primitive Clay, Being Rubber Gum, Being Shocked
Adhesive that urge Rusk stylists to truly be themselves - highlighting integrity,
individuality, and strength. Look for more exciting product launches, including the just launched
Rusk® Thickr™ hair treatment system that is indeed the antidote to fine, limp, lazy
hair.
Ciao for now from Rusk®!
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