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60 August 2016 | beautystorebusiness.com Gettyimages.com/puhhha Unmask the secret to soft, healthy hair with these elite products. by Malena Jaime THESE DAYS, LEAVE-IN DEEP CONDITIONERS AND HAIR MASQUES ARE ABOUT AS vital to a healthy-hair routine as the everyday shampoo and conditioner. But what exactly do they offer your client? Kenra Professional's senior artistic manager Laken Rose says the top benefit to integrating hair masques into one's routine is transforming tired, dry hair into soft, smooth and subtle locks. "How a hair masque works is that it creates an ultra-lightweight seal over each hair strand, to even out the porosity and smoothness of the hair's cuticle, [giving it] that silky, smooth feeling," Rose says. Identifying your clients' unique needs is the best way to recommend the right product, Rose says. Usually the right choice comes down to one of two types of masques: a hydrating masque or a reparative/strengthening masque. "The clients that would benefit from a hair masque the most are people that use heat-styling tools every day, lighten their hair every salon visit or swim in chlorine regularly. These clients really need to make sure their hair has as much hydration as possible to reduce any possibility of breakage," she says. While hair masques are at-home treatments, professionals can promote them in-salon. "Hair masques are a great way to upsell your color clients a deep-conditioning treatment," Rose says. "After a color service, apply a hair masque and have your client sit under the dryer for 15 to 20 minutes. Once the client has experienced what this in-salon treatment can do for their hair, retail the product to them so they can maintain the hydration their hair needs in-between salon visits." Optimum Salon Haircare Help customers of all hair types get a salon-worthy blow-out at home: Optimum's new Amla Legend Silky Blow-Out Masque smooths and protects locks in just three easy steps. Suggested retail price: $6.99 optimumsalonhaircare.com Soft & Beautiful Soft & Beautiful Botanicals' Ultra Nourishing Deep Conditioning Repair Masque combines nutrients like shea butter, coconut and argan oils, aloe vera and vitamin E to give hair of all textures the maximum nourishment it needs. SRP: $6.99 strengthofnature.com Luseta Beauty For hair that really shines, look to Luseta Beauty's Argan Oil Hair Masque, a revitalizing treatment that gives damaged or color-treated hair back its luster. SRP: $29 lusetabeauty.com Zotos Professional Customers can get instant results with Zotos' 180PRO Rapid Restorer rinse-out balm; its ultra-rich formula seeps into strands' breaking points while protecting against future damage. SRP: $9.99 zotos.com