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Perfect Touch - 1976
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Perfect Touch: The results can't be duplicated because the formula can't be duplicated.
As Perfect Touch® sales continue their upward climb, and the world's leading perm surpasses its own incredible peak month after month,
this revolutionary Rilling product invites more and more competition. But its non-stop growth says one thing loud and clear: no one else
in the industry has achieved the Perfect Touch formula or Perfect Touch results.
Perhaps it's time to re-assess the chemistry and the record of Perfect Touch to ascertain whether the product is just
riding on its own success. Or are its original, unique benefits still unmatched on the perm horizon as they were at the time Perfect
Touch was introduced—and launched the acid perm industry?
Before the Perfect Touch acid perm revolution, perms injured the hair. The reversal of this led to the immediate and
sensationai acceptance of the Rilling® innovation. To understand how Perfect Touch changed the perm overnight to a service that not
only did not damage the hair but left it in a condition better than its natural state, let's
look into hair structure. The cuticle, or outer layers of the hair, is formed by translucent epidermal cells. Its condition determines
how porous the hair is. A closed, hard cuticle protects hair from imbalance and holds the fibrous cortex in position. A weak cortex
causes dullness, split ends.
The cortex layer beneath the cuticle holds the moisture in the hair, normally up to 10%. It is made up of proteins in the form of
coiled, linked fibres. The condition of these fibres determines the flexibility, elasticity and strength of hair.
Harsh, highly alkaline chemicals used in cold perms "explode" a path through the cuticle into the cortex, causing protein damage and
alkaline imbalance, resulting in loss of hair elasticity and split ends. A hard, closed cuticle is necessary to the health and beauty
of the hair. Alkaline permed hair lost ability to hold color, moisture and natural oils.
The normal state of the hair has an acid balance of 5.5 pH. Alkaline perms have a pH of 8.5 or more. The Perfect Touch
formula introduced a low 6.5 acid pH, previously unknown to the industry.
Perfect touch introduced true reconditioning qualities to perming. Besides low pH, Perfect Touch introduces superior
conditioners, nourishing oils and waving ingredients formulated—for the first time—to keep the cuticle in a firm, closed condition.
The Perfect Touch Neutralizer is a major advance in itself. The special Rilling neutralizer provides additional
conditioning agents that form a mono-molecular film on the hair shaft which restores the natural lustre and sheen to the hair.
The Perfect Touch Applicator-Bottle. It hasn't been duplicated, either. Rilling has put an end to messy mixing, pouring
of ingredients and margin for error with its exclusive, two-chamber lotion bottle. Chamber "A" contains all special conditioners and
nourishing oils. Chamber "B" contains the waving lotion. When applicator nozzle is screwed down, it breaks the seal separating the two
chambers. Separation until the "Perm Moment" assures freshness of formula. Nozzle becomes lotion applicator. No other perm has anything
like it.
Perfect Touch offers a great deal more than leadership. Proud as we are about the success of Perfect Touch, we still insist that
its true value lies in its unique formula and results. Perfect Touch leaves her hair—and his!—fuller, more luxuriant with more body and
manageability. It adapts itself to any hairstyle. It's perfect for blow-drying and more intricate styling. Today millions of people all
over the world can testify to these extraordinary benefits.
When Rilling introduced Perfect Touch, the industry had never heard of a low pH acid perm. It was just 5 years ago. The
product brought an undreamed of level of scientific achievement to the industry-discoveries that resulted in extraordinary conditioning
and restructuring benefits. This is why every perm introduced since
Perfect Touch has used either a hot perming method or the Rilling method of hot perming. But its formula cannot
be duplicated. Which means one thing: neither can its results. And that is why you have been justified in charging
more for Perfect Touch than any other perm.
Rilling®..world leaders in low pH perming.
TURNER HALL CORPORATION, Rilling/Eska/Dermetics, 175 Great Neck Road, Great Neck, N.Y. 11021, © 1976 TURNER HALL CORP.,
Printed in U.S.A.
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