AT HOME Issue September 2004

diVa 1068 Brookfield Rd Memphis, Tennessee 901-761-4247 diVacolourstudio.com   A brighter, shinier hair color can make you feel like a million bucks. Not only does is transform your appearance, it also lifts your spirit and rejuvenates your self-image. When you walk out of the hair salon, you know you look good. About two weeks go by and suddenly you notice the luster in your hair has faded. Somehow, it looks less natural and feels more brittle. Within two months you're right back in the hairdresser's chair, getting your hair colored all over again. "the use of color on hair has increased 60 percent over the last 20 years," says Ted Cortese, colorist and owner of diVa Colour Studio in East Memphis. "Obviously, there's a great need to keep colored hair looking better, longer." Hair that's been chemically altered (or "enhanced" as many clients like to say) lasts for about six to eight weeks after its application, says Cortese. Although it's impossible to prevent fading, he recommends two "tricks" to help slow the unnatural look. First, retain moisture and those sparkling highlights by using less heat     to blow-dry your hair. Airflow that's too hot will rob hair of its bout moisture. If your dryer is too hot to blow directly on your neck, it's too hot to blow on your hair. Turn down the heat, Cortese says, and you should see a "dramatic" improvement in the look and feel of your hair within a couple of days. "Hot air should be used only for the final steps of styling with a round brush or the styling brush of your choice," he says. Second, switch to shampoos, conditioners and other hair-care products especially formulated for color-treated hair." Another cause of dry, brittle fading is the use of chemicals used for the process," says Cortese. "New   shampoos on the market help solve the problem by using natural fruit-and-grain acids, which, along with natural antioxidants, help remove the damaging effects (of the hair-coloring process)," he adds. Improved conditioners for color-treated hair also help counteract any potentially damaging effects. "The bottom line, " says Cortese, "is the superior technology of some shampoos and conditioners absolutely make hair feel softer and give it more body with an abundance of shine."