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48 The Colorist | MAY/JUNE 2014 | thecoloristmag.com PHOTOGRAPHY: COURTESY OF SEBASTIAN; HAIR COLOR: SEBASTIAN PROFESSIONAL INTERNATIONAL ARTIST ANTHONY COLE ❝ bac s ory G eri Cusenza is a true visionary, a pioneer who co- founded Sebastian with her husband John and went on to create some of the industry's most innovative products, from the fi rst crimping iron to Molding Mud. For colorists, the introduction of Cellophanes in the 1970s was a watershed moment. It was the fi rst product of its kind—pure, transparent, semi-permanent color that contained no ammonia or alcohol and used heat, not peroxide, to infuse color into the hair. T e result: healthy, natural looking color with incredible shine. Before Sebastian's dispensary-altering product was introduced, semi-permanent color simply didn't exist. Colorists had two choices: oxidative color, which required developers to open the cuticle, and henna, a natural stain that had limited use in the salon because of its high metallic content. A huge hit, Cellophanes became the default name for the entire semi-permanent category, just as Kleenex became synonymous with facial tissue. In 1989, after a formula upgrade, Cellophanes became Cellophanes Plus. T en in 1994 Cellophanes Plus became Colourshines when processing time was cut to 20 minutes. Now get ready for the next generation of this semi-permanent stand-out, which will once again be called by its original name: Cellophanes. A rose by any other name is still a rose, and the same goes for Cellophanes. sheer genius The Cellophanes evolution ❝ Cellophanes became the default name for the entire semi-permanent category. 0 5 1 4 b a c k s t o r y . i n d d 4 8 0514 backstory.indd 48 4 / 1 5 / 1 4 1 : 4 9 P M 4/15/14 1:49 PM