A professional permanent cream hair color in an Intense Platinum Ash Blonde (10.11AA) shade—formulated for maximum lift with strong ash toning to neutralize yellow and brass.

Key features

• Shade: 10.11AA – Intense Platinum Ash Blonde (double ash reflect)
• Size: 3.4 oz salon tube
• Technology: Micro Pure Pigment Technology for deeper penetration and longer-lasting results
• Conditioning system: Advanced Marine Therapy smooths, strengthens, and evens porosity
• Coverage: Up to 100% gray coverage with consistent tone
• Finish: Bright, icy blonde with high shine and clarity

Why pros like it

• Strong ash control: “.11AA” = double ash, meaning serious brass neutralization
• Ultra-light lift: Designed for platinum/icy blonde results
• Clean, cool finish: Helps cancel yellow tones for a true ash blonde
• Intermixable: Customize with other Deepshine shades for toning or softening

How to use

• Mix with RUSK Shine Enhancing Cream Developer
  • Typically 1:1.5 to 1:2 depending on lift goals
• Apply to dry hair
• Process 30–45 minutes
• Rinse, shampoo, and condition

Best for

• Clients wanting icy, platinum blonde results
• Neutralizing yellow or brassy tones
• High-lift blonding services
• Creating a cool base for toning or fashion blondes
• 10.11AA Intense Platinum Ash Blonde → maximum lift + strongest ash control