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How White on White Works


White on White has been created for the serious canine exhibitor.  White on White lends new meaning to the term "white".  Unlike other whitening shampoos, White On White is an optic intensifying treatment within a shampoo, producing whites so brillant you must see them to believe them.  Contains no bleaching agents, no caustic or harsh chemicals and will produce a lustrous sheen on any darker colored coats.  White on White is non-irritating to normal skin.  However, if your dog has allergies you should pretest for sensitivity prior to use.  Avoid use on wounds, scar-tissue, sores and in the area of the eyes. 


When dealing with white hair, the only way to completely remove discoloration is usually bleach, but since bleach and/or peroxide damages the canines coat permanently (or should we say until it falls out) we do not want to be bleaching.  Instead we are going to the other end of the color spectrum and depositing pigment, drabbing yellow.  What we are drabbing yellow with are 37 different color pigments and due to White On White's molecular structure being so tiny, we are able to remove discoloration under the cuticle lens and deposit pigment in one application without opening the cuticle lens through bleach, but depositing through the cracks and crevices.  Example:  The diminutive molecular structure of all of Chris Christensen Systems treatments are like White On White being the golf ball versus a basketball, the molecular structure of Chris Christensen systems treatments are so tiny that they can go under the cuticle lens and clean and deposit pigment without the use of harsh chemicals like bleach and peroxide.  The long term effects of using products with bleach or peroxide are detrimental and irreversible and you also do not want to use dyes for they do not go under the cuticle lens, dyes lay on top of the lens therefore dulling the coat in appearance and also rubbing off on Judges' hands.   

#1 Extraordinary cleansing ability and color deposit system in one application.

#1 Color pigment deposit system. Small molecular weight (tiny particles of color) that penetrates the top layer of the hair which is the cuticle or hair lens surface to the cortex without the use of harsh chemicals.
#2 Neutralizes unwanted stains that cleansing does not remove, or deposits wanted color tones.
#3 Does not stain the outer layer of the hair surface, thus allowing passage of light through the translucent hair surface to amplify gloss and colors.

#1 A semi permanent color that will not rub off on hands or clothing or for that matter a white towel, and lasts up to 4 weeks.
#2 Acid balanced to close and tighten the hair cuticle lens, amplifying color tones and gloss. White On White can be used on all coat colors and all canine breeds.  Will remove discoloration and create an optic intensity on all other coat colors.  If the canine's coat is a mixture of 15% to 20% white within the coat use White On White.   When ever in doubt of what color treatment to use, use White On White.





I have a white CH toy poodle and a nine month toy that was not so white. I tried the "system" on the older dog as she is still in show coat. WOW she was stunning. I had both dogs side by side it really showed how dule the puppy was. Well I decided to try on the puppy and guess what? Her coat came right up in whiteness. I will be using while we wait for our next show and will enjoy being a winner. Thanks for a great system that worked.  Lillian A.

I just used your White on White Shampoo and recommended system on my bi-blue sheltie and he looks amazing and smells great!  I am officially hooked!  Kelly H.


I just got the White on White shampoo that I ordered - gave my White Maine a "Test" bath since I have a up-coming show on the 17th... all I can say is WOW WOW WOW... the shampoo made his coat "WHITE"!  Glad I found your shampoo, will be ordering MORE!!!! (AS ALL I SHOW IS MOSTLY PURE WHITES).  Thanks a million!!!! Teri - Maine Coons & Our Bobcat Kitten


Dear Lisa & Chris;  I had a funny thing happen recently and wanted to share with you. I have 10 purebred chickens.  I keep them for pleasure and for the yummy eggs they lay.  I recently attended a "chicken swap."  The swap advertised that there would be a chicken grooming seminar.  Of course, I HAD to attend a chicken grooming class!!!  The class a surprise.  It was given by a young lady, 12 or 13 years old.  She was at that awkward age, and had a fairly significant speech impediment.  Yet, this young lady had more confidence than any 12 adults put together.  I was wowed.  This young lady shows her chickens at fairs and shows around the state.  She described in detail how she bathes the chickens, trims their beaks and nails, rubs sweet oil into their combs and wattles.  I asked what the best shampoo for chickens was.  Her answer tickled was swift and without hesitation.  "White on White" is the BEST shampoo for chickens."  So, you obviously have an untapped potential market here!  You need to be pushing the White on White to the chicken showing world!  Hope this finds you both well and happy.  Love you both!  Daryl

I love White on White!  I have an 18 month old Landseer Newfoundland.  This weekend he took Best In Show in the B Match on Friday night then Winners Dog and Best of Winners on both Saturday and Sunday.  Evidently the Judges like it too!  Sincerely, Karen Henson

I just wanted to say THANK YOU for the best products around.  We have been involved with German Shorthaired Pointers since 1969 and for the past 6 years I have used White on White for all my GSP's.  The last 2 years our dogs finished up the show year as #1 in their breed and I constantly got comments on how clean their coats always look.  This is truly the best shampoo and I am hooked.  I recommend these products to all my puppy buyers and friends.  I have run low on shampoo before and used other whitener shampoos and none can compare to White on White. Just wanted to say Thanks! Dorothea Vooris-hand

Hello Chris:  I am sure you have heard many times, but on behalf of myself, and my very WHITE poodle, thank you.  I had tried other products, to no avail.  Now Rambo is not only white, but he shines.  You are a GODSEND for White Dogs with your White on White.  Alan & Rambo

Hi, I usually don't believe testimonials or think "even though it worked for them, it won't work for me."  I've used the White on White, Day to Day and Ice on Ice for my Maltese and her coat truly has never looked better.  Before it was dry and brittle.  One day I picked her up from the groomer and she looked like a giant powder puff - lots of static and flyaway hair. Although her tearing is down to a minimum now, she still has some staining from previous tearing.  It is actually disappearing!   Her coat is a beautiful white, and it is very silky and beautiful.  I used to be envious when I looked at other Malts and saw those long, silky and luxurious coats.   Now I know Hope is on her way to having a beautiful coat as well.  Thank you for a wonderful line of products.  Amari Sokoya Pearson-Fields, MPH

Dear Chris, I am a great believer in the old adage "it's a poor craftsman who blames his tools".  I am also a firm believer in using equipment and shampoos that will make my job easier and the results better.  I was first introduced to Chris and his products many years ago.  The first product that I used was his whitening shampoo.  It was apparent to all of us that there was no product to compare to it.  Then I sampled one of his pin brushes.  My reaction was to throw out all my old brushes in my tack box and buy three more!!  I am serious when I tell you that this is the same reaction we have had to all of Chris's products.  From shampoos and conditioners to blow dryers, from stripping knives to thinning shears to brushes and combs.  I am not the hardest "sell" in my organization.  Anyone who knows my daughter, Jenny, KNOWS we refer to her as the "queen of products".  She is our biggest fan of Chris's products.  If you were to ask me why his products are superior, I can sum it up easily.  Chris is a perfectionist.  He is innovative and he listens to his customers.  His products are always the top of the line.  If you have any suggestions, he is always willing to listen.  How refreshing is that!!!!!! Sincerely, Wood Wornall

Excellent Products!  I wanted to thank you for sending the White on White Shampoo, truly remarkable outcome on my 2 Bichon Frises.  I recently purchased the small slicker and Thick N Thicker Volume Response Foaming Protein at the Bossier City Show.  What more to say than you are a genius!  Hope to see you at the Bichon Frise National in Albuquerque next week.   I have passed along to my friends how great your products are and they are looking forward to seeing you as well.  Many thanks again, Kathey Harwell - Bichon Frises

Thank you for such wonderful products.  I couldn't have my Poms in show condition without them.  I tried another line but came back to Chris Christensen!!  I use your brushes, shampoos and conditioner, I LOVE the White on White for my cream Pom.   The new foaming protein conditioner really fluffs up the coat on my dogs.  I just finished my Pom male last Friday, and my bitch puppy had 11 points at just 7 months old, good grooming was a factor.  I just couldn't have done it without you.  Thanks for the fantastic help you give me with your products!  Geneva Coats - Chino CA - Poms

To everyone at CC, I recently purchased a one year old white standard poodle and have been using your products on her with amazing results.  I brought her home and started with the Clean Start Kit.  Since then I've been alternating weekly between White on White and Day to Day Moisturizing.  I finish with Thick and Thicker, After Bath and then Ice on Ice.  I use the Ice on Ice as a daily brushing aid as well.  Her coat is growing by leaps and bounds and I recently put her into pattern.  I wanted to send along pictures as a token of gratitude for your wonderful products.  Everyone raves about how beautiful her coat is!  Thanks so much and you have a lifetime customer in Olivia and I.  Sincerely, Catherine Ehr and Olivia

I had to use your products on each dog and try out different scenarios before deciding how much of everything I needed to keep on hand.  I have 9 Brittanys onsite and this stuff is just great!!!!!  We have this horrible clay soil that stains their coats and since we field trial a lot, it makes it hard for us to stay competitive in the shows, when we can't get the coats as white as they should be.  I love that none of the products cause any allergic reactions on my oversensitive skin, even after bathing and soaking in the product. dogs now have no flaking skin in the days following their baths.  I'm sold on the line and will recommend it to others.  Lonnie DeGregorio - Thunder Point Brittanys.

I recently ordered a pin brush, a boar bristle brush and the White on White System kit.   Today I used the White on White shampoo, the Thick N Thicker Protein, After Bath and Ice on Ice finishing spray on my two year old Papillon. WOW!!!  Prior to the use of your products, he's never liked being groomed although I have tried to be as gentle as possible.  He would make nasty faces and bite the brush.  After his bath today, your pin brush went through his coat like a hot knife through butter.  I was done in a matter of minutes and he is one happy little Pap.  And, he smells good too.  I am getting ready for my debut in the conformation ring and knowing that I will not have to make my little guy uncomfortable to make him ring worthy will boost my confidence.   Great products.  Thanks, Julie Paige - Pagosa Springs, Colorado

I just wanted to send an e-mail telling you how much I like your products.  I have 4 Newfoundland's.  I am going to start showing my Landseer male next month.  I have been using the Ice on Ice that I got as a sample and I got a lot of compliments on how soft he was.  Also the White on White is great for his coat and the Thick N Thicker is wonderful to build up his coat.  I just placed another order for more products.  I also gave your web site to Kim Gropp who breeds champion Shi Tzus in Wisconsin.  I will highly recommend your products to anyone who asks what I use.   Thanks for making such great products for dogs.  Sincerely, Liz Meyer - Newfoundland's

Dear Chris Christensen Systems-I purchased 2 of your $10.00 system kits, the White on White and the Day to Day!   I cannot be happier with your products!  My Malts look fabulous after one bath!  And combing has been much easier with the Ice On Ice!  And their coats are soft and they smell so clean!!  And they actually look like Maltese!  Thank you sooooooo much for your wonderful products!  Now when I take them to be groomed, I will be taking their CC products along as well.  I am very pleased.  One very satisfied customer and two beautiful Malts, Deb, Cody & Alaska

Dear Chris-I have long been a fan of the Chris Christensen brushes.  I show Shelties and think the pin brushes do a great job on long coat.  I just tried White on White and am Pleased on Pleased.  I live in the foothills of North Carolina where red clay is everywhere.  It turns white legs and roughs bright orange and can stain badly if left.  I love the fact that the White On White restores the white to brilliance, but does not harm the colored coat.  I'm Sold.  Susan Robbins - Paradigm Shetland Sheepdogs

Howdy!-I have a story that might give you two reasons to smile - one, for my mistake, and two, for how White On White performed a miracle that saved me some REAL embarrassment!  Tales of Pink Poodles abounded when I was a little girl.  I don't have a poodle, but I do have a black tri-colored Australian Shepherd.  And St. Patrick's Day was coming.  (I bet you can see where this is going - but wait!) I was using another manufacturer's conditioner for my dog's coat, but was not sure I was getting the coverage I'd hoped for - so I decided to add some laundry blue to his diluted conditioner, to see exactly where to conditioner was going when I put it on his coat after a bath.  BIG MISTAKE!  Within seconds, I had a different kind of tri-colored Aussie; Black, Copper, and BLUE!  AAARGH!  My husband thought it was funny, but I was horrified.   I got out my super degreasing shampoo, but that didn't work - and now, I had another color disaster - you guessed it, Black, Copper, and GREEN!  At first my husband suggested we leave my dog this way till St. Patrick's Day was over.  After all, we'd seen other pets be intentionally green for the holiday.....  While my poor Aussie sat bedraggled and oddly colored in our mop sink, I remembered that White on White deposits pigments to block other colors from arring an otherwise snow white coat.  I lathered up the greenest parts first, and then the rest of his coat - and waited with crossed fingers.  After the suggested 10 minutes, I rinsed him off and YIPPEE!!! My dog was a beautiful Black, Copper and Snow White Aussie again!  Needless to say, I'll never repeat the conditioner coverage experiment.  And if anyone wants to de-colorize a pink poodle, I now know what amazing product to suggest.  Thanks so much for the most versatile shampoo on the planet!  Pat Pierce  Alpharetta Georgia - happy to sing the praises of White On White on every occasion!

Hi-I'd just like to let you know that a professional Groomer in Darwin recommended White on White and Show Off, both of which I bought last weekend from a show van and tried out yesterday on my (Australian) Jack Russells.  Fabulous products!  I'm now telling everyone about Chris Christensen Systems.  Cheers and many thanks.  Danielle Greenwood - Sydney Australia

Hi-Just want to take a minute to let you know how much I love your products.  I recently received a sample of your White on White shampoo, as requested, through the mail.   I have a cream-colored standard poodle, who dribbles a bit when she pees.   Boy, your product sure takes care of that, and leaves her coat soft and beautiful.   I recently ordered a large bottle of shampoo and stay-in spray conditioner via the Net from Pet Supply House in Ontario Canada.  We'll continue to use your products.   They're great.  Cathy Joyce - Standard Poodles

Thanks!-I just wanted to give you cudos for making great dog grooming products... White On White, Day To Day, Ice On Ice, and Show Off.  I am currently campaigning my two 2 yr. old Bulldogs CJB Mister B-Dozer ("Dozer") and CJB Little Miss Fancy Pants ("Pewny") and they both have a significant amount of white on them... in fact, Dozer is 99% all white.  I have tried all the other "whitening" shampoos (Ring-5, Biogroom, Winners Circle, etc.) and none of them stand up to White On White!   I always get complimented at shows on the condition and clean color of my Bulldogs.   And I owe most of it to your excellent products.  Thanks again!  Brad Bonato, OHA - Meatheads, Ltd. Spring Grove IL - Bulldogs

Dear Chris-I couldn't believe what a difference your White on White and After U Bathe have made on my Havanese pup!  One of my kennel club friends suggested your products, and I'm so glad I listened.  His show coat improved dramatically after one bath and rinse.   Your After Bath claims to cut drying time substantially.  I don't see how a product could do that, but was surprised how much it really did.  And, the comb out was so much easier.  No more hair breakage for us!  I read some of the testimonials about your brushes and will make it a point to try some of them at our next show.  If they are anywhere near as good as the bath products, I'm sold!!  Tina Hicks - Lawrenceville GA.

It was great speaking with you this morning.  It is so nice to see a company that still sets a high standard for their customers and is educated on the products that they sell.  I have been using your "White on White" shampoo and your "Ice on Ice" conditioning spray for about a year now and it has set a new standard at "Best Paw Forward".  We receive nothing but praise from our clients and the improved condition of the dogs' coats were noticeable after a few visits.  Our show dogs look outstanding in the ring and our celebrity clients refuse to have their dogs groomed anywhere else.  I would like to thank you for a great product-line and if you ever need a spokesperson, I would be more than happy to oblige.  Over the years, I have sampled dozens of products and by far, Chris Christensen is superior.  Sincerely, Billy Bures - coat and hygiene specialist, Best Paw Forward, Mt. Vernon, NY

Great Product!  Thank you so much for developing these wonderful products.  I never knew how dirty my dogs were until I started using White on White.  Show Off is wonderful for those last minute touch-ups prior to entering the ring.  Keep up the great work!  Chris Miller - River Rock Canaan Dogs

Dear Chris, I have been using Ice on Ice, Gold on Gold probably over a year now.  Everyone that meets my Yorkshire Terrier (Cookie) always comments on his super shiny and silky coat!  This stuff is amazing and non-greasy which I love!  I spray after bathing him and during blow-drying for an extra beautiful shiny coat.  Thank you!  Let me just tell you that I have wasted a lot of money on other products and NONE compare to yours!  I just got a Maltese almost 2 months ago and the Ice on Ice and White on White is simply awesome on her coat as well.  Thank you!  Thank you!! Genie, Cookie & Lola - Port Saint Lucie, Florida



Chris Christensen Systems, Inc.

325 Industrial Park Dr., Fairfield TX 75840

800-654-7006 or 903-389-7949


Copyright  1999 Chris Christensen Systems, Inc, ALL RIGHTS RESERVED


Photo Credits: Large Slideshow: Anasazi Life's a Journey (Journey), Owners - Eric and Crystin Sedman, Cloverfield Salukis, Photographer - Jim Wallace; CH Trumpet's We Started Nothing (Punky), Owner - Beth Blankenship, Photographer - Beth Blankenship; Ponjude's Polish Jewel Janek Dane, Kokos Norbinskie Doliny, Ciacho Dziechcinek z Ponjude, Owner - Judy Siudzinski Torge, Photographer - Judy Torge; CH Jazzland Lady Sings the Blues (Miss Billie Howliday), Owners - Sylvia Bailey and Cynthia Meiely, Photographer - Sylvia Bailey; Altair's Harriet the Spy (Harriet), Owner - Echo J Rummel, Photographer - The Winning Image Tom Weigand; Wake’s Beautiful Day Dream (Lyla), Owners – Jana King and Joe Wake, Photographer – Tom Wyant; GCH Dragonfly’s My TyBaby (Ty), Owner –Joanne Sterhell, Photographer – Kenneth Reed Photography; BIS/BISS GCH. Lohona Zephyr I Can’t Look Away (Liz), Owner – Dan L. Haley, Photographer – DebiLynn Fendley Studios; (Bodhi and Karma), Owner – Brent and Tina Robbins, Photographer – Tina Robbins; GCH Smash JP Winning Ribbon (Ribbon), Owner – Jan Steinhour, Photographer Vicki Holloway Photos; Champion Extoiquebenals Paloma Picasso of Leopard Babies (Picasso), Owner – Deborah Kelly, Photographer – Vicki Howell of Simple Focus; AM/CAN CH Ryslip Oz Connexion (Ronnie), Owner- Warren & Ann Phillips and Sarah Houle, Photographer – Liz Pike; Shetland Sheepdog: Ch. Redfield Intrique (Brit), Owners - Mary Mahaffey and Jean Adair, Photographer - Mary Mahaffey; Black Russian Terrier: Lance's Angel Vladamir, Owners - Tina Crowe and Lance Eldredge, Photographer - Tina Crowe; Thumbnail Slideshow: Afghan Hound: GCH Stormhill's Sweet Dreams of Raffica, Owners - Garrett & Sue Games, Sandra Frei, Terri Vanderzee, Photographer - Maritime City Photography; American Staffordshire Terrier: Shady Ln's ScarletTeenAhh (Gina), Owner -  Linda Fitzgarald, Shade lane AmStaff's, Photographer - Laurie Shoemaker; Persian: (CFA) Kozy It Is What It Is! Owners - Cyndi Lewis, Calcat Persians, Photographer - Chanon; Rough Collie: To be Announced; Norwich Terrier: GCH Ch. Shorttales The Secret of The Mansion of K-Town (Macie), Owners -  Paula Smiddy and Tamsin Sandin, K-Town Norwich Terriers, Photographer - Kenneth Reed Photography; Giant Schnauzer: Ch. El Lobo Guillermo Max, Owners - Terry and Alma Frazier Lakeside Giants, Photographer - Alma Frazier;