  We demonstrate demagnetization cooling of a gas of ultracold $^{52}$Cr atoms.
Demagnetization is driven by inelastic dipolar collisions which couple the
motional degrees of freedom to the spin degree. By that kinetic energy is
converted into magnetic work with a consequent temperature reduction of the
gas. Optical pumping is used to magnetize the system and drive continuous
demagnetization cooling. Applying this technique, we can increase the phase
space density of our sample by one order of magnitude, with nearly no atom
loss. This method can be in principle extended to every dipolar system and
could be used to achieve quantum degeneracy via optical means.
