What's New in Straightening
Straighten clientsâ locks with skill to keep your appointment book filled. Below is advice from Melka Davis, senior manager marketing communication of Mizani; Marcia Teixeira, founder of Marcia Teixeira Brazilian Keratin Treatment; Barbara A. Foster, Avlon senior product planning and communications manager; and Fernando Romero, founder of Bio Ionic, to keep you up-to-date on the latest innovations.
Davis: New for 2009 are the Thermasmooth Shampoo and Conditioner. Both are non-chemical thermal smoothing systems for clients requiring temporary straightening.
Teixeira: Marcia Teixeira Brazilian Keratin Treatment makes dry, frizzy, over-processed, color-treatedâeven virgin hair-shiny, healthy-looking, frizz-free and more manageable. The salon service lasts from two to four months, depending on the individualâs hair texture and at-home maintenance routine.
Foster: Avlonâs latest innovation, the FiberGuard Bridge Conditioning Serum is called the âBridgeâ because it allows stylists to relax and permanently color hair on the same day (instead of waiting the typical two weeks) without sacrificing the health of the clientâs hair.
Romero: Bio Ionicâs newest straightening treatment, KeraSmooth Anti-Frizz Treatment delivers sleek, shiny, smooth hair in one 45-minute step. It is a demi-permanent straightener and treatment, a dual-purpose service.
Davis: Nourishing support products, conditioning styling aids and eco-friendly hair care are elements of the next generation in beauty and innovation.
Teixeira: The Chocolate Extreme De-Frizzing Treatment from Brazilian Keratin Treatment provides a full-line of specially designed home-care products to help maintain hair health between Brazilian Keratin Treatment services.
Foster: In the future, Avlon will introduce straightening systems that exceed the performance of those currently existent in the marketplace.
Romero: Bio Ionic predicts that chemical straightening systems of the future will have more natural ingredients, take even less time, be easy enough for anyone to use and be done at the same time as color.
Avlonâs latest innovation, the FiberGuard Bridge Conditioning Serum
Bio Ionicâs newest straightening treatment, KeraSmooth Anti-Frizz Treatment
Thermasmooth Shampoo and Conditioner
Marcia Teixeira Brazilian Keratin Treatment