Industry News

What's New in Straightening

Megan Vickery | July 10, 2011 | 7:28 PM
Straight This Way

Straighten clients’ 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-treated—even virgin hair-shiny, healthy-looking, frizz-free and more manageable. The salon service lasts from two to four months, depending on the individual’s hair texture and at-home maintenance routine.

Foster: Avlon’s latest innovation, the FiberGuard Bridge Conditioning Serum is called the “Bridge” 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 client’s hair.

Romero: Bio Ionic’s 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.

What's New in Straightening
Avlon’s latest innovation, the FiberGuard Bridge Conditioning Serum

What's New in Straightening
Bio Ionic’s newest straightening treatment, KeraSmooth Anti-Frizz Treatment

What's New in Straightening
Thermasmooth Shampoo and Conditioner

Marcia Teixeira Brazilian Keratin Treatment

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