Before

Enhanced with a formula containing heat activated cashmere proteins and a complex of four precious oils, George the Salon Chicago’s new Cashmere Blowout service adds rich volume and texture, while supplying tresses with a soft, touchable, feather-light feel. Yes, it uses actual cashmere! “This is a fiber obtained from actual cashmere to smooth, straighten, and protect,” says George Gonzalez, owner of George the Salon Chicago. “It is broken down into hydrolyzed keratin protein, which facilitates moisture bonding. Cashmere is fine in texture and strong, lift and soft. Plus it has restructuring action.”

Process: Begin the service by applying Davines Defining Texturizer, which contains cashmere proteins along with a marine derivative rich in minerals. The spray will penetrate deeply into the hair and provide essential proteins and vitamins for strength and nourishment. Then, apply Kérastase Elixir Ultime Oléo-Complexe to wet hair. This beautifying elixir is enriched with a complex of four precious oils (Maize, Argan, Camellia and Pracaxi) which absorbs quickly into hair as it conditions and smoothes away frizz for added shine. This elixir also acts as another heat protectant and then a finishing gloss to tame frizz. After these products are applied, the blowout begins.

Products used: Davines Defining Texturizer and Kérastase Elixir Ultime Oléo-Complexe. The ratio of the products used is adjusted to suit the client.

How the Service is Marketed: “First cashmere blowout in the world and Chicago.” The salon also markets it on it on its menu and website.

Who Performs the Service: Any stylist, since it’s just a blowout.

Price: $50

SERVICE SPOTLIGHT: Classy Cashmere Blowout SERVICE SPOTLIGHT: Classy Cashmere Blowout