NEW TREND: The American Wave—From Beach Waves to Full-Blown Curls

By Lauren Salapatek | 02/20/2013 10:51:00 AM

 

The American Wave System, created by Master Stylist Nick Arrojo, is a new and exclusive wave and texture enhancing system that creates a range of customized hair textures and lengths, from cascading beauty waves to full-blown curls.

“The American Wave was born to create soft, natural-looking waves and curl patterns for today’s style-conscious consumer,” explains Nick. "Clients with all hair types are eligible for the American Wave. The formula lasts for three months and works with many permanent and demi-permanent hair colors.

American Wave is THIO and AMMONIA FREE, positively charged (so it attracts to the hair shaft, rather than repel it), and uses modern ionic technology. It means the product gently seeps into the hair shaft without causing dryness, damage or unpleasant odors while creating a mélange of textures. The system uses a combination of ‘soft tools’ to reduce the stress on the hair, as well as a specialized lotion that reconditions the hair for a smoother cuticle and natural wave movement.

In addition to Nick’s Texture Specialists at ARROJO Studio, American Wave is being introduced to more than 100 affiliate salons across the country, as well as to hundreds of thousands of stylists at major trade shows.   

Clients with all hair type are eligible for American Wave. The treatment is not suitable for hair highlighted beyond 25 percent. Accordingly, a consultation is recommended for anyone with lightened hair. 

 

Options:

The American Wave can be customized for a range of hair textures and lengths including:
 

The Beach Wave: Arrojo stylists use a vertical drag soft tool technique to marry straight and wavy textures to create beach waves.


Style Support: For clients with fine and/or straight hair, Style Support uses a new spin on soft tool wrapping techniques. It adds volume and texture to hair that lacks life and vitality by creating a resilient consistent wave.


Expanded Curls: For those with curly hair, Texture Specialists use a round soft tool wrapping technique to create buoyant and resilient waves and curls. 

 

 

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ABOUT THE AUTHOR: Lauren Salapatek

Lauren Salapatek Lauren Salapatek, Web Editor for Modern Salon | Salon Today | First Chair.

(Previous positions: Associate Editor/E-Newsletter Content Production Manager)

Since January 2010, Lauren has worked for Modern Salon Media covering salon style, product and beauty trends, and business editorial for both print and online content. As of October 2013, Lauren’s role changed to Web Editor—now she manages all online editorial content for modernsalon.com, salontoday.com and firstchair.com. As part of her responsibilities, she creates, edits, organizes and curates content for all Modern Salon Media’s websites; manages the creation and production of all Salon e-newsletters; promotes Modern Salon Media’s digital content via several social media accounts (Facebook, Twitter, Pinterest); and maintains an editorial calendar to keep all Modern Salon Media’s websites timely and current.

You can find Lauren on Google+ or e-mail her at lsalapatek@modernsalon.com.

 


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Maryann    
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New York  |  May, 24, 2013 at 09:14 AM

I got the American wave done in February of 2013. I am so sorry I did. I spent over $500.00 between the perm and all the products they suggested, including Arrojo, to no avail. Every time I go back they suggest a different product. My hair is still so dry and frizzy. I have not had a good hair day since then. The salon staff told me that everyone who got the perm was complaining of dryness. I think the company should do something to compensate.

Heather    
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New York, NY  |  November, 05, 2013 at 11:42 AM

I just got this done 3 days ago. The whole not washing it thing for 48 hours was rough as the smell of "perm" starts to get stronger and stronger (last night my bf said my hair smelt bad). I finally washed it for the first time this morning and used my normal shampoo and conditioner (John Frieda, Smooth Start) and my hair is soft, like always. I have long hair with all over color and no highlights, they used the American Wave (opposed to the Color Wave) on me so that might be why it is not dry. I also bought/used JF Dream Curls and JF Shine/Anti Frizz serum. I let my hair air dry this morning into beach waves. I plan to buy JF gel/mousse for when I want more of a curl.

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