The Kerasilk Keratin Collection, the new customizable keratin smoothing service from Goldwell, was introduced to the press in NYC earlier today. Goldwell Artistic Director, Dimitrios Tsioumas, presented information about the service to the Beauty Press, including trade and consumer editors.

Kerasilk Keratin Smoothing is "a customized treatment that is like no other," says Tsioumas. "There are multiple options which can be customized for all client needs. The treatment allows professionals to control frizz, control curl or elongate curl. It is the perfect service for the client just looking to manage her texture."

According to the press materials, the Kerashape Technology utilized in this treatment is made up of smoothing ingredients including glyoxlic acid, keratin and silk proteins. The combination is designed to penetrate deep into the hair shaft to create new keratin bonds with the goal to stabilize the strands to the desired shape. The two component system allows stylists to customize each treatment for the client's hair type and desired result, with two formula strengths to address curl and two strength options to address frizz. The treatment lasts up to five months.

An important point of difference, according to Tsioumas is that the professional can offer the smoothing service and color in the same day. "The client doesn't have to come back for her color in a couple of days or weeks...it can be done immediately after the treatment," he says.

Tsioumas is really talking the talk and walking the walk with Kerasilk Keratin. Three weeks ago he had the treatment done to himself. His naturally tight curls have been smoothed, leaving soft, shiny waves. "People are looking at me with new eyes," he says. "And I can prove that this product works."