American Culture, co-owned by Louise and Doreen Guarneri, together with Steve Brody of Beauty Systems Group, premiered their Simply Smooth keratin treatments and Simply Smooth xtend maintenance system to Long Island salons and CosmoProf store managers on Monday evening, June 27, 2011. The event took place in the Savoy Room of the Huntington Hilton Hotel, and was attended by many of the long standing Long Island salons who are looking for a safe alternative in keratin treatments.

The evening event kicked off with a cocktail reception, followed by a stage presentation by Doreen Guarneri who addressed safe alternatives to formaldehyde and how Simply Smooth is the safest keratin treatment on the market. Doreen explained how Simply Smooth takes a hair color approach to texture management, the same way a hair colorist approaches hair color. Simply Smooth offers a variety of keratin treatments so that clients have a choice on what degree of texture reduction is needed. “Keratin is not one size fits all,” explained Guarneri. “Clients can easily have varied textures and hair patterns. When I do a keratin treatment, it is not unusual for me to use two or even three different treatments on the same client.” The stage presentation included three before and after models, who are Doreen’s salon clients, to showcase the amazing results of Simply Smooth.

The stage presentation was followed by a “Product Knowledge Museum” on the upper level. Here, attendees were able to visit various stations that included detailed information by company representatives on the many professional treatments as well as shampoo, conditioner, styling and finishing products, all of which are sodium chloride free and help maintain the results of the keratin treatment.