Canadian salons EvelineCharles have crafted a non-chemical alternative to traditional smoothing treatments. Lasting 6-8 weeks, BTX for Hair is a conditioning add-on treatment for all types but especially useful for clients who regularly have their hair lightened.

DESCRIPTION: A moisturizing and anti-aging treatment for hair with a combination of E vitamins, B5 pro-vitamins, collagen and caviar extract. The serum is applied to the hair to moisturize, repair and revive plus add shine and softness while reducing frizz.

PROCESS: Hair is cleansed, detangled and towel-dried before treatment. The serum is mixed to create a rich crème and applied to each section of the hair to ensure every strand is coated before it is developed using a medium heat source for 15 minutes. The hair is then rinsed, blow dried and straightened with a flat-iron to seal in treatment.

WHO PERFORMS THE SERVICE: All stylists are trained to perform the service.

SUPPLIES USED: BTX hair treatment

DURATION: 45 minutes

COST: $200 (price includes a take-home kit to continue treatment for longer-lasting results.)

TARGET MARKET: The service is suitable for every hair type—regardless of age, color, type, texture or condition—so it can be marketed to every client who sits in a stylist’s chair.

HOW IT'S MARKETED: Mostly online marketing; EvelineCharles.com is a base for the marketing of all treatments. EvelineCharles also has a sizable social media following that before-and-after pictures are shared with. EvelineCharles stylists also demonstrate the service at events and in-store to showcase the results.

NUMBER SOLD PER MONTH: 20

HOW THE SERVICE CONTRIBUTES TO SALON SUCCESS: The service creates a conditioning-dependent client as it builds up over time and is a great service for clients who regularly lighten their hair. It isn’t a chemical service, so it protects the integrity of the hair unlike traditional smoothing treatments.

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