Say goodbye to bad hair days
It's the salon treatment that's taking Hollywood by storm. The 'Brazilian blow dry' promises long-lasting, glossy locks for up to six months. Zita Collinson and Stefanie Carter took 25-year-old Amy Driver, from Nantwich, along to Toni & Guy, in Newcastle, to try the exclusive treatment
NICOLE Richie and Elizabeth Hurley are rumoured to be recent converts to the sleek, frizz-free mane.
Toni & Guy stylist Joel Thompson gets to work on Amy Driver as she undergoes the 'Brazilian blow dry' treatment. Picture: Clare Jennings
They're fans of the 'Brazilian blow dry' (so named after its place of origin) which restores keratin, a natural protein, into the hair – smoothing, de-frizzing and straightening as it is applied – putting an end to bad hair days.
Otherwise known as the permanent blow dry, if you can spare one and a half hours and between £150-£200, this salon-only treatment promises results that last four to six months.
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Even better, there is no skin test required and it's suitable for all hair types, including Afro-Caribbean hair.
Amy Driver, aged 25, is a shop assistant at Hallmark, in Nantwich, and lives in Gibson Close. She admits she's addicted to her hair straighteners in an effort to tame her tresses.
She says: "I've been bleaching my hair for the last three or four years, and the bleach does take its toll. It gets frizzy and breaks easily and takes forever to blow-dry. I also straighten it every day, because it goes back to its original style after I've slept on it, but the heat from straightening damages my hair too."
With Amy acting as a willing 'guinea pig' Joel Thompson, co-owner of the Toni & Guy salons in Stafford, Hanley and Newcastle, explains the effects Amy can expect.
"It's been in the States for over a year now, but I brought it into my salons about two weeks ago," he says.
"The keratin treatment gives the hair a brilliant finish – you could almost do your make-up in the shine that it leaves you with. Keratin is actually a natural substance produced by your body and is in hair, skin and nails."
Those in search of silky locks can still continue to wash their hair as normal, but Joel says after the treatment the time spent blow-drying and styling at home is dramatically reduced.
"People can expect their blow drying time to be cut in half and styling is a lot easier. The finish of the hair is immaculate and will look more polished for longer."
Joel started by washing Amy's hair.
"Amy's hair was past shoulder length," Joel explains. "She's put it through years of irons abuse and scalp bleaching. It was extremely porous and dry. We started off by using the Global Keratin Clarifying Shampoo. It's an intense cleanser and removes any build-up of product."
Next is a blow-dry.
"You get the hair 80 per cent dry so you've still got some moisture in there," says Joel. "That helps distribute the keratin through the hair when it is eventually applied. If the hair is too wet, the keratin product will be diluted."
The keratin treatment is applied.
"We section the hair off starting at the nape," says Joel. "We work in stages through the hair, distributing the Global Keratin Hair Treatment evenly and thoroughly. It's formaldehyde-free as some previous keratin treatments have contained formaldehyde."
Joel blow dried Amy's hair for a second time, using a medium heat setting. Then he straightened her hair, which seals in the keratin.
"The straighteners seal the keratin into the hair," says Joel. "The effect of the keratin sealed in there is instant. If we were doing a cut we'd do it at the end, and if we were doing a colour it would be done at the beginning of the process. The restrictions are for the four days after the treatment you can't get it wet, you can't shampoo your hair, you can't tie it back or tuck it behind your ears. It's important that you give time for the keratin to settle down. Amy's hair was left a lot more manageable. The shine is amazing and the dryness has gone."
Amy's keratin treatment cost £175. A cut and colour would cost extra. For more information contact Toni & Guy in Castle Walk, Newcastle on 01782 625599.