It is a chemical treatment (with Formaldehyde with a capital "F") that straightens your hair.
This answer should be updated since as of 10/2008 reputable companies have changed their formulas and Formaldehyde is only a small byproduct of the treatment and can technically be considered to not be an ingredient. Please seek out a knowledgeable professional for any chemical services and always consult before.
United States of America (Press Release) April 25, 2008 -- This Keratin Treatment is an innovative process that transforms frizzy, unruly hair into silky, shiny and healthy hair. The treatment is keratin based, which is the primary protein of the skin, hair and nails. This natural substance gives hair the ability to return to its original healthy, shiny, smooth state.
Unlike other products available in the market, such as relaxers or the Japanese thermal reconditioning, the Keratin Treatment straightens the hair without damaging or changing its texture. The treatment can be use in all hair types, including chemically treated hair (colored, permed, relaxed, highlighted and bleached).
The Keratin Treatment is also knows as Brazilian Keratin Treatment, Brazilian Straightening System, Progressive Straightening, Brazilian Blowout and Escova Progressiva among others.
The application process lasts anywhere from 1.5 to 4 hours depending on the length and thickness of the hair. After the product is applied, it is sealed with a hot iron which traps moisture, hydrates the hair and creates a glossy finish. Results are visible immediately after the treatment is completed, clients are amazed to say the least. Your hair will look healthy and youthful, just as it did when you were a child.
Taking care of the hair after the Keratin Treatment is effortless. The amount of time required to style hair will decrease dramatically, in some cases is wash and go. Others require some blow drying and minimum styling time. This treatment restores hair resiliency: humidity, rain or sweat will no longer effect the hairstyle. No more frizzy hair!
The results last two to four months, the treatment fades progressively as hair is washed. As clients repeat the treatment every few months or so, you will be able to observe the improved quality of hair grown after the Keratin Treatment was applied.
This revolutionary process was developed in Brazil, and is now available in the US through Chicago Hair Care. For more information and to schedule a complimentary consultation, www.chicagohaircare.com
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