Going straight

Published: 4-Jun-2006


Japanese permanent straightening technology has been available in salons before but Boots has developed the first such product for the UK retail market with its Straightening System. The product is said to straighten hair permanently, even through washing and humid conditions, enabling a reduction in the damage caused by daily straightening with electrical appliances and saving on daily styling time.

There are three steps: a straightening cream to remove curl or frizz; drying and straightening with irons; and a neutralising system to ensure the result is long-lasting and to strengthen the hair. The product works by separating the disulphide bonds in the hair structure, giving you a chance to reform the hair, and it is said to strengthen the hair by restoring and increasing the bonds, leaving it more resistant to damage or breakage.

The system works on coloured hair but should not be used on bleached hair. It is recommended for use on re-growth every three months to maintain the straight effect.

Price: £14.99

Availability: UK

Launch: September

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