Straight Hair with Staying Power

If you're looking for sleek, straight and sexy, KeraStraight could be your miracle salon treatment

If your daily hair regimen includes smoothing cream, frizz-fighting serum or an addiction to your straightening iron, a salon straightening treatment like KeraStraight could simplify your beauty routine, and give you better results, too.

You've probably heard of the Brazilian Blowout. Even though it quickly became the most-talked-about salon straightening treatment, other haircare companies have stepped up to the plate to create even better wonder treatments. Called KeraStraight, this is the latest and greatest to hit the Salon at ULTA.

Why You Want It
After a summer of rocking the wavy hair trend, you're now thinking it's time for a more polished and sophisticated look. The KeraStraight treatment will make styling your hair a breeze and help repair any damage caused by summer's sun and heat and swimming in salt water or chlorinated pools. The treatment is excellent on curly and unruly hair but also works well on all types of frizzy, curly or wavy hair types.

But what if you like a little wave or curl every now and then? Tracy Guthrie, manager of Salon Technical Training at ULTA, says KeraStraight can be customized to suit the needs of each individual salon guest and used to smooth hair to varying degrees. So depending on how the treatment is applied, you can achieve super-straight results, or just reduce the frizz, allowing the hair to be scrunched curly when desired.

How It Works
KeraStraight works by infusing keratin and other conditioning agents into your hair to smooth strands. The treatment is infused with flecks of gold that enhance the reflective quality of the results, making your new hair shine like glass.

The treatment begins with a shampoo and blow-dry. Then, the straightening formula is applied. Depending on your hair type it may need to remain on your hair for up to 20 minutes before it is blown out again. Next, the stylist irons small sections of the hair to seal in the treatment. Lastly, it is shampooed, conditioned and blown out for the final time, gorgeously shiny and smooth.

After treatment, women can just dry their hair and go&emdash;with little to no flat ironing or styling. In fact, Guthrie says that most women can dry their hair completely smooth in less than a quarter of the time it took previously.

Why KeraStraight Is Different
One huge plus is that KeraStraight can last up to four months with an average of 14 weeks of sleek, smooth hair, which is much longer than many similar treatments on the market. Also, this treatment is safe on all types of hair, even heavily highlighted hair, which some straightening treatments are too harsh for.

Before adding a smoothing treatment to the Salon at ULTA's menu, Guthrie tested myriad brands firsthand. She found that the immediate results with KeraStraight were superior in testing, and now that she's using the treatment on salon guests, she has received 100 percent positive feedback.

Guthrie also notes that thanks to a special technology, the vapors that result from flat-ironing hair are not as strong or unpleasant smelling as some other smoothing treatments. “You won't notice the same ‘smoky' quality that comes from many competitors on the market that can cause your eyes to itch a little,” she says.

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