Style Beauty

Wednesday 7 December 2016

Treatment Trial: 12 week blow-dry

Sinead Van Kampen

Published 15/03/2011 | 14:50

Library Image. Photo: Getty Images
Library Image. Photo: Getty Images

Each week Independent Woman investigates what's new and cutting edge in the battle to remain young and beautiful. This week, in a bid to tame unruly tresses, we road tested the 12-week blow dry.

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What is it?

A keratin-enriched treatment designed to tame unruly tresses. A protein formula is sealed into hair cuticles leaving it smooth and sleek for weeks to come. As well as being glossy, hair is left in perfect condition and that salon blow-dry can be yours with a minimum of effort from the comfort of your own home!



What's the process?

Arriving at the salon, hair is prepped with a cleansing balm to strip the hair of oils before a protein-rich treatment is applied to hair section by section. Hair is then blow-dryed before the product is sealed deep into the hair with ceramic straighteners. Once you've been sealed, hair is washed and blow-dryed and the shiny new you is revealed to the world at large.



How does it work?

As well as keratin, the mix contains a blend of cocoa, plant vitamins and red clay which penetrate damaged tresses creating a barrier which in turn helps avoid future damage. The treatment also relaxes hair making it easier to achieve that salon perfect blow-dry at home.



Is it permanent?

Unfortunately not. The treatment washes out gradually and after 12 weeks you're due a top-up.



What are the benefits?

As keratin is a natural protein found in hair and nails, the treatment works as a potent conditioner which improves the strength of your hair and makes it easier to manage. As hair becomes strengthened and conditioned, it retains the bounce and the need for intensive styling is reduced. Although it does wear off, the rate at which your hair loses moisture is lessened and that wild mane is easier to tame.



Who likes it?

Jennifer Aniston, Nichole Richie, Ashley Tisdale and Halle Berry are all said to be big fans.



How long does it take?

Between two and three hours, depending on the length of your hair.



The best bit?

No down time! The formula has improved significantly as the treatment has become more popular. As well as a version which is free of formaldehyde, the need to protect hair for three days after treatment is also no longer necessary. Hair can be tucked, tied, teased and even washed as soon as you leave the salon and being able to spend an extra 10 minutes in bed each morning is a real bonus. As the treatment makes hair significantly easier to manage, a quick blast with the hairdryer leaves your locks looking salon finished without the hassle!



Any downsides?

Yes - watch out for the sulphates. Shampoos, conditioners and many styling products are loaded with them and this seriously wears down keratin levels meaning you're left with a '5' instead of 12-week finish. Sulphate-free products are available but making sure you stock up on these does add to the overall bill!



How much is it?

The 12-week blow-dry costs from €190 and is available at Wilde Salon, 93 Morehampton Road, Donnybrook, Dublin 4. Call 01 6689342 to book a treatment or see wildeabouthair.ie for more details.

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