Straight to the point: let's talk smoothing treatments

HJ speaks to the experts to dispel the myths that might prevent your clients from booking smoothing treatments in your salon... Is a smoothing treatment just a straightening treatment? Quick answer: No How to sell it: Trevor Sorbie’s international technical director, Nathan Walker says the result will depend a lot on the product that is being used. “Some products are based on aldehyde technologies and others are based on protein technology. We explain the benefits of smoothing and repair, so hair can be stronger post-treatment. I like to use the analogy of scaffolding. Unlike chemical or permanent straightening, the structure is added. Extra bonds like a scaffold are added to change the shape of the hair. These bonds over time reduce in number so hair returns to its original shape. I also explain the benefits of having stronger hair and increased shine and smoothness.” Can a treatment de-frizz a client’s hair? Quick answer: Yes How to sell it: Sarai Hair and Beauty, Crowthorne’s art director and salon owner, Sarah Morrissey says: “Keratin smoothing complex treatments contain high concentrations of keratin that penetrate throughout the hair structure, and then are sealed within the cortex to repair damage. I explain to my clients that this means it reduces frizz and reduces drying time by 50%, which is a double-win!” Can a client wash and style their hair straight after a treatment? Quick answer: It depends on the treatment How to sell it: Nathan says clients can shampoo and style hair 30 minutes after KeraStraight’s Ultimate Treatment. However, Sarah explains most keratin treatments advice clients not to wash their hair for at least 72 hours after getting the keratin treatment. She says: “It’s generally the amount of time it takes the keratin to penetrate and really start to work on the hair. I’d suggest saying to your client that if they wash their hair any sooner, they will lose the effect of the treatment.” Can a client get a similar result at home? Quick answer: No How to sell it: Sarah tells her clients they will not get a similar result at home because most home smoothing treatments don’t have any effect on the bonds within the hair. As a result, home-based methods will only last a couple of weeks. “I always explain to my clients that keratin complex is for professional use only. This means the service is only applied by qualified hairdressers who have been trained to use the product and complete the service. I tell clients after the treatment that the results are amazing, and they will benefit from them for around five months.” Is there a limit on the amount of times a client can have a keratin-smoothing treatment in the salon? Quick answer: No but there are recommendations How to sell it: Jacqueline Curran, Salon Director at Rainbow Room International’s East Kilbride Salon says a keratin treatment lasts up to 12 weeks, so she advises her client to get the treatment once every three to four months. Nathan adds that after a treatment, he suggests waiting thirty days before having another, however colour can be applied two days either side. Finally, Sarah suggests telling your clients to use a sulphate-free shampoo and conditioner to maintain the treatment at home. Can all hair types use a straightening treatment? Quick answer: Yes How to sell it: Jacqueline says all hair types can use a straightening treatment. “I tell my clients that most brands have treatments that work on all hair types, but different results will be achieved depending on their hair’s specific needs.” Do Keratin treatments work on Afro hair… Quick answer: Yes How to sell it: Junior Green, Junior Green London says: “We’ve noticed clients are moving away from traditional relaxers, but they still want a treatment that will smooth their hair and make it easier to manage without the long-term commitment that comes with a relaxer. During the consultation, if a client says they want to move away from relaxers, or we feel they need to give their hair a break from relaxing treatments, we recommend a keratin treatment instead. It’s a great way to get rid of frizz and it makes the hair easier to maintain at home by blow-drying.” This article originally appeared in the June 2018 issue of Hairdressers Journal. Lead image courtesy of Trevor Sorbie