Brazilian Blowout Offers Texture Options
by Advertorial on Monday, February 22, 2010
Every wonder how stars get their shiny, sexy tresses? Stars like Halle Berry, Jennifer Aniston and Selma Hayek have been jumping on the Brazilian Blowout bandwagon.
Keratin treatments have taken the country by storm, becoming one of the hottest chemical services, and the Brazilian Blowout has become one of the leaders of the pack. For curly girls, Keratin Treatments provide a gentler way to straighten locks, loosen curls and zap frizz.
“This isn’t a trend,” says Brazilian Blowout founder Britney Huinker. “It’s the perm of the 21st century. I truly believe it’s here to stay. New people come in to get their haircut, their color and the Brazilian Blowout. Every client can benefit from it.”
Unlike the thermal reconditioning system (Japanese straightening), which thermally and chemically restructures the hair bonds to create permanent stick straight hair, the keratin procedures recondition the hair, preventing frizz while allowing it to wave, curl, or be flat-ironed straight. Hair gradually returns to its original state without the awkward growing-out stage.
Because of the nature of the treatment, it can be used on a wide variety of hair types to achieve a range of looks, from straightening waves to providing shinier, more defined curls. For that reason, demand has soared.
Huinker, a Los Angeles native, has always had an interest in hair. Her mother was a stylist, and she wanted to go to beauty school herself. But her parents insisted she attend a four-year university. Although she graduated from the University of South California with a degree in business communications, her passion for the beauty industry was still alive and well.
Four years ago, Huinker teamed up with friend and entrepreneur M. Devin Sempler to open the Argyle Salon & Spa in the Sunset Tower Hotel on Sunset Boulevard in Hollywood, Calif. Since it opened, the salon has become a mecca for A-list celebrities.
The salon also became the development laboratory for Brazilian Blowout.
The salon has truly been the catalyst for everything we do,” Huinker says. “
Sempler returned from a trip to Brazil with a keratin treatment, and the salon began doing it on people’s hair. They decided to create their own treatment, flying back and forth to Brazil.
A year and a half ago, Huinker decided to completely reformulate Brazilian Blowout because it took too long, and she didn’t like sending her clients home with product in their hair. So they took the product off the market, reformulated it and rebranded it.
“We worked with a company here in the United States to come up with a formula that can be rinsed out of the hair so there’s no downtime,” Huinker says. “When a client comes in to get the treatment, it takes 90 minutes from beginning to end. There’s no processing. They can shower and go to the gym right afterward.”
Huinker says this is what differentiates Brazilian Blowout from some of the other keratin treatments on the market. With other treatments, she says the client may have 24 to 96 hours of downtime.
The core of the product is Brazilian Super Nutrient Complex, a proprietary blend of amino acids that fill the cuticle and provide protective protein to create shine, conditioning and silkiness without losing volume.
The formulation enables clients to get exactly the look they want, she says.
“If they want to keep their curl and wave and just get rid of frizz, they can do that,” she says. “If they want straight hair, they can do that too. It all depends on the technique the stylist uses. It really fits the needs of every client. It’s a smoothing system, not a straightening system.”
Training is an essential element of Brazilian Blowout, Huinker stresses. Stylists are trained on different techniques that provide different outcomes.
“That’s one of the main reasons we haven’t done a distribution deal, despite getting 20 calls a day,” says Huinker, who does training every Monday at her salon for those who want to become a certified Brazilian Blowout stylist.
“I’m there every Monday, without fail,” she says.
Although there is training available online, stylists who take it have to take a test, and it is mandatory that they take part in the education tour.
Before and After
Huinker says Brazilian Blowout does not contain formaldehyde—an ingredient commonly in some of her competitors’ treatments. Brazilian Blowout instead uses a proprietary polymer system, she says. Although this has caused some people to shy away from the treatments, Huinker believes formaldehyde’s bad reputation is undeserved. She calls it “media hype.”
“It’s a chemical treatment, but that’s how you get fabulous results,” she says.
The key to keeping hair looking good after getting a treatment, she says, is using the right products. The Brazilian Blowout Acai Aftercare collection includes Anti-Frizz Shampoo, Anti-Frizz Conditioner, Smoothing Serum and a Deep Conditioning Masque. The Acai hair care products infuse the hair with the company’s proprietary Brazilian Super-Nutrient Complex. This complex allows for a continual and cumulative smoothing effect to occur while the hair is washed and styled in between professional treatments.
Huinker says the products benefit those who haven’t gotten a Brazilian Blowout as well because they get rid of frizz and add shine.
Although Huinker believes Brazilian Blowout has become the gold standard, she has high praise for the other keratin treatments on the market and believe they are changing the industry.
“WIthin two years, I believe every salon will offer some form of keratin treatment,” she says. “It really fits every client. Now people come in to get their haircut, their color and the Brazilian Blowout.”
Want to become a Brazilian Blowout certified salon? Visit their website.