Keratin treatments do not straighten hair. Coppola is the company I am familiar with. The pictures in the print work are very misleading and the company is working on correcting this. They do market themselves as a "smoothing system". They state that the product "reduces frizz and curl by 95%". However, this is mostly suited for thick, coarse, frizzy hair. I think we all have those clients with hair as such that is just big and wont really "curl" and is thick and "wavy". Even if they are tight waves.( It can be used on thick curls but will by no means straighten, just smooth.) It is straightened with an iron in the process only to infuse the keratin and silicones into the hair. They wear it this way for three days then come back into the shop to be washed and styled. It is no longer pin straight but, more easily managed. Reduced to half or more of its original volume. It is a nice altenative for these clients than a striaghtener if they want a body wave type look. Not as much commitment as it lasts 3 months to wear off the hair. No line of demarcation or chemicals. While I am not the biggest fan of silicones I do like this option for those clients. Those sweet ladies have the hardest time just blowing their hair dry (or air drying), much less creating a style because they are not really straight nor curly just bushy. This process also shortens their blowdry time significantly. All and all a great alternative for these specific hair type clients. I have yet to see one disappointed( if not completely in love) if expectations are accurately discussed beforehand.