This year's Premiere Orlando show showcased the hottest trend to straighten hair
Texture was the focus at Premiere Orlando 2009, a prestigious hair and beauty trade show held June 7 and 8 in Orlando, Fla. Unfortunately, the focus was more on how to change natural texture than how to enhance it it.
Every other booth seemed to offer a new keratin treatment to straighten curls and kinks. Since gaining popularity over the past two years, keratin treatments have taken the curly world by storm, with a growing number of hairdressers forgoing thermal reconditioning in favor of this hot import from Brazil.
Although the keratin companies' booths attracted their fair share of crowds, there was plenty of interest in curls and kinks as well. Companies such as John Paul Mitchell Systems, Aquage and Tigi showcased curly styling techniques at their booths, as did Deva.
Fueled by curlies who want to work with their natural texture, a growing number of stylists are interested in working with waves, curls and kinks. NaturallyCurly's new site, CurlStylist, attracted plenty of attention from stylists and beauty school students interested in learning more about working with texture.
Another hot product offering this year was argan oil, with several companies showcasing products containing this oil from Marrakesh. The oil, which is said to have restorative and age-defying effects, has become one of the latest miracle ingredients in the beauty industry because it is high in vitamin E and essential fatty acids. It is believed to help all sorts of skin and hair conditions. MorrocanOil, which offers a wide range of haircare products containing argan oil, has become the leader in this niche, and they had a huge booth at this year's show.
As always, the show had its fair share of over-the-top displays, from models adorned only with balloons to gravity-defying hairstyles showcasing the latest styling products. Both male and female models bared plenty of skin, including bare-chested male models painted silver. And the decibel level, with techno music blasting from every booth, was in the stratosphere.