Empowering and Educating
Because keratin is adhered to the cuticle of the hair with heat, the smoothing effects eventually wear off. “Working to maintain a keratin treatment is like protecting an investment,” says Fenice. If used regularly, at-home aftercare products allow clients to extend the life of their keratin treatments to their maximum potential. According to INOAR marketing and sales director, Fabiana Allegro, when the company asked two models to use two different sets of products following their smoothing treatments, the model who used the targeted aftercare products saw smoothing results for five months — twice as long as the other model’s results lasted.
For stylists hoping to establish a connection with keratin clientele, aftercare products provide a special opportunity as stylists teach the clients how to maintain their treated hair at home. “If a client goes home and doesn’t do anything special to maintain her hair, it’s like going to a doctor and then not filling your prescription,” says Farouk’s Lisa Marie. “Give clients the tools and the products they need to keep their hair in good shape after a treatment. Many stylists aren’t comfortable with selling products, but don’t think of it as retailing; it’s educating your clients and helping them to maintain their keratin treatment.”
In addition to products, tools also support the maintenance of a keratin treatment. Bio Ionic’s brushes, flat irons and blow dryers are infused with a blend of 32 minerals called a Nano Ionic Complex, which reconditions and rehydrates as hair is dried and styled.
Stylists can further educate clients about lifestyle hazards that can potentially shorten the lifespan of a keratin treatment. “Swimming can have the same effects on a keratin treatment that a harsh shampoo may have,” explains Allegro. “Salt water and chlorine can strip away the keratin, cutting the length of the treatment in half if extra measures are not taken to protect the hair.” Allegro suggests saturating the hair with tap water and slicking on a leave-in conditioner before swimming. This technique will allow the hair to absorb less of the harmful salt water or chlorine and protect the keratin treatment. Similarly, after working out, the client should cleanse the hair thoroughly of sweat and replenish moisture with a leave-in treatment.
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