Where it's at: Visible Changes Salon
Owners: John and Maryanne McCormack
Description: Express Keratin De-Frizzing Service.
Price: $100 as a stand-alone service, but discounted when sold in conjunction with other services.
Length of service: 10-15 minutes when offered alone as an express service.
Who performs it: Any stylist trained in using keratin products.
Products/tools needed: Smoothing serum and flatiron.
How it’s marketed: “We like to sell this service from the chair after analyzing the client’s hair. We are in a very humid climate and this service reduces frizz and cuts drying time, giving busy clients a shorter daily styling regimen.”
Average sold per month: 50-100 services a week at our 17 locations.