Smooth and Straightforward

On the menu: Simply Smooth Keratin Treatment Target client: Anyone who seeks sleeker, more manageable hair Innovations: Customized Texture Management Do the math* If you or your salon performs an average of six treatments per week and charges $200-$450 per treatment, then: Your potential increase in gross revenue could be: • $200-$450 per Simply Smooth Treatment • 6 treatments/week • $1,200-$2,700/week x 52 weeks = $62,400-$140,400/year

Keratin hair smoothing has exploded as a top-selling salon service category in just three years. In an effort to comply with standards, Simply Smooth puts every batch of product through independent lab testing and openly provides stylists and clients with straight facts about the chemistry. Simply Smooth gives clients a full range of longevity and frizz and curl reduction options.

"When marketed properly, this product is for anyone who comes into the salon," says Doreen Guarneri, Simply Smooth co-creator. "It's not like a chemical straightener, because the client still can style her hair straight or curly, but now it will be humidity-resistant. The hair and the curl will stay calmer."

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Simply Smooth's fastest-growing service is Color Lock, which doubles as a keratin treatment and clear gloss for hair color clients. No extra booking time is necessary, and Color Lock is a great way to introduce clients to the benefits of keratin smoothing. Or, make the introduction through either of Simply Smooth's two take-home keratin treatments.

Trend Alert

"We've taken a stance on keratin treatments," says Louis Guarneri, co-creator of Simply Smooth. "We will email you certification from an outside lab. Every company should let stylists and clients know what they're breathing."

* Example is for illustration purposes only. Pricing is at the sole discretion of the retailer or salon. Actual results may vary. Not all products or offers available in all areas.


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