FRONT COVER: Female Hair by Valerie Benavides at Brooks and Brooks Male Hair by Petros Mairoudhiou at Trevor Sorbie ALL HAIR IMAGES: Art Direction by Petros Mairoudhiou at Trevor Sorbie Photography by Desmond Murray Make-up by Cheryl Phelps-Gardiner Styling by Bernard Connolly Shoot Coordination by Essence PR Products by KeraStraight
t has h g i a r t KeraS self to lead it proven arket with the m d product an safety vation. inno
❝❞ IONAL ERNAT T IN , R SORBIE KE REVOR N WAL NATHA DIRECTOR, T NAL ICAL NATIO TECHN INTER
razilian B e h t ll a h c d pretty mu et right now, I e s u g in v a H n the mark o s t n been by e s m a t h a t h tre ig a r that KeraSt s light formula d n u o f e v a h ecause of it ack-up and b t s e b e h t far bility. The b Straight is a k r o w y s a and e from Kera e iv e c e r u o important. s support y y a lw a is great which D D WICKFOR
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FORD AN H, CHELMS S, RAYLEIG ET R EC S , ER D STEVE WIN
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Hair by Naomi Cotton at Headmasters
Welcome T
he past 12 months has seen innovations and developments in the keratin services market, none more so than at KeraStraight. When we launched we promised to transform dull, lifeless hair into gorgeously smooth, glossy tresses and tame wild, unruly curls with our evolution in straightening and repair – we have done just that and more. We have travelled the world to bring you the best ingredients, professional products and an array of services, working on new formulations to bring you and your client the most up-to-date technology available. In this special supplement, we welcome you to our family – our range of products, and our guide to help you choose the right treatment for each client. However, don’t take our word for it; we’ve asked a selection of hairdressers how KeraStraight has affected their businesses and see how the press has gone crazy for smooth.
Jez Barnett Managing Director
Contents 4
Case study One man’s vision changes women’s lives
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Step by step Get the look
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Meet the family A look at the latest product developments
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What the papers say How the press has embraced KeraStraight
Publisher/Editor-in-Chief Jayne Lewis-Orr 020 8652 8255 Supplement Editor Ruth Hunsley 020 8652 8260 Art Editor Lynne Youens 020 8652 8240 Production Editor Jo Saunders 020 8652 8266
Group Sales Director Tim Porter 020 8652 4776 Sales Director Dan Dixon 020 8652 8499 Field Sales Executive Jackie Mayes 020 8652 8273
Published September 2011 Celebrity photographs are courtesy of Rex Features and are included for illustration purposes only and do not endorse/use KeraStraight.
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Straight to the point One man’s journey to lead the hair industry in treatment development and to transform the hair and lives of millions
A
s a hairdresser, Jez Barnett was always looking for products and services that would transform his business, create loyalty among his clients and create beautiful, luscious hair. One of the biggest complaints from clients is frizziness, caused by aggressors like heat, wind and humidity. Jez wanted to find a product that would protect the hair from these factors, while leaving it soft, supple and smooth.
Instinctive While researching products and services, Jez read about a service that was taking the US by storm – keratin straightening treatments. “I instinctively knew this treatment would fill a gap in the UK With the rising success of keratin straightening services in the US, Jez recognises an opening in the UK market for a new salon service. He discovers a company in Brazil with expert credentials and Anvisa health and safety accreditation.
May 2008
September 2008
Jez and his team begin trialling the new KeraStraight Brazilian Keratin Treatment in his salon and compile data for the Health & Safety Executive.
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KeraStraight launches into the UK hairdressing market.
March 2009
October 2009
KeraStraight takes Salon International by storm.
Brand development KeraStraight Application Matrix Very weak and fragile hair Highly coloured and porous hair Platinum blonde and white hair
Normal hair Wavy and unruly hair Damaged hair
Resistant and very curly hair Virgin hair Afro-Caribbean hair
Treatment choice
Colour Protect
KS Complex
KS Intensive
Smoothing expectation
90-100% smoothing
80-100% smoothing
80-100% smoothing
Pre-treatment cleanser leave-on time
0 minutes
0-5 minutes
10 minutes
Treatment absorption time
0 minutes
0-10 minutes
10-20 minutes
Strokes with straightening irons
4-7
7-10
10-15
Irons temperature
180-190°C or 355-375°F
200-210°C or 390-410°F
210°C or 410°F
Waiting time
0 minutes
0-10 minutes
Up to 30 minutes
hairdressing market, but I wanted an improved formula that would meet the safety and performance standards demanded by top British hairdressers and their clients,” he explains. And so Jez’s entrepreneurial quest began. He started work with a Brazilian company to develop a product that would pass the stringent UK health and safety tests. And seven months later, KeraStraight was born. Now, two years on, it is one of the most innovative products on the market, and has been updated and expanded, with a range of products and services available for different hair types. So, what makes KeraStraight different to other keratin smoothing products on the market? “The KeraStraight straight effect works 30% within the cuticle and 70% within the cortex,” Jez explains. “The hair’s natural composition and make-up is mainly keratin, a protein containing approximately 15 different amino acids that repeat and interact. Amino acids are critical and serve as a building block for proteins which are present in KeraStraight,” he says.“With KeraStraight the amino acid Cysteine is added to
Jez works with his team in Brazil on further refinements, with feedback from clients and salons in the UK.
February 2010
the existing amino acid Cystine and they form semi-permanent bridges across the hair’s inner structure to create a new shape.” All KeraStraight ingredients are rigorously sourced and tested for compatibility and best performance. “Our scientists continue to ensure that not only do we have the best product but that we are consistent and pro-active in finding solutions for the future that provide unrivalled quality results for our business partners and clients,” he adds.
Worldwide success Some of the most exciting hairdressers in the UK are using KeraStraight in their salons and it continues to grow. So what does the future hold for Jez and the company?“KeraStraight continues its global growth and is established in 17 countries including the US, Canada, New Zealand, China, India, Australia and Italy,” Jez adds. “We will continue to develop our breakthrough technologies to deliver products and services that make a significant difference to clients’ lives and salon success.”
Jez launches the revolutionary KeraStraight KS Complex Treatment same-day application and shampoo, which uses a low pH protein that penetrates deeply into the cortex to strengthen from within, superseding the need for aldehydes.
April 2010
The KeraStraight KS Complex vapour capture system is launched, ensuring that only two days are needed between salon visit and the first shampoo at home.
January 2011
July 2011
Colour Protect for weaker hair and KS Intensive for very curly or Afro-Caribbean hair launches.
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Strong yet
gentle
KeraStraight KS Intensive Treatment for virgin, resistant and Afro-Caribbean hair
Before
rally raya has natu Our model Sa ir. ibbean ha curly, Afro-Car
left to sink in for 5. The treatment was ir was checked 20 minutes and the ha mp before da to ensure all was still ge. It is sta xt ne progressing to the roughly tho is ir ha re su en essential to on licati may dampened. Under-app . Very porous ult create a less even res treatment so the rb hair can over-abso be required. more treatment may 6
1. The hair was gently cle ansed with KeraStraight Pre-Treatme nt Shampoo to open up the hair sha ft and soften the hair in readiness for the treatment. This was rinsed and repeated. The second shampoo was left on for 10 minutes to open up the hair cuticle before rinsing.
6. KeraStraight KS Intens ive was blow-dried into the hai r, ensuring that the hair was completely dry prior to the next step. The dryer was kept on a medium setting. A KeraS traight paddle brush was used to ensure the hair was completely dry and smoot hed ready for ironing. The hair wa s given a two minute blast with cool air to remove some of the heavy feeling .
o curl is still 2. Saraya’s natural Afr obvious.
ning irons set at 7. With the straighte taken, starting 210°C, sections were 0.5 and 1cm in at the nape, between n was ironed tio thickness. Each sec a seal, then ate cre to steadily once to lock in the a further 10-12 times A KeraStraight repair and new shape. help control to ed EasyComb was us ximum ma ve hie ac tension and to of results. cy en ist ns co d an n protectio
Step by step
fessional o r p is g in g The packa y product, t li a u q s u io xur and it is a lu proved scent. The with an im is excellent and the pport d company su manual for stylists an t t KeraStraigh perfect reference poin a reception is sures quality control. that also en NDON
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NER OKS, CO-OW JAMIE BRO
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LO & BROOKS, OF BROOKS
3. Once rinsed, hair wa s dried with a medium heat to remove 100% of the moisture.
letely, the hair 8. Once ironed comp minutes before 30 for was left to settle nutes, cleansed being rinsed for five mi aight Maintain with KeraStraight Str nditioned with co Shampoo and then itioner. nd Co Straight Maintain
t KS 4. 50ml of KeraStraigh s wa t en Intensive treatm Starting wl. bo a o int transferred t en at the nape, the treatm ns tio was applied in sec art, close approximately 1cm ap to – on tly ec dir t to – but no nued nti co s wa d an ts, the roo . through to the ends
9. A radic al transfo rmation o and straig f repair htening.
After elt is stunning sam The finished resu y, in sh d healthy an day conditioned, can be kept ich wh ir, straight ha to the client for up salon perfect by me gi re e pl sim e th four months with raight Maintain of KeraStraight St nditioner. Shampoo and Co
Hair by Michelle Thompson at Francesco Group Technical Application by Alistair Homer at KeraStraight Photography by D&A Films Product by KeraStraight KS Intensive
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We are
family
KeraStraight has been pushing the boundaries for the past two years and its latest product developments are innovative and designed to transform your client’s lives and boost your business
Hair by Sharon Cox at Sanrizz
T
ATURES PHS: REX FE PHOTOGRA CELEBRITY
here’s no reason why clients with sensitised, colour-treated hair can’t enjoy smoothness and shine at the same time – and with new KeraStraight Colour Protect treatment that is exactly what they can have. It is specifically designed for weaker and more fragile hair and is perfect for those with highly coloured and porous locks. Colour Protect Treatment has been developed to work at a lower temperature (180-190˚C), leaving fabulous results without damaging vulnerable tresses. It’s especially suitable for those with platinum blonde, white or brightly coloured hair.
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hole new w a h c a e r You can hese keratin t h it w e s a client b eviously r p t a h t s t n treatme to help. You le b a n u e r e you w e service h t e s li a n o can pers lients – and c l a u id iv d for in shampoo o t y it il b a with the day as e m a s e h t the hair on re are no e h t , t n e m t the trea tyling. s ir a h n o s restriction
❝ Key ingredients:
22ct gold nano-particles – these are naturally conductive to heat and have the ability to affect negative ions, so results are more consistent. Added ingredients protect the colour of the hair.
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CELEBR ITY PHO TOGRA PHS: R EX FEA TURES
Products
Do you have clients with unruly hair and horror hair stories? Many clients complain of hair that they just can’t do anything with. But help is at hand. New KS Intensive Treatment is designed for hair that is resistant, very curly, virgin or Afro-Caribbean. Its formula is more than 60% more powerful than KS Complex, but just as gentle. Thanks to KeraStraight, a whole new group of clients can now benefit from keratin treatments, leaving unruly hair softer, smoother and more manageable.
Hair by Michelle Thompson at Francesco Group
edient: eate a new Key ingrne – helps cr Carbocystei the hair. ent shape to an rm pe nno
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KeraStrai g free kerat ht offers a worryin believe ca treatment that we nc through t hallenge and brea he limitin g belief th k some cus at about ker tomers may have at help build in treatments – and trust betw een salon and their s clients.
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9
Products
T
he original member of the KeraStraight family is KS Complex Treatment, which has recently benefited from a number of developments making it easier and quicker to use in the salon. Clients no longer have to wait several days before washing or styling their hair – which is associated with many keratin treatments – KeraStraight customers can experience the wonder of smooth, frizz-free tresses immediately. So no more avoiding the rain, gym or shower; clients can create the style they want in their own time – anytime. The futuristic keratin straightening treatment uses a low pH protein, which means no aldehydes or unpleasant vapours. As a protein-based treatment, KS Complex Treatment encourages keratin rebuilding and radiant shine on even the most damaged hair. And with long lasting results, clients can enjoy glossy, smooth styles for up to four months.
ient: Key ingreUd hair to be rea – allows
ATURES PHS: REX FE PHOTOGRA CELEBRITY
Synthesised e keratin softening th reshaped by em to be th g d allowin molecules an ith heat. realigned w
Hair by Angelo Seminara
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❝❞ ts are free Our produc yde and ldeh from forma re built a y e h t ; e d y aldeh mpletely o c a d n u o r a ology. n h c e t t n e r diffe
What the papers say
Hot off the press The hair and beauty magazines have gone mad for KeraStraight
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The Ultimate Brazilian Straightening System Same day shampoo Results last up to 4 months 3 variants for all hair types Full UK/EU health and safety certiďŹ cation
Find your nearest salon at www.kerastraightsalons.com For further information call 0845 459 0026 or order online at www.kerastraight.co.uk