With ‘Beach Waves’ the New Ideal, Hair Salons and Products Sell Women on More Ways to De-Frizz. Fear of frizzy curls has taken hold in salons across America. Whether upscale or mass-market, salons and hair-care products are selling women on the idea that straight hair can be theirs. The desired look is called “beach waves,” a smooth coif with movement, shine and bounce but no frizzy curls. It’s easier to achieve for most women than the extreme, pin-straight look of several years ago, which replaced wild, curling tendrils as the beauty ideal. <\/p>\n
Among the most popular straightening techniques are keratin treatments, also known as Brazilian keratin treatments, which straighten hair with a flat iron and coat hair cuticles with keratin protein to add shine and improve strength. The treatments cost from $250 to $600 and keep hair frizz-free for anywhere from six to 12 weeks.<\/p>\n
Some image consultants say professional women with lots of curls often feel pressured to tame them for work. “The women who have the power spots in banking and hedge funds and all of that never wear their hair to extremes,” says Susan Sommers, a New York business-image coach who has advised employees at companies including Deloitte and Colgate-Palmolive Co. Their hair isn’t too straight, too long or too curly. “People who are being groomed for high potential, and people who are handling a lot of money, have overseers who really understand that they can’t look unkempt or ungroomed,” she says.<\/strong><\/p>\n Keratin Treatment (Simply Smooth) Before & After<\/em><\/strong><\/p>\n