Keratin treatments and products are fast becoming the modern woman’s answer to long-lasting, smooth and easy to blow dry hair. We talked to three of our brands to find out why keratin has made such an impact on the market – and why you should get in on the action!
L’Oréal Professionnel
What made your group add a keratin product to it's portfolio?
We’re always looking for new ways to innovate and provide salons & consumers with the best performing haircare formulas. We developed our Pro-Keratin complex, composed of a cocktail of amino acids and wheat protein, to mimic the performance of hair’s natural keratin – an important structural protein. Hair feels strengthened and reinforced as a result, and more resistant to breakage.
How has the keratin market changed since you entered it?
Keratin has become a real industry buzzword for both salons and consumers: the word ‘Keratin’ had over 1.2 million online searches in the last month alone*. We wanted to respond to this demand with Pro-Keratin Refill.
Why does your brand stand out against the rest in an ever-growing market?
The enduring série expert commitment to technological innovation, professionally recommended products and accessible pricing.
Which clients should salons / stylists encourage to try a keratin treatment or product range?
Pro-Keratin Refill is suitable for all hair types as a restorative treatment, alongside a client’s regular haircare regime. It’s perfect for when they require a little extra replenishing care or protection from the elements. It’s also suitable for everyday use on damaged hair.
What would you say to salons / stylists who are considering adding a keratin treatment or product range to their services, but haven’t yet?
The online statistics speak for themselves. The keratin trend shows no signs of slowing and consumers are very in tune with the concept of keratin-related care. Maximise the potential of this trend to drive your business!
The Technical Team, L’Oréal Professionnel
La-Brasiliana
What made your group add a keratin product to it's portfolio?
We’re market leaders. Salons look to ICON (home of La-Brasiliana, as well as Kevin Murphy and American Crew) to provide the next thing now!
How has the keratin market changed since you entered it?
Consumer awareness has grown. Also, clients are becoming dependent on the service – for some, it changes their lives.
Why does your brand stand out against the rest in an ever-growing market?
We’re reliable and definitely focused on education – we hold education demonstrations at Capital branches on a regular basis.
Which clients should salons / stylists encourage to try a keratin treatment or product range?
All salons should try it, especially when it comes to clients with thick hair, clients whose hair goes frizzy when it’s damp outside, gym clients – people going on holiday.
What would you say to salons / stylists who are considering adding a keratin treatment or product range to their services, but haven’t yet?
That extra service comes with a high ticket price, increasing your average bill. If you don’t offer this service your clients will go to a salon that does.
What’s next for keratin treatments/products?
We are working on this…
Paul Taylor at ICON
Revlon Equave
What made your group add a keratin product to it's portfolio?
Damaged hair is a growing problem in salons; more and more clients are coming in with hair that is dry, brittle and full of split ends.
But how do women avoid damaged hair without having to give up their cherished styling tools?
With Revlon Professional’s keratin-enriched Equave range there is finally an answer! When you use Equave keratin products you are effectively replacing the missing and damaged keratin from the outside and the inside of your client’s hair. Hair regains strength and natural resistance and is left feeling strong and healthy inside and out.
What makes your brand stand out against the rest in an ever-growing market?
The Equave conditioners are our hero products and they have the most intensive levels of keratin and repair action.
Which clients should salons / stylists encourage to try a keratin treatment or product range?
All hair types will benefit from a keratin-enriched formula. Clients looking for volume should use our keratin enriched volumising conditioner, while clients looking for increased hydration should try keratin enriched hydro nutritive conditioner. Clients with blonde hair should use our award-winning keratin enriched blonde conditioner.
What would you say to salons / stylists who are considering adding a keratin treatment or product range to their services, but haven’t yet?
It’s important that you do your best to keep your client's hair in tip top condition. Clients complaining of damaged or weak hair should be advised to use our new keratin enriched range for strong, healthy hair, inside and out.
Holly Hawkey, Colomer Group
First published in the Capital Hair & Beauty magazine.
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