From beauty-conscious Brazil comes a healthier new way to semi-permanently straighten hair, increase shine and wipe out frizz.

You may have heard of Japanese straightening techniques for the hair. This super-sleek service made quite an impression when it first launched in the United States several years ago. Though many women find the treatment successful, it has its limitations, especially for women who colour-treat their hair. It also permanently alters the hair's structure and the line of demarcation as hair grows cannot be avoided.

Now there is a revolutionary new treatment available that is literally a rebirth for your hair. It's called the Latino Hair Straightener and according to the literature is a revitalising protein treatment that gives hair the ability to return to its original healthy, shiny, smooth state.

According to salon owner Pierre Haddad, ‘unlike other relaxers or thermal conditioning products, it straightens the hair without damaging or changing its texture'. Basically the product infuses the hair with the proteins it had when you were born, trapping moisture, hydrating the hair and adding a glossy veneer. The Latino treatment is also different because it can be used on chemically treated hair. In fact, it helps seal in the colour so successfully that its advocates say the worse the condition of the hair, the more dramatic the results.

The Latino treatment takes one and a half to four hours, depending on the length and thickness of the hair. A stylist applies a solution, made mostly of the proteins that already occur naturally in your hair as a protective substance. Because of this, the treatment often works better and tends to last longer on dry or damaged hair, while helping to protect it from further damage. Using a hot iron, the hairdresser seals the formula onto the outer layer of the cuticle. The end result is amazingly smooth, silky and frizz-free hair. As opposed to growing out at the root, the Latino treatment gradually fades out, letting the natural return.

‘The requests we get for this revolutionary treatment have increased exponentially since it was introduced,' says Haddad, ‘and we continue to see more and more repeat clients.'

At a cost of $200 to $400 and with the end product lasting between two and four months, depending on your hair type, there appears to be no issue with value for money. According to Haddad the converted see it as ‘a small price to pay for smooth, silky and straight hair that delivers instant gratification and cuts down dramatically the time spent on drying and styling; in some cases it's wash and go'.

Care tips

There are some must-dos for making the most of a Latino treatment

1. Don't wash your hair for 72 hours. When you do, only use a sodium chloride-free shampoo

2. For three days, do not put your hair in ponytails, park your sunglasses on top of your head or tuck your hair behind your ears. No hair bands and no clips. If you do get any ridges, use either a blow dryer or a flat iron to straighten out the hair.

3. Don't allow your hair to get wet for 3 days. If it does get wet, blow dry immediately.

4. Don't use hair products (gel, mousse, spray, etc) for three days.

5. The treatment is not recommended while pregnant or nursing.

Straightened out

This treatment is for all of us who learned early on that hair, like life, isn't fair. But seriously, my family has a history of extremely dry, coarse, unmanageable hair. I have constantly struggled with a mass of curly, frizzy hair that has a mind of its own and goes crazy at even the thought of humidity or moisture. And no amount of expensive products, deep-conditioning treatments or weekly salon blow-dries could tame my mane. Though some products help, there's only so much they can do and most are hardly the miracle products they claim to be in their advertisements. I had given up hope of ever achieving perfect shiny salon-straight hair and had a steely mistrust of hair saviour promises.

Then I had the Latino Hair Straightener treatment. My incredibly thick and curly hair took exactly one hour and 50 minutes to complete, from shampoo to the hair of my dreams. I had seen it like this before though and didn't allow myself to believe the promise that it would more or less stay this way for up to four months - even after washing it. Yeah right.

Waiting the prescribed three days I was mentally prepared for my old locks to return after washing it for the first time. Maybe this is why I got very emotional. The results were so spectacular, I cried. It was mind-boggling how beautiful my hair looked: straight, shiny, sleek and, more importantly, healthy.

Before the treatment I would have to use fistfuls of conditioner to gain some semblance of control and would never dare to put a hair dryer anywhere near it. It used to take my hair two hours to dry. Now it takes me literally five minutes to blow-dry my hair perfectly straight without the need for product.

I don't want to sound shallow, but it's life changing. For anyone who can't master a professional blow-dry at home or manage a weekly blow-dry at the salon, this treatment is seriously liberating.

Other services

Pierre Haddad Hair Management also offers quality real human hair extensions. The extensions are attached to the hair to create length and fullness with small strands underneath the client's own hair. Haddad's uses copper bells to hold the extension in place, a highly advanced method of application. Copper bells are weightless and transparent which leaves a natural looking result. There is no excessive heat or stress on the attachment area, and therefore no damage to the hair.
Haddad uses 100 percent human hair from Europe, Russia, Peru or India and is available in curly, wavy or straight varieties. The colours range from dark brown, auburn to light blonds and reds so Haddad can offer precise colour matching and special blending for natural-looking results.

The process begins with a complimentary consultation during which style and colour decisions are made. To add bulk to fine hair or to extend a hairline takes around one hour, while extending the length of a full head of hair takes two hours.

Haddad's extensions last around four months and are easy to maintain. While in the salon, the client is taught how to look after them and advised on which products to use. The removal process is easy and fast and does not involve heating.

Haddad says wearing extensions benefits the client's own hair as fewer styling products and heat tools are required.

ACSM #41