A Safe, Affordable Alternative for Salon Straightening Treatments Is Now Available

NEW YORK, Jan. 25, 2011 /PRNewswire/ -- For many women with frizzy, coarse, unruly hair, there's no limit to what they would spend -- or undergo -- to achieve sleek, smooth, straight strands. With the advent of keratin-based salon straightening treatments, women are clamoring for the unprecedented smoothing benefits, spending upwards of $250 to experience the dramatic effects the services promise.

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As the popularity of these treatments increases, more and more women are seeking a safe, affordable at-home alternative to the pricey salon treatments. John Frieda® Hair Care introduces the first at-home answer to semi-permanent straightening: Frizz-Ease® 3-Day Straight™ semi-permanent styling spray. From the experts who pioneered frizz fighting two decades ago with the launch of Frizz-Ease® products, the new semi-permanent straightening solution gives women with coarse, curly hair at-home access to the benefits of salon straightening treatments -- without the cost. Harnessing the power of keratin protein, new Frizz-Ease® 3-Day Straight™ spray seals in straight style with the help of a flat iron, giving women sleek, smooth, ultra-straight hair.

“When it comes to taming thick, unruly, frizzy hair, there’s no better option than straightening treatments,” explains Harry Josh, John Frieda® International Creative Consultant. “Frizz-Ease® makes the same benefits of a salon straightening treatment available at home for the first time, taking semi-permanent straightening out of the salon and putting it within everyone’s reach.”

Offering a lasting smoothing effect, the heat-activated, semi-permanent styling spray is ideal for women with coarse, unmanageable curls who struggle to achieve -- and maintain -- straight style. 3-Day Straight™ spray not only fosters flawlessly straight strands, but also lets women hold onto the straight style they work hard to perfect.  When applied to damp hair, the weightless spray provides heat protection as it blocks out frizz and enhances straightening results, locking in sleek, glossy texture for up to three days or until your next shampoo. John Frieda® Hair Care's proprietary blend of polymers with keratin protein wraps each strand, sealing in straight style as it smoothes.

WHAT IT COSTS: $9.99

WHERE TO FIND IT: Food, drug and mass market retailers nationwide

SOURCE John Frieda(R) Hair Care

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