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Thermal Hair Reconditioning (a.k.a. Magic Straight) Treatment at Hidy Hair Studio

>>SEE BEFORE & AFTER PHOTOS

New York, NY, August 27, 2001 - Ever dream of having permanent straight hair? With the "Magic Straight" offered by Hidy Hair Studio located in the heart of Korea Town, your dream can come true. Hidy Hair Studio offers thermal hair reconditioning, also known as Magic Straight treatment originally imported from Japan and Korea, at a fraction of the cost of a regular straight perm.

Getting curly hair straight has always been a question of durability. In a normal straight perm process, curly hair is treated with normal relaxers and flat iron. When original hair is too curly normal straight perm only lasts one or two weeks and needs blow-dry after every shampoo in order to maintain. Normal straight perm has to be repeated as frequent as once a month or even once a week depending on hair condition. Frequent use of relaxers eventually damage hair.

For the past few years, several new thermal reconditioning or relaxing treatments came out of Japan and Korea. They have been called "Magic Straight" since the results were as good as magic and such treatment became so popular in Asia since then. Once Magic Straight is performed, it lasts as long as a year and doesn't require blow-dry after shampoo in order to maintain glossy and straight hair. Even when it's humid the hair doesn't turn back wavy.

The entire process takes relatively longer (about 4 to 5 hours) than normal straight. Nevertheless, more and more clients are asking for Magic Straight since the results are unbelievable. Since no blow dry is needed after shampoo it saves at least half an hour every morning. It's also a lot of money and hassle saving since it lasts six months to a year. However, Magic Straight requires careful hair diagnosis and professional treatment by experienced hairstylist. It is strongly recommended to consult hair salon with enough of Magic Straight experience. Also, short hairs are hard to style after treatment and it requires extra care when hairstylist performs other services simultaneously such as coloring or bleaching.

Hidy Hair Studio uses at least 3 different selections of relaxers depending on clients' hair condition whereas other hair salons normally use only one sort, the Liscio. On top of Liscio products, Hidy uses "Hi Power" from Japan and "Gopslate" from Korea. Most hairstylists at Hidy are fully experienced with Magic Straight technique from Asia. Price for Magic Straight at Hidy starts from $300-$700 whereas it normally starts from $750 at other salons. Hidy Hair Studio is located at 34 West 32nd Street, on the third floor, between Broadway and 5th Avenue in New York City and opens everyday from 10:00 AM to 8:00 PM (11:00 AM to 7:00 PM for Sunday) and reservation is required for Magic Straight (Tel: 212-279-9393).

[Photographs: Treatment by Jay Sung, Hairstylist, Hidy Hair Salon -August 21,2001-

Client's condition before treatment:

Severely damaged after frequent repetition of coloring and highlighting. There was no chemical treatment for 9 months. Hair condition was different from one part to another. Especially, ends and both sides were at over-porous stage.

Preliminary Treatment:
- Applied equal amounts of "Hi-Power 8" (one of the magic straight treatment by Alacial, Japan) & "Hi-Power 0" to less damaged area and adjusted hair balance by using mist machine for 10 minutes.

Applied "Hi-Power 0" to damaged parts of hair and went back to mist machine for another 10 minutes. Client's hair turned to the perfect condition for Magic Straight treatment.

- Applied protection solution (100%) to both sides where severely damaged (application of protection solution protects hair by adjusting the rate of treatment absorbency). Applied protection solution (50% of protection and 50% of water) to hair ends and center section where highlighted.

Application:
- Applied "Hi-No. 1" (one of the magic straight treatment by Liscio, Japan) to virgin hair area only and wrapped to be heated for 20 minutes. After 20 minutes applied thermal solution to rear area and misted for 10 minutes (moisturize and eliminates damage).

After 30 minutes of observation, applied thermal solution to both sides (severely damaged area) and gave hand touch for 2-3 minutes and rinsed.

Flatiron:
Grabbing right amount of hair and slow pace is important when ironing.

2nd Treatment:
Applied to all area except both sides (severely damaged area). After 10 minutes, applied mixture of neutralizer and "Hi-Power 8" to both sides and went back to mist machine for 5 minutes. When misting under neutralize mode, ozone (03) was generated to remove residue and odor.

- After rinsing, applied "er" treatment (one of the magic straight treatment by Liscio, Japan) as final softening treatment and rinsed again. After air-dry (no blow-dry). Client's hair completely changed to look straight and healthy.