Keratin Complex's Express Blow Out is a lighter take on their trademark treatment that leaves hair frizz-free for up to six weeks.
The service can be performed in just one hour instead of three, and our writer who tried the original version will be happy to know that you can shower just eight hours post-treatment instead of the challenging three days you have to hold out for the original. (Her boyfriend wasn't too happy about that.)
And the best part: the Express Blow Out will be about 50 percent cheaper than the original silkifier -- bringing the cost to $100 and up, depending on the area of the country and length and texture of the hair being treated.
Frizz-beleaguered customers who are on a budget have been asking for something like this, says vice president of marketing, Lindsey Soloman.
"We understand that in this economy, not everyone can spend $350 on their hair. We don't want them going down the street and getting some cheap one percent keratin knock-off. This quicker, shorter solution allows us to offer the same results for a lower price point," said Soloman at the New York launch event at Sahag Workshop salon.
Like the original, the express version can be used on any hair type -- including strands that have been permed, color-treated and Japanese-straightened.
Your after-care will determine your results. If you're an athletic type who is showering and washing your hair twice a day, the finish may last three weeks. But most can enjoy silky smooth locks for closer to six weeks.
And according to Soloman, busy moms make up a large percentage of customers.
"It's great for moms who need to be in and out of the bathroom in seven minutes and who do their mascara in the car or on the train. They can also enjoy activities with their kids like going in the pool, without worrying about what their hair is going to look like," said Soloman.
But if you're a fan of the original and its longer three month-long results, have no fear. It will continue to be available.
To find a salon near you that carries the treatment, visit the Keratin Complex website.
And for more frizz-fighting news, check out our before and after pictures with Avon's new Lotus Shield.