PRESS RELEASE for Immediate Release

PRESS RELEASE For immediate release

KeraStraight KS Ultimate launches at Jason Shankey Hairdressing

Now and then, a product comes to market, which changes everything… KS Ultimate by KeraStraight is about to do just that. KS Ultimate is a major breakthrough in hair care. Say goodbye to damaged, weak, hard to manage, frizzy or unruly curls, with just one application hair is transformed into super smooth locks that radiate with shine.

The popularity in semi‐permanent hair repair treatments has increased over the last decade with salons across the country seeing a huge rise in demand from clients who want to be in control of their hair. This new launch from KeraStraight is about to take it to the next level!

KS Ultimate is the result of years of extensive research and development by KeraStraight both in its factory in Brazil and the development facility in UK. KS Ultimate is quicker, easier and much more powerful and is the new generation of Brazilian Keratin treatments. It is the ultimate solution to transform dry, damaged and unruly hair into repaired, strengthened and straightened hair that is both easy to manage and luxuriously soft to touch.

KeraStraight’s ground‐breaking KS Ultimate treatment lasts up to four months, utilising advanced protein technology to eliminate frizz, strengthening and repairing each single strand to the very last tip. KS Ultimate is a universal time saving treatment that can be easily adapted to every hair type. This amazing new treatment transforms hair with incredible straightening power whilst strengthening and rebuilding the hair like never before. Each treatment starts with an in‐depth consultation to assess the porosity of the hair and understand its history. The hair is then prepared with two applications of KeraStraight’s Pre‐Treatment Cleanser to open the cuticles and soften – this is a vital first step. Next the hair is dried to 80% before applying the Pre‐Treatment Spray to regulate moisture/protein balance.

Following this, the KS Ultimate treatment is applied in sections from the nape to the tip avoiding the root. This is left to penetrate into the hair’s inner structure for 30‐45 minutes before being rinsed thoroughly. KeraStraight Moisture Lock conditioning treatment is applied for just four minutes and then rinsed. Hair is then blow‐dried and styled before the KeraStraight Digital Irons and Easy Comb are used to seal in the smoothness. Once ironed the hair is left feeling super strong, soft and healthy with incredible shine and can be first shampooed after 24hrs, which allows time for the treatment to stabilise within the hair. KeraStraight home care products are then recommended for the on‐going best results.

As one of the pioneers of keratin protein technology, KeraStraight is committed to producing state‐of‐ the‐art treatments and aftercare products for salon services and retail consumers. Since launching in

Jason Shankey Hairdressing, House of Fraser, Belfast BT1 4QG. Telephone: 028 9027 8272 Email: [email protected] Web: www.jasonshankey.com VAT reg no. GB 795 7231 88 Registered in Northern Ireland, company number: NI44838

2009, KeraStraight Ltd has grown from strength to strength gaining salons nationwide and around the world including countries such as Canada, USA, New Zealand, Dubai, Kuwait, Portugal, Singapore, Malaysia, China, and Malta. KeraStraight Ltd works with international stylists and industry experts to develop the products and treatments in order to continue to lead the world in new treatment innovations.

ABOUT JASON SHANKEY HAIRDRESSING Husband and wife hairdressing team, Jason and Brenda Shankey, launched Jason Shankey Hairdressing at Belfast's House of Fraser store in 2013. Best known for their pioneering work with Male Grooming over the past 17 years, the couple decided to bring their trademark service and style to women's hairdressing, and launched their first women's salon in October at House of Fraser, Belfast. The salon is committed to bringing innovative products and services to the hairdressing market.

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For further information about Jason Shankey Hairdressing, please contact Brenda Shankey on 07967 199617 or email [email protected]

For further press information about Kerastraight, please contact Essence PR on 020 7739 2858 or email [email protected]