Edward James London launches their new "British Blowdry" | Edward James London

Edward James London launches their new “British Blowdry”

Edward James London launches their new “British Blowdry”

by ejlondon_admin on July 26, 2014 in Care and Advice

We are excited to launch a fantastic new in salon experience known as the “British Blowdry”.

We start by glossing the hair from root to tip using a conditioning gloss from Aveda’s 99% naturally derived colour range. The gloss contains certified organic sunflower oil, castor and jojoba oils and is ammonia free. The gloss will add shine and moisture the whole way though the hair, leaving it looking healthier.

The hair then has a smoothing keratin protein applied, specifically where hair is more unmanageable – not necessarily the whole way through the hair. This will vary depending on the individual, so for example some people may experience more highly textured/frizzy hair around the top of their head or just in the fringe/temple area. Keratin is one of the key constituents of the hair-shaft so the keratin treatment is designed to strengthen and smooth the hair and make if feel more moisturised and manageable. The hair is then blowdried into shape to finish.

The hair can be washed 24 hours after the treatment and is designed to leave the hair feeling very conditioned and smooth. It will not remove curl from the hair but will work on frizz and unmanageable hair to create a smooth, shiny finish with body at the roots. It is the perfect treatment for hair that tends to react to humidity or dampness and is suitable for most hair types, including coloured hair.

The British Blowdry starts at £100.

As featured in the Daily Mail ‘Femail’ section