(July 5, 2011, Edgewood, New York) - American Culture, co-owned by Louise and Doreen Guaeri, together with Steve Brody of Beauty Systems Group, premiered their Simply Smooth keratin treatments and Simply Smooth xtend maintenance system to Long Island salons and CosmoProf store managers on Monday evening, June 27, 2011. The event took place in the Savoy Room of the Huntington Hilton Hotel, and was attended by many of the leading, long standing Long Island salons who are looking for a safe alteative in keratin treatments.
The evening event kicked off with a cocktail reception, followed by a stage presentation by Doreen Guaeri who addressed safe alteatives to formaldehyde and how Simply Smooth is the safest keratin treatment on the market. Doreen explained how Simply Smooth takes a hair color approach to texture management, the same way a hair colorist approaches hair color. Simply Smooth offers a variety of keratin treatments so that clients have a choice on what degree of texture reduction is needed. "Keratin is not one size fits all," explained Guaeri. "Clients can easily have varied textures and hair pattes. When I do a keratin treatment, it is not unusual for me to use two or even three different treatments on the same client." The stage presentation included three before and after models, who are Doreen's salon clients, to showcase the amazing results of Simply Smooth.
The stage presentation was followed by a "Product Knowledge Museum" on the upper level. Here, attendees were able to visit various stations that included detailed information by company representatives on the many professional treatments as well as shampoo, conditioner, styling and finishing products, all of which are sodium chloride free and help maintain the results of the keratin treatment. Attendees were extremely excited about the product line and glad to hear that there is a keratin treatment on the market that meets the govemental recommendation level.
Contact: Arlene Benza 631/242.3143x12 abenza@americanculturehair.com
American Culture is a hairdresser, family owned professional beauty business founded in 2001 by Louis and Doreen Guaeri. Their philosophy is to define the culture of hair care through a non-demographic approach that spans all generations and bridges all ethnicities. Their approach to product development is to create out of the box, high quality performance products that excite hairdressers and elevate their craft, along with at home maintenance products that enable consumers to replicate the salon look at home. All products are created with the highest quality ingredients and the integrity of the hair top of mind, and are never tested on animals. Located in Edgewood New York, all inteationally distributed American Culture products are developed and tested at their own salon location - American Culture, The Look Salon. American Culture brands include Simply Smooth Keratin Treatments, Simply Smooth & Straight, Pure NV Botanical Keratin Treatments, Pure Color and Cure Tools.
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