"...The American Wave curls are looser, shaggier and more modern and can be combined with on-trend cuts to give a super chic look which anyone would believe was fully natural (or the result of some great styling).
With American Wave we can offer the permanent creation of wave and curl, volume and fullness; we can make hair more or less wavy or curly; we can use it to control frizz, add texture, movement or volume. It’s long-lasting, with loose waves only needing a redo every three months. And instead of chemical perms, it smells of eucalyptus.
Using an innovative, ionic waving lotion the product penetrates the hair shaft gently, without roughing the cuticle or making it swell, which is what old-fashioned perms used to do. The ionic lotion reduces stress on tresses, creates a smoother cuticle, and makes hair fabulous and full. Instead of setting hair with hard tools, we combine soft tools with editorial techniques, so looks are fashion-forward, not frumpy..."