83908164-1.jpgThe Brazilian Finishes Frizz

The buzz began after Nicole Richie, Lionel's daughter, blogged about the blow-dry treatment last spring.

Richie explained to her fans that her curly hair had been hard to maintain and she'd found a treatment that allowed her to be curl- and carefree.

Since Richie's blog, the Brazilian Blowout has been a hair-styling hit, popping up in select salons across Canada and the world.

Domenico & Drea, located in Toronto's posh Yorkville area, was one of the first salons in Canada to offer the Brazilian Blowout last July.

The treatment brought customers from as far away as New Brunswick. "Since the end of July, I would say we have had about 80 people come in from all over the place for this treatment," says Andria Mendicino-Sanelli, co-owner of Domenico & Drea.

Though it is desired by many, the $400 to $500 price tag limits it to the select few. It makes sense that the treatment would be popular with Zoomers, "Mostly that demographic has the money to do it, they are the group with disposable income," says Mendicino-Sanelli.

The Brazilian Blowout is a keratin (protein) treatment that fills in damage and dryness in the hair. It differs from chemical methods in that the keratin treatment can be used on many different types of hair including bleached hair and colour-treated hair, because of its more natural ingredients.

It helps those with curly hair, but Mendicino-Sanelli says the blowout is for everyone. "We've had people from the straightest of the straight to the curliest of the curly and everyone notices a difference."

"I did it to go on vacation and it removed the frizz and the curl, I could blow dry my hair myself. I haven't had it done in months and I can still tell the difference," says Liliana Coimbra, a customer of Domenico & Drea.

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