Searches for ‘permanent nursing home care’ are going off. Are you listening?
Most hair care brands are not aware that their customers are in the middle of this dilemma.
Take a deep immersion into the data. The numbers revealed something fascinating.
The straightened end of the hair (chemical treatment, permanent) has a massive search volume, up to 10,000 months.
But here comes the anomaly. The end of the hair collector (the plan, the temporal solution) has exactly the same number of searches.
What does this data reveal to us so clearly?
Don’t tell us that there are separate markets.
We are told that for every consumer willing to commit to permanent chemical treatment, there are others who actively seek a flexible alternative without compromise.
The opportunity for your alacado product is not to compete against other planes. It is positioned as the intelligent alternative to permanent straightening.
Imagine this change in narrative:
Instead of saying: “Get a perfect smooth for today.”
Empties to decide: “Get a smooth salon treatment, without compromise or damage. Today smooth, smooth tomorrow. You decide.”
You are not selling a styling product. You are selling freedom, control and the absence of regret.
And this level of analysis, of connecting data with consumer psychology to find hidden opportunities… is exactly what happens every month in El Mapa Secreto de tu Mercado.
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That’s it, now let’s continue with more analysis on the topic.
Differences between Hair Straightening vs Hair Straightening
Even though both seek to make hair longer, straightened and straightened, there are important differences in technique, duration and effect on the hair structure:
Method
Alacado: It is carried out with thermal tools such as plancha or dryer.
Straightening: Uses chemical products that modify the hair structure, combined with heat.
Duration
Alacado: Temporal, lasts until the next wash.
Straightened: Semi-permanent or permanent, it can last from 3 to 6 months or more.
Effect
Hairstyle: Reduce frizz and volume without altering the internal structure of the hair.
Straightening: Changes the internal shape of the hair to keep it straight for longer.
Application
Alacado: You can stay at home with basic tools.
Straightening: Requires professional application, especially if strong chemicals are used.
Result
Lace: Natural smooth, flexible and with movement.
Straightened: Extremely smooth, more rigid and durable.
Hair represents a valuable aspect of human individuality. The possibility of having a peinado fácil de manejar y cambiarlo periódicamente ha impulsado una creciente búsqueda de transformaciones químicas del cabello, incluyendo el alaciado permanente.
4 Most Common Insect Methods
Hot comb
This method developed at the end of the 19th century and became popular at the beginning of the 20th century. It is a temporal straightener, which only modifies weak hydrogen bonds through a process called keratin hydrolysis. The initial technique consisted of applying a petroleum jelly-based ointment to the hair, followed by straightening it with a warm metallic hair dye. Over time, the technique improved. However, with the introduction of new methods, the hot skin is no longer used.
Hair dryer and flat iron
The physicochemical techniques that combine mechanical and thermal straightening, such as the dryer and the flat iron, are temporary solutions that last until the next wash. The hair needs to be moist, which is why the hydrogen sources break and the temporary opening of the helicoidal structure of the hair occurs, relaxing it. The combined use of the hairdryer and straightener dehydrates the hair, keeping it straight.
Alkaline planchas
Hydroxides
Hydroxides are powerful alkalis, widely used to straighten very damaged hair.Sodium hydroxide, also known as bleach, is indicated for straightening extremely frizzy hair. Light relaxers, such as guanidine hydroxide, are indicated for straightening wavy and straightened hair and for sensitive hair. Although it is softer on the hair, it leaves mineral calcium residues on the hair shaft, leaving it drier, brittle and opaque.
The hydroxides promote permanent straightening, as they break the disulfide bonds of the cortex’s keratin. The high pH and conversion of cystine to lanthionine weaken the hair shaft, which is why hydroxides are linked to a greater risk of hair damage.
Tioles
This group comprises ammonium thioglycolate (AT), aminomethylpropanol thioglycolate and ethanolamine thioglycolate. It has less power and a higher cost than hydroxide agents. Its main application is straightening straight, straightened and wavy hair. The AT is the most popular, with a solution concentration of 7.5 to 11%, and a pH of between 9 and 9.3. More alkaline solutions, with a greater amount of ammonia, allow the use of a lower concentration of thioglycolate with the same effectiveness. As a disadvantage, it has an unpleasant odor and is more irritating to the skin.
Alacido Permanente Does not exist, the correct thing is the Alistaido Permanente.
Alaçado Permanente” is not a correct term. It is appropriate to speak of Alistaido Permanente.
Although many consumers do not distinguish between the two concepts, in technical terms there is only one important difference.
Permanent Straightening Treatments
Brazilian keratin treatment
The BKT offers hair relaxation and electrostatic reduction, which possibly makes it more manageable and enhances its color and shine. The difference between hydroxides and thiols, can be applied to previously straightened or straightened hair.
Formaldehyde
Formaldehyde is a soluble aldehyde widely used for its chemical properties. It works as a preservative in the composition of various products for daily use. Some synonyms for formaldehyde are methanal, formalin, formic aldehyde, oxymethylene, methylaldehyde and oxymethane. Several countries prohibit its use as an active ingredient in straightening products. Formaldehyde releasers are chemical compounds that, at high temperatures, produce formaldehyde as one of their final products. Examples of formaldehyde releasers are methylene oxide and methylenglycol.
Synthetic hydrolyzed liquid keratin quickly penetrates the cortex and reacts with human hair keratin. The heat of the dryer volatilizes the formaldehyde, increasing the fixing capacity of the hydrolyzed keratin solution (HK) in the natural hair keratin. The protein crosslink produces a hardening film that covers the hair, waterproofing it and keeping it soft and shiny. This film does not offer the same protection, as the stem remains fragile and susceptible to fractures even after minimal trauma.
Glutaraldehyde
Glutaraldehyde is a saturated dialdehyde, sold as a cosmetic preservative at 0.2% and as a sterilant and hospital disinfectant in concentrations of up to 2%. It is powerful in the production of stable cross-links with DNA proteins and is more toxic than formaldehyde, especially for the respiratory system. Given that it is potentially carcinogenic, its use for permanent patients is prohibited at any concentration.
Glyoxylic acid and its variants
Glyoxylic acid (GA), also called formic acid or oxoacetic acid, is an organic and simplest compound of aldehydic acids. After the ban on formaldehyde as a straightener in several countries, AG became popular in products for straightening hair. Hair straightened with GA gives semi-permanent results, maintaining the hair’s hair setting for up to 5 to 10 washes. This denaturalization of the protein occurs through the reaction between the acid and the structure of the amino acids.
Adverse effects of permanent ailment
Irritant and allergic contact dermatitis are the most common adverse events. Formaldehyde can cause several types of reactions, including contact dermatitis, urticaria and irritation of mucous membranes, especially of the conjunctiva and respiratory tract. Erythematous scaly and papulopustular lesions may occur on the scalp or other areas of the body, in a patient that suggests drug-induced skin reactions.
Hair breakage is another possible adverse effect that can occur if the hair is exposed to flat iron for a prolonged period of time or if an incorrect pH or substances at very high concentrations are used. In the case of acidic streaks, changes occur in the properties of the hair, such as hair styling, traction resistance, color, amino acid content and internal structure. The pH value of the plancha considerably influences these properties. The presence of more hydrogen ions as the pH value decreases causes more damage to the stem and affects the elasticity of the fiber. It is important to control the pH value to avoid further damage and possible stem ruptures.
What is offered for these needs of consumers with straight hair?
To minimize hair damage caused by straightening, post-treatment is recommended to protect damaged hair from greater depreciation and breakage. From different studies it was observed that the application of posttreatments improved the shine of damaged hair, obtaining greater luminosity in comparison with the raw hair control test.
Furthermore, the resistance of post-straightened hair increased compared to chemically straightened hair. This is due to the film-forming agents of the conditioning products forming a protective layer and a smooth surface on the fiber.
Essential Product Categories for the permanent resident
- Shampoo without sulphates after aging and low pH: Gentle cleansing, does not eliminate treatment, seals the cuticle.
- Conditioners and repair mask for treated hair: Rich in lipids, proteins and deep conditioning agents.
- Leave-in Treatments (Rinse-free treatments): Continued protection, frizz control, light hydration.
- Finished Oils and Serums: Glitter, sealed edges, protection.
- Specific Thermal Protectors: If the consumer continues using a straightener/dryer.
Straightened hair repair ingredients:
- Hydrolyzed Proteins (Keratin, Collagen, Silk, Wheat): Replenish porosities, renew structure.
- Amino acids: Blocks protein builders, penetrates better.
- Lipids and Nutritive Oils (Argan, Coconut, Shea, Jojoba): Emollience, shine, flexibility.
- Cationic Conditioning Agents: Untangle, smoothness, static control.
- Humectants (Glycerin, Panthenol): Attracts and retains moisture.
- Silicones (Cyclomethicone, Dimethicone): Protection, shine, slip (clarify types and functions).
- Active ingredients to seal the cuticle (acidic pH, specific polymers).
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How can hair care brands capitalize on the duality between permanent and temporary straightening?
Hair care brands can capitalize on the duality between permanent and temporary straightening by recognizing the existence of two consumer segments that, even when looking for straight hair, have different needs and desires.
Here I detail how you can do it:
Develop and market products that meet both needs and the transition between them:
◦ For those looking for flexibility (temporary stress): Offer products that facilitate smoothing without damage, such as specific thermal protectors if the consumer uses a straightener or dryer. The key is to emphasize the ability to change style without altering the hair structure permanently.
◦ For those opting for permanent or semi-permanent straightening: The brands can offer a range of post-treatment products designed to minimize damage, protect the hair and improve its shine and resistance after chemical straightening. This includes:
▪ Shampoos without post-acid sulfates and low pH for gentle cleansing that does not eliminate the treatment and seals the cuticle.
▪ Conditioners and repair masks rich in lipids, proteins and deep conditioning agents.
▪ Leave-in Treatments for continuous protection, frizz control and light hydration.
▪ Finished oils and serums for shine, sealed with points and protection.
▪ Repairing ingredients such as hydrolyzed proteins (keratin, collagen, silk, wheat), amino acids, lipids and nutritional oils (argan, coconut, shea, jojoba), cationic conditioning agents, humectants (glycerin, panthenol) and silicones.
▪ Actives to seal the cuticle with acidic pH and specific polymers.
By adopting this strategy, brands can connect market data with consumer psychology to find a hidden opportunity and redefine their positioning in the hair care game
Recognize the market “anomaly”: Searches for “hair straightening” (permanent chemical treatment) and “hair straightener” (plan, temporary solution) have a massive volume and exactly the same number of searches.
This indicates separate markets, but for each consumer willing to commit to permanent chemical treatment, there is another who actively seeks a flexible and non-compromising alternative.
Changing the narrative and positioning of the product:
◦ The opportunity for beauty product brands is not to compete against other straighteners, but to position themselves as the smart alternative to permanent straightening.
◦ Instead of saying: “Get a perfect straightening for today”, the narrative should be: “Get a straightening of a salon treatment, without commitment or damage. Straight now, tomorrow. You decide.”
Selling “freedom, control and the absence of regret”: This new narrative does not sell a styling product, but emotional and lifestyle concepts that respond to consumer psychology, which values individuality and the possibility of changing your hairstyle periodically without a long-term commitment.