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Ouidad touts formaldehyde-free treatment

Executive Summary

Salon brand seizes opportunity presented by recent Brazilian Blowout controversy, asserting that fighting frizz has "become a matter of life and death, and not just the risk of a bad hair day." Company recommends the Ouidad Softening System, available at its salon locations in New York and Los Angeles, to gently soften curls and add shine. According to stylist and brand founder Ouidad, the "Queen of Curl," "consumers need to be properly educated about the risks involved with these treatments and to seek a safe solution.
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