Shiseido Company, Limited (Shiseido) has discovered that the distortion and flattening in the cross-sectional shape of damaged hair will be further deteriorated through the daily routine of shampooing and drying, and successfully developed two methods that correct and restore such distortion and flattening in the cross section of damaged and frizzy hair. Shiseido will leverage each technology into further development of haircare products for both professional and general home use.
Conventional hair care methods for damaged hair mainly approached cracked cuticles on the hair surface or the inside structure such as porous hair. In the meantime, Shiseido focused on the distortion in cross-sectional shape of a single hair and has found out that a hair damaged by chemical treatments such as perming swells easily when it gets wet, e.g. by shampooing, and then its cross-sectional shape will be further distorted as it shrinks when it dries.
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