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With 11 collections formulated for every client and every concern, amika has transformed the world of haircare. Plus, the brand empowers their pro community of stylists with next-level education through in-depth courses and certifications that elevate the salon experience. In March 2024, amika launched its first salon-exclusive, clinically proven smoothing service, revolutionizing frizz management across all hair types. This innovative pro smooth over salon service allows clients to stay true to their roots — literally and figuratively — while enjoying silkier, smoother locks. The first-of-its-kind pro service reduces frizz for 6-7 weeks* and is clinically proven to reduce frizz in high humidity.** With 2 different sets of service instructions, the smooth over frizz-fighting pro service reduces frizz for all hair types without permanent straightening. The result is your client’s hair only smoother, shinier, healthier-looking, and easier to manage and maintain.
As amika CEO, Chelsea Riggs, explains, “the pro smooth over frizz-fighting service offers clients a medium-commitment solution that reduces daily maintenance routines and tackles the persistent missing end.”
To dive deeper into this beauty breakthrough, The Tease spoke with Matthew Williams, a veteran stylist whose nine-year journey in the industry has been defined by his creative and transformative services as well as his unwavering commitment to healthy, realistic results. Here’s his insider perspective on the pro smooth over service.
The Tease: How were you first introduced to the amika products?
Matthew Williams: I was first introduced to amika by a fellow stylist at the first salon I worked at, I was immediately impressed with the perk up dry shampoo and was hooked by the iconic scent.
How did getting amika certified support you in the use of the pro smooth over line?
Williams: The amika certification helped me gain the confidence to perform the service and the knowledge to reassure me that the service was up to par with my clients’ standards.
What were your first impressions of the new amika pro smooth over products?
Williams: My first impression of the new amika pro smooth over service was ‘WOW! I literally can use this on anyone and have amazing results.’
What hair types would you suggest using the amika pro smooth over product on?
Williams: There are two sets of instructions that differ from hair texture and how the client wants to wear their hair. The curly method doesn’t involve a flat iron and the straight option does. However, I would suggest the amika pro smooth over service to all hair types! It performs well with both straight and curly-haired clients!
What is your favorite way to use the pro smooth over treatment?
Williams: My favorite way to use this product is as an add-on to help achieve that perfect glossy and smooth Instagram-worth hair!
What is the typical lifespan of this service with your clients and what do your clients notice following their appointment?
Williams: The typical lifespan of this service lasts around 6-7 weeks* and my clients noticed smooth and healthy-feeling hair that lasts until their next scheduled appointment. Clients will return at least 2 weeks after the treatment has worn off and specifically ask for this treatment as it’s not permanent and offers beautiful results between appointments.
Ready to help your clients meet their hair goals? Head to loveamikapro.com for more information about pro smooth over frizz-fighting service. For more on Williams, be sure to follow him on Instagram and TikTok.
*based on an 8-week consumer study of 30 participants
**clinically tested using smooth over priming shampoo, smooth over pro frizz-fighting treatment, soulfood nourishing mask, and mirrorball shampoo + conditioner as a system.
Elisabeth Charney is an Innovative Strategy Intern at The Evoke Agency, where she brings her passion for beauty and marketing to the forefront. Currently a senior at the University of Wisconsin-Madison, she is studying Journalism with a focus in Strategic Communication and digital studies. Elisabeth is intrigued by the intersection of hair, beauty, and entertainment, and how they shape industry trends and conversations.