Unleashed Potential has been appointed by British hairdressing manufacturer KeraStraight handle its PR activity. The agency’s remit includes raising awareness of its brand including the KS Ultimate semi-permanent repair, straightening and smoothing system, Intense Boost 30 minute hair renewal treatment and KS Care and Style ranges, in both the consumer and trade media. Established in 2009, KeraStraight, whose Global Ambassador is Trevor Sorbie MBE, supplies the most advanced, formaldehyde-free straightening system available on the market. Formulated with protein technology, the treatments improve manageability and deliver smooth, shiny results on all hair types from damaged to coloured and Afro, which last up to four months. The products and treatments are available in salons nationwide. KeraStraight also offer a range of Care products including a sulphate-free Straight Maintain Shampoo and Conditioner (£17.50) alongside a Style collection featuring the split-end repairing Rescue Crème (£16.50) and Ultimate Oil (£30) to provide shine.

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