Thanks to the J. Sisters from Vitoria, Brazil, New Yorkers discovered the Brazilian bikini wax in 1994. Soon, women all over America went wild for the procedure that leaves nothing more than a “landing strip” down there.
This story first appeared in the June 15, 2007 issue of WWD. Subscribe Today.
Now, another beauty treatment from the birthplace of Gisele is vying to be the next big thing.
Mauricio Ribeiro, who hails from São Paulo, is giving frizz buster John Frieda a run for his money. After jumping ship from B2V Salon to Sunset Strip’s Argyle Salon & Spa last year, Ribeiro is launching the Brazilian Blowout, a single-application treatment that harnesses a patent-pending chemical found in spray tanning to smooth out kinky hair.
To begin the 90-minute process, hair is washed with anti-residue shampoo. Next, it is sectioned into four parts and treated with the chemical. Finally, it is dried with a flat iron to seal in the solution.
Ribeiro tells his customers (professional women ages 20 to 50) that, like a bad boyfriend, the $350 service requires no commitment and only lasts up to eight weeks.
“A lot of people try the Japanese [straightening system]. But after you do it for so many times, it can burn your hair,” he says. “I am not actually altering the hair structure, I am just organizing it on a superficial level. The hair loses all the frizz.”
In Brazil, women rushed to salons for the nonpermanent smoother. At the Argyle, the only U.S. salon currently offering the service, Ribeiro does about seven blowouts per week. But word is spreading. Already, he has gotten calls from salons in Dubai and Australia inquiring about the treatment.
“Brazilian women are into their looks so they try things and discovered this,” he says.