Who has the fairest fake hair of all: Jessica or Paris? Following in the golden tresses of Jessica Simpson, Paris Hilton has inked a deal to be the face, or more precisely the head, of a brand of hair extensions. Hilton signed a deal with HairTech International’s DreamCatchers on Jan. 1 and the following day was outfitted for hair extensions at the HairTech salon, located in Beverly Hills, said Chris Volek, founder and chief executive officer of HairTech International.

The company sought out the heiress “to remove the stigma of the waxes, glues and weaves” that is pervasive in the resurgent hair-extensions industry. He noted the hair is sourced from Europe, not India, as is common in the industry, and is unprocessed. The extensions are now beginning to roll out to salons internationally and cost about $500 to $1,000, a fee that includes cut and color.

DreamCatchers are reusable and are applied about a half-inch from the scalp using patented Micro cylinders from Europe. During the two-and-a-half-hour application process, clients are given a private suite with wireless Internet connection and a flat-screen TV. Clients return about four weeks later to have the Micro cylinders adjusted. HairTech will begin hosting training seminars for DreamCatchers in February and plans to launch a consumer advertising campaign in May.

This story first appeared in the January 12, 2007 issue of WWD. Subscribe Today.

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