Coolway Wins 2012 Allure Best of Beauty Breakthrough Award

NEW YORK, Sept. 12, 2012 /PRNewswire/ -- Taking top honors at The Allure Best of Beauty Awards is the new Coolway Hair Styling System which was honored as a 2012 Beauty Breakthrough of the year. The coveted awards feature the year's most innovative products that utilize advancements in technology and science to solve everyday beauty woes.

"We are so excited that the editors at Allure immediately understood the innovation of the new Coolway system, and more importantly that hotter-is-not-better," remarks Founder, Joseph Sherman. "The biggest difference between Coolway and existing hair smoothing products or systems is its ability to provide longer lasting professional styling results at home, faster, while keeping hair healthy and strong without damaging it during the styling process."

Created by team of beauty experts, biochemists and engineers, Coolway's styling system features a Patent pending Coolway Transform™ Spray and AutoSense™ Styler. The hair transformation begins with the Coolway Transform™ Spray that works to boost hair's natural moisture content so the Coolway Low Heat Styler can smooth and straighten hair at safe, low temperatures. Silk proteins, Red Algae Extract, and fermented Corn ingredients, work to strengthen and hydrate the hair for long-term results that are humidity-resistant and frizz-free. Over time, hair becomes stronger, shinier and more manageable as blow drying time is cut in half.

The Coolway AutoSense™ Styler uses low heat for all hair types and unlike typical (and damaging) flat irons, it will not evaporate the moisture within hair. Instead, it measures hair's moisture level and automatically sets to the ideal temperature required to seal in moisture while styling and protecting the hair. This is important because research proves that styling tools operating at 320 degrees F or higher damage the hair. With flat irons reaching temperatures of 450 degrees F, hair looks smooth and shiny, but only temporarily. The hair's moisture has evaporated, and it becomes dry and brittle, pulling moisture in, quickly leading to frizz. Then, high heat is reapplied to smooth the hair, leading to additional damage. The vicious cycle continues and with each treatment the hair deteriorates further. Coolway stops this cycle by styling hair only at temperatures lower than 299 degrees F, proven by research to not damage hair, and maintaining the moisture in the hair to keep it stronger, and frizz free. Hair treated by Coolway was clinically tested to be stronger by 300%, with 75% less breakage.

Launched in August 2012 the Coolway System retails for $150 at www.coolwayhair.com.

SOURCE Coolway