Ms. Lamarre might be so bullish on perms because, when she came of age circa 1999, super-straight hair, as worn by Gwyneth Paltrow, was in vogue, the flatiron having at least temporarily superseded the crimper. "One of the biggest reasons this trend has not become infectious on Main Street is the word 'perm' brings back hideous memories from the '80s," Mr. Terzian said. "A new coined phrase wouldn't hurt." (Rodney Cutler salons refer to the service, which starts at $150, as a "body wave.") Mr. Terzian added that those who want the "undone" look regularly would be better off giving their hair such a "wave," as opposed to using curling irons every day. "Curling irons apply more direct heat, and using them on a daily basis would produce more damage," he said.
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