{"product_id":"wella-pro-perform-permanent-straightening-cream-400g","title":"Wella Pro+ Perform Permanent Straightening Cream 400g","description":"\u003ch4 data-start=\"2038\" data-end=\"2534\"\u003eNOTE: You need to use Wella Pro+ Perform Perm Straightening Neutralizer with this product\u003c\/h4\u003e\n\u003ch4 data-end=\"2004\" data-start=\"1929\"\u003eWella Perform Perm Straight - Long-Lasting Permanent Straightening Cream\u003c\/h4\u003e\n\u003ch4 data-end=\"2079\" data-start=\"2006\"\u003ePermanent straightening cream for smooth, sleek hair with a soft feel\u003c\/h4\u003e\n\u003cp data-end=\"2557\" data-start=\"2081\"\u003eWella Perform Perm Straight is a salon-only permanent straightening cream system designed for clients with frizzy, unruly or curly hair who want long-lasting straight results. The cream restructures the hair’s texture to deliver straight, sleek and shiny hair while maintaining a soft, touchable feel. Results last for up to six months or until regrowth appears, making it suitable for clients seeking a sustained reduction in volume and frizz rather than temporary smoothing.\u003c\/p\u003e\n\u003cp data-end=\"3030\" data-start=\"2559\"\u003eFormulated with Bond Builder technology and betaine, Perform Perm Straight supports the hair fibre during the straightening process to help protect strength and preserve a smooth finish. The range offers three cream variants – Natural, Firm and Soft – so professionals can match the product to the hair’s base condition and texture. The cream works as Step 1 of a system service and must be used with Perform Perm Straight Neutraliser as Step 3 for durable, even results.\u003c\/p\u003e\n\u003ch3 data-end=\"3060\" data-start=\"3037\"\u003eFeatures \u0026amp; Benefits\u003c\/h3\u003e\n\u003cul\u003e\n\u003cli data-end=\"3238\" data-start=\"3064\"\u003e\n\u003cstrong data-end=\"3098\" data-start=\"3064\"\u003ePermanent straightening system\u003c\/strong\u003e\u003cspan\u003e \u003c\/span\u003e– Provides long-lasting straight hair with sleek, shiny results that remain until new growth appears, reducing daily heat styling demand.\u003c\/li\u003e\n\u003cli data-end=\"3401\" data-start=\"3241\"\u003e\n\u003cstrong data-end=\"3268\" data-start=\"3241\"\u003eThree targeted variants\u003c\/strong\u003e\u003cspan\u003e \u003c\/span\u003e– Natural, Firm and Soft options allow tailored selection based on hair type and texture, from coloured through to resistant hair.\u003c\/li\u003e\n\u003cli data-end=\"3562\" data-start=\"3404\"\u003e\n\u003cstrong data-end=\"3437\" data-start=\"3404\"\u003eBond Builder and betaine care\u003c\/strong\u003e\u003cspan\u003e \u003c\/span\u003e– Helps protect the hair structure during processing while supporting a softer, more touchable finish after straightening.\u003c\/li\u003e\n\u003cli data-end=\"3699\" data-start=\"3565\"\u003e\n\u003cstrong data-end=\"3593\" data-start=\"3565\"\u003eFrizz and volume control\u003c\/strong\u003e\u003cspan\u003e \u003c\/span\u003e– Reduces bulk and unruliness on curly or frizzy hair to create a smoother, more manageable silhouette.\u003c\/li\u003e\n\u003cli data-end=\"3825\" data-start=\"3702\"\u003e\n\u003cstrong data-end=\"3727\" data-start=\"3702\"\u003eSoft, cosmetic finish\u003c\/strong\u003e\u003cspan\u003e \u003c\/span\u003e– Leaves straightened hair with a refined feel and controlled shine suitable for everyday wear.\u003c\/li\u003e\n\u003cli data-end=\"3974\" data-start=\"3828\"\u003e\n\u003cstrong data-end=\"3852\" data-start=\"3828\"\u003eSystem-based service\u003c\/strong\u003e\u003cspan\u003e \u003c\/span\u003e– Integrates into a defined multi-step protocol with heat application and neutralising to lock in shape and durability.\u003c\/li\u003e\n\u003cli data-end=\"4147\" data-start=\"3977\"\u003e\n\u003cstrong data-end=\"4006\" data-start=\"3977\"\u003eVegan, simplified formula\u003c\/strong\u003e\u003cspan\u003e \u003c\/span\u003e– Contains no animal-derived ingredients and is free from silicones, microplastics and mineral oil to align with modern salon preferences.\u003c\/li\u003e\n\u003cli data-end=\"4310\" data-start=\"4150\"\u003e\n\u003cstrong data-end=\"4187\" data-start=\"4150\"\u003eProfessional application workflow\u003c\/strong\u003e\u003cspan\u003e \u003c\/span\u003e– Cream consistency allows precise application with bowl and brush on dry hair in controlled sections for even processing.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Wella","offers":[{"title":"Soft Hair","offer_id":53301980365118,"sku":"4068359039078","price":49.95,"currency_code":"AUD","in_stock":true},{"title":"Natural Hair","offer_id":53301980299582,"sku":"4068359039061","price":49.95,"currency_code":"AUD","in_stock":true},{"title":"Firm Hair","offer_id":53301980332350,"sku":"4068359038996","price":49.95,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0684\/7689\/5550\/files\/WSC-1.jpg?v=1775996001","url":"https:\/\/hairsupplydirect.com.au\/products\/wella-pro-perform-permanent-straightening-cream-400g","provider":"Hair Supply Direct","version":"1.0","type":"link"}