Str8 Forward bowls over more beauty editors

In New Idea this month: "Scott Cornwall Str8 Forward DIY Hair Straightening Kit, $44.95, is a welcome solution for those who can't afford a salon smoothing treatment. Inspired by Japanese straightening science, it tames those frizzies and gives locks a silky, straighter, smoother look. Plus it lasts three months, protects against the humidity of summertime and strengthens every strand."

And the Australian Woman's Weekly loves it too: "Save hours on daily straightening with the Str8 Forward Permanent Home Hair Straightening System $44.99. Str8 Forward is your at-home alternative to expensive Japanese and Brazilian straightening salon services and blow waves. It straightens curly, frizzy and unruly hair for up to three months - plus it contains advanced collagen and keratin protein complex, which hydrates and strengthens damaged hair, adding vitality and lustre. Avaliable in Super Straight & Extra Conditioning."

And in Viva, in the NZ Herald: "Salon hair straightening is a popular, but pricey service which now has an at-home alternative in the Str8 Forward permanent hair straightening system from English hairdresser Scott Cornwall. Cornwall's Bringing the Salon Home product has a following in Britain and he has already launched two colour products here - Colour B4, which removes unwanted colour quickly and B4U Colour, a clarifying treatment to remove product build-up before colouring. The straightening system costs $44.99 and claims to last up to three months and help hair's condition due to the application of keratin protein complex. The three-step process does not suit very fine hair, but can be used on frizzy, unruly hair for a smooth finish.(To get maximum benefit it may pay to get the help of a friend as part of the process is to throughly apply heat irons through the hair once it is coated in product)."