ISO

Innovative Styling Options (ISO), an exclusive professional salon division owned by Zotos International, Inc., has earned a reputation as the pre-eminent leader in the texture industry with advanced waving technology and prescriptive-based texturising products. Earning the respect of stylists worldwide, ISO’s award-winning Option 1-2-3 and Exo waving systems have consistently won the behindthechair.com award for ‘Best Perm’ for 8 years in a row.

ISO’s comprehensive hair care line includes a line-up of six, colour-coded product groups. Formulated with Tri-active Technology, the ISO hair care line consists of Daily, Hydra, Color Preserve, Bouncy, Tamer and In-Salon categories to complement the texture line whilst targeting a multitude of distinct hair types.

ISO on Tour
ISO has always set the curve for curl with trends in hair fashion. The EastCoast and West Coast Tour collections took stylists on the ultimate road trip with hair design brought into context with fashions found across the country. The East Coast collection combined contemporary, modern texture with vibrant colours and free-hand cutting techniques to create the wearable, textured looks found on metropolitan city streets. Meanwhile, the West Coast collection represented more of a sophisticated yet sexy take on texture with a strong attention to detail and varying lengths and contrasts of texture.

ISO in the News
As an increasing number of stars like Charlize Theron, Kate Hudson and Nicole Kidman wear their hair curly, more people are turning to ISO texturisers to get the look. The press is picking up on ISO, long a leader in the curl category, with product mentions in Redbook, More, In Touch, True Romance, Seventeen and Shape and in Australian magazines like Vogue and InStyle.

ISO is also appearing on the airwaves, getting the word out about its line of texturising treatments and custom hair care products. In New York City, a local news broadcast picked up the story when ‘desperate housewives’ found themselves desperate no more for a good haircut and texture service. ISO treated 25 selected women to complimentary makeovers at Lépine New York salon, using ISO Texture and ISO Hair Care products, including Pure Cleanse, Bouncy Crème and Bouncy Spray.

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