A hair styling treatment promises to give you straight hair — no blow drying required — for three whole months. What a fun and exciting way to promote a White, mainstream ideal of beauty! :

The treatment itself takes two hours but is straightforward. I had my hair washed and then the solution – which smells just like chocolate – was painted on.

Apparently supermodel Gisele Bundchen is a fan, and if it’s good enough for her, I’m not complaining.

We heard she showers too. Beauty routine worth looking into, perhaps?

It is left on for five minutes before your hair is blow-dried, then painstakingly sealed with straighteners.

My hair looked poker straight and celebrity-swishy.*

*Actual term.

But for the first three days you are not allowed to put your hair up, tuck it behind your ears, pin it back with a grip or wash it.

No hair pulling hair tucking for three days? No thank you. This sounds something those Brazilian ionic hair treatments that leave hair straight for several months: An effective treatment 1) if you can afford it (This one is 20 pounds a treatment, which is akin to like 78 thousand American dollars.) and 2) if you’re unaware or don’t care that straight hair is not inherently more beautiful that curly or wavy hair.

What do you think, though? Would you (or do you) straighten your hair? Do you curl it? Do you think straight hair is lovelier or more acceptable, say, in the workplace? And would you consider undergoing an expensive treatment just because a celebrity happen to use or promote it?

The blow-dry you’d gladly Kew for [The Sun]