My hair is fine and has a slight wave to it naturally. This Summer it became frizzy as a result of damage from the sun and chlorine. My hair does look better when I straighten it with a flat iron--it looks shinier, a little darker, tangles less and has more body. The problem is that the flat iron further damages my already damaged hair!
I found, that as far as I can tell, Naturally Straight does live up to Aveda's claims. My hair did become straighter with use and I enjoyed all the aesthetic benefits of using a flat iron. To test the claims, I blow-dried and flat ironed my hair daily for the first five days of use. After the initial five days, I sometimes flat iron and sometimes not--depending how my hair looks after blow-drying. I have found that I flat iron a lot less frequent.
These reviews are the subjective opinions of ChickAdvisor members and not of ChickAdvisor Inc.