Nothing can strike fear into the heart of a style-savvy quite like the word 'perm'. It conjures up images of tightly set corkscrew curls and fuzzy face-framing waves; think 80s icons such as SJP in Footloose and Jennifer Grey in Dirty Dancing. But the perm could be making a comeback for 2014.
Leroy Koh, senior stylist for Errol Douglas told us: "So much has changed since the iconic era of the perm, from gentler formulas and multiple bespoke roller sizes to targeted techniques that focus on a specific part of an overall look. I'm on a one man crusade to rehabilitate "brand" Perm!" We're intrigued…
Koh continues: "All perms are not created equal, that's a myth. Obviously the release of the film American Hustle has focused our attention on the classic perm again, but as an Asian hair specialist I've been using specific targeted techniques for really sophisticated looks for years.
"And in the last year I've seen a huge increase in my European clients requesting targeted perming too, as they've come to understand it's not about an all over bubble look, but about the pursuit of the perfect S shape strategically placed for the right look."
Leroy's given us his five preferred perming techniques with celebrity examples - but is it enough to convince you to try a perm?
1. Directional perming
What: "Following the groove of the natural movement in the hair, to amplify the bounce, body and natural kinks."
Who? You could achieve a look like… Kim Kardashian
Best for: "Longer hair. It's a great way of adding volume and decreasing the frequency of "big blow out" blow dries."
2. Partial perming:
What: "Perming the ends only or bespoke pieces from ear to end. Historically popular with Oriental women, this technique has become increasingly popular with all hair types as heated styling tools have grown in popularity."
Who? You could achieve a look like… Jessica Chastain
Best for: "Any hair type, but particularly useful for short hair to build in texture, and mid-length to hold body and curl without the constant need to use heated stylers."
3. Weave out perm
What: "Delivers an incredibly natural looking wave and increases movement by "weaving" sections of the hair through the teeth of a tail comb and only applying solution to the sectioned out piece. This adds subtle body for dramatic effect when re-integrated into the whole head."
Who? You could achieve a look like… Nicole Scherzinger
Best for: "All hair types, particularly good for those that don't want to blow dry daily but do want movement."
4. Root perm
What: "Lasting volume and body at the crown that lifts without not a stiff bouffant finish, solution is applied over only an inch or two from the crown downwards depending on length of hair and size of roller chosen (usually a larger sized roller)."
Who? You could achieve a look like… Cate Blanchett
Best for: "Fine limp hair of all lengths."
5. Piggy back perm
What: "A technique where rollers are used right to the roots and placed on top of one another over sectioned out pieces. Think of a "roller sandwich" with one on the root and another sat on top. This creates maximum curl without too much lift at the roots."
Who? You could achieve a look like… Halle Berry
Best for: "Subtle curls without "big hair" volume."
What do you think? Will you make 2014 the year of the perm? Tell us at @glamourmaguk using #PermOrNoPerm.
