A small bridal team doing two or three weddings a week, whose clients were complaining about broken ends afterwards.
The cause turned out to be very simple. Every tool they owned was being used at its highest setting, on hair that was still slightly damp, with no protection, because the schedule was tight and heat is how you make a schedule work.
We spent an evening in the salon with their four people and a box of tools, showing what each setting does to a test strand. The strands are more persuasive than any explanation, which is why we now keep a board of them on the wall.
They changed three things: dry before straightening, a protective spray that costs almost nothing per head, and settings about two thirds of where they had been. They buy the spray from us by the case and we sell it to them at what we pay.