UNDER REVIEW: WOW Dream Coat Sealant
I only have myself to blame. A hair product with ‘amazing humidity-proofing power’ and a promise to ‘magically transform texture,’ encased in a shiny silver bottle, you say? Here, take my money, all £24.00 of it!
WOW DREAM COAT SUPERNATURAL SEALANT
Colour chemicals leave hair porous and vulnerable to humidity. DREAM COAT, inspired by new textile technology, covers each hair strand with an invisible waterproofing cloak.
Heat-activated polymer works to compress, tighten and seal hair strands. Hair is supernaturally-sleek, smooth and super-silky.
HOW DOES IT WORK?
Dream Coat uses a groundbreaking, heat-activated polymer technology that is lighter than a feather. Dream Coat scatters teeny droplets randomly on hair’s surface. When heated with your blow-dryer these droplets connect and crosslink, forming an invisible, hydrophobic matrix that does two things:
HOW TO USE
After shampooing and conditioning, apply Dream Coat to damp, towel-dried hair.
Divide hair in sections, then spray each section thoroughly (on the surface as well as underneath) to completely saturate hair. Comb through to distribute product evenly.
Blow dry, section by section, using a brush to hold each section taut while directing dryer heat (set at medium to high temperature) down hair lengths until section is completely dry.
Dream Coat lasts up to 2 to 3 shampoos.
I’ve used it 5 times, but because it’s an expensive product, I’ll be using it again, so hopefully my opinion will change, but so far, I’m not impressed.
The name behind Dream Coat is Gail Federici, co-founder of John Frieda, chief executive of Federici Brands; including Time Bomb skin care (huge fan), Frizz Ease – to my mind, the first and best, hair serum, and of course the WOW brand, my mum swears by Colour WOW Root Cover Up. It’s like an eyeshadow that clings to hair and disguises roots.
I believe Dream Coat has been throughly tested and researched. I also think the positive reviews on the net (and they are overwhelming) aren’t mere marketing puff. The product just doesn’t work on my hair.
I’m doing everything by the book, even though I’m not overly happy saturating my hair with product, then applying heat to it. I was always taught to ‘pat out’ as much moisture as possible before blow drying. I’m also not keen on pulling my hair taut as I dry it. My hair’s
old, fine and delicate, I want to treat it as gently as possibly.
Still, I followed directions, sectioned my hair, sprayed and saturated it, pulled my beloved BaByliss Big Hair (which is making wheezing noises four months after the warranty’s run out), firmly through my hair to ‘activate’ the magic potion. If I didn’t do that, I’d use my hair dryer with a big round brush on medium to high heat (which I never use).
I can’t honestly say I experienced any of the miraculous results. I will admit, my hair felt incredible afterwards, soft, smooth and surprisingly, strong, but that was all. It just didn’t look any different. My hair frizzed up in the rain as usual and wasn’t at all shiny.
I’ll keep trying, it could be that my hair isn’t suitable, or that I’m still not applying enough product. I’ll keep an open mind and carry on, £24.00 says I have to!
WOW Dream Coat Supernatural Sealant 200ml £24.00