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The site states the following, "By stylist Takako Kikuchi Non-Toxic, Formaldehyde Free Achieve the elegant, straight hair youve always dreamt of! 714-612-8221Beverly Hills, CAFree Consultation." We observed that the web site also said " The Non-Toxic, Non-Formaldehyde alternative to Brazilian Keratin Process." It also stated " Although Japanese Hair Straightening is permanent, new hair grows in with its natural texture so retouches are necessary. On average, expect touchups every 6 months to a year, depending on the individuals maintenance and rate of hair growth. Its very important to c." The header had Japanese Hair Straightening as the highest ranking keyword. This keyword was followed by Thermal Hair Reconditioning, Thermal Reconditioning, and Permanent Hair Straightening which isn't as urgent as Japanese Hair Straightening. The other words the site uses is Straightening Perm. Straight Perm is also included and might not be viewed by web crawlers.