New (or relatively old) technology has been around for over 50 years that actually works to prevent hair loss in cancer patients. Ice packs are routinely used in chemotherapy to prevent nail damage. Cooling the scalp during chemo can prevent hair loss in many patients and likely prevents permanent hair loss. New scalp-cooling technology is fast becoming the standard of care in the US at most of the major cancer centres, and has been used in Europe with great success. Many experts agree that a degree of control, body image, and privacy are important for cancer patients, and looking like themselves during treatment can help provide such confidence boosts.