I have been growing my hair for almost 2 years now and want to know if there is a way to make it soft and straight. My hair is naturally very thick and i need to water it up twice a day in order to keep it down. here is a picture:

http://i57.photobucket.com/albums/g211/unrealxXx/Photo2.jpg

my hair looks straight here but that is only because i brush it constantly. once some wind hits it, it's rock hard again. I want my hair to look nice and soft, like this:

http://farm1.static.flickr.com/226/499354024_6c9b2ea734.jpg

I know that there is a procedure that costs 300 dollars or so and is done every 6 months or so, but i forgot what it's called. does anybody know of a way to make my hair change and get soft? I use shampoo/conditioner every 2 days. It does not help much.