Yes I think it's the same thing. Price varies from area to area. Ours start from £135 but some start a little higher.
It's not as strong as the Yuko. It's only semi-permanent and it doesn't render your hair poker straight, you'll still have a little body in it and may still need to run the straighteners over it.
Your'e correct in saying it doesn't have any formaldehyde in it. It's more a de-frizzing, conditioning treatment that will relax and curl or wave in your hair.
The great thing about it is that as it is not permanent you don't get the curly roots, straight ends scenario as it grows out. It just gently fades out of your hair.