Vidal Sassoon’s son Elan debuts a new line
- Created on Monday, 07 March 2011 00:00
Elan Sassoon brings hairstyling back to the stylist
Sojourn, a new product line from Elan Sassoon, the son of industry great Vidal Sassoon, officially celebrated its Canadian launch in Toronto this week. The evening event brought together salon owners and stylists, giving them the opportunity to talk face-to-face with Sassoon, the creative director, Melissa Stone, the chemist behind the line, Rob Guimond and new Canadian distributor Ralph Bryant. The line includes eight shampoos and conditioners, as well as a 15-SKU range of styling products that are designed to be cocktailed for any hair type or desired finish.
The main point of difference of the line is that all SKUs include hair building blocks cystine and keratin for permanent conditioning, and each bottle is clearly labeled with its own pH level, something that the majority of professional products did 20 years ago. Most products have a level between 4.5 and 5.5, although those designed specifically for colour protection are lower. This keeps the cuticle closed to achieve healthier hair and preserve the results of chemical processes like colouring, perming or relaxing.
Guimond, who has spent more than 20 years in the beauty industry formulating products, says of the line, “We need to be an industry of science again.” This means that when clients come looking for answers, stylists provide them with professional advice for their hair concerns.
As important as the products are, the education that Sojourn provides is of equal importance in the founders’ minds. Working with a variety of former Sassoon creative directors and educators, they offer intensive in-salon and regional education courses focused entirely on cutting.
To get more information on Sojourn, visit www.sojournbeauty.com.