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7 2/26/10 Elan Sassoon's NEW Hair care line, Sojourn. By Lauren Salapatek From left to right: Co-founder Larry Williams, Director of Education Melissa Stone, Cofounder Elan Sassoon and Director of Chemistry Rob Guimond. According to the Sojourn team, their line has a positive chemistry for hair. You re probably wondering why Sojourn hair care is so revolutionary? Director of Chemistry, Rob Guimond says, It s the only professional line to have the proper ph 4.5 to 5.5 on all of the products to guarantee that they are color safe. It s the avant-garde of hair products; revolutionary in composition and design. In an effort to take the beauty business back to a fundamental understanding of hair, Elan Sassoon teamed up with leaders in the industry to introduce Sojourn, a professional line committed to the protection of hair and the re-education of the industry. Florida was the first market, Pennsylvania and New Jersey are next by April, Sojourn will be distributed nationwide. I got a behind the scenes look into the new line. Not only was I able to ask both Sassoon and Director of Chemistry Rob Guimond, why this product stands out from others, I was also able to try out the products myself! What impact do you think Sojourn hair care will have on the beauty industry? Listening to the stylist, I hear how they have been forced to settle for second-rate products that in many cases hardly live up to the promise of professional standards. Sales representatives are at times unaware themselves of the company s long term goals, and are equally offended when they are forced to uphold a climate of corporate greed that is more interested in the bottom line than hairstylists. Feelings of distrust and mediocrity abound yet, I am optimistic. When I am asked how my products will be different from others, the questions are straightforward and clear. Asking the right questions is the right place to begin creating a new dialogue one that is in right relationship with the right products and with each other. Although many have told me they feel powerless when it comes to industry politics, that is changing. Since the natural ph of hair is 4.5, this means in this range your hair structure is at its strongest. Raising the ph of hair causes the cuticle to open this can leave your hair susceptible to color loss and damage. Guimond says, Most companies are savvy to this, so they use a term ph balanced which has no significance to hair. This could mean the ph is as high as 12. So unless there is a ph clearly stated on the product, you re really not sure whether it s color safe or not It s the stylist s industry and business. While some seem to have forgotten that, I am devoted to changing the current model and redefining what it means to work cooperatively for the better good of the industry. Through mentoring, education, and respect for what it is hairdressers want, together we can create a new culture of hairdressing one that is about stylists, for stylists, created cooperatively with stylists, and one that is invested in products and education that first and foremost, stylists want. Elan Sassoon Elan Sassoon Conditioner Moisture, Texture Molding Paste, Shampoo Moisture, Monoi Oil Sojourn Shampoo Moisture: All I have to say about this shampoo is that after applying and lathering it through my hair, it felt so moisturized I didn t think I needed any conditioner to accompany it! The shampoo smells wonderful with a hint of citrus. It left my hair healthy-looking and silky soft to the touch. I can definitely understand the power of the exclusive Keratin Cashmere Protein they use in this product it does leave your hair permanently conditioned. Sojourn Conditioner Moisture: Okay so I know I just said that I didn t necessarily need the conditioner after the shampoo, but I used it anyways and guess what, my hair was even MORE moisturized. I used both the shampoo and the conditioner first thing in the morning right after I woke up. My bed head hair had tangles galore. After using this conditioner my hair felt as if I brushed them all out. On the bottle it advises you to leave the product in for two to three minutes (so it acts more like a deep conditioner). I saw a result after one minute. Besides it s long-life color protection, Guimond says, It s the only product to have Keratin Cashmere and Cystine throughout the line. This will give permanent conditioning to the hair. The line also has: UV protection, no sulfates, no formaldehydes, no denatured alcohol (100 percent alcohol free), no parabens, no salt and no artificial color or dye. It s also 100 percent biodegradable and has net-zero environmental impact.

8 Since I got to try out this product, here s a little educational lesson about each product and my take according to what it did to MY hair Sojourn Monoi Oil: In other words. Wonder oil. It s an ultralight yet deep conditioning treatment specially formulated for chemically treated, dry, frizzy or environmentally damaged hair. This hydrating oil absorbs almost instantly and it doesn t leave any residue or build up. When you first apply it, you can feel it in the hair. After about 15 minutes you can t even tell it s there. Hair feels a lot softer after this product. Sojourn Texture Molding Paste: This paste has a thicker texture than the taffy, so it enables you to add a little more definition to any cut or style. You can use this product to create soft and loose curls or to stand hair straight up it s your choice! Sojourn Shampoo Smooth: This shampoo is ideal for curly hair types and those who desire a soft, smooth look. Works just like Sojourn Moisture Shampoo. Sojourn Conditioner Smooth: Works just like Sojourn Moisture Conditioner; protects against thermal damage. Sojourn Serum Smooth: This product made my hair look polished and shiny. I ran about two pumps-worth from the middle to the ends of my hair. I found that it works better when hair is dry (even though you can use it on damp hair as well.) It s ideal for helping with split ends. protection and moisture. Conditioner Smooth, Shampoo Smooth, Serum Smooth, Leave-in Detangler Sojourn Leave-in Detangler: I sprayed this product on my hair roots to ends once it was towel-dried. Even though my hair was already pretty detangled (after using the variety of Sojourn shampoos and conditioners) it s good to use for a little extra moisture and for tangle-protection! Comb this product through with a large toothcomb, and know that it can be used alone or before applying products. Conditioner Colour Preserve, Sculpting Taffy, Shampoo Colour Preserve, Thermal Protection Straightener Sojourn Shampoo Colour Preserve: This is formulated with a potent plant-derived UV inhibitor for maximum protection against environmental free radical damage caused by UV light. The low ph locks in color and prevents premature fading for richer, vibrant, longer lasting color and shine. A few years ago, I dyed my hair a purple maroon color. Since I was a lifeguard at that time I had no choice but to bake in the sun pretty much every day. After all that sun, my hair turned orange and definitely did not resemble its original color. Sounds like this product would have solved that problem Sojourn Conditioner Colour Preserve: This product provides extra UV protection for colored, chemically treated hair as well as hair that has been overexposed to the harsh effects of heat, wind and the sun. Works just like Sojourn Moisture Conditioner. Sojourn Sculpting Taffy: I used a small amount on my hair while it was dry (you can use it on wet hair too). It added a little texture/separation to my layers and smells marvelous like roses! This is an all-in-one sculpting tool that gives extra hold, shine and protection to long, short, or in-between styles. Contains maracuja oil, so it fortifies hair as it styles. Sojourn Thermal Protection Straightener: I found this is a useful product. I have used it for the past week before I straighten my hair with a flatiron. In any situation, you should apply it BEFORE applying heat on dry hair. I sprayed it on my hair from roots to ends, one section at a time for maximum Sojourn Wet/Dry Volume Gel: I took about a quarter amount of this gel and applied it at the ends to my roots. It left my hair weightless and soft. After blowdrying my hair it was like Va- Voom Volume! It works also in dry hair for a more piece-y look. So what was my favorite aspect about the entire collection besides the healthy effect it had on my hair? The scent. Floral, Herbal, Citrus I got a surprise from ever bottle I opened. Trying out Sojourn was definitely a pleasant experience. Shampoo Volume, Wet/Dry Volume Gel, Conditioner Volume

9 Elan Sassoon's NEW Hair care line, By Lauren Salapatek 02/26/ :55AM Sojourn. Complete Collection of Sojourn It s the avant-garde of hair products; revolutionary in composition and design. In an effort to take the beauty business back to a fundamental understanding of hair, Elan Sassoon teamed up with leaders in the industry to introduce Sojourn, a professional line committed to the protection of hair and the re-education of the industry. Florida was the first market, Pennsylvaniaa and New Jersey are next by April, Sojourn will be distributed nationwide. I got a behind the scenes look into the new line. Not only was I able to ask both Sassoon and Director of Chemistry Rob Guimond, why this product stands out from others, I was also able to try out the products myself! (You will find my review under the interview.) From right to left: Co-founder Larry Williams, Director of Education Melissa Stone, Co-founder Elan Sassoon and Director of Chemistry Rob Guimond.

10 What impact do you think Sojourn hair care will have on the beauty industry? Listening to the stylist, I hear how they have been forced to settle for second-rate products that in many cases hardly live up to the promise of professional standards. Sales reps, are at times unaware themselves of the company s long term goals, and are equally offended when they are forced to uphold a climate of corporate greed that is more interested in the bottom line than hairstylists. Feelings of distrust and mediocrity are abound yet, I am optimistic. When I am asked how my products will be different from others, the questions are straightforward and clear. Asking the right questions is the right place to begin creating a new dialogue one that is in right relationship with the right products and with each other. Although, many have told me they feel powerless when it comes to industry politics, that is changing. It s the stylist s industry and business. While some seem to have forgotten that, I am devoted to changing the current model and redefining what it means to work cooperatively for the better good of the industry. Through mentoring, education, and respect for what it is hairdressers want, together we can create a new culture of hairdressing one that is about stylists, for stylists, created cooperatively with stylists, and one that is invested in products and education that first and foremost, stylists want. Elan Sassoon Elan Sassoon According to the Sojourn team, their line has a positive chemistry for hair. You re probably wondering why Sojourn hair care is so revolutionary? Director of Chemistry, Rob Guimond says, It s the only professional line to have the proper ph 4.5 to 5.5 on all of the products to guarantee that they are color safe. Since the natural ph of hair is 4.5, this means in this range your hair structure is at its strongest. Raising the ph of hair causes the cuticle to open this can leave your hair susceptible to color loss and damage. Guimond says, Most companies are savvy to this, so they use a term ph balanced which has no significance to hair. This could mean the ph is as high as 12. So unless there is a ph clearly stated on the product, you re really not sure whether it s color safe or not Besides it s long-life color protection, Guimond says, It s the only product to have Keratin Cashmere and Cystine throughout the line. This will give permanent conditioning to the hair. The line also has: UV protection, no sulfates, no formaldehydes, no denatured alcohol (100 percent alcohol free), no parabens, no salt and no artificial color or dye. It s also 100 percent biodegradable and has net-zero environmental impact. Since I got to try out this product, here s a little educational lesson about each product and my take according to what it did to MY hair

11 Sojourn Conditioner Moisture, Texture Molding Paste, Shampoo Moisture, Monoi Oil Sojourn Shampoo Moisture: All I have to say about this shampoo is that after applying and lathering it through my hair, it felt so moisturized I didn t think I needed any conditioner to accompany it! The shampoo smells wonderful with a tint of citrus. It left my hair healthy-looking and silky soft to the touch. I can definitely understand the power of the exclusive Keratin Cashmere Protein they use in this product it does leave your hair permanently conditioned. Sojourn Conditioner Moisture: Okay so I know I just said that I didn t necessarily need the conditioner after the shampoo, but I used it anyways and guess what, my hair was even MORE moisturized. I used both the shampoo and the conditioner first thing in the morning right after I woke up. My bed head hair had tangles galore. After using this conditioner my hair felt as if I brushed them all out. On the bottle it advises you to leave the product in for two to three minutes (so it acts more like a deep conditioner). I saw a result after one minute. Sojourn Monoi Oil: In other words. Wonder oil. It s an ultra-light yet deep conditioning treatment specially formulated for chemically treated, dry, frizzy or environmentally damaged hair. This hydrating oil absorbs almost instantly and it doesn t leave any residue or build up. When you first apply it, you can feel it in the hair. After about 15 minutes you can t even tell it s there. Hair feels a lot softer after this product. Sojourn Texture Molding Paste: This paste has a thicker texture than the taffy, so it enables you to add a little more definition to any cut or style. You can use this product to create soft and loose curls or to stand hair straight up it s your choice!

12 Sojourn Shampoo Colour Preserve: This is formulated with a potent plant-derived UV inhibitor for maximum protection against environmental free radical damage caused by UV light. The low ph locks in color and prevents premature fading for richer, vibrant, longer lasting color and shine. A few years ago, I dyed my hair a purple maroon color. Since I was a lifeguard at that time I had no choice but to bake in the sun pretty much every day. After all that sun, my hair turned orangey and definitely did not resemble its original color. Sounds like this product would have solved that problem Conditioner Colour Preserve, Sculpting Taffy, Shampoo Colour Preserve, Thermal Protection Straightener Sojourn Conditioner Colour Preserve: This product provides extra UV protection for colored, chemically treated hair as well as hair that has been overexposed to the harsh effects of heat, wind and the sun. Works just like Sojourn Moisture Conditioner. Sojourn Sculpting Taffy: I used a small amount on my hair while it was dry (you can use it on wet hair too). It added a little texture/separation to my layers and smells marvelous like roses! This is an all-in-one sculpting tool that gives extra hold, shine and protection to long, short, or in-between styles. Contains maracuja oil, so it fortifies hair as it styles. Sojourn Thermal Protection Straightener: I found this is a useful product. I have used it for the past week before I straighten my hair with a flatiron. In any situation, you should apply it BEFORE applying heat on dry hair. I sprayed it on my hair from roots to ends, one section at a time for maximum protection and moisture. Sojourn Shampoo Smooth: This shampoo is ideal for curly hair types and those who desire a soft, smooth look. Works just like Sojourn Moisture Shampoo. Sojourn Conditioner Smooth: Works just like Sojourn Moisture Conditioner; protects against thermal damage. Sojourn Serum Smooth: This product made my hair look polished and shiny. I ran about two pumps-worth from the middle to the ends of my hair. I found that it works better when hair is dry (even though you can use it on damp hair as well.) It s ideal for helping with split ends. Conditioner Smooth, Shampoo Smooth, Serum Smooth, Leave-in Detangler

13 Sojourn Leave-in Detangler: I sprayed this product on my hair roots to ends once it was towel-dried. Even though my hair was already pretty detangled (after using the variety of Sojourn shampoos and conditioners) it s good to use for a little extra moisture and for tangle-protection! Comb this product through with a large toothcomb, and know that it can be used alone or before applying products. Sojourn Wet/Dry Volume Gel: I took about a quarter amount of this gel and applied it at the ends to my roots. It left my hair weightless and soft. After blow-drying my hair it was like Va-Voom Volume! It works also in dry hair for a more piece-y look. So what was my favorite aspect about the entire collection besides the healthy effect it had on my hair? The scent. Floral, Herbal, Citrus I got a surprise from ever bottle I opened. Trying out Sojourn was definitely a pleasant experience. Shampoo Volume, Wet/Dry Volume Gel, Conditioner Volume

14 03/01/ sassoon a new journey with sojourn Elan Sassoon A New Journey with Sojourn HairFlixTV had the opportunity to cover Elan Sassoon's launch party for his new hair care line, Sojourn. We traveled to the chic W Hotel in Ft. Lauderdale, Florida with a production crew to cover this elite event. In an exclusive interview, Elan shared with us his personal passion and journey of his hair care line. He explained to us the amazing chemistry behind these wonderful products and how excited he was to finally share them with the public. These products will soon be available for purchase through beauty professionals everywhere. Champagne was flowing in the luxurious lounge at The W for what was to be a historic even for the beauty industry. Florida was the first stop on the 8 city Sojourn launch party tour and the 500 guests were all greeted and able to interact one on one with Elan and his team. We had the pleasure of speaking with Lawrence Williams, the co-founder of Sojourn, who was more than thrilled to start the party. Also, present was creative director, Melissa Stone, and Rob Guimond, Sojourn's very own director of

15 chemistry. Many of the attendees there were friends of Elan's legendary father, Vidal Sassoon, the man who revolutionized the hair industry. HairFlix TV interviewed many of the attendees and celebrity stylists including Paul Brown, from Paul Brown Hawaii. It was exciting to greet some of our very own HairFlix Society members who came out to support Elan and his new line. It was wonderful to see some of our supportive members face to face at this successful event. New friendships were made while old friendships re-kindled, everyone leaving with a sense of excitement for Sojourn.