The hairstylist, who counts Kate Bosworth and Leonardo DiCaprio among his star-studded clientele, chalks up his celebrity appeal to just being a "normal guy" who is still in the trenches, cutting hair at one of his two salons in West Hollywood and...
NEW YORK — There are few things riskier than reality television and retail. Hollywood, Calif.-based hairstylist Jonathan Antin has ambitions of mastering both. Antin, best known for his headline role in Bravo’s reality TV series, “Blow Out,” will introduce his eponymous collection, Jonathan Product, to Sephora and QVC in June.
The hairstylist, who counts Kate Bosworth and Leonardo DiCaprio among his star-studded clientele, chalks up his celebrity appeal to just being a “normal guy” who is still in the trenches, cutting hair at one of his two salons in West Hollywood and Beverly Hills. The impeccably groomed hairstylist confessed he knows what it’s like to have a bad hair day. As a child, Antin struggled to tame what he described as his uncooperative, thick Jewish hair.
Today, his Hollywood good looks play well on television. Despite his difficult-boss persona on “Blow Out” — a reality show that documented the opening of his Beverly Hills salon — Antin has signed on for a second season, which will premiere in June.
This time around, “Blow Out” will chronicle the making of Jonathan Product. Bravo’s Web site for “Blow Out” promises viewers, “more tears, more drama and more celebrity hair.”
QVC’s director of beauty merchandising Allen Burke acknowledged that initially he had some reservations about taking on Jonathan Product in light of the blowups on “Blow Out.” As Burke attests, on TV, the person selling the product is nearly as important as the product itself. Burke said his misgivings were quickly mitigated after meeting with Antin in person: “He’s a genuinely nice guy” who is passionate about his work. Burke also commented that he liked the Jonathan Product message of “simple hair and how to get there.” As for Antin’s reality-show ties, QVC will open its studio doors to the Bravo camera crew — as it did for Donald Trump and his “The Apprentice” pack — for Antin’s debut on the network.
Behind the bright lights, cameras and halo of celebrity, Jonathan Product is designed to deliver results, assures Antin. The four-tiered, color-coded collection consists of Shampoo (silver), Condition (gold) and Create and Finish (bronze) products. Each of the 15 items in the collection is designed to balance nature and technology. Formulas are based on the premise that water is the key element of great hair. The items are also free of sulfates (detergents commonly used in hair products and household cleansers to create a lather). Instead, the formula contains sugar-derived surfactants designed to clean — and create a rich lather — without stripping hair. Shampoo and conditioner bottles bare a striking resemblance to the sleek cylinder shape of Voss water. Product labels (in one of three metallic shades) run vertically down bottles and tubes. A quote from Antin explaining how he likes to use the product appears on each bottle. Underneath it, the company calls attention to natural ingredients, including essential water, protein, extracts and botanical blends, and lists their particular benefits. Items in the collection range from $18 for Redo, a mist that freshens hair and absorbs oils, to $26 for Create Curl serum. Shampoos and conditioners will sell for $20 and $22, respectively.
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