With its new Super Sleek line, Ojon is aiming to bring a natural version of a hair straightening system to the market in mid-January.
“One of our recent focuses has been on how we can, as a brand, be high-tech and also natural,” said Jane Lauder, global president and general manager of Origins and Ojon. “The straightening category has experienced a huge amount of growth, and there has been widespread concern about chemicals in straightening treatments — which made this a natural focus for us.” RELATED STORY: Aveda Launches Invati Hair Care Line >>
The collection includes the sulfate-free, ion-rich Smoothing Shampoo, $24 for 8.5 oz.; Smoothing Conditioner, $25 for 8.5 oz., and two versions of Hair Straightening Treatment, each $39 for 2 oz.: one for loose to wavy hair and a second for medium to tighter-textured hair.
The line is powered by the proprietary Super Sleek Straightening Complex, and each product is formulated to match the 5.5 pH balance of hair and skin, noted Geoffrey Hawkins, vice president of research and development for Ojon. “The complex is designed to deliver three straightening actions simultaneously,” said Hawkins. “A gentle reshaping agent relaxes and smooths out the curved structure of hair’s keratin bonds, making them supple and flexible. Then our proprietary blend — including plant keratin derived from wheat, soy and corn proteins and azurite — acts like a liquid flat iron to realign natural keratin bonds and seal in straightness. It also fills in rough spots on the cuticle that can make hair appear frizzy, coarse and unmanageable. Finally, this treatment acts as a conduit for heat transfer from blow dryers and flat irons to instantly loosen curls.” Each treatment is designed to keep hair straight and manageable for 30 shampoos, and consumers can wash and condition hair when a 24-hour time period has elapsed. It is also safe to use on relaxed hair.
The brand has applied for five patents related to the line, Hawkins added.
The at-home regimen takes about an hour and a half from start to finish and doesn’t require gloves or a mask, noted Hawkins. It’s also free of formaldehyde, lye and cysteine. Like all Ojon products, it contains the brand’s Ojon oil, which is said to penetrate deep within the hair shaft to repair and seal the cuticle, as well as resist future damage.
While executives declined comment on projected sales, industry sources estimated the line could do about $6 million at retail in its first year on counter.
The line will bow first in 450 Ulta doors in January before rolling out to the brand’s remaining distribution in the fall. Ojon is carried in about 1,200 doors in North America,including Ulta and Sephora, as well as on QVC, qvc.com and ojon.com.
The regimen will be promoted via ojon.com, Facebook, direct mail and collateral and during on-air presentations at QVC.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye