NEW YORK — It was bound to happen at some point: a hair care line that doesn’t offer shampoo.
It’s not that Chaz Dean will launch a shampoo at some future time — the L.A. hairstylist and salon owner doesn’t believe in the stuff. Instead, Dean has formulated several cleansing conditioners, which he said do not contain any lathering agents and won’t strip hair, as well as a styling crème, hair/body oil, bath salts and candles.
Dean will get the opportunity to tell everyone about his cleansing conditioner vs. shampoo theory Aug. 28 on QVC at 5 p.m. EST, the “perfect” venue for his line.
“The products I have need to be explained as a new concept. They look good, but without being explained, they will sit on the shelf,” said Dean.
The explanations include which products to use for fine to medium texture hair (Sweet Almond Mint or Fig cleansing conditioner) and which for medium to thick course hair (Tea Tree or Fig cleansing conditioner). The application process requires instructions, too, such as how much cleansing conditioner should be used (sometimes as much as 20 pumps) and how long it should be kept in hair (five minutes.)
The cleansing conditioners comes in three flavors, Fig, Sweet Almond Mint and Tea Tree, and retail for $28. The Sweet Almond Mint styling crème, Dean said, eliminates the need for leave-in conditioners, polishing glosses and gel, and sells for $24. A Sweet Almond Mint texture balm has been designed to give hair definition and will cost $18. The oil costs $20; bath salts, $22, and candles start at $16.
Dean has avoided using shampoo for 12 years. His Bel Air salon does not use bleach to lighten hair and does not use heated appliances, such as curling irons or flat irons, for styling. Dean is all about the “health and integrity of hair and how to care for hair in the most gentle, mild way.”
Dean, who prides himself as a colorist, saw that many of his clients’ hair would get brassy, which he attributed to shampoo, and in 1993 he started mixing conditioners to create a cleansing one. Rosemary mint conditioner, for example, is more cleansing, while sage conditioner is more conditioning, Dean discovered. Wen, the name of his line, was created in November 2000 and has patented formulas.
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QVC ordered 3,900 units, which Dean expects will sell out during his spot. It seems QVC really believes in the line: The model appearing with Dean to sell the products is also the network’s beauty buyer, who is now Dean’s “number-one fan.”