On November 17 and 18, 2010, Ojon played host to more than 50 top beauty insiders and influencers at New York’s Ion Salon in SoHo to announce the brand’s recent advancements and innovative new product launches. Editors from publications like Vanity Fair, Allure, Lucky, Elle, InStyle, Ebony, Essence and People Stylewatch listened intently as Jane Lauder presented the brand’s updated positioning – labeling the iconic key ingredient in Ojon’s treatment-based products “nature’s golden elixir.” Addressing the media for the first time in her role as Ojon’s Global President and General Manager, Ms. Lauder introduced five updated ritual categories defined by hair concern that will launch March 2011 – Damage Reverse, Dry Recovery, Volume Advance and Color Sustain. Each advanced ritual category features key ingredients that enhance the treatment benefits of Ojon’s transformative golden elixir.
“Our mission is to establish Ojon as a leading authority in highly efficacious, highly sensual beauty treatments,” Ms. Lauder stated. “We strive to harvest our natural ingredients using traditional, sustainable practices that protect their purity and potency as well as respect the welfare of the land and the indigenous communities.”
After revealing a glimpse of the brand’s continuing evolution, Ojon Founder Denis Simioni announced new clinical information about the elixir. Ojon worked with the DWI University of Aachen in Germany to analyze its chemical composition and it has now been proven to contain similar essential lipids to those found in virgin hair. After the capabilities of these essential lipids were discovered Ojon created collections to optimize its ability to help repair damage and restore the look and feel of virgin hair.
Mr. Simioni also introduced six new products that will be added to the enhanced ritual categories including; Restorative Shampoo and Conditioner, Color Revealing Shampoo and Conditioner, Color Protecting Cream and High Gloss Hair Spray.
Media experienced the new products and updated rituals first hand at five stations that spanned two floors of the modern SoHo salon. Ojon’s product development specialists created live experiments to showcase the scientific benefits of the products while celebrity hairstylists Tippi Shorter and Frank Barbosa demonstrated techniques and tricks with live models. Each model held an iPad featuring their personal “before” pictures. After the demonstrations, media walked away with product samples and a Fuji Instant Camera to create their own Ojon elixir “before and after” transformations.
A select group was given the chance to experience personal transformations first hand with Ojon’s celebrity hairstylists. After a 20-minute shampoo and head massage, guests were given one-on-one consultations to determine the best products for their hair type. Following an in-depth hair analysis, they explored Ojon’s new digital iPad application and viewed the brand video while the hairstylists created their personalized looks. Editors enjoyed a Zen experience as they discovered the new collections in an intimate, interactive environment.
Ojon’s updated ritual collections launch at Sephora, QVC and select North American retailers March 2011.