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Celebrity stylist
Chaz Dean presents WEN®,
an industry-changing product line that is the first
ever to exclude ordinary shampoo. What sets WEN®
apart from the rest is its cleansing conditioner, a
single-step process that cleanses and conditions the
hair simultaneously. The cleansers are made with natural
ingredients, and contain no sodium laurel sulfate or
other damaging detergents found in shampoos. They don’t
lather; rather, they create smooth foam when mixed with
water.
So dedicated is Dean to the belief that shampoo can
be harmful to hair that he has not used ordinary shampoo
on himself or his clients in 14 years. Though it’s
a tough sell the first time he tells a client he will
clean his or her hair with conditioner, Dean says they
quickly understand. “Everyone thought I was having
an early midlife crisis when I stopped using regular
shampoo,” he says with a laugh. “But it’s
funny, the most reluctant clients become the most loyal
and dedicated.”
The concept of not using regular shampoo is something
Dean began to implement in 1993, he explains. “I
have been a hairstylist/colorist since 1985 and began
to develop products for other hair companies in 1986.
Seeing the results of clients using shampoo, I knew
something had to change.”
At that point, Dean started to explore his concept of
cleansing without the use of detergents or harsh chemicals.
Instead, he began cleansing with astringent and antibacterial
properties that don’t lather or strip the hair,
and the result was added sheen, luster, moisture and
strength in the hair. “Color lasts much longer,
and it stimulates the scalp, promoting blood circulation
and healthy hair growth.”
The WEN® system officially
launched in November 2001 after five years of work and
testing. “First I tested it on myself, then on
the stylists, then on clients,” he says. “I
wanted to perfect it.”
And how did the name “WEN” come about? “In
addition to it sounding like ‘Zen,’ the
system is a completely reverse way of looking at cleansing
the hair,” he says. Thus, “WEN” is
“NEW” spelled backwards. |
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Copyright © 2009 Guthy-Renker®, All rights reserved. |
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