| Redken Goes Long & Strong With Jessica Simpson |
| Karen Marie Shelton |
| Date: 11/15/2001, 6/12/2005 |
Introduction
 Redken of 5th Avenue in NYC recently signed the
beautiful and talented Jessica Simpson as their spokesperson for their brand new So
Long line that carries the "Haircare That Goes To
Great Lengths" tag line (Photo of Jessica
Simpson from Redken, all rights
reserved). line.
Redken has decided to dedicate an entire line to the care and
maintenance of long locks. Pop songbird Jessica, with her famous long
"cookies and cream"
blonde tresses, was considered perfect for representing the So
Long line. She is a
perfect blend of romance and edgy new vocal star. Jessica has always demonstrated the soft,
sensual girl next door clean looks.
While Jessica has signed on to hawk So
Long, the other blonde pop tarts are busy pushing their
own brands. Britney has adopted the Madonna Sex Siren role
and uses it to her advantage in her soft drink promos.
Christina has gone
the Euro-trash route and has yet to come out for a major brand
promotion,
Jessica brings a wholesomeness to the So Long line. Famous
for her strong religious views, Jessica turned down Piper Perabo's
role in Coyote Ugly because producers were unwilling to modify some
of the racier scenes.
Natural Xylose Sugar
Redken's new So Long line which includes
shampoo, conditioner and heat treat, was specifically designed to
help long hair beauties like Jessica strengthen and equalize their
weak lengths.
Packaged in distinctive violet colored bottles,
the So Line was designed to help long hair wearers to achieve
strong, shiny locks.
The So Long line is designed around the patent
pending new natural xylose sugar formula that protects and fortifies
delicate long hair.
So Long Shampoo
 So Long Shampoo gently cleanses while it
fortifies long hair with ceramides, strengthening it from roots to
ends. It provides protection from heat to help prevent dry ends.
A pH of 5.0 - 5.5 provides an acidic
environment for the deposition of ceramides by the Interbond
Conditioning System.
Redken recommends "that in addition to
using the So Long Shampoo that you get frequent haircuts.
Sacrificing some length is an important step towards growing healthy
long hair - start by cutting out damaged ends. On hair that is in
good shape, a cut every two months or so is sufficient."
(Average retail
So Long Conditioner
 So Long Conditioner distributes quickly through
hair to ease detangling and reduce friction. It protects from heat
and reinforces the cuticle to leave hair smooth and shiny.
Redken recommends that you "use a wide
tooth comb to detangle hair - start at the ends first and work
toward the scalp. Avoid excessive brushing while blow drying. Wet
hair is considerably weaker and can be prone to breakage".
Heat Treat
 So Long Heat Treat leave-in treatment protects
from heat and friction while adding incredible shine. When used with
irons or a blow-dryer, the xylose sugar heat-activates to strengthen
and equalize weak lengths.
Redken recommends that you "protect hair
from heat appliances. If you use a curling iron, start 4" above
the ends and feed hair lengths into the iron. This helps avoid
continuous high heat exposure to sensitive hair ends". |