Redken Goes Long & Strong With Jessica Simpson

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".

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