John Paul DeJoria, CEO of Paul Mitchell, introduced the new Awapuhi Wild Ginger line to key consumer editors in New York yesterday. More than 45 Beauty Directors, Editors and bloggers converged at Spa Chakra on Fifth Avenue for an overview of the line and a treatment, courtesy of John Paul, Angus Mitchell, Robert Yates, Stephanie Kocielski, students from Parisian (A Paul Mitchell School in Hackensack, NJ) and other key members of the Paul Mitchell team.
In an introductory speech on the spa rooftop, DeJoria made it clear on three different occasions that “Awapuhi, like all other Paul Mitchell products, is a professional line and available through salons only.” He then went on to express the historical significance of this product and the relationship of the awapuhi plant to the beginnings of the Paul Mitchell company.
Awapuhi Wild Ginger was launched last week in Las Vegas to the 4000 salon professionals at the JPMS annual “Gathering”. There were unanimously positive reactions to the 8 product strong collection which includes treatments, shampoo and conditioner and texturizing and finishing products.
Angus Mitchell, partner of JPMS and son of co-founder Paul Mitchell, added that the new look and sulfate free formula is driving clients to the salon for purchase. “Clients are coming if off the street for the treatment and to buy products,” said Angus referring to people passing his Angus M Salon in Beverly Hills. “Everyone is reacting to the new look, performance and scent."