Eden Sassoon Opens Finishing Studio in Los Angeles

By Anne Moratto | 10/26/2012 2:24:00 PM

 

Created for today’s time-starved but beauty-minded women, Eden Sassoon, daughter of the legendary Vidal Sassoon, has opened her “finishing studio”  EDEN by Eden Sassoon.  EDEN will offer blow-dry with style, manicures and makeup services for $65 and all performed in 65 minutes.

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"The modern woman needs more than just her hair styled,” says Sassoon. “Whether for her everyday life or for going to that special event, she also needs her nails polished and her brows shaped or a full makeup application. Being that she has more responsibility than ever and more constraints on her time and money, she needs to be able to get all of these services without having to drive all over town and without having to pay an arm and a leg to do so. At EDEN, she can finally do all that at a price and within an amount of time that gives her permission to go each week."

Sassoon tapped founder of Fred Segal Beauty, Michael Baruch, to help realize her vision. Baruch investigated the marketplace and identified a new category in the beauty space --the "Finishing Studio" concept, a hybrid of traditional and current offerings.  To build a staff, Baruch went on a talent search, working with David John, who worked with Baruch for 16 years at Fred Segal Beauty and now at Serge Normant, Kaz Amor, owner of Warren Tricomi, and Kristoff Ball to narrow the field of applicants down to 16 new hires.

Hair care: Phyto, Sojourn (owned by Sassoon’s brother Elan Sassoon) and VoCe’ created by Kaz Amor.

Cosmetics:  Smashbox Cosmetics

Nails: Butter LONDON

Skincare: Mario Badescu.

Styling tools: Bio Ionic.

Salon chairs: Takara Belmont Curved Art in dark wood.

Design: Todd Erlandson of (M)Arch using John Sofio of Built as their contractor.

12 hair stations, 2 makeup stations and 2 manicure stations.

EDEN: 8600 W. Sunset Boulevard, West Hollywood, CA  90069

310-861-4660.

 

 

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ABOUT THE AUTHOR: Anne Moratto

Anne Moratto’s well-rounded beauty career includes years in beauty public relations, beauty marketing, beauty manufacturing, and now, with MODERN SALON, in beauty publishing. The through-line has been an intense interest in all things beauty and a sincere appreciation for the skilled artists and entrepreneurs who make the industry so vital, compelling and creative. Anne, a native of Wisconsin, lives with her family in Los Angeles, CA, and is MODERN SALON’s West Coast Beauty and Special Markets Editor. She can be reached at amoratto@vancepublishing.com

 


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