March 22, 2005
ISO and Lépine New York Makeover More than Hair
Self-Confidence Gets Major Overhaul
To celebrate their official re-launch, ISO Hair hosted a day of transformations, taking "desperate housewives" and making them "Desperate No More" with new hairstyles and added confidence. Hundreds of women applied for the chance to receive complimentary makeovers by ISO and Lépine New York's all-star stylists, but only 25 were chosen, three of which were awarded with prizes as a result of achieving the most dramatic makeover.
Applicants eagerly began lining up as early as 5:30 a.m. to take part in the day-long event. Once chosen, the women were divided into two smaller groups based upon hair type. The idea was to show that ISO promotes textured hair regardless if your waves are natural or achieved by way of ISO's one-step Neo Texture self neutralize process, which only takes three to five minutes. Before their makeovers began, each contestant had her hair washed using ISO's Pure Cleanse. Afterwards they were placed in the capable hands of ISO's texture experts, Francie Sorem, ISO's guest artist specializing in texture, and Tamra Tobin, educational sales manager. To accentuate the curls, ISO's Bouncy Crème and Bouncy Spray were also used to create the slinky ringlets like many of the today's top stars.
Even WB11 reporter, Julie Cheng who was on scene from 5:00 a.m. to 9:00 a.m. covering the event in numerous segments, jumped in on the action, opting for loose, wavy curls thanks to Neo Texture. Upon return to the studio, she was told by other producers that she had the "Olsen twins' chic, just-woke-up-but-sexy-do." Also in attendance were editors from top consumer magazines such as Allure, O: The Oprah Magazine, Teen Vogue and Fitness. They were there to join in the excitement of the day and learn about the texture trend that is sweeping runways from NYC to Milan. But the real stars were the contestants.
The event was a much deserved day of beauty for women who otherwise would never pamper themselves to such an extent. Although their beauty was portrayed on the outside, the women undoubtedly, were affected on the inside, exuding a confidence that was simply inspiring. For Christene O'Keffe, this makeover was the first step toward rebuilding her life. After losing her mother in a tragic event, the undue stresses caused her to miscarry her unborn twins, leading to a two year isolation. The "Desperate No More" event provided the motivation O'Keffe needed to venture out into the world.
"From the moment I walked in I felt like I was part of a family again," she says. "ISO and everyone at Lépine New York welcomed me with open arms, and that is something I have been missing since the passing of my mother and children."
Bringing a conclusion to the day, all contestants and editors walked away with gift bags overflowing with the newly repackaged ISO Hair products, lingerie and makeup, allowing them to continue their "Desperate No More" textured looks at home.
ISO hair care products/services can be found at fine salons nationwide. Call 800-242-WAVE or log onto www.isohair.com for additional information. ISO, which stands for Innovative Styling Options, is a professional beauty leader that manufactures and markets a full range of hair care, texture service and hair color options for today's salons and salon professionals.
Lépine New York is a multi-faceted talented group specializing in classic, functional yet thoroughly stylish hair cuts. Best known for their uncanny ability to work with each client's specific features, tapping into the perfect look for each individual person. Rather than following trends and churning out one of several stock cuts on everyone who walks through the door, Kim and her team create a very personalized style for each client, working within the boundaries of his or her style. Call (212) 355-HAIR for additional information.