LaunchPad - June 2012 - (Page 58)

BRAND NEW Message in a Bottle Pat e Ha nted nd le Renowned educator Alan Benfield Bush personifies his personal message with a new launch of education and products, HED Professionals. London-born Alan Benfield Bush, CEO of HED Professionals (, an acronym for “Hair Education Defined”, has been spreading his haircare knowledge in the States since 1973. But now he’s taking his teaching experience to retail shelves—and behind the chair—with a new line of haircare products. Back in January, Bush introduced the 12-SKU line (boasting lowmolecular-weight nanotechnology and the proprietary Triple E&A Complex) along with CEO Yariv Azoulay, but his first priority remains proper training. “HED is an education company first, then a product line, because education is more important than product,” Bush asserts. “And, when you offer up education, that’s a product in itself.” HED Professionals is driven by a green approach—think certified organic botanicals, 100% vegan ingredients, recyclable packaging and 100% nontoxic organic chemistry sans sulfates, parabens, dyes, HFCs and denatured alcohols. The line features three shampoos, two conditioners, leavein conditioner, spray-in conditioner/ detangler, a hair mask, a finishing serum, and three keratin treatments. (Psst! Look for new product launches later this year!) But regardless of how the line grows, anti-diversion efforts remain a huge priority for the company as a means to increase stylist revenue and “bring back the retailing aspect for salons,” says Bush. “Our philosophy is to have a clean line that’s not diverted—so much so that I tell hairdressers, ‘If you find it in the store down the street, drop my line from your salon!’” Meanwhile, HED Professionals education works to reach “one salon and hairdresser WWW. SHEARS VISIT US AT IBS LAS VEGAS JUNE 9-11, 2012 BOOTH #5107 .COM SHARKFIN patented finger fitting system SHARK FIN® PROFESSIONAL SHEARS 888-544-7254 Become a Facebook Fan and receive special offers 58 6.12 Still life: Armando Sanchez at a time” through distributor training (including shows and classes) and in-salon seminars. The goal: to spread the language behind the products, which Bush honed over decades of experience as an educator— an objective that has formed the crux of his career. “The names and language on the products are directly from my method of instruction, but I’m just a messenger, delivering the knowledge that belongs to all hairdressers,” Bush muses. “With HED Professionals, I am literally putting my message in a bottle.” —Tracy Morin

Table of Contents for the Digital Edition of LaunchPad - June 2012

LaunchPad - June 2012
Editor’s Notebook
In Touch
Runway Report
Star Struck
First Look
Inside Story
Brand New
Color Lab
Male Order
Tool Talk
My Way
20 Questions
Salon of the Month
Head of the Class
Free Launch
First Person
Beauty 911
Only Hue
British Invasion!
Full Circle
That Summer Feeling
Hot Child in the City
Quick Tips
Look of the Month
Advertiser Index

LaunchPad - June 2012