Tested On Humans First

Fall of 2008 EPIC Salon had its grand reopening, introducing the Paul Mitchell line and philosophy to its stylists. During the meet and greet with various members of the PM team John Paul DeJoria explained why and how he customizes each product for the consumer - “consumer” being the stylist using the product behind the chair as well as the client taking it home.


For example, years ago when the Jon Paul Pet line was in its early stages of development JP used a very special kind of consumer testing. “Jack”, his golden retriever, helped pick out the scent of each product. If Jack wasn’t attracted to a smell, that choice was eliminated.

So who tests the Paul Mitchell products seen on the shelves of salons and beauty supplies? We do! JP knows that evaluating all aspects of product from aroma to texture and viscosity takes a special knowledge of not only hair, but also of what merchandise will be popular in a large market. With that in mind, he asks his most trusted consumers in elite salons across the country for their opinion. Salons like Angus M., Robert Cromeans, Archs and EPIC are given products ranging from shampoo to hairspray and everything in between for stylists to try out and rate.

EPIC has been part of this testing for the past year. Both in the salon on clients and at the Paul Mitchell offices in Santa Clarita (where our own Jeff Swaner named the new men’s color line “Flashback”) some of the latest products have been examined by our keen eyes, hands and cute little button noses.

It is very exciting for our salon to be such a big part of the industry’s creative process. This unique opportunity is not only a great way to have a say in which products we use to create the style each client is looking for, it also assures we keep a strong tie to the Paul Mitchell Corporation, a company with which we truly enjoy working.