Björn Axén launches Signature – a new professional product line

Björn Axén is now launching Signature, an entirely new professional product line with ten unique and exclusive products. Signature is a tribute to the legend Björn Axén himself, and therefore each product carries his signature.

Iconic hairdresser Björn Axén was a pioneer within the business, launching his first hair care products in Sweden as early as 1984. Delivering superior quality was especially important to Björn, and through his products, he was able to make exclusive hair care accessible to everyone – a legacy that is still the core of Björn Axén today.

The essence of that quality has been developed and created during the years within the company. It's in the craftsmanship and high skills of Björn Axén’s hairdressers and in their shared passion for haircare. It's in the will to constantly improve the know-how and product development. It's in the moment between the hairdresser and the customer. Defining a certain standard. Sharing the same inner values and reaching extraordinary results.

Now Björn Axén is launching Signature, an entirely new professional product line with ten unique and exclusive products. Signature is a tribute to Björn, and therefore each product carries his signature. It's a product line created for everyone that shares Björn’s passion for haircare, who wants the best quality and does not settle for less.

- When we developed Signature, we asked ourselves, if Björn had still been with us today, what would be the prerequisite for him to put his signature on a new product line? We know that he would have demanded that all the knowledge we have today about what great quality is would have to be put into that bottle. The high quality was a standard for him, Johan Hellström, owner of Björn Axén, explains.

The most essential part of product development for Björn Axén is to find the perfect formula that not only achieves the desired result but also maintains a healthy hair. Also, environmental consciousness is in the company's DNA, so it is of outmost importance for Björn Axén to ensure that both the content of the products as well as the whole chain of production, including recycling, holds a high environmentally friendly standard.

- Signature is a meticulously researched and developed product line that has been given the time to fully mature, without taking any shortcuts. It does not compromise on either function nor care of the hair. As soon as you experience the unique scent of the products, you understand that it has been carefully developed to perfectly harmonize with the feeling of the product, Peter Hägelstam, royal hairdresser and owner of Björn Axén, expresses.

The Signature product line consists of ten products divided into three different categories – cleansing and hydrating, styling for wet hair, and styling for dry hair. The process of developing the scent was similar to the method used to create exclusive fragrances, and each product name clearly indicate what the products are for. Together, they make up the perfect foundation of the ultimate hair product wardrobe.

- We are confident that Björn would want to put his signature on Signature, Johan Hellström says with a smile.

 

Product information and recommended prices

THE SMOOTH SHAMPOO - A hair repair with nourishing shine. Price 290 SEK, 300 ml
THE SMOOTH CONDITIONER - A hair repair with nourishing shine. Price 290 SEK, 200 ml
THE VOLUME SHAMPOO - A hair lift with gentle care. Price 290 SEK, 300 ml
THE VOLUME CONDITIONER - A hair lift with gentle care. Price 290 SEK, 200 ml
THE HAIR MASK - An intense repair and moisturizing treatment. Price 360 SEK, 250 ml
THE STYLING CREAM - For heat protection with lasting hold and shine. Price 290 SEK, 200 ml
THE LEAVE IN CREAM - For hydration with anti-frizz control. Price 290 SEK, 200 ml
THE ARGAN OIL MIST - For nourishing glow and shine. Price 360 SEK, 150 ml
THE SOFT HAIRPSRAY - For natural and flexible hold. Price 240 SEK, 250 ml
THE DRY SHAMPOO - For a quick fix with revolutionary Upsalite*. Price 240 SEK, 250 ml

Björn Axén Signature will be launched week 34 and will be available for sale in selected retail stores.

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