Creative HEAD January 2020

HIT
THE
BULLSEYE
HAIRDRESSER, SALON OWNER, ENTREPRENEUR – CAROLYN ARONSON HAS CHANNELLED
HER 35 YEARS OF EXPERIENCE INTO CREATING A WINNING COMBINATION WITH IT’S A 10
It’s a 10 has become a sensation in its
native US and is the brainchild of Carolyn
Aronson. We sat down with her to chart the
rise and rise of her miraculous brand…
CREATIVE HEAD: Where did it all begin for you?
CAROLYN ARONSON: I’ve been a hairdresser for
35 years. At the age of eight I declared I was
going to be a hairdresser, so I started beauty
school at 16 and stood behind the chair for
20 years. From there I migrated into salon
ownership, still behind the chair, and finally
into hair product manufacturing.
CH: What did you feel was missing in hair?
CA: I wanted to create products I had always
wished I’d had when I was a hairdresser.
When I was a salon owner I used to cherrypick
lines because I never found a range that did everything I wanted. I
understand why now – it’s not easy to make products a perfect 10 every time.
CH: How do you make sure your products hit the mark?
CA: Sometimes I work on my formulas for as long as three years – I’m
extremely picky. I challenge the chemists that I work with and I use multiple
chemists. Obviously, I wanted to make the best products that give instant,
miraculous results, but also ensuring that they are multi-functional.
CH: What is your golden rule for products?
CA: I’ve learnt to do what I call KISS – Keep It Simple, Stupid. There are
so many products that you look at and say: ‘What is this? What does it do?’
When you turn my bottle over there are 10 bullet points on the back, clearly
describing what the product does, how to use it and what it does. Simple.
THE PRODUCT THAT STARTED IT ALL
The original It’s a 10 Miracle Leave-
In Conditioner Spray is the product
that kicked it all off. “It’s the very first
product that I ever created,” Carolyn
recalls. “We now sell more than 13 million
bottles a year in the US of this product
alone. I always say we’re the most
colourful brand that doesn’t see colour.
It’s good for everything from coily
black hair all the way through to
fine blonde hair and everything
in between.”
A MODERN CULT CLASSIC, THIS
MULTI-USE SPRAY CONDITIONER
HAS 10 BENEFITS:
1. Repairs dry, damaged hair
2. Add shine
3. Promotes silkiness
4. Detangles
5. Controls frizz
6. Seals and protects colour
7. Prevents split ends
8. Prevents breakage
9. Enhances body
10. Provides thermal protection
Are you ready to experience a miracle? Discover the brand for yourself
or how to become a key stockist through Aston & Fincher
astonandfincher.co.uk
@itsa10haircare
CREATIVE HEAD
23