Redken’ s
True DR Colors
Vice President of Integrated Communications
Shae Kalyani talks about how a shift from traditional
advertising to interactive DR marketing is engaging
consumers and has the salon-based business booming.
When Shae Kalyani started with Redken more than 11 years
ago, the company’s media department was in its infancy.
After working 10 years in the industry as a brand marketer,
Kalyani decided she’d dabble briefly in some direct response
marketing and then shift back to brand marketing. But as the communication landscape in the beauty and personal care industry changed, Kalyani’s
team and the Redken communication department changed with it. Today,
Kalyani is vice president of integrated communications at Redken and Pure-ology, which includes oversight of seven Web sites (five consumer, two professional) and three groups that include media/event marketing, public relations and interactive. The department has gone from the name “media,” to
“integrated communications,” and now Kalyani thinks it’s time for another
name change to “customer relationship marketing.”
26 Response APRIL 2008
“Consumers have changed everything that we should and need to do. They have more
control, they hold a great deal of credibility and the Internet is their most powerful tool,” says
Kalyani. “Today, I feel like my team has grown and the new members are the consumers. It’s an
idea and reality that every marketer needs to embrace.” CONTINUED >
