Response Magazine - April 2008

feel intimidated to express what they are looking for,” says Kalyani. “We also get them to go to the Web site with the intent that they will look for a Redken colorist that they feel confident with.”

Redken’s 2008 ad campaign hosts four-page advetorials and supplements featuring the RCC in fashion magazines such as Allure and Vogue. The ad focused

on beauty and the latest technological breakthroughs of the products and also provided consumers with the answer to “Why should you go to a salon?” and a “to-do” list to complete before going to a Redken colorist. “When we launched the year long campaign, Web site traffic jumped by 53 percent,” says Kalyani. “Not to mention, the response generated

more than 1,000 consumers a week to the RCC locator.”

Positive Spin

Kalyani does not believe in the failure of DR campaigns. Instead, she learns a lesson from those that aren’t as successful. “You can do all the research in the world, launch a campaign and it doesn’t take off. You can’t see that as a failure, but ask yourself ‘how can I tweak it here and there to have it become more successful next time,’” she says.

As a leader in the professional salon industry, Redken feels a lot of pressure to be at the forefront of innovation. “We strongly believe in DR and that it holds a lot of clout,” she says.

Thus far, Redken has had a soft year in the search engine marketing arena.

“We started to lose ground until we

Fast Facts: REDKEN

Actress Paula Kent founded Redken Laboratories in California in 1960 with her hairdresser, Jheri Redding, in an effort to create products that were high performance, yet gentle; it began with three products and an intensive education program for hairdressers about the chemistry of hair and skin.

In 1993, L’Oreal purchased Redken and it’s now headquartered on Fifth Avenue in New York City.

Redken products are now available in professional beauty salons in 58 countries.

Redken products and services are available exclusively in salons, not in the mass market.

The company has a network of 800 artists, and holds nearly 200,000 educational events each year that teach haircare and product use throughout the country.