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.”
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.
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
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.
Redken’s Web site recently won an interactive
award for urbanexperiment.com, and redken
color.com won two Webby awards.