Close
Sponsored

Redken: Global Color Leaders

Elizabeth Jakaitis | October 7, 2015 | 1:15 PM
Photo 1 of 2
Redken U.S. General Manager Leslie Marino
Photo 2 of 2

Who We Are

Redken Laboratories, founded in 1960, introduced the idea of protein reconditioning and created products that were able to condition hair internally and for the long-term rather than solely camouflage damage. Redken soon began to develop patented protein technologies and now holds more than 60 global patents on products and ingredients. In 1993, L’Oréal, purchased Redken, and now its headquarters are on 5th Avenue in New York City. Today, Redken is a global leader in professional haircare products and services.

 

First Person

Redken U.S. General Manager Leslie Marino details upcoming launches and praises the industry experts who make up Redken’s education team.

 

Lightening Launch

In March 2015, we launched our first-ever custom range of lightening products, the Blonde Idol Professional Haircolor Collection, allowing our colorists to achieve customized, lightened shades no matter their natural shade. The launch has been extremely popular for both colorists and clients, especially with the recent notion that highlights are no longer just for blondes. In conjunction with the Blonde Idol launch, we introduced our Blonde Encyclopedia, a very digestible “bible” of formulas, techniques and tips as it relates to lightening, highlights and babylights.

 

Conditioning Color

More than 25 years ago, we launched Redken Shades EQ—a demipermanent and ammonia-free haircolor. Since then, Shades EQ has won countless awards, become truly adored by consumers and stylists alike and has even established its own motto: “The haircolor that thinks it’s a conditioner.” Shades EQ is the first-ever acidic haircolor with a pH that’s in line with hair’s natural pH. By keeping the hair close to its natural pH level, the acidity of Shades EQ helps to make hair glossy and shiny, so it truly is color that conditions hair from the inside out.

 

We are also extremely excited about the 10 new shades that will launch into our award-winning Shades EQ gloss color line in October. Over the past 25 years, Shades EQ has become an industry favorite, so to be able to add to this and deliver our first-ever Shades EQ Pearl, Copper Red and Natural Warm families is huge for us.

 

The launch also presents a great opportunity to educate the industry on Shades EQ’s many capabilities so colorists may take full advantage. From refreshing permanent color to toning, and correcting uneven, brassy or overly vibrant tones, Shades EQ is the simplest answer to every haircolor concern.

 

A Clear Career Path

Since 1960, salon professionals have turned to Redken for everything from education and skill development to business know-how and personal development. This year, to expand upon this and further our “learn better, earn better and live better” mentality, we launched a newly redesigned education path curated to one’s area of expertise that creates a very clear step-by step to defining one’s career path. With our four distinct progressive pillars: Redken Specialist, Redken Authority, Redken Certified Stylist and Redken Artist we are there every step of the way to help expand one’s expertise in the industry. Redken’s new career path places the best tools and education directly in the hands of our salon professionals.

 

“Redken provides not only top-tier and cutting-edge products to our salon professionals, but also the best tools, education and resources available to set them up for success. We have a strong network of more than 600 Redken artists around the world who we work very closely with to stay on top of today’s trends, create tomorrow’s trends, and disseminate these techniques and skill sets to tomorrow’s industry leaders.” —LESLIE MARINO

 

Formulation for Success

Redken uses the traditional level system for all brands except for Color Fusion. With this brand, the modern level system allows for more increments of lighter brown shades between levels 2 and 6, allowing more color formulation options at levels 3, 4 and 5. Chromatics, Beyond Cover and Ultra Rich use an alpha/numeric system. Having both label systems allows users to easily visualize the results.

 

Brand Basics

Online: redken.com

 

Professional hotline: 800.423.5369

 

Follow us:

Facebook: redken

Instagram: redken5thave

Pinterest: redken5thave

Twitter: redken5thave

YouTube: redken

 

Advanced academy: The Redken Exchange, New York

 

Color educators: Kris Sorbie, Justin Isaac, Lori Zabel, Chiala Marvici, Sean Goddard, George Garcia

 

Resources:

Education on Demand, redken.com

 

Style Station AppSwatch Books, and all of our printed materials

Originally posted on Modern Salon.

Facebook Comments

More from Industry News

Salon Today 200 The team at Rock Paper Scissor SalonSpa in Santa Fe, NM.
Salon Today 200

2017 Salon Today 200: Employee Education

Stacey Soble | December 3, 2016

For the most successful service providers, education is a career-long process. The best salons develop systems to strengthen the skills and confidnece of their newest team members, whicle encouraging their seasoned staff to continually stretch by brining education into the salon or supporting those who venture out to seek new skills. Find out which salons received top honors in the Salon Today 200 by developing strong education programs.

Marketing Social media-savvy Stylists Jamie Dana and Jay Wesley Olson are desiging Social Media Magic, a two-day workshop to help stylists, salon owners and managers develop a social media brand and cultivate a community.
Marketing

Learn How to Create Social Media Magic

Stacey Soble | January 20, 2017

Stylists Jamie Dana and Jay Wesley Olson team up on a social media workshop that will help attendees avoid pitfalls, cultivate an online presence and develop their personal brand. Held at LBP Studios in Miami, Florida, the workshop is open to all and offers a number of dates to choose from.

Salon Today 200 When Ayla lost her hair during treatment for a rare form of leukemia, her sister and several members of her Brownie troop decided they wanted to donate hair to Wigs for Kids. The team at Impressions in Mequon, WI, made that happen, and here Ayla makes the first cut.
Salon Today 200

2017 Salon Today 200: Philanthropy

Stacey Soble | December 5, 2016

When salons and spas participate in community charities or organize their own philanthropic activity, they often are acting from the heart. But the goodwill generated from these activities serves as a powerful marketing tool and can propel both personal and professional growth. Here are our 2017 Salon Today 200 honorees in the category of Philanthropy.

Load More