By  on September 7, 2007

NEW YORK — Redken has retrenched its Redken for Men line in an effort to better target guys' hair care concerns.

The revamped Redken for Men range features three new shampoos, a new conditioner and a new thickening spray. Originally, Redken for Men featured six shampoos and one conditioner when it made its debut in 2004. The objective of the relaunch is to narrow down the line into a more targeted offering.

The new products are designed to moisturize, thicken and purify or fight dandruff, because company research found that men were most concerned with these three areas.

"We're really streamlining the range and addressing those hair needs for men," said Lauren Consiglio, director of U.S. marketing, styling, men's and chain accounts for Redken. "Men visit the salon every four weeks — many frequent the salon more than women — so there's a huge opportunity to capitalize on these men."

The L'Oréal-owned hair care line launched last month and is expected to be rolled out to 12,000 U.S. salons by Oct.1.

Two products, Go Clean shampoo, 10 oz. for $9.95, and Finish Up conditioner, 10 oz. for $10.95, are designed to moisturize the hair, while glycerin in the shampoo is intended to moisturize the scalp as well.

The new products have "dual scalp and hair benefits," Consiglio noted.

The thickening duo features Densify shampoo, which is designed for scalp protection, 10 oz. for $10.95, and Bulk Up thickening spray, 5 oz. for $10.95. The thickening products feature so-called Thick Boost technology, which was not available when Redken for Men made its debut three years ago, according to Consiglio.

There is one purifying product, called Retaliate. It's a 10-oz. antidandruff shampoo ($12.95) designed to be used at least twice a week and meant to soothe the scalp.

"We wanted to help consumers identify exactly what was for them," said Consiglio, who noted packaging has been color-coded with vivid, metallic graphics. The moisturizing items feature a green bar, the thickening products have an orange bar and the antidandruff shampoo features a white bar. Finish Up conditioner has a green top so it can be quickly identified, Consiglio noted.

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