NEW YORK — In business, only the end results matter. For Redken, the same goes for hair styling.
Redken, one of the leading salon brands under the L'Oréal Professional Products Division, is taking a new approach to merchandising its 29-item styling portfolio to make it more consumer friendly, marketable and upscale.
Beginning in July, Redken's styling range will be remerchandised in 24,000 salons nationwide according to the end results they were designed to achieve, including volume, straight/smooth, curl/wave, definition/movement, shine, heat styling and hair sprays. Salons will receive display materials, posters and a look book to help communicate the end results.
Images will accompany each group of products at shelf so consumers can see what each item is meant to deliver. Hairstyles in the images were created by hair guru Guido Palau, a creative consultant for Redken who often partners with the company during fashion week and provides feedback on new products. The End Results campaign marks the first time the hairstylist's work will be featured in a Redken marketing and ad campaign.
"Guido works much more backstage than with the image of Redken," said Edouard Roche, vice president and general manager, Redken Worldwide. "But, for the first time, we sat together on this project of reorganizing the styling structure and then shooting the campaign."
Palau described styling the campaign as an easy process since Redken was open to his ideas and respected his "hair sensibility."
"We worked through each picture, it was a give and take of ideas. We did it in New York and the whole thing was shot in one day. I was amazed how much we got done in one day," Palau said of the seven different looks he created for the shoot, with the help of several assistants.
Preliminary sales results from a test run in three Jean Louis David salons in Manhattan showed the new merchandising to yield an average increase of 39 percent in sales, said Shae Kalyani, vice president, Redken Integrated Communications.
Redken's products are based on a numbering system — the brand's way of merchandising styling items based on the control and hold factor of the products. The higher the number, the more control or hold a product has. Palau admitted that the numbering system can be confusing for consumers and even for hairstylists.But End Results, said Roche, allows Redken to keep its DNA and cater to consumers.
"We heard over and over that the way consumers like to see products is by what they do," added Kalyani.
End Results will "open doors for the consumer and allow them to get closer to the products," said Roche, who thinks the new merchandising system will clearly benefit the mild, medium and maximum hold ranges, "which is not always something that is consumer friendly."
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