Redken announces its latest muse, model Crystal Renn. The Miami-based model and author will serve as the face of Redken’s Chromatics Ultra Rich Cityscapes Collection professional hair-color line, launching in salons in April.
The Cityscapes Collection, inspired by New York’s cityscape and the sunset’s reflection upon the metropolis, will include 35 new oil-powered shades in 10 tonal families, while remaining odor and ammonia free. Reverting from the multicolor, rainbow and ombré hair trends as of late, the collection features monochromatic color instead.
“Crystal Renn…has broken boundaries and always been true to herself. She’s the very definition of authenticity and we’re so inspired by everything she does,” said Redken worldwide general manager Shane Wolf.
In terms of an uptick in sales for the brand, Wolf declined to comment on hard numbers for the year but expects the shades to be among the best for Redken.
“We consider that the currency of an effective brand muse is not necessarily initial sell-in, although we expect these shades to be in our top 10. In fact, the measure of how effective our Redken Collective campaigns are is in authentic engagement with professionals and consumers. Our ambition is to see a 50 percent increase in salon-finder routes which occurs when a user engages with our social post which pushes to our salon locator on redken.com and ultimately leads the user to request driving directions to our partners at a chosen Redken salon,” Wolf explains.
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Renn joins the Redken collective of models, actresses and influencers including Lea T, Soo Joo Park, Suki Waterhouse, DJ Amber Le Bon and Redken global creative director Guido Palau.
“I was really excited when I found out I was going to work with Redken,” Renn said. “It’s a brand for a modern and confident woman, which is what I aspire to myself. They embrace all types of beauty and that’s something I really stand behind and love.”
Renn’s Redken debut begins as the face of the launch of new shades to Chromatics Ultra Rich professional hair color, featuring the same ammonia-free formula, in an expanded range of monochromatic hair colors. Redken artist Chiala Marvici, the mind behind the popular hand-pressed coloring technique in 2015, used Chromatics Ultra Rich to give Renn her brunette locks, featured in the campaign. To finish the look, Palau styled Renn’s hair using the new Pillow Proof Blow Dry Express Treatment Primer Cream, currently in salons.
Renn has walked the runway for Jean Paul Gaultier, Chanel and Zac Posen; starred in campaigns for fashion brands including Chanel, Dolce & Gabbana and Jimmy Choo; and worked with photographers Steven Meisel and Steven Klein and appeared in editorials for Vogue, Glamour, Vanity Fair, Harper’s Bazaar and V magazine. She also appeared in the 2012 Sports Illustrated swimsuit issue.
In 2009, Renn released her first book, “Hungry: A Young Model’s Story of Appetite, Ambition and the Ultimate Embrace of Curves” (Simon & Schuster), coauthored by Marjorie Ingall. The memoir chronicled the model’s experience dealing with her body transformations in the fashion industry.
“I love a very natural-looking brunette color,” said Renn about her personal hair preferences.
“Redken, of course, does my color and it’s always the best. Experimenting with color is a very fun experience. The most radical thing I’ve ever done to my hair was definitely that time I went white-blonde. I was doing the bleached-color and bleached-brow look…and yeah — that wasn’t so easy to manage!”