Redken is getting into the antiaging hair care arena with the launch of Time Reset, a range that offers both in-salon services as well as take home retail products.
This story first appeared in the May 21, 2010 issue of WWD. Subscribe Today.
Time Reset, which ships to salons and beauty supply stores in August, has been formulated to address five visible signs of aging hair: texture change, diminished density, fragility, dryness and dullness.
Ingredients aiming to target these signs include Vital 5 Complex, which uses camellia oil for shine and moisture; cationic UV filters to protect against UV rays; peptides and ceramide to strengthen hair and Intra-Cylane, a proprietary complex that is activated by water and aims to fill in gaps on the cuticle layer to plump up fine hair. Redken scientist David Cannell said Intra-Cylane was 10 years in the making by honing in on a specific silicone molecule.
Time Reset for salon use will kick off with a shampoo, followed by an application of Time Reset Filler Shot Phase, a concentrated liquid-to-gel formula with 10 percent Intra-Cylane, which is combed into hair and left on for several minutes. This is followed up with a spray sealer, rinsed, and capped off by Time Reset Youth Revitalizer, a deep treatment. The Filler is designed to yield results that last up to 10 shampoos.
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For at-home, users are advised to shampoo with Time Reset Shampoo, then apply the entire contents of the Time Reset Porosity Filler tube with 5 percent Intra-Cylane, combing it through and leaving it on for up to two minutes. After rinsing, hair can be treated to Youth Revitalizer, a rinse out mask, or Time Reset Conditioner. Corrective Defense, a daily lotion to smooth the cuticle, is meant for all hair types and is applied before styling. The Filler is meant for use every four weeks. Time Reset will average around $40 for the in-salon treatment; at-home items will sell for between $13 for the shampoo and $20 for Corrective Defense.
According to Redken, the antiaging consumer product and services market is worth $5.3 billion and grows between 4 percent and 6 percent a year. Women 45 years and older frequent the salon twice as much as their younger counterparts, Redken said, resulting in annual salon spending that is roughly twice that of women below the age of 45.