Summary:

Challenge - The Redken creative group was challenged with updating the global brand created in 1963 to convey one that is sophisticated, modern and up market.

Strategy - The process touched every aspect of the Redken brand to include an updated logo, new advertising style and format, and new packaging for the broad range of products. The global haircare brand is based in New York city and sold only in salons. The updated brand echos urban fashion and style, while integrating the concepts of fashion, science, and inspiration -- key components of the company's longevity and success.

Result - The rebrand has helped contribute to an increase in sales of 19% in 2004 (in a flat market).

Credits :

Client : L'Oreal/Redken - www.redken.com

Creative Firm : Redken Creative Group

Creative Director : Robert Bergman

Designer:  Chris Segedy 

Photographer: Simon Emmit

Copywriters: Barbara Cirnigliaro, Gloria Anderson

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