Redken Partners With Content Creators As A Part Of Their Launch In The Country

The #1 professional hair brand in the US*, Redken, finally arrived in India in August 2023 creating a buzz of excitement among hair enthusiasts across the country. Redken came in with the perfect fusion of science and hairdresser expertise, empowering everyone to make a statement with their hair and express their true selves. At its core, the brand is renowned for its powerful hair transformations, made possible by its unique pH-balanced formulas that ensure the health and vitality of hair.

Its extensive range of products covers all aspects of hair care, including colour, care, and styling, making it a one-stop solution for all your hair needs. Redken’s appeal is powerful among young and trendsetting consumers who seek to express themselves unapologetically. Drawing inspiration from its hometown, the vibrant New York City, Redken aims to create a community of individuals who embrace their uniqueness, stay open to the world, and fearlessly reinvent themselves. You can experience the power of Redken at select salons in India and on Nykaa.

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L’Oréal India launched its professional hair brand popular in the US, Redken in the Indian market. D.P. Sharma, Director – Professional Products Division, L’Oréal India, expressed his confidence in Redken’s arrival in India, stating, “In recent years, there has been substantial growth in the number of young affluent consumers in India. These consumers are quite individualistic, experimentative and are willing to spend on specialized products and services best suited to their specific needs. We feel that this is the right time to bring a global brand like Redken to India which offers a performance-driven, comprehensive portfolio to this evolved cohort.“

Supporting Hair Experts

A key driver of Redken’s success is its unwavering commitment to hair professionals worldwide. The heart and soul of the brand lies in its global power network of over 1 million trusted hair experts. Empowering hairdressers through 24*7 education access, global networking opportunities, and career support, Redken ensures that professionals are equipped with the latest trends and techniques. To spearhead this global mission in India, Redken proudly introduces Florian Hurel, an internationally acclaimed celebrity hairstylist, as their Pro Ambassador.

Florian’s belief in personalised beauty aligns perfectly with Redken’s philosophy of embracing individuality. “I’m thrilled to elevate professional hair experiences in collaboration with Redken, from cutting-edge trends to hair perfection,” shares Florian. And this movement took flight with the launch of Florian Hurel Hair Couture, Redken’s first flagship salon in India in Walkeshwar, South Mumbai. An unforgettable hair experience awaits, promising iconic transformations and extraordinary moments.

The Redken Play Date

The brand did a multi-influencer collaboration that really hit the right spot. The campaign saw actors and influencers Shanaya Kapoor and Akansha Ranjan Kapoor get amazing hair transformations. The brand also roped in content creators like Sakshi Shivdasani, Anjini Dhawan, Ritvi Shah, Kareema Barry, Shweta Bhintade and Naina Bhan for a fabulous play date that left them looking stunning. The creators showcased a range of Redken products in the video while professionals gave them a personalised hair makeover.

The makeover made for all the fabulous and confident hair flip moments. According to the girls, this Redken play date turned them into Glam Queens and the products made them feel like superstars. They loved the Shades EQ which is the ultimate hair color that feels like a conditioner. And the Acidic Bonding Concentrate Range has become their go-to for damage repair. Influencers Shivani Bafna and Avanti Nagral are absolutely in love with it.

As this legendary brand captures the hearts of Indian consumers, Redken urges everyone to embrace their individuality and express themselves unapologetically. This brand ventures into new hair frontiers promising a powerful transformation while having an audacious spirit.