CELEBRATING GLOSS DAY THE Y2K WAY

This year, we're celebrating with Gloss Day with TWO SWEEPSTAKES: One offers a chance to win the entire Shades EQ collection and another offers a cash prize of $1k! Don't miss this incredible chance to elevate your artistry with the full power of the world's #1 demi-permanent color*. Enter below!

August 3rd is officially Gloss Day—our annual nationwide celebration honoring hair colorists, the power of professional glossing, and the transformative artistry behind every chair. This year, we are taking Gloss Day to the next level by channeling the iconic, high-shine hair aesthetic of the early 2000s. 

Whether your clients want mirror-like blonde reflections, rich glossy brunettes, or warm dimensional coppers, Redken Shades EQ is the ultimate backbar staple. Powered by an acidic pH, Shades EQ delivers up to 275% shinier hair* while visibly reversing signs of hair damage**. 

And just in time for Gloss Day, we are thrilled to introduce the NEW Redken Shades EQ XL, giving high-volume salons and busy colorists more of the iconic liquid gloss formula they rely on every day. In our best-selling 09V and 09P. 

Enter our official Gloss Day Sweepstakes below and read on for Redken’s three-step guide to hosting a high-revenue, nostalgia-fueled Y2K Gloss event in your salon. 

High-impact, bright, and dimensional blonde that delivers pure main-character energy and maximum light reflection.

FORMULA:

Highlight:Blonde IQ 9+ + 20 Volume Oil Pro-Oxide Developer (1:1.5 ratio)

Global Gloss: Shades EQ 09V 0.5 oz + 09P 0.5 oz  + Clear 3 oz. + 4ozShades EQ Processing Solution

Deep, rich, ultra-reflective brunette tones designed to look effortlessly camera-ready from every angle.

FORMULA:

Highlights:Blonde IQ 7 + 10 Volume Pro-Oxide Cream Developer (1:1.5 ratio)

Zone 1:Shades ALK 1.5oz 3N + 0.5oz 4NA + 2oz 10 Volume Pro-Oxide Cream Developer

Zones 2 & 3:Shades EQ2oz 08GI + 1oz 07N + 3ozShades EQ Processing Solution

The ultimate warm, sun-kissed blend that balances golden blonde glow with rich brunette depth.

FORMULA:

Lift 

Shades ALK Clear + 10 Volume Pro-Oxide Cream Developer (1:1)

Global Gloss

Shades EQ 09HC + Shades EQ Processing Solution (1:1)

The celebration does not stop in the salon! On August 3rd, join Redken in SalonCentric stores nationwide to mark Gloss Day with special live touchpoints designed for salon professionals:

Exclusive In-Store Deals & Swag

Stop by your local store for one-day-only promotional bundles, free Gloss Day merchandise, and educational formula guides.

Live In-Store Y2K Celebrations

Step into your local store to experience the ultimate Gloss Day party complete with live music, interactive photo ops, and exclusive giveaways. 

Stock Up on Shades EQ XL

Be among the first to grab the new Shades EQ XL bottles to keep your backbar fully stocked for peak glossing season.

Connect with the Community: Meet local Redken Educators and Beauty Gurus, explore live demos, and celebrate the heartbeat of our industry together.

Transforming your salon space for the day is one of the best ways to build client excitement and elevate the service experience.

Promote on Socials in Advance

Post teaser content across Instagram and TikTok in the days leading up to Gloss Day. Share your Y2K trend service menu, feature behind-the-chair transformation reels, and encourage clients to pre-book their Gloss Day appointment before slots fill up.

Y2K Hair Glam Stations

Set up dedicated finishing stations with colorful hair tinsel, hair gems, and ultra-glossy finishing sprays to add a touch of Y2K sparkle to every fresh blowout.

Photo Backdrop & Bedazzling

Set up a ring light with a metallic backdrop and instant cameras. Let clients snap photos of their glossy hair transformations and customize their physical photo frames with bedazzled stickers.

Cue the Y2K playlist, grab your gloss and your butterfly clips, and meet us in stores and behind the chair. Because while Gloss Day is on August 3rd, the high-shine celebration keeps going all month long!

_{*vs unwashed, bleached hair}

_{**reverses appearance of damage from roughness, frizz, dryness, and dullness.}