Back to the Salon: How Redken is Driving Clients Right to Your Chair
As our communities return to their lives, Redken recognizes that the professional community needs support now more than ever. Not only has COVID-19 threatened the wellbeing of the industry, it has also impacted client behaviors.
To bring new clients in and existing clients back to the salon, Redken is doubling down on our efforts to help the professional community build up one client at a time. In following with our longtime mantra that aims to support salons and stylists—Learn Better, Earn Better, and Live Best—we’re taking action. Redken launched an ongoing multimillion-dollar consumer media campaign focused on driving clients back into your salon chair.
THE MISSION
The media campaign aims to reinforce the professional point of difference and remind clients the value of salons. We are reaching out to future clients with content and media from consumer facing publishers, ultimately driving them to schedule professional hair services at Redken salons via our Redken Salon Finder.
To best stress the differences between salon and at-home care, Redken is focused on advertising Shades EQ glossing services, a stylist favorite for over three decades – directly to clients. It’s a no-brainer for stylists, so to generate more service revenue for your business, Redken is educating clients to ask specifically for Shades EQ glossing service – only achievable in-salon.
If you don’t already know it and love it, Shades EQ is a professional demi-permanent hair color service and hair toner that transforms and conditions hair. While stylists use the gloss to tone, color-correct or add shine, this product also allows clients to flirt with new hair colors without fear of commitment. Not only does it last 4-6 weeks, the gloss takes only 20 minutes to process.
Redken’s media campaign will drive over 1 billion impressions to future clients wherever they are consuming media—YouTube, social media, popular editorial sites as well as the pages of People Magazine. By educating consumers on Shades EQ Gloss and all of its benefits, Redken aims to drive consumers to the only place Shades EQ Gloss is available—your salon!
WHAT CAN YOU DO?
While we’re driving clients to your chair, what should salons and stylists do to prepare? To best capitalize on the momentum from our media push, we recommend the following:
- Stock up on Shades EQ! Make sure you have expansive shades and inventory to meet your new clients hair goals – especially our latest innovation Shades EQ Bonder Inside!
- Refresh your Service Menus – Update pricing and service names to incorporate glossing and bonded glossing services for your clients. Remember to charge 20% more if you’re using Shades EQ Bonder Inside for a bonded gloss!
- Highlight all you can do with Shades EQ – Play around and share out your favorite SEQ formulas on Facebook and Instagram – how do YOU use Shades EQ? #ShadesEQ so Redken can see your work
- Make sure all online information about your salon is up to date on Redken’s Salon Finder!
We hope these tips combined with our massive media push will boost your clientele and reinvigorate stylists. No other brand cares as deeply about out professional family and it's our hope that these targeted efforts will drive consumers back to your salon. Join us as we try to help our community rebuild and reach new heights.
