News Brief

Redken Launches Online Network For Salon Pros

The first-ever online social networking community for salon professionals is for those who use the company's Shades EQ Equalizing Conditioning Color Gloss professional hair color line.

As part of the "Do You Shades EQ" campaign, which celebrates 20 years of amazing hair color with Shades EQ, Redken launched an integrated communication campaign including editorial, advertising and a dedicated brand online social networking community--DoYouShadesEQ.com.

Redken enlisted Chicago-based Elevate Studios to create the Web site. Elevate Studios' responsibilities included online strategic and creative development as well as technical coding and Web site execution.

--Nina M. Lentini

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