• April 17, 2008

Redken launched what the company claims is the first-ever online social networking community for salon professionals who use the company's Shades EQ Equalizing Conditioning Color Gloss professional haircolor line.

The new Web site, www.DoYouShadesEQ.com, is part of an integrated communication campaign. Chicago-based Elevate Studios created the Web site.

As part of the site's original content, Redken included downloadable techniques and formulas using Shades EQ, and video content including interviews with featured artists and professionals, as well as a video upload area for colorists to post their own videos showcasing their experience with Shades EQ. By uploading videos, colorists are entered to win a free four-day/three-night trip for two to New York City to participate in a photo shoot with their favorite Redken artist for an advertising campaign, which will be featured in the January 2009 issue of American Salon magazine.

--Tanya Irwin