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