Redken Launches in India
L’oreal Pushes for Cutting Edge Differentiation in Indian Salons
In what maybe a watershed moment for the premium salon industry in India, L’oreal Professional products Division Announced the roll out of its New York based professional hairdressing brand Redken in India.
Redken, is the #1 professional hair brand in the US* that bases itself strongly on science and highly skilled hairdressers. – the USP being its unique pH balanced formulas with extensive lines for care, styling and colour and covering all kinds of hair, more specifically ‘the young, globally connected, trendsetting, diverse consumer’.
Redken as a brand believes in creating ‘a community of individuals who express themselves unapologetically, are open to the world, and are not afraid of reinventing themselves. ‘
Says D.P. Sharma, Director – Professional Products Division, L’Oréal India. “In the recent years, there has been a substantial growth in the number of young affluent consumers in India. These consumers are quite individualistic, experimentative and are willing to spend on specialised products and services best suited to their specific needs. We feel that this is the right time to bring a global brand like Redken to India which offers a performance driven, comprehensive portfolio to this evolved cohort.”
For the hairdressers the brand offers a network of over a million professionals worldwide with an opportunity to tap the ‘global power network’
The motto being ‘to equip every professional to learn better, earn better and live their best life through career support, 24*7 education access and global networking opportunities and services.
In an unprecedented move the brand has also announced Florian Hurel, an internationally acclaimed celebrity hairstylist, as Redken’s Pro Ambassador for India. “I am excited to come on board as the Pro Ambassador for Redken India, supporting a brand where creativity knows no bounds! From cutting-edge trends to hair perfection, I look forward to elevating professional hair experiences in collaboration with Redken.” said Florian Hurel.
Besides, Florian is also in the process of rolling out his first salon, Florian Hurel Hair Couture, in association with Redken, in Walkeshwar, South Mumbai. This will be Redken’s first flagship in India offering the brand’s most iconic and transformative hair treatments
Redken is a 60 year old brand, founded by Paula Kent, that brings in cutting edge tech combined with breakthrough products which include Shades EQ – the brand’s famous, demi-permanent hair color line on the market .
The brand will be available at select salons and at Nykaa.