HISTORY OF REDKEN
When American actress and model Paula Kent suffered irritation to her skin from the products her hairdresser was using, she knew there was a gap in the market. This gap carved the way for Paula to team up with hairdresser Jheri Redding to create products for people with sensitive skin. Launching in the 1960s with $3,000 and three products, Redken partnered with visionary hairstylist Vidal Sassoon to spread the word. It wasn’t long until the brand took its message on the road and received rave reviews from all over the world. Opening their first Australian store in 1978 and bought out by beauty giant L’Oreal in 1993, it was clear the message had spread. With over five decades in the business, Redken has become a global leader in professional hair care products and services.
THREE CORE VALUES
Redken strives on three core values that make up the foundation of each product or program developed. These are related to fashion, science and inspiration.
Having a connection with fashion has played a significant role within the company’s values. Promising to deliver on trend beauty and striking looks at some of the world’s largest fashion events, Redken are the leaders in backstage beauty. This does not go unrecognised at Fashion Weeks in New York, London, Milan, Paris and Sydney where Redken is one of the major sponsors.
“Inspiring your creativity while helping you achieve the best results” is the company’s motto. Offering groundbreaking research based on extensive knowledge of hair and patented technologies for the most advanced products in the industry, Redken has created the best products in the business. Three basic principles are used when testing for new products.
1. Protein technology is important since hair is composed primarily of protein. Testing products to ensure a high-level of protein is maintained in your hair growth is necessary for each product created.
2. Keeping the companies’ initial purpose of creating products for those with sensitive skin, Redken uses an acidic pH of 4.5 – 5.5 (complementing the natural pH of the hair and skin).
3. All products are tested by licensed cosmetologists in professional salons.
With a global network of award-winning artists, Redken does not go without being noticed as innovators in the hair care and service industry. Striving to empower you to reach new heights with your skills and career, Redken offers a range of programs to advance skillsets of local and national hair stylists.
GLOBAL STYLING DIRECTOR
Since its partnership with styling director Guido Palau in 2005, Redken has accelerated in the world of Fashion. Bringing his radically expressive style to runway shows, the director has worked with renowned design houses including Prada, Louis Vuitton and Calvin Klein to create looks for Fashion Weeks and editorial work. Regularly providing seasonal hair trends and acting as Brand Ambassador for Redken in the media, Guido is considered to be one of the world’s most conceptual hairstylists.
The Diamond Oil range has become one of the brand’s most popular ranges as it is one of the first hair oil innovations that provides shatterproof strength and multi-faceted shine. This deep oil-enriched treatment is silicone-free and contains a unique blend of natural oils that penetrate into the hair to nourish, strengthen and reinforce strands from the inside out.
Visit www.Redken.com.au for information on all products and services offered.
*Available at selected salons nationwide.