Redken's True DR Colors1 Apr, 2008 By: Jacqueline Renfrow Response
Vice President of Integrated Communications Shae Kalyani talks about how a shift from traditional advertising to interactive DR marketing is engaging consumers and has the salon-based business booming.
Salon Vs. Mass Market
"Everyone has great technologies and product stories. Today, the lines between mass market and luxury products are blurring and consumers are savvier," says Kalyani. Therefore, Redken's challenge is to convince a woman to color her hair at a salon rather than doing it at home.
About a year ago, Redken launched the DR campaign Urban Experiment, which included a Webisode, the unique Web site urbanexperiment.com and local events in major cities around the country.
So how does Redken compete, especially with a mass market full of inexpensive, do-it-yourself, hair coloring products? "The difference of walking into a drugstore and a salon is the expertise," says Kalyani. "The stylist is armed with the latest trends and techniques, how to get the professional highights or perfect cut. The professional has to have every part of the arsenal ready to keep the consumer loyal."
The big focus this year for Redken is on hair color. Now, more than ever, customers are heading off to salons for coloring. In fact, colorists can't keep up with appointments because business is booming. The company conducted focus groups to find out why some women were coloring their hair at home and not in a salon. Nine out of 10 said they were intimidated at describing what they wanted to a colorist. "Doctors have credentials that everyone can read about, but it wasn't the same in the haircare professional market. You had to get a recommendation from someone whose hair you loved ... that's not always possible."
Redken aimed to make this task easier by providing information on its Web site about hair coloring. One of the defining features of Redkencolor.com is the "Redken salon locator," — partnered with Google maps, the search helps a customer find a Redken Certified Colorist (RCC) in her area. Launched in 2007, the search goes beyond finding a name and address; a customer can read a colorist's profile, which includes the answer to 10 personal questions, such as, "What inspired you to become a colorist?"
Fast Facts: Redken
Kalyani says, "We found that the profile enables the consumer to connect with the colorist even before a consumer calls to make an appointment." According to Kalyani, one RCC said that since he filled out his profile online, he has gotten two new clients a month — $500 extra income. "And if he keeps up this momentum, he'll be making $30,000 to $40,000 extra in income by the end of one year."