In 2023, we began a multi-year journey to refresh the brand image of haircare icon Redken and connect with a new generation of beauty consumers.
Reputed for its science-forward, professional credibility, Redken aimed to create a more emotional bond with its audience without sacrificing brand equity.
The resulting campaign and graphic system balance innovative science with the artistry it empowers, adding a human touch to storytelling. It also injects a sense of placeness into the brand world by referencing the atmosphere of New York, Redken’s home.
