Turning fifty and looking great is Redken, celebrating its 50th anniversary since its start in 1960 with three products…
Turning fifty and looking great is Redken, celebrating its 50th anniversary since its start in 1960 with three products.
Over the past five decades, Redken 5th Avenue New York has built its “professional edge” and become a pioneer of products, programmes and practices that have shaped the industry as we know it today. Redken has also touched the hearts of countless salon professionals through its commitment to help them learn better, earn better and live better.
In New Zealand, the stronghold is firm, with a clear fashion focus from alignments with forward-thinking salons and events such as iD Dunedin.
With a strong commitment to education, the brand is dedicated to higher learning as seen in the ‘Redken Education Platform’ which provides a wide training platform – from session styling through universally recognised colour certification courses to business savvy.
And with a host of international artists at its disposal, Redken stylists are the first to learn about the looks coming through from Marc Jacobs, Balenciaga and their fashion friends. The hotline operates direct from the creators and collaborators themselves when Redken works with them at fashion weeks across the globe.
Here’s a brief cap on the Redken decades to date:
1960s
American actress Paula Kent starts Redken with $3,000 and three products.
Founded on the science of protein and moisture, Amino Pon and PPT gain a cult following, with the beauty-through-science approach catching on rapidly. Visionary hairstylist Vidal Sassoon tours the country on behalf of Redken to spread the message.
1970s
Redken takes its message on the road pioneering education in the industry by focusing on science and business, hosting 500 salon professionals in 1971 – later to be dubbed the first Redken ‘Symposium’.
1980s
Redken revolutionises hair colour with Shades EQ Equalising colour Gloss in 1983, one of the biggest breakthroughs in hair colour. In haircare, the Extreme line goes beyond simple cleansing by combining protein with moisture to strengthen distressed hair.
On the back of these two breakthroughs, the brand launches in 13 countries around the world.
1990s
After a devastating earthquake, Redken moves from California to L’Oréal headquarters on 5th Avenue in NYC. It then adds the “5th Avenue NYC” to its name before being sold to beauty industry leader L’Oréal in 1993.
Over the course of the next seven years, Redken establishes itself as a fashion brand at the forefront of trends and continues its dominance of the education salon platform, opening Redken Exchange, the industry’s leading resource for learning in 1996.
2000s
Redken becomes the runway authority, translating the high fashion interpretations to real world with regular new product innovations and technologies. World-renowned hairstylist Guido then joins the team, cementing the reputation of Redken as a leader in backstage beauty, with a team of artists attending Fashion Week in New York, Milan, Paris and London to work their magic.
Here are some top-selling products from the range: Redken Extreme CAT Treatment, $33.00 and Redken Rough Paste 12, $38.50.
Cat is Redken’s oldest and most revolutionary product as it was developed based on their core foundation of science and it injects a huge amount of protein into the hair to repair the structure. Like a first aid kit. Rough Paste 12 is the all time biggest and best seller in New Zealand hasn’t lost its footing as the brand’s numero uno product for many, many years. It’s a texturising styling product that’s loved by the masses.
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