February 2010 - Redken Professional

FEBRUARY 2010
PROMOTIONS
\
NEW STYLE CONNECTION
BOOST BUSINESS WITH REDKEN CHEMISTRY
NEW COLOR GELS FORMULA FINDER
INTRODUCING THE REDKEN COLOR ADVANTAGE HAIRCOLOR REWARDS PROGRAM
GET INSPIRED. BE PART OF IT.
REDKEN.COM

Dear Salon Professionals,
We wanted to share some
important news on our
fi ght against diversion.
As you know, Redken is
serious about stopping
diversion and protecting your business. To
date, we’ve invested over $3 million in a stateof-the-art
product coding system designed to
eliminate diverters and diverted product.
We’re pleased to report that our efforts are
paying off. An independent study by IRI found
that we’ve succeeded in reducing diversion
by 53% in the third quarter of 2009 vs. 2008.
This marks our fi fth consecutive quarter of
diversion decreases. It means that Redken
products are staying where they belong —
in the salon — and that profi ts are staying in
your hands!
Now, you may have some questions, such
as why you still occasionally see Redken
products in unauthorized outlets. The answer
is that it takes time to completely eliminate a
diversion channel. What you’re seeing is older
product or outdated packaging.
You might also be wondering what you can do
to educate your clients about diversion. This is
an important issue. We need your help to let
clients know why it’s in their best interest to
purchase Redken products at the salon and
only at the salon.
HOW WE’RE FIGHTING DIVERSION
ADVANCED PRODUCT CODING
We’re committed to using the most advanced technology to code,
track and uncover the sources of diversion.
100% QUALITY GUARANTEE
If your client is not satisfi ed with our products’ performance, they can
receive a full refund within 4 weeks with a salon receipt. Speak to your
sales representative, or log-on to Redken.com’s professional site and click
“Anti-Diversion” under the “Redken Difference” tab for more information.
CLIENT EDUCATION
We provide ongoing programs to educate clients on the importance
of purchasing genuine Redken products only in authorized salons.
Encourage your clients to watch our investigative video on
youtube.com/ppdloreal.
GET INVOLVED
If you are approached by a collector, please get their name and
phone number and contact L’Oréal Professional Products Division at
NoDivert@aol.com or call our hotline at 1-800-503-3997.
DIVERSION COMPARISON
When clients purchase salon products,
they not only benefi t from your expertise,
but also from our 100% quality guarantee.
Unauthorized products may be old,
discontinued or counterfeit, and we can’t
guarantee their performance. What’s more,
products at unauthorized outlets typically cost
up to 10% more than they do at the salon!
To help educate your clients about diversion,
we’ve developed special materials available at
Redken.com/MyBusinessToolbox, including
anti-diversion cards for clients to take home.
I encourage you to log-on and discover all the
ways you can continue to be an anti-diversion
advocate, and make sure your business
grows and thrives.
As always, thank you for being part of it.
Sincerely,
REDKEN
Karen Fuss-Zipp
Vice President, General Manager
Redken 5th Avenue NYC
NEW ON 5TH
NON L'ORÉAL BRANDS

DARE TO TRANSFORM
NEW STYLE CONNECTIONsurface
shifting stylers
Unleash your creativity. New Style Connection complements professional cuts
through pioneering textures and high-fashion finishes. Cutting edge products for
surface transforming hairstyles. Do you dare
MATTE SPONGE 05
RUGGED TEXTURIZER
Toughen up any look. Unique
sponge-inspired styler adds
separation with a roughed-up fi nish.
Go from dull and drab to…
roughed-up separation
VELVET GELATINE 07
CUSHIONING BLOW-DRY GEL
Reinvent blow-dries with body and
bounce. Light, airy gel melts into hair
for a cushioned fi nish with natural
looking shine.
Go from limp and lifeless to…
a smooth, cushioned blow-out
WOOL SHAKE 08
GEL-SLUSH TEXTURIZER
Innovative gel-slush adds extreme
volume, texture and a high-fashion,
semi-matte topcoat.
Go from fl at and undefi ned to…
over-the-top volume and texture
Before After
Before After
Before
After
BLONDE MODEL'S HAIRCOLOR:
Natural Level: 6, Base: ½ oz. 8N Color Fusion + 1 ½ oz. 8Ag Color Fusion + 2 oz. 20 volume Pro-oxide Highlight: 1 part Blonde Icing Power Lift + 1 part 40 volume Blonde Icing
Conditioning Cream Developer Glaze: ½ oz. 09T Chrome Shades EQ + 1 ½ oz. 000 Crystal Clear Shades EQ + 2 oz. Processing Solution
BRUNETTE MODEL'S HAIRCOLOR:
Natural Level: 3, Base: 2 oz. 01B Onyx Shades EQ + 2 oz. Processing Solution
February 2010 Promotions 3

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SALON OFFER
PURCHASE
Purchase 9 NEW Style Connection products (mix and match)
SUGGESTED PRODUCT MIX:
3 Matte Sponge 05 1.7 oz.
3 Velvet Gelatine 07 3.4 oz.
3 Wool Shake 08 5 oz.
“Style Connection
brings New York Fashion
Week to you! It literally
transforms the surface
of the hair, so you can
create any texture your
client wants.”
RECEIVE FREE:
A 1 Matte Sponge 05 1.7 oz.*
B 1 Velvet Gelatine 07 3.4 oz.*
C 1 Wool Shake 08 5 oz.*
D 3 Matte Sponge 05 .68 oz. with sampling tool**
E 3 Velvet Gelatine 07 1 oz. with sampling tool**
F 3 Wool Shake 08 1 oz. with sampling tool**
G 1 Style Connection Shelf Talker
H 1 Dare to Transform Technique Guide
I 1 Style Connection Semi-Permanent Glorifi er
J 2 Double-Sided Header Cards for Glorifi er
K 2 Double-Sided Posters
– CARMODY HOMAN,
REDKEN ARTIST

STYLIST OFFER
PURCHASE
NEW Style Connection Trial Kit
KIT INCLUDES:
1 Matte Sponge 05 1.7 oz.
1 Velvet Gelatine 07 3.4 oz.
1 Wool Shake 08 5 oz.
1 Dare to Transform Technique Guide
OPEN STOCK
PRODUCT
Matte Sponge 05 rugged texturizer
Velvet Gelatine 07 cushioning blow-dry gel
Wool Shake 08 gel-slush texturizer
SIZE
1.7 oz.
3.4 oz.
5 oz.
Visit RedkenEducationOnDemand.com and check out the “Stylist Spin”
video for tips and tricks on NEW Style Connection.
February 2010 Promotions 5

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NEW CURL COLLECTION
SHAPELY CURLS FROM NEW YORK FASHION WEEK
Give every client runway-ready curls. NEW Soft Spin 05, NEW & IMPROVED Ringlet 07 and NEW Curl Wise
14 let you boost fi ne curls, refi ne medium-textured ringlets or tame coarse spirals. Featuring the exclusive Curl-
Care Complex for moisture, strength and frizz-free defi nition. Don’t miss out on this exclusive launch offer!
SALON OFFER
PURCHASE
8 curl styling products (mix & match)
SUGGESTED PRODUCT MIX:
2 NEW Soft Spin 05 5 oz.
2 Ringlet 07 6 oz.
2 NEW Curl Wise 14 5 oz.
2 Curl Force 17 5 oz.
RECEIVE FREE:
A 1 NEW Soft Spin 05 5 oz.*
B 1 NEW Curl Wise 14 5 oz.*
C 3 NEW Soft Spin 05 1 oz.***
D 3 NEW Curl Wise 14 1 oz.***
E 6 Detangling Comb GWPs
F 12 Curl Collection Consumer Brochures
G 1 Display to Hold Combs and Brochures
H 1 Curl Collection Technique Guide
I 1 Poster
CLIENT OFFER
PURCHASE
1 Curl Styling Product
RECEIVE FREE
1 Detangling Comb GWP
E
$5.00 VALUE!
*Stickered for stylist use only
**Exact price depends on products purchased
***Soft Spin 05 and Curl Wise 14 samples valued at $2.50
BONUS OFFER!
PURCHASE
4 additional curl styling products
(12 total)
RECEIVE FREE
J 1 Fresh Curls Shampoo liter
K 1 Fresh Curls Conditioner liter
L 2 Liter pumps (white)
Note: All offers are while supplies last
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RUNWAY REINVENTION CONTEST WINNER
Congratulations to Heather Washburn from Heather’s Hair Design at Essence in Spokane, Washington, the Grand
Prize winner of our fi rst-ever Runway Reinvention contest! This contest challenged stylists to get inspired and create a
wearable, client-friendly version of one of Fall/Winter 2009’s most standout looks.
For creating the winning look, Heather won the grand prize, including:
• The chance to take part in an American Salon photo shoot
• The opportunity to have her winning look featured on Redken.com and AmericanSalon.com
• Round-trip airfare and hotel accommodations for two people for 7 days/6 nights in New York City
• 1 Free ticket to “Session Skills + Photo” with Noah Hatton at the Redken Exchange
• $1,000 spending money
The inspiration: Styled by Redken Creative Consultant Guido,
the disheveled cloud of hair seen at Prada combined two of the
season's biggest trends: extreme texture and a modernized updo.
The reinterpretation: The wearable, grand-prize winning look,
styled by Heather Washburn.
CREATE.
CUSTOMIZE.
ACCESSORIZE.
Redken’s Color Gear accessories are the
perfect complement to Redken haircolor
products. Color Gear combines the best in
form and function with an urban edge. The
color-coordinated line includes everything
from brushes, bowls and capes to specialty
items, swatch books and more!
See last page for full list of Color Gear accessories.
February 2010 Promotions 7

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TRANSFORM THEIR HAIR, BOOST YOUR BOTTOM LINE
With Redken Chemistry, a small investment can lead to big profi ts! Built on a strong foundation of protein and
moisture, Redken Chemistry is a comprehensive system of products that helps you create customized services to
treat and transform every client’s hair.
To help you take advantage of this valuable business-boosting opportunity, we’ve put together a promotion with
sampling and education support to help you get started!
SALON OFFER
PURCHASE
3 Redken Chemistry Shot Phase 16.9 oz.
(mix and match)
Brands included:
All Soft, Color Extend, Extreme
3 Redken Chemistry Shot Phix 8.5 oz.
(3.5 or 5.5 – mix and match)
RECEIVE FREE
Redken Chemistry Business Building Kit
KIT INCLUDES:
A 7 All Soft Heavy Cream 1 oz.
B 7 Color Extend Rich Recovery 1 oz.
C 1 Stylist Education Guide
D 1 Redken Professional Treatments/
Consultation Tool
E 4 Mirror Clings
SALON BONUS OFFER!
Purchase 10 minis (mix and match) and
receive 2 FREE*
CHOOSE FROM:
F All Soft Shampoo 1.7 oz.
A All Soft Heavy Cream 1 oz.
G Color Extend Shampoo 1.7 oz.
B Color Extend Rich Recovery 1 oz.
H Extreme Shampoo 1.7 oz.
I Extreme Iron Repair 1 oz.
STYLIST OFFER
PURCHASE
J Redken Chemistry Trial Kit at a discount
KIT INCLUDES:
1 Color Extend Shot Phase 16.9 oz. (1/2 liter)
1 Shot Phix 3.5 pHix pHase sealer 8.5 oz.
1 Shot Shaker
C 1 Stylist Education Guide
*Offer limited to salons that have purchased the
Redken Chemistry Salon Offer
Want to see Redken Chemistry “in action” You can access a Redken Chemistry
product knowledge video that includes a demonstration and business-building tips
FREE on Redken's education resource, Redken Education On Demand! Log-on
to RedkenEducationOnDemand.com today to access this video.
NEW ON 5TH

2 EASY STEPS TO HEALTHIER HAIR
The Redken Chemistry service is a 2-step professional in-salon treatment that is designed to work in conjunction with the
Redken Haircare line, delivering simple solutions for specifi c problems and creating a total service from backbar to retail.
THE FULL REDKEN CHEMISTRY RANGE INCLUDES:
STEP 1: SHOT PHASE
EXTREME
for distressed hair
COLOR EXTEND
for color-treated hair
CLEAR MOISTURE
for normal, dry hair
ALL SOFT
for dry/brittle hair
SMOOTH DOWN
for very dry/unruly hair
REAL CONTROL
for dry/dense/
sensitized hair
IN-SALON
TREATMENT SERVICE: WHEN TO USE:
Whenever strength
is needed
Before, between or
after a chemical/
color service
Whenever color
protection is needed
After a color service
Whenever moisture
replenishment
is needed
Whenever softness
is needed
Whenever frizz control
and smoothness
are needed
Whenever repair,
moisture, and control
are needed
STEP 2: SHOT PHIX
3.5 pHix pHase 5.5 pHix pHase
WHEN TO USE:
Whenever hair is
chemically distressed
Whenever hair is
mechanically distressed
IN-SALON
TREATMENT SERVICE:
PROMOTE REDKEN CHEMISTRY WITH
MY BUSINESS TOOLBOX!
Log-on to: Redken.com/MyBusinessToolbox to customize postcards,
shelf signage and more to promote Redken Chemistry in your salon!
We’ll print and deliver your materials at affordable and competitive rates.
Examples:
REDKEN CHEMISTRY
REVENUE CALCULATOR
Here’s an example of the profi ts
you could be earning with only two
Redken Chemistry products
(1 Shot Phase and 1 Shot Phix):
Shelf Signage
Shelf Talker
Client Loyalty Card

CREATE AMAZING COLOR
WITH THE COLOR GELS FORMULA FINDER
Discover the versatility, reliability and creativity of Color Gels! Known for its exceptional gray coverage, Color Gels
can also be used to brighten, darken, change or correct, or for highlighting and creative color effects. Now, our easy
Formula Finder takes the guesswork out of choosing the best formula for the results you’re looking to achieve.
In just three easy steps you can fi nd a formula to cover gray, create natural results, lift and control warmth, or lift and
enhance warmth. Get inspired by new combinations for every haircolor level!
FIND THE PERFECT COLOR GELS FORMULA IN 3 EASY STEPS:
1. Locate your client’s starting level
2. Identify your desired solution
• Cover the gray
• Create natural al results
• Lift & control ol
warmth
• Lift & enhance nce warmth
3. Mix the displayed formula
NEW ON 5TH

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SALON OFFER
PURCHASE
18 Color Gels shades (Color Gels $4.75 each)
RECEIVE FREE
Color Gels Formula Finder Kit*
KIT INCLUDES:
A 1 Color Gels Formula Finder
B 1 7AB Moonstone Color Gels 2 oz.
B 1 6NW Brandy Color Gels 2 oz.
B 1 5N Coffee Bean Color Gels 2 oz.
B 1 5NG Caramel Color Gels 2 oz.
C 1 Guts 10 volume spray foam 10.5 oz. (stylist use only)
STYLIST OFFER
PURCHASE
Color Gels Formula Finder Kit at a discount
KIT INCLUDES:
A 1 Color Gels Formula Finder
B 1 7NW Chestnut Color Gels 2 oz.
B 1 6NW Brandy Color Gels 2 oz.
B 1 5N Coffee Bean Color Gels 2 oz.
B 1 6NG St. Tropez Color Gels 2 oz.
1 20 volume Color Gels Developer 8 oz.**
**Not shown
*Maximum one per salon
February 2010 Promotions 11

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Your Electric Avenue offer comes packed in a fashionable
zippered tote with a lining in one of two eye-catching colors:
Bold Yellow or Sizzling Magenta. (Estimated value: $15.00)
B
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NEW ELECTRIC AVENUE HAIRCOLOR COLLECTION
ACCESSORIZE YOUR STYLE
Featuring the latest salon haircolor shades for blondes, brunettes and redheads, Electric Avenue is the perfect
accessory for this season’s vibrant fashions! The collection includes three NEW shades and two reformulated shades
from Color Fusion, plus a special selection of existing shades from Color Fusion and Shades EQ. Use them for all-over
color, strategically placed highlights, or combine with other Redken haircolor to create your own bold or subtle looks!
Don't miss out on this exclusive offer!
SALON OFFER
Purchase the Electric Avenue Salon Kit
(Color Fusion $5.75 each)
KIT INCLUDES:
A 1 Electric Avenue Tote Bag
B 2 NEW 8Gg Color Fusion 2.1 oz.
2 NEW 8Go Color Fusion 2.1 oz.
2 NEW 7Bc Color Fusion 2.1 oz.
2 7N Color Fusion 2.1 oz.
2 6N Color Fusion 2.1 oz.
1 5Br Color Fusion 2.1 oz.
1 7Gb Color Fusion 2.1 oz.
1 6Gb Color Fusion 2.1 oz.
1 4Gb Color Fusion 2.1 oz.
1 8Ab Color Fusion 2.1 oz.
1 6Ab Color Fusion 2.1 oz.
C 1 Color Fusion Electric Avenue Shade Chart
D 1 Color Fusion Electric Avenue Swatch Card
E 1 Accessorize Your Style Lookbook/Technique Guide
STYLIST TRIAL OFFER
Purchase the Electric Avenue Stylist Trial Kit
(Color Fusion $5.75 each)
KIT INCLUDES:
A 1 Electric Avenue Tote Bag
B 1 NEW 8Gg Color Fusion 2.1 oz.
1 NEW 8Go Color Fusion 2.1 oz.
1 NEW 7Bc Color Fusion 2.1 oz.
1 6N Color Fusion 2.1 oz.
F 1 20 volume Pro-oxide Cream Developer 8 oz.
C 1 Color Fusion Electric Avenue Shade Chart
D 1 Color Fusion Electric Avenue Swatch Card
E 1 Accessorize Your Style Lookbook/Technique Guide

REDKEN
COLOR ADVANTAGE
HAIRCOLOR REWARDS PROGRAM
Redken knows that haircolor drives your salon business. That’s why we’ve developed Redken Color Advantage, an
exclusive program to reward you for purchasing the Redken Haircolor brands you rely on everyday:
Shades EQ, Color Fusion and Color Gels.
With every dollar you spend on one of these brands, you’ll be closer to qualifying for one of two different reward kits.
The reward kits are grouped into tiers, so as your purchases increase, so do your rewards.
FIRST QUARTER REWARD KITS*
(JANUARY – MARCH 2010)
LEVEL 1 — $275+ VALUE
Quarterly purchase of $3,000 +
1 Inspiring World of Redken Book
1 Color Extend Shampoo Liter
1 Color Extend Conditioner Liter
1 Redken Chemistry Color Extend Trial kit
1 000 Crystal Clear Shades EQ Liter
1 Shades EQ Processing Solution Liter
100 Color Extend Shampoo/Conditioner
Duo Packettes
1 Redken Cape
5 Redken Haircolor Decals/Mirror Clings
1 Color Extend Stylist Guide
1 1-year subscription to American Salon
magazine — a $33.00 value!
1 Promoting You and Your Salon Guide
1 Gift Card Pack featuring
Redken Education On Demand,
My Business Toobox and select haircolor
swatchbook — an $80.00 value!
LEVEL 2 — $150+ VALUE
Quarterly purchase of $1,000 - $2,999
1 Inspiring World of Redken Book
1 Color Extend Shampoo Liter
1 Color Extend Conditioner Liter
1 Redken Chemistry Color Extend Trial kit
1 000 Crystal Clear Shades EQ Liter
1 Shades EQ Processing Solution Liter
50 Color Extend Shampoo/Conditioner
Duo Packettes
2 Redken Haircolor Decals/Mirror Clings
1 Color Extend Stylist Guide
1 Promoting You and Your Salon Guide
1 Gift Card Pack featuring Redken Education
On Demand and My Business Toolbox —
a $40 value!
THE INSPIRING
WORLD OF
REDKEN
The fi rst-quarter
Redken Color
Advantage kits will
feature The Inspiring
World of Redken book, a celebration
of 50 years of groundbreaking,
personal-based education programs
and creativity — without limits! Redken
invited eight innovative and inspiring
artists from across the globe to come
to NYC, share their inspiration and
create color and design techniques
that epitomize “The inspiring world of
Redken”.
Use your kit to get inspired and grow
your business!
EARN BETTER
Talk to your Redken Sales Consultant about developing a customized plan for growing your haircolor business. More haircolor clients lead to
higher levels of haircolor purchase, which in turn qualifi es you for more valuable Redken Color Advantage reward kits!
Make sure to ask about My Business Toolbox, a new online resource center on Redken.com that features customizable templates —
like postcard mailers, referral cards and much more — you can use to boost business. You can have your materials mailed to your salon or
client list, or purchase a list of potential clients in your area.
NOTE: Haircolor purchases will be tracked quarterly by your Redken Distributor. Kits will be sent out in the month following the close of a quarter. First quarter kits will begin to
arrive in salons in April 2010. For full details, visit Redken.com/ColorAdvantage.

REDKEN EXCHANGE SESSION CALENDAR
To see class descriptions, register or for more information, call 1.800.545.8157 or log-on to Redken.com.
COLOR SESSIONS COST DATES
Color and Know Why $900 April 12-15
May 10-13
June 14-17
Coloring Out of Your Mind $900 April 19-21
June 21-23
Mixing It Up… Formulation $900 May 24-26
DESIGN SESSIONS COST DATES
Cut and Know Why $900 April 12-15
May 10-13
June 14-17
Cutting Over the Top $900 April 19-21
June 21-23
Cutting With Sam + Chris $1100 March 15 & 16
May 3 & 4
Designing… Behind the Chair $900 March 1-3
May 24-26
Diagnostic Design $800 June 7 & 8
COMBO SESSIONS COST DATES
Everything’s Included $950 March 22-24
April 26-28
Everything’s Included 2 $950 March 9-11
March 15-17
April 5-7
May 3-5
June 28-30
SPECIALTY SESSIONS COST DATES
All About Men $800 March 29 & 30
Best Blondes $800 July 19-21
October 4-6
Color 911 $800 June 7 & 8
Color 911, the Next Dimension $800 November 1 & 2
Dressing the Bride $1100 March 29-31, October 4-6
Finish and Know Why $900 July 26-28
Full on Curls $800 April 26-28
Gender Neutral $800 July 26-28
Gray Matters $800 May 17-19
Just Cut the Darn Thing $900 August 23 & 24
Platform Artistry $1250 May 17-19
Red Retention $800 August 23-25
Session Skills and Photo $1650 September 20-22
with Noah Hatton
The Science of Color $800 August 2 & 3
Total Design $1000 September 20-23
and Color Immersion
INVEST IN YOUR EDUCATION!
Advancing your education is always a smart business decision. At The Redken Exchange, our state-of-the-art facility
located in the heart of NYC, you’ll learn the latest techniques in color, design, trends and business from our awardwinning
facilitators. It’s your fi rst step toward learning better, earning better and living better!
To make it easier for you to attend classes at The Redken Exchange, Redken is now offering a tuition payment plan
that allows you to break down your education expenses into easy-to-manage installments.
• A $200 deposit secures your seat
• The payment plan is interest-free
• You can pay by mail or phone
• Plans range from 3-12 months and can be customized to meet your needs

PREPARE FOR THE REDKEN CERTIFIED
HAIRCOLORIST EXAM WITH
REDKEN EDUCATION ON DEMAND
Need to brush up on haircolor principles before you
take the Redken Certifi ed Haircolorist Exam Visit
RedkenEducationOnDemand.com to rent the
“Redken Certified Haircolorist Workshop” video.
This comprehensive tutorial teaches you how to
study for each portion of the exam, and takes you
through the technical portion step by step. Get
20% off the Redken Certified Haircolorist Workshop
Video. Use code FEBDEAL at checkout.*
*Valid Feb. 1- May 31, 2010.
February 2010 Promotions 15