According to Raymond Tan, product manager of Redken Singapore, the shampoo line is a niche product that “can’t go on broadcast media, like TV or radio”.
“We target execs with high disposable income as the pricing for Redken is premium. Our ads are edgy and high urban fashion. We want to reach out to people who are fashionable and dare to be different,” said Tan.
The current campaign, adapted from global artwork and executed in-house, involves creative buys within California Fitness, as well as in-store promotions at Redken salons, the only place in Singapore which sells the product.
The current promotion is for Redken’s All Soft range, which provides intense conditioning and manageability for dry, brittle hair.
At California Fitness, the company has set up tester bars and stuck styling tips on the locker room mirrors. “If they like the product after they try it, we’ll direct them to the Redken salon,” explained Tan.
Print ads feature only blonde and brunette models to match the brand positioning for the All Soft range.
The product launch kicks off in Singapore this month, before heading to Redken’s only other markets in the region — Malaysia and Taiwan.
L’Oréal introduced Redken to Singapore six years ago through its signature salons. The company has capped the number of Redken salons in Singapore at 100, out of a total of nearly 5,000 local salons.
