REDKEN DIARIES: NATIONAL HAIR GLOSS DAY

As part of Redken’s continued efforts to support our professionals throughout the pandemic, we created The Redken Diaries. Aimed at driving clients back to the salon, this media campaign highlights the professional point of difference clients only get from the pros. 

This year, we took our love for Shades EQ a step further by dedicating a day to the product and service loved by all – August 3rd is officially National Hair Gloss Day!

To celebrate this salon exclusive service, we flooded the press with publications in top editorials, sending clients to your chair for their Shades EQ Gloss. In addition, we followed consumer influencers on their Shades EQ transformations, sharing the power of a professional gloss service with an audience of over 7.4M on social media! 

National Gloss Day built on our existing Redken Diaries campaign—our continued effort to raise awareness and educate your clients about the beauty of a Shades EQ Gloss service. See the campaign in action below.

To inspire your future clients, we tapped a few of our Redken Ambassadors—Johnny Ramirez, Philip Foresto and Vernon Francois. Using the power of Shades EQ and Flash Lift Bonder Inside, our artists created beautiful hair transformations captured in the videos below. From caramel balayage to virgin curl highlights, watch the technique behind each look. 

Want to recreate it yourself? We’ve provided the formulas used for each look.

Celebrity hairstylist and Redken Ambassador Vernon Francois creates curly highlights on his client Sana's textured hair while protecting the integrity and beauty of her curls. 

Lightener Formula:

• Flash Lift Bonder Inside Lightener + 20-Volume Pro-Oxide Developer

Lightener Technique:
• Using foils, Vernon focused his highlight application around the face.
• Utilizing a large weave, he took straight sections around the head, working in places where the curl would catch the most light.
• Place hair in foil and paint up to the regrowth.
• Process at room temperature for up to 50 minutes. 
• Rinse and shampoo thoroughly.

Shades EQ Gloss Formula:
1oz. 07NB + 1oz. Clear + 2oz. Shades EQ Processing Solution
• Apply globally.
• Process for 20 minutes.

Famous for his Lived in Color technique, Redken Ambassador Johnny Ramirez worked his blonding magic on his client Megan. With the help of Shades EQ, see how Johnny created this beach-kissed look. 

Lightener Formula:

• Flash Lift Bonder Inside Lightener + 20-Volume Pro-Oxide Developer

Lightener Technique:
• Johnny determined highlight placement using Megan’s lips as a guide. You can use eyebrows, nose, or lips.
• Work from the part-line down, taking the first section on the front left quadrant.
• To backcomb, take a slice, insert comb horizontally within the section and comb toward the head.
• Work down the hairline and lower the highlight placement section after section.
• Repeat on all sections, using the placement of other foil sections as a guide.
• Aim for a halo effect around the head.
• Process at room temperature for up to 50 minutes.
• Rinse and shampoo thoroughly.

Shades EQ Root Tap Formula:
• Shades EQ Gloss 1oz. 05N + 1oz. 07N + 2oz. Shades EQ Processing Solution
• Apply globally.
• Process for 20 minutes.

Shades EQ Gloss Formula:
• Shades EQ Gloss 1.5oz. Clear + 0.5oz. 09NB + 0.5oz. 09GB + 2.5 oz. Shades EQ Processing Solution • Apply globally.
• Process for 20 minutes.

Redken Ambassador Philip Foresto gave his client Pritika the caramel highlights of her dreams. See how Philip transformed Pritika's level 4 virgin hair with Shades EQ.

Lightener Formula:

• Flash Lift Bonder Inside Lightener + 30-Volume Pro-Oxide Developer

Lightener Technique:
• Balayage in Foils
• Section hair into four quadrants starting at the nape of the neck and working up the back of the head. 
• Take diagonal back sub-sections and create large weaves with a soft backcomb. 
• Paint the hair and then secure between two foils.
• Then, move towards the front of the head, starting with the temple areas, and work with a pie section up the head to the natural part. Use a large weave and soft tease at each section. Paint the hair and then secure between two foils.
• Process at room temperature for up to 50 minutes. 
• Rinse and shampoo thoroughly.
Shades EQ Gloss Formula:  • 2oz. 06NB + 2oz. Shades EQ Processing Solution
• Apply globally.
• Process for 20 minutes.
 
Haircare and Styling:
• Shampoo and condition with Acidic Bonding Concentrate Shampoo and Conditioner.
• Prep damp hair for bouncy curls with Big Blowout.
• Once dry, finish with Oil For All for incredible shine.
• To ensure a prolonged style, add some Deep Clean Dry Shampoo in the part line and around the face.

Learn more about our newest addition to the Shades EQ family: Shades EQ Bonder Inside.