Before Redken comes up with a new product concept, the company does exhaustive research.
‘We look at the market, look at the competition, look at our portfolio, go to fashion shows, talk to consumers and talk to stylists,’ said Melanie Dir, senior marketing manager for global marketing-styling at Redken.
What marketing executives discovered is that 50 percent of women had curly and wavy hair. And of those, 72 percent wear their hair curly or wavy at least half of the time.
So Redken set out to create a product that was about texture — loose, luscious, frizz-free, touchable curls without crunch.
‘We went to our chemist and asked ‘How do you make something conditioning enough with a style resin and moisturizing with no crunch. Anytime you add conditioning agents, it tends to weigh down the hair. Whenever you want frizz control, style resin can create crunch.
‘We found a way to create weightless conditioning benefits and a bonding system that provides frizz control without crunch.’
The result is Ringlet 07 Curl Perfector, a cream-gel designed to activate and rejuvenate curls and waves. It is designed for all curl types as well as permed hair.
The product, which will be available this month, contains ingredients such as coconut oil to control frizz, calcium for curl definition and honey for moisture.
Dir said it can be mixed with other Redken styling products for more hold or more shine. For example, Concrete can be used to provide strong, defined hold or Rough Paste for more texture.
‘Long, luscious curls are the perfect accessories,’ Dir said.