Redken’s new Web style

On March 1, New York-based hair product manufacturer Redken will launch a search marketing campaign with more than 5,000 keywords to promote its redesigned consumer and salon professional Web sites, which already boast more than 150,000 unique visitors after last week’s soft launch.

Redken’s interactive agency Digital Pulp created the consumer site to portray “the idea of consulting with [consumers’] stylists” and the salon site to “foster a professional community,” according to Shae Kalyani, VP of integrated communications at Redken. Also part of the launch are banner ads, e-mail blasts, brochures and a Fashion Insider contest.

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