New Redken Site Goes for Guys

Redken moved its informational content for men from an area on its main Web presence to a standalone site at Redkenformen.com. The company will support the new site with a sweepstakes and accompanying cross-media campaign.

Redken is aiming the men’s grooming site at a broad 18- to 54-year-old male demographic, including groups such as sports enthusiasts and gay men. In addition to product information, it has tips on how to work with your stylist to get the right hairstyle and a salon locator.

A “Hit the Road in Style” sweepstakes will give away a 2005 Mitsubishi Eclipse Spyder, and a print and Web campaign will seek to drive site traffic and contest registrations. The online media buy will consist of 20 million impressions in June and July. Placements include banners on PlanetOut.com and GQ’s site, as well as a CBS Sportsline homepage takeover and Major League Baseball section sponsorship. An email drop in PlanetOut’s newsletters is also part of the plan.

Redken designed the creative in-house and used i33 for media planning and buying.

“This is a broad male target audience, so we chose diverse Web sites with different male audiences,” Molly Mansur, director of interactive marketing for Redken, told ClickZ News.

The creative features Flash and static banner ads in multiple sizes, including skyscrapers and 728 x 90 banners. The copy promotes the Redken for Men line of products and the sweepstakes; clicking sends users to Redkenformen.com.

Print ads with similar creative content will appear in Cargo, Details, ESPN, Esquire, GQ, Maxim, Men’s Health and Rolling Stone, among other titles.

Last year, Redken added content for men to their main site. One year later, the company said it’s seen enough interest to warrant a dedicated site.

“We looked at how we were marketing to men online and thought, now that we are coming up on the one-year anniversary and the sales were terrific, we wanted a site that was dedicated to speaking to men,” said Mansur.

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