Redken just launched a large scale integrated campaign for its Shades EQ hair color line, featuring stylists, colorists, and eventually, consumers in the print and online components.
A centerpiece is the video rich DoYouShadesEQ.com microsite, featuring hair color tips and tricks from experts. Hair colorists are invited to submit videos of themselves talking about the product — a winning entry scores a trip to New York and a role in a future video spot and a photo shoot for the print campaign.
Offline, the campaign includes a 24-page supplement in industry trade “American Salon.” In addition, the print component will highlight a colorists each month in that publication for the remainder of the year. Consumer print ads are also promised by the company.