Stepping into a sophisticated world of luxury, fine food and cocktails with a quintessential all black Redken vibe, Bar M in Sydney’s Neild Avenue became the potent playground for more than 65 of Redken’s Power Network, key salons and ambassadors on Sunday November 12, writes Cameron Pine.
Bar M, formerly known as Bar Machiavelli, has expansive spaces, high ceilings and walls with projected images with an industrial charm – it was the ideal environment to create a memorable event that rewarded some of the hair industry’s most loyal identities. With a strong focus on traditional Italian cuisine and immersive experiences, it was the perfect venue to celebrate a network of distinctly individual ‘Redkenites’.
Taking stock of some clear wins and a forever increasing market share, Redken combined its salon partners, head office and ambassador network and gave them an opportunity to celebrate and enjoy live music and endless flow of food, cocktails and camaraderie. Guests were even able to take home a custom piece of jewellery by Kristy Lee jewellery, as delicate as the flowers that adorned the entire middle of two long tables. An almost Gatsby-esque atmosphere ensured guests were in for a real treat every step of the night.
L’Oréal Professional Products Division General Manager, Carlos Figueiras, greeted guests marking the next two days of education and the Australian Hair Fashion Awards as a great opportunity to unite the entire network and get to know each other at a more intimate level.
“We are going to spend two amazing days together, to celebrate, to connect and to meet each other so thanks for everyone for being here,” Carlos said.
Wanting to reflect on the year of amazing events, content and success the brand has achieved in 2023 Redken Marketing Manager Madison James then spoke to the incredible success of Redken Acidic Bonding concentrate. Along with Redken All Soft growing 50 per cent year on year – Redken has also been noted as the benchmark standard for all Beauty Crew campaigns with a number of top online sellers.
“Redken is an incredible brand – a brand that brings people together and creates a community, a network of people. Together we come together as one, our Power Network,” Madison said.
“You, our Redken Power Network includes some of our salons, artists, advocates, talent, talent managers, media, both trade and consumer, key partners and some of our internal team. We wanted to bring you all together for a chance to meet one another, but also to celebrate the power of coming together as the Power Network. It is a truly unique community and we are stronger together,” Madison said.
The successful in-salon and online sales brand has also invested a huge focus on ratings and reviews where they have earned five stars through BeautyCrew for all the Acidic Bonding Concentrate (ABC) products, which is a significant feat in a forever crowded retail landscape.
“This month, we have expanded the range and introduced the game-changing 5-Minute Mask, which on all accounts is turning out to be the star product and you all get to experience it as part of your goodie bags from this evening,” Madison said.
A sneak peek into 2024 also ensued where the leading colour brand will be launching the first ammonia-free, liquid permanent colour – Color Gels Oils!
Excited for this new innovative colour range and its endless possibilities and intermixing capabilities, Redken are hoping this key innovation continues to mark them as the liquid hair colour authority. Color Gels Oils is also the perfect pair with Redken’s OG liquid colour Shades EQ – so a strong focus on the professional network in 2024 will see these amazing formulas and transformations come to life from these products in 2024.
“Redken Color Gels Oils is tipped to be one of the most exciting launches of the year, the first ammonia free liquid permanent Colour is set to see Redken as the liquid colour authority. Lastly, we want to thank you for joining us and all your support, not only this year but how you have contributed to Redken,” said Redken PR Manager Melanie Sutherland.
Music by DJ Betty Swing banging out some old classics and working through the crowd with a saxophone added to the atmosphere of prestige, celebration and a premium artistic network akin to the Redken brand and legacy.
For more information visit www.redken.com.au
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