REDKEN 5th Avenue NYC / Campaigns

Redken 5th Avenue NYC is a New York based world leader in the professional beauty and hair care products industry.

The ‘Amp Up Your Style’ project was a National Advertising Campaign to promote a 3K shopping spree with Redken 5th Avenue NYC.

In support of Folklore’s positioning of ‘Amp up your style’, the campaign featured the rebellious style of the gorgeous Sky Ferreira as the face of Redken.

/ Positioning
/ Print Advertising
/ Digital Assets
/ Point of Sale

Rebellious Campaigning

Redken 5th Avenue NYC charged Folklore with an interesting challenge: design a campaign to promote the new lower RRP for Australia, the result of the company needing to compete with parallel importing, without losing any of the brand’s considerable perceived value.  

Folklore won this competitive pitch with ‘Be a Rebel with Redken’ a national advertising campaign to promote new lower prices for Redken’s haircare range with an engaging spin.

Folklore strategically positioned the Redken 5th Avenue NYC haircare range as ‘rebellious’ to positively engage customers with the new lower prices. The urban, graffiti-inspired visuals imbue street cred and appeal, and the campaign was a great success across the many platforms of expression.

Redken witnessed double digit growth in sales as a result of the successful campaign. Rock on!

/ Positioning
/ Campaign Brandmark
/ Print Advertising
/ Digital Advertising
/ Marketing
/ Point of Sale
/ Website
/ Social Media

Redken For Men

To highlight the Redken For Men range and its features and benefits for a range of mens hairstyles, Redken NYC wanted a standout brand expression that would capture the attention and salon managers, stylists and image conscious men alike.

Folklore created a savvy and engaging solution highlighting the product benefits of the Matrix mens range, and appealing to a wide range of men looking to perfect their look. The “Which Style Are You?” poster features illustrations by contemporary artist Mr Bingo and clever fold out design to work as both brochure and poster.

/ Creative and Art Direction
/ Brochure Design

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