REDKEN RETURNING TO TV TO TOUT PRODUCT MAKEOVER: COSMAIR UNIT PUSHES MORE MODERN IMAGE FOR REVAMPED HAIRCARE LINE

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Redken breaks new TV advertising and a new haircare line this month, part of a continuing effort to update its image and products. This is the first TV exposure for the brand since Redken was acquired in 1993 by Cosmair.

The $10 million campaign begins airing Jan. 31, and includes $5 million in TV for a branding effort from Gotham, New York, and $5 million in print buys for ads done in-house.

TV will promote the Redken brand, while print backs the February launch of Active Express, a line consisting of a shampoo, conditioner and styling lotion formulated for quick drying and styling of long hair.

TARGETING YOUNG WOMEN

Spots will appear on broadcast and cable programming appealing to young women, such as Fox's "Melrose Place" and "Beverly Hills 90210."

"We want to show Redken as a modern, edgy brand that's sold in salons," said Michael Tanguy, general manager of Redken Worldwide.

Active Express is Redken's take on the trend toward long hair styles, Mr. Tanguy said, and also addresses the needs of the so-called "speed generation," who want to cut their styling time.

AIMING FOR MODERN IMAGE

Over the last two years, Redken has revamped its product line, advertising and packaging to appeal to salons that had rejected Redken as not modern enough for their tastes, the executive said. He said the move from Canoga Park, Calif., to New York has helped the marketer better connect with up-to-the-minute fashion trends.

He noted, for example, that Redken was early on last summer's trend of softer, "undone" hairstyles with its line of styling products with names such as Undone, Guts, Hardwear and Water Wax.

Those products helped Redken's sales of styling products rise 40% in 1998, while the market as a whole was flat, he said.

MORE DRY-HAIR PRODUCTS

Mr. Tanguy said Redken also is planning to extend its AllSoft line of products for dry hair, one of the company's most successful new products in 1998.

Among other new-product developments, Redken is researching products for improving the appearance of thinning hair, an area in which Mr. Tanguy expects great interest among aging baby boomers, and semipermanent "hair makeup" to

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