Haircare gets smart with Redken renovation
By Precious Walker
Redken has always remained at the forefront of haircare innovation and today, that is no different. Smart technology is not only found in everyday life essentials, but has now been introduced into haircare as well.
Redken’s latest product innovation, the new RCT PROTEIN COMPLEX, has been customized to multi-target hair from the root to the tip, taking smart haircare and customization to the next level. This multi-targeted delivery system contains 3 proteins—soy, l-arginine, and sepicap—which are used to custom treat hair from the root, to the core, to the tip.
“One can have many different areas of the hair that are damaged to different degrees; these damaged areas are negatively charged,” said Michelle Salese, US Hair Care Scientific Liaison II. “Multi-targeting happens when you select the right ingredients to create a formula, such as the ones with our RCT Protein Complex, that is attracted to these specific damaged areas and bring hair back to a nourished looking state.”
“Bringing together these two power house formulas, we are able to maintain softness, shine, suppleness, conditioning, and manageability [for] up to three washes.”
Redken has also upgraded its best-sellers: All Soft, Color Extend Magnetics, and Color Extend Extreme. This collection contains a Shampoo, Conditioner and Mega Mask with the omega-6 enriched argan oil formula that nourishes hair for intense softness. Each product also contains the new RCT Protein Complex for increased manageability and silkiness.
The All Soft is now 15 times more conditioning, restoring hair’s softness and shine. Extreme Repair fortifies distressed hair to be 15 times stronger while helping to prevent breakage and the appearance of split ends. Color Extend Magnetics sustains vibrancy of color for four weeks, as well as secures the radiance for captivating color. The Mega Mask is a new breakthrough innovation that completes all of the haircare routines. Salese expressed that the mask is not only a treatment, but a care extender in which they brought the two formulas together to create one effective product.
“On one hand we have a formula which is extremely nourishing, and on the other, we have one that is long lasting,” Salese said. “Bringing together these two power house formulas, we are able to maintain softness, shine, suppleness, conditioning, and manageability [for] up to three washes.”
For more information on any of these products, visit: www.redken.com.