After four years of working with some of the best designers in the world during fashion week in New York, Milan and Paris, Redken has established itself as a trendsetting company with cutting-edge artists who spot trends before they happen and who understand the nuances of modern hairstyles. The company recently brought six of its top artists together to design Redken Creates, a cut-and-color technique book showcasing creativity and expertise.
 The Redken Creates artists used 12 innovative techniques and various color application processes to create modern looks that are translatable for clients. |
The point in developing Redken Creates was not to forecast trends, but rather to reflect the unique vision and inspiration each artist brought to the table. Each of the 12 techniques lends itself to adaptation, encouraging salon professionals to experiment and innovate.
 A rounded shape was razored for a textured fi nish with movement across the top. Additional texture around the sides adds movement, and darker caramel tones provide contour. |
Their mission: to create looks that are translatable in salons everywhere. Colorists and stylists were paired up and divided into three teams, which were responsible for four different looks. From those four looks, the two that were deemed most representative of Redken's brand of edgy sophistication were included in the book, which offers detailed, step-by-step directions for each technique. "The collection is about real people and different lifestyles," says Ellen Lawlor, one of the Redken Creates artists. "It's about creating something that is beautiful and edgy at the same time."
 An oversize fringe and popped top give this look a modern edge. The color technique used is called "color ghosting." It involves crisscrossing the lengths with warm to rich auburn for a subtle shift in tone throughout mismatched lengths. |
For a sneak peek at Redken Creates, with full step-by-step directions, log on to redken.com on January 15th to see how the new "Diamond Shred" technique is done. Contact your local distributor sales representative to find out how you can sign up for a class, and keep an eye out for Redken artists recreating the styles at trade shows across the country this year. —C.W.