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The Urban Hair Experiment By Redken
Redken is allowing interactive marketing lead the parade for the first time. This is to support a new line of hair styling products called Urban Experiment.
Redken is allowing interactive marketing lead the parade for the first time. This is to support a new line of hair styling products called Urban Experiment.
The Experiment line of products in designed to influence the buying habits of the the urban individuals who like the mohawk, dreadlocks, and second-hay hair designs which have become popular in the last few years.
The Redken marketing group has partnered with the web group known as Flavorpill in the New York area. Flavorpill caters to those individuals who live in the music scene and art scene in urban areas of major cities.
Flavorpill is located in New York and produces e-mail newsletters, New York city guides and e-mail magazines about fashion, literature and music. It is best known for showcasing cultural happenings such as gallery openings and DJ nights at local clubs, as opposed to events at big museums or concert halls.
The majority of Redken’s Urban Experiment budget will be spent on online marketing. This differs from previous product launches which were supported in major fashion magazines.
A series of contests will be held in urban areas. The participants will be offered an opportunity to be a part of web series about their experiences in a small city in the United States.
The first contest took place this summer in New York. It was promoted via e-mails sent by Flavorpill and Redken to their opt-in e-mail databases, as well as with co-branded ads on Gawker.com and The Onion’s Web site.
Redken has produced a number of webisodes, produced by Redken to follow users of the Urban Experiment Products. Spokesperson for Redken has indicated that this is truly an urban experiment.
The campaign will continue through May 2008, with similar contests scheduled for Chicago, Miami and Los Angeles.