At a press breakfast yesterday, Redken shared some important news about one new and one refreshed line.
THE NEW EXTREME FEATURING IPN
Introduced was the next generation of protein science: Fortifying Complex and Interlock Protein Network (IPN) featured in the renovated Extreme haircare regimen.
According to the Redken expert panel including Lauren Consiglio, Redken Assistant Vice President of US Marketing; Jaimie Mecca, Redken R&D Group Lead for Hair care and Caroline Anderson, Redken Director of Global Marketing, IPN technology brings protein to the core of the hair fiber for intensified internal strength and support. The delivery system incorporates different molecular weights allowing it to target all levels of the hair—the smaller particles penetrate deeper within the cortex while the larger ones are attracted to the surface. IPN technology is comprised of ingredients that work together in the wet and dry phases to repair the hair from the inside out.
The Extreme hair care also includes Redken’s exclusive Fortifying Complex that works synergistically with IPN to deliver advance strengthening benefits to all types of distressed hair. The keys to the power of this line include:
FORTIFYING COMPLEX: 18-MEA restores the lipid layer and resurfaces the cuticle to help restore shine while Ceramide enters the cuticle for targeted structural repair
IPN TECHNOLOGY: Keralink a specialized protein co-polymer that acts in the wet phase by binding moisture to hair while strengthening deep within the hair fiber. Amino acid and protein—act together when hair is dry (dry phase) creating an ionic bond with hair’s keratin to rebuild surface protection and help enhance hair’s texture and shine.
In a statement released by Dr. David Cannell, Redken Research and Development Expert, “These new formulas work on each layer of the hair to prevent breakage, realign cuticle structure and rebuild the protective lipid barrier. This means shinier, stronger, healthier hair that was not possible before this breakthrough technology.” The Extreme products will be available in salons in May.
An equally important part of the conference was the introduction of Intra Force. According to Redken research, hair thinning is a concern experienced by more than 50 percent of men and 75 percent of women, numbers expected to increase over the next several years.
An emotional presentation was offered by Lipka Frith, a client who experienced hair loss after the birth of her first child. She shared her experience about using Intra Force as one of the clients invited to participate in a trial test. Firth credits the line with the thick and beautiful locks she now sports. With tears welling up in her eyes, she explained how Intra Force came to the rescue through its comprehensive treatment and care products.
According to the expert panel, Intra Force offers a new technology that associates Zinc PCA, vitamin E and Arginine to provide an optimal environment for healthy hair growth. With a customizable system, the Intra Force system includes effective treatments for all types of thinning hair including an exclusive in-salon service, two unique at-home systems and intensive treatments suitable for both natural or color-treated thinning hair.
Attendees and salon professional are invited to go to INTRAFORCE.COM, an exclusive website featuring real people who have experienced real results using Intra Force. In addition to the video testimonials there are before-and-after photos and real success stories.
Salons can take advantage of the product knowledge videos online at www.RedkenEducationOnDemand.com. In addition to the standard product knowledge for the new collection, a special video will also be available to demonstrate how to perform the “Scalp Stimulate In-Salon Service” featuring Redken For Men Consultant, Jenny Balding.
In this video from the press event you will learn a little bit more about Intra Force from the experts: