While Redken and Pureology have been “sisters” for years, the lines have never been featured together in any publication. In this MODERN exclusive, view the results of the first-ever collaboration of the two powerhouses.
Tapped for shape was Pureology’s Color Ambassador Ruth Roche, while color formulation and design was handled by Redken Artist and Chromatics Artistic Advisor Patrick Fitzwater.
“We are showcasing reds because we are putting the ‘red back in Redken,’” says Fitzwater. “Redken has created a new Rubilane technology which started the whole ‘red-alution’,” he says. “The R5 technology allows us to get longer-lasting, more vibrant reds. So many color lines are either blue or orange based. With this, we can now offer the whole palette.” According to Fitzwater, “This non ammonia, shine producing, fortifying color is great because it offers a healthier approach to hair color. My clients are more comfortable with the results as well as the luxurious experience. It is a luxury line of color and it’s so exciting to combine it with Pureology, a luxury line of hair care.”
THE LOOK: “On model Tetianna, we went for a Level-4 violet. The ‘Veil,’ the top football-shaped section, will be lighter and brighter. The rest of the hair will be a darker deep violet,” Fitzwater says. “The model’s old highlights will come in handy to create the desired finished result: the color in the flame after a match is lit.” For shape, Roche added asymmetry and several texture techniques to modernize her look. “This is a fun way to update a shorter look without taking a client into something very short.”