Redken has launched a Spotify channel, redken5thave, as well as its first playlist. The playlist features an artists Redken refers to as its muse, Sky Ferreira, as well as Pitbull, Lady Gaga, Avicii, Bastille and One Republic.
Experts and stylists who attended the National Redken Artist Connection in Las Vegas in 2014 chose the 63 tracks on the "February 2014" playlist.
Redken plans to use its new channel to create themed playlists corresponding to new products and special events, which is an interesting and nontraditional way of marketing.
To listen to the playlist on Spotify, click here.