Expert Advice

Pureology Evolves Under Redken

Web Editor | July 10, 2011 | 7:15 PM

The Redken management team, responsible for Pureology Serious Colour Care since its May 2007 acquisition by L’Oréal Professional Products Division, has announced that the Redken team is committed to maintaining Pureology’s product formulas, anti-diversion policy and social initiatives.

“We are treating this period and the months ahead as an evolution, not a revolution,” says Pat Parenty, senior vice president and general manager for Redken and Pureology.

Parenty explained that, prior to the acquisition, Pureology changed the product ingredients on the packaging to conform to international standards that require ingredients be listed in order of concentration level.

“It is important to note that the formulas have not changed—only the language used to list ingredients has changed,” he says.

Parenty also announced that the brand is planning new product launches and line extensions for 2008.

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