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The Urban Hair Experiment By Redken |
By:
The Redken Expert |
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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 Urban Experiment product line was introducted to salons in February of 2007. The line is made up of four items designed to help salon professionals create mohawk, dreadlocks and second-day hair designs. Redken has joined with urban cultural events Web site Flavorpill.
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.
E-mail newletters and magazines make of the bulk of Flavorpill advertising thrust. They are know for highlighting fashion, literature and music at DJ nights and gallery openings rather than the traditional museum and concert hall introductions.
This will be the first real online markeing campaign by Redken for a major product introduction. The major part of their budget will be spent on online marketing events.
Contests in urban areas will be one of the major focal points of the advertising program. Participants will be offered the real life opportunity of being involved in a number of web series about their experiences with the product and individuals reaction to the product.
New York City for the time and place for the first Urban Experiment contest for contestents. The promotion for the contest was handled by Flavorpill.
Five webisodes, produced by Redken, follow users of the hair product. Mansur said, "This truly is an urban experiment, which is why it is a great fit for our brand."
The campaign will continue through May 2008, with similar contests scheduled for Chicago, Miami and Los Angeles.
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Article Source: http://www.statssheet.com/articles/article56071.html |
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