US haircare brand Redken has upgraded its three bestselling haircare lines to contain a new Smart Haircare system that delivers customised protein nourishment to where the hair needs it most.
The new RCT (root, core, tip) Protein Complex features in Redken’s All Soft, Colour Extend Magnetics and Extreme lines, each of which will also debut a new Mega Mask product. The mask’s unique dual chamber packaging contains two formulas – a conditioning treatment and a care extender – that combine to create a bespoke multi-masking experience lasting several washes.
As explored in 2017: Look Ahead – Beauty and Future Beauty: Perfecting Bespoke, adaptive products like Clinique’s Smart capsule skincare line have a chameleon-like ability to adapt to each wearer, offering huge scope for product development around simplified beauty regimes.
“Not a single client’s hair is exactly alike,” says Rodney Cutler, New York-based Redken brand ambassador and salon owner. “With today’s environmental aggressors, coupled with constant styling, I’m constantly recommending different hair regimens to my clients in the chair. New Smart Haircare takes some of the guesswork out of tired, lacklustre strands.”
As well as addressing the issue of personalisation, Redken’s Smart Haircare is also tapping into a new trend for highly targeted hair products, with ingredients, technologies and product language becoming increasingly akin to that of the niche skincare market. For more on next-generation hair health and customisation, see Product Projections 2017: Hair.