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Brief Published: 13 Jul 2015

Redken’s Multi-Benefit Wonder Product

Redken's One United 25 in-one product

Redken is launching a unisex all-in-one wonder product boasting 25 caring benefits – catering to a wide range of consumer hair concerns, and capitalising on the growing desire for fast-acting, affordable and portable beauty solutions.

The cult US hair brand’s One United is an all-in-one multi-benefit treatment spray that claims to improve the condition of every hair type, and – according to the brand - “every” potential consumer hair concern. 

One United is currently topping the market with an impressive 25 caring hair benefits (competitors such as Sexy Hair from the US boasts 22 supposed benefits in its Soya Want It All 22-in-1 Leave-In Treatment). It targets static, dryness, manageability and heat damage, among other issues, thanks to a unique and targeted formula, which includes a cationic complex containing charged cationic surfactants that adhere to hair for detangling and conditioning, as well as Kera-Care technology (xylose and hydrolysed vegetable proteins) that aids with protection against styling heat, and coconut oil for softness and smoothness.

The sulfate and paraben-free product caters to a growing market of consumers looking for multi-benefits in one product, and eradicates the problems encountered by consumers who struggle to define themselves by industry standards, and so often buy the wrong product for their needs; do they choose volume benefits over shine?

Portability and price-point is another key factor, with consumers looking for increasingly cheaper, fast-acting products that can be accessed easily and quickly. “My clients are constantly on the go and they don’t always have time in the morning to apply multiple products to tackle their different hair needs,” says Rodney Cutler, Redken Brand. 

For more on how brands are creating beauty solutions for this time and money-poor, but expectant audience, see Rethinking Beauty: Fast Consumption.