Events in the Industry, Benefits and AwardsFebruary 1, 2009 By: Lori Morris, Kelley Donahue, Nicole Palmieri American Salon
Redken Launches Education On Demand
Redken has just introduced Redken Education On Demand, a project that's been in the works for the past three years. The company, which has been following stylists' behavior online for some time now, recognized a need in the marketplace for something like this. "Fifty-two percent of stylists told us that they're spending more time online than they did a year ago," said Vice President, Integrated Communications, Shae Kalyani. "While they used to surf the Internet on a Sunday or Monday, they're online all the time now."
Redken is the first professional manufacturer to venture into online education with Redken Education On Demand, available 24/7.
Another thing Redken's research showed was that stylists would take advantage of education on a daily basis if the company offered it. Now they do.
Redken Education On Demand, which premiered February 1, will initially feature 59 videos starring top Redken artists like Kris Sorbie, Chris Baran, Giovanni Giuntoli, David Stanko, Lori Zabel, Daniel Dowd and Brent Borreson in the categories of design (18 videos featuring cutting principals to creative techniques), finishing (blow-drying, dressing hair and iron work), color, men (cut and color) and product knowledge. Business programs will be introduced in March, including three classes that were offered at Symposium in Las Vegas last month.
Stylists can rent videos for a 48-hour period and watch them as a team in the salon or at home, where they can practice the techniques on their own. "You can watch, pause the video and even have stylists do the steps before moving on," Kalyani said.
The company plans to add three new videos a month. "We should have 97 videos by the end of 2009," she said. Product knowledge videos are free, while there's a charge for others. The site will also feature videos that will not be available anywhere else.
"Now, more than ever, Redken wants to provide salons with everything they need to be as successful and profitable as possible, and education is that foundation," said Suzanne Sturm, assistant vice present of education for Redken. To check out the service, visit redkensalon.com or redkeneducationondemand.com. —L.M.
Redken is offering American Salon subscribers a 50 percent discount on rentals through August. Just enter the promotional code AMSALON.