3/14/12

“App”solutely Amazing! Redken Launches New and Improved Style Station 2.0 Mobile Phone Application for Salon Professionals

Redken 5th Avenue NYC announces the relaunch of its FREE Style Station mobile phone application available for download on iPads, iPhones and Android phones.

March 2012 – (New York, NY) Redken 5th Avenue NYC announces the relaunch of its FREE Style Station mobile phone application available for download on iPads, iPhones and Android phones. The mobile application, which launched in January 2011 at the Redken Symposium, already has over 20,000 downloads, and is getting a strategic upgrade for the launch of Chromatics, Redken’s new Prismatic Permanent Color line. With Style Station 2.0, stylists can easily access thousands of haircolor formulas featuring new Chromatics Prismatic Permanent Color, Redken’s biggest color launch yet! Stylists will also be able to create lookbooks and consult with clients using Redken’s Art of Consultation toolkit.   This utility focused application provides hairstylists with innovative tools to improve their client relationships, increase revenue potential and save time in the salon.

Redken 5th Avenue NYC is an urban fashion haircare brand powered by groundbreaking products through pioneering research and patented innovations.  The brand is sold through salons and its customers include salon professionals and consumers.

In a March 2010 survey of Redken’s professional database, 36% of salon professionals owned a smartphone and 27% of those who did not have a smart phone indicated that they were intending to purchase a smart phone in the next 6 months.  Redken is approaching these salon professionals with tools like Style Station 2.0 to help them grow their business and communicate Redken’s technological advancements to their colleagues.

“With the launch of Redken Chromatics, we want to ensure stylists are equipped with the tools they need at their fingertips to earn better, learn better and live better,” says Darienne Howe, Assistant Vice President, US Integrated Communications for Redken. “Redken prides itself on being at the forefront of innovation in the mobile media realm for our industry, providing stylists’ with the tools to succeed in one easy-to-use application.”

The Style Station 2.0 application features:

* NEW! Over 1000+ Chromatics haircolor formulas for the season's hottest color trends are provided to help stylists offer their clients new haircolor inspiration and product mixing formulas. Stylists can use their phone as a conversation piece with their clients to demystify the color experience for consumers.

* NEW! A lookbook featuring Redken’s inspiring imagery including our model haircolor formulas and styling step-by-steps as well as the ability for stylists to customize their own look books.

* NEW! A consultation tool based on the Redken principles of the Art of Consultation to guide salon professionals in their conversation with clients.

* Mobile access to Redken’s salon professional social network, "The Break Room". Much like having access to Facebook on their phone, stylists can update their status, ask advice from the community, share photos of their clients and engage with salon industry experts.

* A timer with multiple alarm tones that can be set for several clients at once, helping keep clients on schedule and prevent over-processing.

The Redken Style Station 2.0 mobile phone application is currently available through the iTunes App Store and the Android Marketplace. Firstborn built the application.

"The concept with Style Station was to create a modern business utility custom tailored to serve Redken’s salon professionals," explains Dan LaCivita, President of digital agency, Firstborn.  "We designed and developed the app in a way that keeps things simple and user-friendly while delivering everything from practical information about formulas and techniques, to more inspired interaction through Redken's 'Break Room,’ a place where salon professionals can share ideas, pictures and tips through their social networks.  Ultimately this is about colorists helping their clients achieve the best haircolor possible, and Style Station makes that a whole lot easier."

In tandem with the launch of Redken’s Style Station mobile application for salon professionals, Redken re-launched its consumer mobile website (m.redken.com) with Branding Brand and launched a professional mobile website (m.redkensalon.com).  The consumer-facing website provides consumers mobile access to Redken’s full product catalog, information about everything they need to know before they go into the salon as well as a geo-based salon finder, allowing consumers to find their closest Redken salon.

About Redken

For 50 years Redken’s foundation has been based on extensive scientific knowledge and the belief in, and support of, the expertise of salon professionals.  Redken provides salon professionals with innovative products, inspiring education and exclusive salon programs to be as successful and profitable as possible. Located in New York, Redken is also at the forefront of trends and has created a strong relationship with the fashion.  As a result, Redken has become a leader in backstage beauty, creating the runway looks for the industry’s most prestigious designers. A unique mix of fashion, science and inspiration, Redken provides salon professionals and consumers the ultimate professional edge.  Please note, Redken products can only be guaranteed authentic when purchased from a salon.  We request that you do not credit, drugstores, “beauty websites” or other unauthorized retailers. For further information, please contact us at the information listed above. For more information visit Redken.com, Like Redken on Facebook  or follow us on twitter @Redken5thAve

About Firstborn

Founded in 1997, Firstborn is a digital creative agency headquartered in New York City.  Firstborn is a team of designers, producers, technologists and strategists who share a passion for creating progressive ideas and translating them into engaging, intelligent and innovative user experiences. Firstborn develops digital marketing solutions for leading brands that extend across all media platforms, including web, mobile, broadcast and digital out-of home. To view Firstborn’s portfolio of work go to: http://firstborn.com.

About Branding Brand

Branding Brand provides turn-key mobile commerce solutions for leading brands, including American Eagle Outfitters, Anthropologie, Bath and Body Works, Carnival Cruise Lines, Costco, Crate and Barrel, Dick’s Sporting Goods, GNC, Ralph Lauren, Starwood Hotels and Resorts Worldwide, Steve Madden, TigerDirect, Timberland, and Tumi. Founded in 2008, Branding Brand is the fastest-growing mobile commerce platform provider with over 1000 smartphone websites, apps, tablet sites, and in-store kiosk integrations. It is a Facebook Preferred Developer Consultant, Google Commerce Search Partner, and PayPal Channel Partner.

Topics:

Android, Chromatics, haircolor, iPad, iPhone, Mobile, mobile app, Redken 5th Avenue NYC

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