GET INSPIRED. BE PART OF IT.REDKEN.COM

FEBRUARY 2010PROMOTIONS

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NEW STYLE CONNECTIONBOOST BUSINESS WITH REDKEN CHEMISTRYNEW COLOR GELS FORMULA FINDERINTRODUCING THE REDKEN COLOR ADVANTAGE HAIRCOLOR REWARDS PROGRAM

NEW ON 5TH

Dear Salon Professionals,

We wanted to share some

important news on our

fi ght against diversion.

As you know, Redken is

serious about stopping

diversion and protecting your business. To

date, we’ve invested over $3 million in a state-

of-the-art product coding system designed to

eliminate diverters and diverted product.

We’re pleased to report that our efforts are

paying off. An independent study by IRI found

that we’ve succeeded in reducing diversion

by 53% in the third quarter of 2009 vs. 2008.

This marks our fi fth consecutive quarter of

diversion decreases. It means that Redken

products are staying where they belong —

in the salon — and that profi ts are staying in

your hands!

Now, you may have some questions, such

as why you still occasionally see Redken

products in unauthorized outlets. The answer

is that it takes time to completely eliminate a

diversion channel. What you’re seeing is older

product or outdated packaging.

You might also be wondering what you can do

to educate your clients about diversion. This is

an important issue. We need your help to let

clients know why it’s in their best interest to

purchase Redken products at the salon and

only at the salon.

When clients purchase salon products,

they not only benefi t from your expertise,

but also from our 100% quality guarantee.

Unauthorized products may be old,

discontinued or counterfeit, and we can’t

guarantee their performance. What’s more,

products at unauthorized outlets typically cost

up to 10% more than they do at the salon!

To help educate your clients about diversion,

we’ve developed special materials available at

Redken.com/MyBusinessToolbox, including

anti-diversion cards for clients to take home.

I encourage you to log-on and discover all the

ways you can continue to be an anti-diversion

advocate, and make sure your business

grows and thrives.

As always, thank you for being part of it.

Sincerely,

Karen Fuss-Zipp

Vice President, General Manager

Redken 5th Avenue NYC

HOW WE’RE FIGHTING DIVERSIONADVANCED PRODUCT CODINGWe’re committed to using the most advanced technology to code,

track and uncover the sources of diversion.

100% QUALITY GUARANTEEIf your client is not satisfi ed with our products’ performance, they can

receive a full refund within 4 weeks with a salon receipt. Speak to your

sales representative, or log-on to Redken.com’s professional site and click

“Anti-Diversion” under the “Redken Difference” tab for more information.

CLIENT EDUCATIONWe provide ongoing programs to educate clients on the importance

of purchasing genuine Redken products only in authorized salons.

Encourage your clients to watch our investigative video on

youtube.com/ppdloreal.

GET INVOLVEDIf you are approached by a collector, please get their name and

phone number and contact L’Oréal Professional Products Division at

NoDivert@aol.com or call our hotline at 1-800-503-3997.

DIVERSION COMPARISON

REDKEN

NON L'ORÉAL BRANDS

MATTE SPONGE 05 RUGGED TEXTURIZERToughen up any look. Unique

sponge-inspired styler adds

separation with a roughed-up fi nish.

VELVET GELATINE 07 CUSHIONING BLOW-DRY GELReinvent blow-dries with body and

bounce. Light, airy gel melts into hair

for a cushioned fi nish with natural

looking shine.

WOOL SHAKE 08 GEL-SLUSH TEXTURIZERInnovative gel-slush adds extreme

volume, texture and a high-fashion,

semi-matte topcoat.

February 2010 Promotions 3

BLONDE MODEL'S HAIRCOLOR: Natural Level: 6, Base: ½ oz. 8N Color Fusion + 1 ½ oz. 8Ag Color Fusion + 2 oz. 20 volume Pro-oxide Highlight: 1 part Blonde Icing Power Lift + 1 part 40 volume Blonde Icing

Conditioning Cream Developer Glaze: ½ oz. 09T Chrome Shades EQ + 1 ½ oz. 000 Crystal Clear Shades EQ + 2 oz. Processing Solution

BRUNETTE MODEL'S HAIRCOLOR: Natural Level: 3, Base: 2 oz. 01B Onyx Shades EQ + 2 oz. Processing Solution

DARE TO TRANSFORMNEW STYLE CONNECTIONUnleash your creativity. New Style Connection complements professional cuts

through pioneering textures and high-fashion fi nishes. Cutting edge products for

surface transforming hairstyles. Do you dare?

surface shifting stylers

Go from dull and drab to…

roughed-up separationGo from limp and lifeless to…

a smooth, cushioned blow-outGo from fl at and undefi ned to…

over-the-top volume and texture

Before Before BeforeAfter AfterAfter

“Style Connectionbrings New York Fashion Week to you! It literally transforms the surface of the hair, so you can create any texture your client wants.”

– CARMODY HOMAN, REDKEN ARTIST

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SALON OFFERPURCHASE

Purchase 9 NEW Style Connection products (mix and match)

SUGGESTED PRODUCT MIX:

3 Matte Sponge 05 1.7 oz.

3 Velvet Gelatine 07 3.4 oz.

3 Wool Shake 08 5 oz.

RECEIVE FREE:

A 1 Matte Sponge 05 1.7 oz.*

B 1 Velvet Gelatine 07 3.4 oz.*

C 1 Wool Shake 08 5 oz.*

D 3 Matte Sponge 05 .68 oz. with sampling tool**

E 3 Velvet Gelatine 07 1 oz. with sampling tool**

F 3 Wool Shake 08 1 oz. with sampling tool**

G 1 Style Connection Shelf Talker

H 1 Dare to Transform Technique Guide

I 1 Style Connection Semi-Permanent Glorifi er

J 2 Double-Sided Header Cards for Glorifi er

K 2 Double-Sided Posters

OPEN STOCKPRODUCT SIZE

Matte Sponge 05 rugged texturizer 1.7 oz.

Velvet Gelatine 07 cushioning blow-dry gel 3.4 oz.

Wool Shake 08 gel-slush texturizer 5 oz.

STYLIST OFFERPURCHASE

NEW Style Connection Trial Kit

KIT INCLUDES:

1 Matte Sponge 05 1.7 oz.

1 Velvet Gelatine 07 3.4 oz.

1 Wool Shake 08 5 oz.

1 Dare to Transform Technique Guide

February 2010 Promotions 5

Visit RedkenEducationOnDemand.com and check out the “Stylist Spin” video for tips and tricks on NEW Style Connection.

BONUS OFFER!PURCHASE

4 additional curl styling products

(12 total)

RECEIVE FREE

J 1 Fresh Curls Shampoo liter

K 1 Fresh Curls Conditioner liter

L 2 Liter pumps (white)

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SALON OFFERPURCHASE

8 curl styling products (mix & match)

SUGGESTED PRODUCT MIX:

2 NEW Soft Spin 05 5 oz.

2 Ringlet 07 6 oz.

2 NEW Curl Wise 14 5 oz.

2 Curl Force 17 5 oz.

RECEIVE FREE:

A 1 NEW Soft Spin 05 5 oz.*

B 1 NEW Curl Wise 14 5 oz.*

C 3 NEW Soft Spin 05 1 oz.***

D 3 NEW Curl Wise 14 1 oz.***

E 6 Detangling Comb GWPs

F 12 Curl Collection Consumer Brochures

G 1 Display to Hold Combs and Brochures

H 1 Curl Collection Technique Guide

I 1 Poster

CLIENT OFFERPURCHASE

1 Curl Styling Product

RECEIVE FREE

1 Detangling Comb GWP

NEW CURL COLLECTIONSHAPELY CURLS FROM NEW YORK FASHION WEEKGive every client runway-ready curls. NEW Soft Spin 05, NEW & IMPROVED Ringlet 07 and NEW Curl Wise 14 let you boost fi ne curls, refi ne medium-textured ringlets or tame coarse spirals. Featuring the exclusive Curl-Care Complex for moisture, strength and frizz-free defi nition. Don’t miss out on this exclusive launch offer!

**Exact price depends on products purchased

*Stickered for stylist use only

***Soft Spin 05 and Curl Wise 14 samples valued at $2.50

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Note: All offers are while supplies last

$5.00 VALUE!

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February 2010 Promotions 7

RUNWAY REINVENTION CONTEST WINNERCongratulations to Heather Washburn from Heather’s Hair Design at Essence in Spokane, Washington, the Grand

Prize winner of our fi rst-ever Runway Reinvention contest! This contest challenged stylists to get inspired and create a

wearable, client-friendly version of one of Fall/Winter 2009’s most standout looks.

For creating the winning look, Heather won the grand prize, including:

• The chance to take part in an American Salon photo shoot

• The opportunity to have her winning look featured on Redken.com and AmericanSalon.com

• Round-trip airfare and hotel accommodations for two people for 7 days/6 nights in New York City

• 1 Free ticket to “Session Skills + Photo” with Noah Hatton at the Redken Exchange

• $1,000 spending money

The inspiration: Styled by Redken Creative Consultant Guido,

the disheveled cloud of hair seen at Prada combined two of the

season's biggest trends: extreme texture and a modernized updo.

The reinterpretation: The wearable, grand-prize winning look,

styled by Heather Washburn.

CREATE. CUSTOMIZE. ACCESSORIZE.Redken’s Color Gear accessories are the

perfect complement to Redken haircolor

products. Color Gear combines the best in

form and function with an urban edge. The

color-coordinated line includes everything

from brushes, bowls and capes to specialty

items, swatch books and more!

See last page for full list of Color Gear accessories.

NEW ON 5TH

TRANSFORM THEIR HAIR, BOOST YOUR BOTTOM LINEWith Redken Chemistry, a small investment can lead to big profi ts! Built on a strong foundation of protein and moisture, Redken Chemistry is a comprehensive system of products that helps you create customized services to treat and transform every client’s hair.

To help you take advantage of this valuable business-boosting opportunity, we’ve put together a promotion with sampling and education support to help you get started!

SALON OFFERPURCHASE

3 Redken Chemistry Shot Phase 16.9 oz.

(mix and match)

Brands included:

All Soft, Color Extend, Extreme

3 Redken Chemistry Shot Phix 8.5 oz.

(3.5 or 5.5 – mix and match)

RECEIVE FREE

Redken Chemistry Business Building Kit

KIT INCLUDES:

A 7 All Soft Heavy Cream 1 oz.

B 7 Color Extend Rich Recovery 1 oz.

C 1 Stylist Education Guide

D 1 Redken Professional Treatments/

Consultation Tool

E 4 Mirror Clings

SALON BONUS OFFER!Purchase 10 minis (mix and match) and

receive 2 FREE*

CHOOSE FROM:

F All Soft Shampoo 1.7 oz.

A All Soft Heavy Cream 1 oz.

G Color Extend Shampoo 1.7 oz.

B Color Extend Rich Recovery 1 oz.

H Extreme Shampoo 1.7 oz.

I Extreme Iron Repair 1 oz.

STYLIST OFFERPURCHASE

J Redken Chemistry Trial Kit at a discount

KIT INCLUDES:

1 Color Extend Shot Phase 16.9 oz. (1/2 liter)

1 Shot Phix 3.5 pHix pHase sealer 8.5 oz.

1 Shot Shaker

C 1 Stylist Education Guide

*Offer limited to salons that have purchased the Redken Chemistry Salon Offer

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Want to see Redken Chemistry “in action?” You can access a Redken Chemistryproduct knowledge video that includes a demonstration and business-building tips FREE on Redken's education resource, Redken Education On Demand! Log-on to RedkenEducationOnDemand.com today to access this video.

EXTREMEfor distressed hair

COLOR EXTENDfor color-treated hair

CLEAR MOISTUREfor normal, dry hair

ALL SOFTfor dry/brittle hair

SMOOTH DOWNfor very dry/unruly hair

REAL CONTROLfor dry/dense/ sensitized hair

Whenever strength is needed

Before, between or after a chemical/color service

Whenever color protection is needed

After a color service

Whenever moisture replenishment is needed

Whenever softness is needed

Whenever frizz control and smoothness are needed

Whenever repair, moisture, and control are needed

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Whenever hair is chemically distressed

Whenever hair is mechanically distressed

3.5 pHix pHase 5.5 pHix pHase

STEP 2: SHOT PHIX

REDKEN CHEMISTRY REVENUE CALCULATOR Here’s an example of the profi ts

you could be earning with only two

Redken Chemistry products

(1 Shot Phase and 1 Shot Phix):

PROMOTE REDKEN CHEMISTRY WITH MY BUSINESS TOOLBOX!

2 EASY STEPS TO HEALTHIER HAIRThe Redken Chemistry service is a 2-step professional in-salon treatment that is designed to work in conjunction with the Redken Haircare line, delivering simple solutions for specifi c problems and creating a total service from backbar to retail.

THE FULL REDKEN CHEMISTRY RANGE INCLUDES:STEP 1: SHOT PHASE

Log-on to: Redken.com/MyBusinessToolbox to customize postcards, shelf signage and more to promote Redken Chemistry in your salon! We’ll print and deliver your materials at affordable and competitive rates.

Examples:

Shelf TalkerShelf Signage Client Loyalty Card

NEW ON 5TH

CREATE AMAZING COLOR WITH THE COLOR GELS FORMULA FINDERDiscover the versatility, reliability and creativity of Color Gels! Known for its exceptional gray coverage, Color Gelscan also be used to brighten, darken, change or correct, or for highlighting and creative color effects. Now, our easy

Formula Finder takes the guesswork out of choosing the best formula for the results you’re looking to achieve.

In just three easy steps you can fi nd a formula to cover gray, create natural results, lift and control warmth, or lift and

enhance warmth. Get inspired by new combinations for every haircolor level!

FIND THE PERFECT COLOR GELS FORMULA IN 3 EASY STEPS:1. Locate your client’s starting level

2. Identify your desired solution

• Cover the gray

• Create natural results

• Lift & control warmth

• Lift & enhance warmth

3. Mix the displayed formula

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warmth

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ed formula

February 2010 Promotions 11

SALON OFFERPURCHASE

18 Color Gels shades (Color Gels $4.75 each)

RECEIVE FREE

Color Gels Formula Finder Kit*

KIT INCLUDES:

A 1 Color Gels Formula Finder

B 1 7AB Moonstone Color Gels 2 oz.

B 1 6NW Brandy Color Gels 2 oz.

B 1 5N Coffee Bean Color Gels 2 oz.

B 1 5NG Caramel Color Gels 2 oz.

C 1 Guts 10 volume spray foam 10.5 oz. (stylist use only)

STYLIST OFFERPURCHASE

Color Gels Formula Finder Kit at a discount

KIT INCLUDES:

A 1 Color Gels Formula Finder

B 1 7NW Chestnut Color Gels 2 oz.

B 1 6NW Brandy Color Gels 2 oz.

B 1 5N Coffee Bean Color Gels 2 oz.

B 1 6NG St. Tropez Color Gels 2 oz.

1 20 volume Color Gels Developer 8 oz.**

*Maximum one per salon

**Not shown

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SALON OFFERPurchase the Electric Avenue Salon Kit(Color Fusion $5.75 each)

KIT INCLUDES:A 1 Electric Avenue Tote BagB 2 NEW 8Gg Color Fusion 2.1 oz. 2 NEW 8Go Color Fusion 2.1 oz. 2 NEW 7Bc Color Fusion 2.1 oz. 2 7N Color Fusion 2.1 oz. 2 6N Color Fusion 2.1 oz. 1 5Br Color Fusion 2.1 oz. 1 7Gb Color Fusion 2.1 oz. 1 6Gb Color Fusion 2.1 oz. 1 4Gb Color Fusion 2.1 oz. 1 8Ab Color Fusion 2.1 oz. 1 6Ab Color Fusion 2.1 oz.C 1 Color Fusion Electric Avenue Shade ChartD 1 Color Fusion Electric Avenue Swatch CardE 1 Accessorize Your Style Lookbook/Technique Guide

STYLIST TRIAL OFFERSTYLIST TRIAL OFFERPurchase the Electric Avenue Stylist Trial Kit(Color Fusion $5.75 each)

KIT INCLUDES:A 1 Electric Avenue Tote BagB 1 NEW 8Gg Color Fusion 2.1 oz. 1 NEW 8Go Color Fusion 2.1 oz. 1 NEW 7Bc Color Fusion 2.1 oz. 1 6N Color Fusion 2.1 oz.F 1 20 volume Pro-oxide Cream Developer 8 oz.C 1 Color Fusion Electric Avenue Shade ChartD 1 Color Fusion Electric Avenue Swatch CardE 1 Accessorize Your Style Lookbook/Technique Guide

NEW ELECTRIC AVENUE HAIRCOLOR COLLECTIONACCESSORIZE YOUR STYLEFeaturing the latest salon haircolor shades for blondes, brunettes and redheads, Electric Avenue is the perfect accessory for this season’s vibrant fashions! The collection includes three NEW shades and two reformulated shades from Color Fusion, plus a special selection of existing shades from Color Fusion and Shades EQ. Use them for all-over color, strategically placed highlights, or combine with other Redken haircolor to create your own bold or subtle looks! Don't miss out on this exclusive offer!

Your Electric Avenue offer comes packed in a fashionable

zippered tote with a lining in one of two eye-catching colors:

Bold Yellow or Sizzling Magenta. (Estimated value: $15.00)

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REDKEN COLOR ADVANTAGEHAIRCOLOR REWARDS PROGRAM

NOTE: Haircolor purchases will be tracked quarterly by your Redken Distributor. Kits will be sent out in the month following the close of a quarter. First quarter kits will begin to arrive in salons in April 2010. For full details, visit Redken.com/ColorAdvantage.

EARN BETTERTalk to your Redken Sales Consultant about developing a customized plan for growing your haircolor business. More haircolor clients lead to

higher levels of haircolor purchase, which in turn qualifi es you for more valuable Redken Color Advantage reward kits!

Make sure to ask about My Business Toolbox, a new online resource center on Redken.com that features customizable templates —

like postcard mailers, referral cards and much more — you can use to boost business. You can have your materials mailed to your salon or

client list, or purchase a list of potential clients in your area.

1 Inspiring World of Redken Book

1 Color Extend Shampoo Liter

1 Color Extend Conditioner Liter

1 Redken Chemistry Color Extend Trial kit

1 000 Crystal Clear Shades EQ Liter

1 Shades EQ Processing Solution Liter

100 Color Extend Shampoo/Conditioner

Duo Packettes

1 Redken Cape

5 Redken Haircolor Decals/Mirror Clings

1 Color Extend Stylist Guide

1 1-year subscription to American Salon

magazine — a $33.00 value!

1 Promoting You and Your Salon Guide

1 Gift Card Pack featuring

Redken Education On Demand,

My Business Toobox and select haircolor

swatchbook — an $80.00 value!

1 Inspiring World of Redken Book

1 Color Extend Shampoo Liter

1 Color Extend Conditioner Liter

1 Redken Chemistry Color Extend Trial kit

1 000 Crystal Clear Shades EQ Liter

1 Shades EQ Processing Solution Liter

50 Color Extend Shampoo/Conditioner

Duo Packettes

2 Redken Haircolor Decals/Mirror Clings

1 Color Extend Stylist Guide

1 Promoting You and Your Salon Guide

1 Gift Card Pack featuring Redken Education

On Demand and My Business Toolbox —

a $40 value!

LEVEL 1 — $275+ VALUE

Quarterly purchase of $3,000 +

LEVEL 2 — $150+ VALUE

Quarterly purchase of $1,000 - $2,999 THE INSPIRING WORLD OF REDKENThe fi rst-quarter

Redken Color

Advantage kits will

feature The Inspiring

World of Redken book, a celebration

of 50 years of groundbreaking,

personal-based education programs

and creativity — without limits! Redken

invited eight innovative and inspiring

artists from across the globe to come

to NYC, share their inspiration and

create color and design techniques

that epitomize “The inspiring world of

Redken”.

Use your kit to get inspired and grow

your business!

Redken knows that haircolor drives your salon business. That’s why we’ve developed Redken Color Advantage, an exclusive program to reward you for purchasing the Redken Haircolor brands you rely on everyday: Shades EQ, Color Fusion and Color Gels.

With every dollar you spend on one of these brands, you’ll be closer to qualifying for one of two different reward kits. The reward kits are grouped into tiers, so as your purchases increase, so do your rewards.

FIRST QUARTER REWARD KITS*(JANUARY – MARCH 2010)

SPECIALTY SESSIONS COST DATES

All About Men $800 March 29 & 30

Best Blondes $800 July 19-21 October 4-6

Color 911 $800 June 7 & 8

Color 911, the Next Dimension $800 November 1 & 2

Dressing the Bride $1100 March 29-31, October 4-6

Finish and Know Why $900 July 26-28

Full on Curls $800 April 26-28

Gender Neutral $800 July 26-28

Gray Matters $800 May 17-19

Just Cut the Darn Thing $900 August 23 & 24

Platform Artistry $1250 May 17-19

Red Retention $800 August 23-25

Session Skills and Photo $1650 September 20-22with Noah Hatton

The Science of Color $800 August 2 & 3

Total Design $1000 September 20-23 and Color Immersion

REDKEN EXCHANGE SESSION CALENDAR To see class descriptions, register or for more information, call 1.800.545.8157 or log-on to Redken.com.

INVEST IN YOUR EDUCATION!Advancing your education is always a smart business decision. At The Redken Exchange, our state-of-the-art facility

located in the heart of NYC, you’ll learn the latest techniques in color, design, trends and business from our award-

winning facilitators. It’s your fi rst step toward learning better, earning better and living better!

To make it easier for you to attend classes at The Redken Exchange, Redken is now offering a tuition payment plan

that allows you to break down your education expenses into easy-to-manage installments.

• A $200 deposit secures your seat

• The payment plan is interest-free

• You can pay by mail or phone

• Plans range from 3-12 months and can be customized to meet your needs

COLOR SESSIONS COST DATES

Color and Know Why $900 April 12-15 May 10-13 June 14-17

Coloring Out of Your Mind $900 April 19-21 June 21-23

Mixing It Up… Formulation $900 May 24-26

DESIGN SESSIONS COST DATES

Cut and Know Why $900 April 12-15 May 10-13 June 14-17

Cutting Over the Top $900 April 19-21 June 21-23

Cutting With Sam + Chris $1100 March 15 & 16 May 3 & 4

Designing… Behind the Chair $900 March 1-3 May 24-26

Diagnostic Design $800 June 7 & 8

COMBO SESSIONS COST DATES

Everything’s Included $950 March 22-24 April 26-28

Everything’s Included 2 $950 March 9-11 March 15-17 April 5-7 May 3-5 June 28-30

February 2010 Promotions 15

PREPARE FOR THE REDKEN CERTIFIED HAIRCOLORIST EXAM WITH REDKEN EDUCATION ON DEMANDNeed to brush up on haircolor principles before you take the Redken Certifi ed Haircolorist Exam? Visit RedkenEducationOnDemand.com to rent the “Redken Certified Haircolorist Workshop” video.This comprehensive tutorial teaches you how to study for each portion of the exam, and takes you through the technical portion step by step. Get 20% off the Redken Certified Haircolorist Workshop Video. Use code FEBDEAL at checkout.*

*Valid Feb. 1- May 31, 2010.