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THE IMPORTANCE OF PRE-BOOKING Pre-booking is essential after a long pause

THE BEST OF REDKEN AT 20% OFFBe ready to welcome back your clients with your backbar essentials

SUPPORTING YOUR MENS BUSINESS Get your Brews worth

THE DIRECTOR’S CUT By Terry Ritcey, National Education Director

GET READY FOR

JULY 2020

5NEW ON

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THE IMPORTANCE OF PRE-BOOKINGIT’S NOT MAGIC, IT’S NOT EVEN HARD. BUT THE BENEFITS ARE AMAZING!

PRE-BOOKING IS ESSENTIAL AFTER A LONG PAUSE!3 REASONS PRE-BOOKING IS GOOD FOR YOU

3 REASONS PRE-BOOKING IS GOOD FOR YOUR CLIENTS

1. You’ll have recurring clients torely on while building clienteleand during slow times

2. Gives the impression that you’rein demand, making your timevaluable and justifies raisingyour prices

3. Converts short-term clients intolong term clients; the moreoften you see them, the moreloyal they feel

Source: SalonMonster. Prebook to make $15,000 more a year — with the clients you already have!, 2018. https://salonmonster.com/blog/prebook-to-make-15000-more-a-year-with-the-clients-you-already-have/

1. Guarantees their preferredappointment date and time,especially during busy seasons

2. No more bad hair days whentheir appointment is overdue.No more scrambling to find alast-minute new stylist

3. Scheduling in advanceempowers them to dedicatetime to self-care in their busy lives

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CHROMATICS OBSESSED FREE MERCHANDISING KIT WITH EVERY DEAL!

FUSION OBSESSED

COLOR GELS OBSESSED

PURCHASE:• 12 SHADES MIX N’ MATCH of CHROMATICS• 36 SHADES MIX N’ MATCH of SEQ

RECEIVE:• 1 CHROMATIC OIL CREAM DEVELOPER 20 Vol 1L

+• 1 COLOROBSESSED TENT CARD WITH QR

• 1 BALLOT CARD FOR IN-SALON PRIZE

• 4 COLOROBSESSED MIRROR CLINGS WITH QR

• 8 REDKEN COLOROBSESSED TRAVEL POUCHES

• 8 COLOR EXTEND MAGNETICS SHAMPOO 300ML

• 8 COLOR EXTEND MAGNETICS CONDITIONER 250ML

• 8 ONE UNITED ELIXIR 150ML

PURCHASE:• 12 SHADES MIX N’ MATCH of FUSION• 36 SHADES MIX N’ MATCH of SEQ

RECEIVE:• 1 PRO-OXIDE 20 VOL DEVELOPER

PURCHASE:• 12 SHADES MIX N’ MATCH of COLOR GELS• 36 SHADES MIX N’ MATCH of SEQ

RECEIVE:• 1 PRO-OXIDE 20 VOL DEVELOPER

TENT CARD

BALLOT

MIRROR CLING

SAVE 52%

SALON PRICE

SAVE 52%

SALON PRICE

SAVE 52%

SALON PRICE

OFFERS

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CLIENTS PRE-BOOK THEIR NEXT COLOR APPOINTMENT

SALON OWNER PRIZE

STYLIST PRIZE

CONSUMER PRIZESCAN QR TO ENTER ONLINE TRAVEL CONTEST TO WIN GRAND PRIZE

GET THE CHANCE TO WIN A TAKE HOME COLOR CARE PACK IN-SALON PRIZE

$500 TRAVEL VOUCHER + $100 ASSORTMENT OFREDKEN PRODUCTS

REDKEN COLOR CARE PACK

WHEN CLIENT ENTERS ONLINE CONTEST, GET THE CHANCE TO WIN THE GRAND PRIZE WITH YOUR CLIENT!

PARTICIPATE IN COLOROBSESSED AND GET THE CHANCE TO WIN AN IN-SALON CLASS

PRIZES!

GRAND PRIZE(FOR CLIENTS & STYLISTS)

IN-SALON PRIZE(FOR CLIENTS)

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SHAMPOO

SHAMPOO

SHAMPOO

CONDITIONER

CONDITIONER

CONDITIONER

THE BEST OF REDKEN AT 20% OFF!BE READY TO WELCOME BACK YOUR CLIENTS WITH YOUR BACKBAR ESSENTIALS

NEW HAIR CLEANSING CREAM NEW PRE ART ALL SOFT SHAMPOO ALL SOFT CONDITIONER EXTREME SHAMPOO EXTREME CONDITIONER COLOR EXTEND SHAMPOO COLOR EXTEND CONDITIONER FRIZZ DISMISS SHAMPOO FRIZZ DISMISS CONDITIONER HIGH RISE SHAMPOO HIGH RISE CONDITIONER CURVACEOUS LOW FOAM SHAMPOO CURVACEOUS HIGH FOAM SHAMPOO CURVACEOUS CONDITIONER

CLASSICLITER PRESCRIPTIONS

PREMIUMLITER PRESCRIPTIONS COLOR EXTEND BROWNLIGHTS SHAMPOO COLOR EXTEND BROWNLIGHTS CONDITIONER COLOR EXTEND MAGNETICS SHAMPOO COLOR EXTEND MAGNETICS CONDITIONER COLOR EXTEND BLONDAGE SHAMPOO COLOR EXTEND BLONDAGE CONDITIONER COLOR EXTEND GRAYDIENT SHAMPOO COLOR EXTEND GRAYDIENT CONDITIONER ALL SOFT MEGA SHAMPOO ALL SOFT MEGA CONDITIONER

NATURAL LITER PRESCRIPTIONS ALL SOFT SHAMPOO ALL SOFT CONDITIONER EXTREME SHAMPOO EXTREME CONDITIONER COLOR EXTEND SHAMPOO COLOR EXTEND CONDITIONER

SAVE 20% SALON VALUE:

SALON PRICE

SAVE 20% SALON VALUE: $ SALON PRICE

SAVE 20% SALON VALUE: $$

SALON PRICE

SAVE 20% SALON VALUE: $SALON PRICE

SAVE 20% SALON VALUE: $SALON PRICE

SAVE 20% SALON VALUE: $SALON PRICE

NYC CRAFTED. BARBER INSPIRED.

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GET YOUR BREWS WORTHSUPPORTING YOUR MENS BUSINESSBUY $800 WORTH OF PRODUCTS& RECEIVE $400 WORTH OF PRODUCTS

ALSO RECEIVE…

DEAL OFTHE YEAR!

SAVE 37%

SALON PRICE

*Visual render, shelving not included

*based on recommended assortment*value includes merchandising pack below

*

*

*

WORK HARD GLORIFIER POMADE FEEDER6-PACK SHAMPOO CARRIER

The complete Brews merchandising pack

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BY TERRY RITCEY, NATIONAL EDUCATION DIRECTOR

THE DIRECTOR’S CUT

REDKEN LOVES YOU…

As I write this edition of the Director’s Cut, we join all of you in solidarity, as we have witnessed a timeframe in our history that has changed how we will interact with the public for a very long time, if not forever. The impact of the COVID-19 virus has greatly affected the professional salon industry, and especially you, our valued salon owners and stylists. This has certainly left many of you wondering how you will continue.

At Redken, we have committed ourselves to providing you with the best online and digital learning experiences, enabling you to be armed and ready with the most up-to-date skills, techniques and product knowledge when you will all have the great joy or reconnecting with your fellow colleagues and cherished salon guests.

Here are three strategies we believe will be your greatest ally, and to best prepare you for the greatest of success when you get back to your salons…

• UPSKILL YOURSELF ON THE KNOWLEDGE AND TECHNIQUES NEEDED TO ADDRESS THE HAIRSITUATIONS YOU WILL DEAL WITH

• CREATE SYSTEMS THAT WILL ALLOW YOU TO HIT THE GROUND RUNNING ON DAY 1 OF YOURREOPENING – EXAMPLE: VIRTUAL CONSULTATIONS AND A STRONG PREBOOKING STRATEGYFOR FUTURE VISITS

• PREPARE YOUR STAFF THROUGH BEST PRACTICES LEADING TO REOPENING – FOLLOW THEPROVEN EXAMPLES OF THOSE WHO MAY HAVE OPENED BEFORE YOU

This is a time of great transition for our industry, our humanity, and our world. We must now look forward to our new normal and build back what has temporarily set us back. Be good to yourselves. We must know that there is an end in sight. This is a time to reset and establish new and better ways of living our best lives.

I personally believe that out of the greatest challenges come the greatest opportunities. Take this valuable time to learn as much as you can so that when you will start earning again, you will be well on your way to Living Your Best Lives ever.

SALON PRICE LIST EFFECTIVE JULY 1ST, 2020SALON PRICE*

RETAIL 40% MARGIN

HAIRCOLORCHROMATICS ULTRA RICH prismatic permanent color 63 mlCHROMATICS BEYOND COVER prismatic permanent color 63 mlCHROMATICS prismatic permanent color 63 mlCITY BEATS 85 mlCITY BEATS COLOR REMOVER 21 grCOLOR FUSION advanced performance color cream 60 mlCOLOR FUSION COVER FUSION 60 mlCOLOR FUSION HI FUSION 60 mlCOLOR FUSION EXTRA LIFT 60 mlNEW COLOR FUSION SUPER GLOW 60 mlCOLOR GELS LACQUERS high saturation permanent liquid haircolor

60 ml

SHADES EQ GLOSS 60 mlCOLOR KICKER 60 mlSHADES EQ crystal clear 500 ml

literCOLOR THICKENER 120 mlCOLOR STAIN ERASER 80 pads

Carmin’R ShadesULTRA RICH (6.66 & 5.62) 63 mlCHROMATICS (4.62 & 6.62) 63 mlCOLOR FUSION (3RV, 5RV, 6RV, & 8RV) 60 mlSHADES EQ GLOSS (05RV & 07RV) 60 ml

Developers & LightenersCHROMATICS Oil in Cream Developer 10, 20, 30 volume literCREAM PRO-OXIDE 10, 20, 30, 40 volume literSHADES EQ processing solution literSHADES EQ processing solution for precision application 500 ml

Blonde Idol Color & LightenersFREE HAND LIGHTENER for open air techniques 650 gHIGH LIFT haircolor conditioning cream haircolor 60 mlBASE BREAKERS low lift lightener 60 mlBLUE OIL LIGHTENING SYSTEM extra conditioning oil booster + blue powder activator

12.5 g

FLASH LIFT maximum power lightening powder 500 g907 g

NEW FLASH LIFT BONDER INSIDE lightener powder with built-in bonding additive 500 gBLONDE ICING lightener 500 gBLONDE ICING developer 20, 30, 40 volume literBLONDE DIMENSIONS dust-free conditioning lightener 907 gPH-BONDER intro kit 70 app.PH-BONDER sample kit 17 app.PH-BONDER #2 fiber restorative pre-wash concentrate literPH-BONDER post-service perfector 150 ml

HAIRCARENEW Nature + Science

NEW NATURE + SCIENCE ALL SOFT shampoo 300 mlliter

NEW NATURE + SCIENCE ALL SOFT conditioner 250 mlliter

NEW NATURE + SCIENCE COLOR EXTEND shampoo 300 mlliter

NEW NATURE + SCIENCE COLOR EXTEND conditioner 250 mlliter

NEW NATURE + SCIENCE EXTREME shampoo 300 mlliter

NEW NATURE + SCIENCE EXTREME conditioner 250 mlliter

All SoftALL SOFT shampoo 300 ml

litergallon

ALL SOFT conditioner 250 mlliter

gallonALL SOFT mega mask 200mlALL SOFT heavy cream super treatment 250 mlALL SOFT ARGAN-6 multi-care oil for dry/brittle hair* 90 ml

All Soft MegaALL SOFT MEGA shampoo 300 ml

literALL SOFT MEGA conditioner 250 ml

literALL SOFT MEGA mega mask 200mlALL SOFT MEGA Hydramelt 150ml

ALL SOFT MEGA Recovery Tissue Mask Cap 10 Mask

CapsCerafill

DEFY shampoo normal to thin hair 290 mlliter

DEFY conditioner normal to thin hair 245 mlliter

RETALIATE shampoo advanced thinning hair 290 mlliter

RETALIATE conditioner advanced thinning hair 245 mlliter

RETALIATE dense FX hair diameter thickening treatment 125 ml Clean Maniac

CLEAN MANIAC hair cleansing cream literCLEAN MANIAC preart liter

DETOXDETOX Hair cleansing cream 250 ml

litreDETOX Pre Art litre

Color ExtendCOLOR EXTEND shampoo 300 ml

litergallon

COLOR EXTEND conditioner 250 mlliter

gallonColor Extend Blondage

COLOR EXTEND BLONDAGE shampoo 300 mlliter

COLOR EXTEND BLONDAGE conditioner 250 mlliter

NEW COLOR EXTEND BLONDAGE anti brass mask 250 mlColor Extend Graydiant

COLOR EXTEND GRAYDIANT shampoo 300 mlliter

COLOR EXTEND GRAYDIANT conditioner 250 mlliter

Color Extend MagneticsCOLOR EXTEND MAGNETICS shampoo 300 ml

litergallon

COLOR EXTEND MAGNETICS conditioner 250 mlgallon

COLOR EXTEND MAGNETICS mega mask 200ml COLOR EXTEND VINEGAR RINSE 200 mlColor Extend Brownlights

COLOR EXTEND BROWNLIGHTS shampoo 300 mlliter

COLOR EXTEND BROWNLIGHTS conditioner 250

literCurvaceous

CURVACEOUS shampoo 300 mlliter

CURVACEOUS no foam shampoo 500 mlCURVACEOUS conditioner 250 ml

literCURVACEOUS ccc spray 150 mlCURVACEOUS curl refiner 250 mlCURVACEOUS spiral lock 250 mlCURVACEOUS full swirl 150 mlCURVACEOUS ringlet 180 mlCURVACEOUS wind up 145 ml

ExtremeEXTREME shampoo 300 ml

litergallon

EXTREME conditioner 250 mlliter

gallonEXTREME mega mask 200mlEXTREME LENGTH primer 150 ml

400mlEXTREME LENGTH sealer 50 mlEXTREME extreme cat protein reconstructing treatment 150 mlEXTREME anti-snap leave-in treatment 240 mlEXTREME PLAY SAFE 450°F 200 ml

Frizz DismissFRIZZ DISMISS shampoo 300 ml

literFRIZZ DISMISS conditioner 250 ml

literFRIZZ DISMISS smoothing mask 250 mlFRIZZ DISMISS anti-static oil mist 125 mlFRIZZ DISMISS instant deflate serum 125 mlFRIZZ DISMISS leave in smoothing cream 250 ml

One UnitedONE UNITED multi-benefit treatment 150mlONE UNITED multi-benefit treatment 400ml

Scalp ScienceDandruff shampoo 300 mlSoothing Care shampoo 300 ml

VolumeHIGH RISE shampoo 300 ml

literHIGH RISE conditioner 250 ml

literHIGH RISE duo volumizer 150ml

REDKEN CHEMISTRYVOLUME shot phase , COLOR EXTEND shot phase, ALL SOFT shot phase, EXTREME shot phase 60 ml

PHIX PHASE 3.5, 5.5 250 ml

STYLINGDRY TEXTURE COLLECTION

NEW TRIPLE DRY 15 275 mlNEW DRY SHAMPOO POWDER 02 with charcoal 60 gNEW DRY SHAMPOO PASTE 05 1/2 dry shampoo, 1/2 styling paste 57 g

Blow DryPillow Proof Blow Dry Express Primer 170 mlPillow Proof Blow Dry Express Treatment Primer Cream 150 mlPillow Proof Blow Dry 2 Day Extender Clear 96 g

NO BLOW DRY COLLECTIONNBD airy cream fine hair 150 mlNBD just right cream med hair 150 mlNBD bossy cream coarse 150 ml

VolumizeTHICKENING LOTION 06 body builder 150 mlAERATE 08 bodifying cream-mousse 91 gFULL FRAME 07 protective volumizing mousse 250 mlGUTS 10 volume boosting spray mousse 300 mlSTAY HIGH 18 mousse 150 ml

TexturizeREWIND 06 pliable styling paste 150 mlFASHION WAVES 07 texturizing sea spray 250 mlROUGH PASTE 12 working material 75 mlHARDWEAR 16 super strong sculpting gel 250 mlROUGH CLAY 20 matte texturizer 50 mlPOWDER GRIP 03 mattifying hair powder 7 g

ShineSHINE FLASH 02 glistening mist 150 ml

SmoothVELVET GELATINE 07 cushioning blow-dry gel 100 ml

Heat StylingFABRICATE 03 heat-active texturizer 150 mlSATINWEAR 04 thermal smoothing blow-dry lotion 150 mlIRON SHAPE 11 thermal holding spray 250 mlHOT SETS 22 thermal setting mist 150 ml

HairspraysNEW TRIPLE PURE 32 extreme high-hold hairspray 275 mlTRIPLE TAKE 32 extreme high-hold hairspray 275 mlCONTROL ADDICT 28 high-hold hairspray 300 mlFASHION WORK 12 versatile working spray 365 mlQUICK DRY 18 instant finishing spray 300 mlFORCEFUL 23 super strength finishing spray 300 mlQUICK TEASE 15 backcombing finishing spray 181 mlWAX BLAST 10 high impact finishing spray 150 mlWINDBLOWN 05 dry finishing spray to hold a full windswept effect 235 ml

REDKEN BREWSTM

HaircareDAILY SHAMPOO, MINT SHAMPOO, EXTRA CLEAN SHAMPOO 300 ml

literDAILY CONDITIONER, SILVER SHAMPOO, 3 IN 1, NEW THICKENING SHAMPOO

300 mlliter

StylingGET GROOMED finishing cream 150 mlSTAND TOUGH extreme gel 150 mlGRIP TIGHT holding gel 100 mlWAX pomade 100 mlDISHEVEL fiber cream 100 mlMANEUVER cream pomade 100 mlOUTPLAY texture pomade 100 mlCLAY pomade 100 mlWORK HARD molding paste 100 mlHAIRSPRAY 200 mlEXTRA CLEAN gel 150 mlTHICKENING pomade 100 mlNEW HIGH HOLD pomade 100 mlNEW LIQUID MATTE paste 150 ml

SkincareAFTER-SHAVE BALM suitable for sensitive skin 125 mlSHAVE CREAM suitable for sensitive skin 150 mlBEARD AND SKIN OIL grooming softness 30 mlCLEANSING BAR pH balanced 150 ml

HaircolorCOLOR CAMO Light Ash, Light Natural, Medium Ash, Medium Natural,Dark Ash, Dark Natural NEW SHADES: Black Natural, Black Ash, Darkest Natural, Darkest Ash

60 ml

TEXTUREAcid Waves Creative

CURL – normal/resistant/fine/limpINNER SECRET

Alkaline WavesVECTOR PLUS – normalVECTOR PLUS – extra body

Permanent Curl ReducerSHAPE CONTROL reducer – normal/resistant/sensitizedSHAPE CONTROL neutralizer – smoothing

TRAVEL RETAILShampoo

EXTREME, ALL SOFT, COLOR EXTEND MAGNETICS 50 mlConditioner

EXTREME, ALL SOFT, COLOR EXTEND MAGNETICS 30 mlHaircare

EXTREME anti-snap 50 mlALL SOFT heavy cream 30 ml

StylingNBD airy cream fine hair 30 mlNBD just right cream med hair 30 mlNBD bossy cream coarse 30 mlROUGH PASTE 12 working material 20 mlGUTS 10 volume boosting spray mousse 60 mlIRON SHAPE 11 thermal holding spray 30 ml

Hairspray & Pillow ProofQUICK DRY 18 instant finishing spray 60 mlFASHION WORK 12 versatile working spray 60 mlFORCEFUL 23 super strength finishing spray 60 mlWAX BLAST 10 high impact finishing spray 60 mlCONTROL ADDICT 28 high-hold hairspray 60 mlPillow Proof Blow Dry Express Treatment Primer Cream 30 mlPillow Proof Blow Dry 2 Day Extender Clear 54 ml

MINI FORMATS OF YOUR FAVORITE REDKEN HAIRCARE & STYLING PRODUCTS ARE AVAILABLE! ASK YOUR DSC TODAY WHILE QUANTITIES LAST!

SALON PRICE*

RETAIL 40% MARGIN

SALON PRICE*

RETAIL 40% MARGIN