When Redken 5th Avenue, N.Y.C. Introduced CAT shampoo, I humanized the technological elements of the brand by playing on literal allusion to cats as in cats and dogs. This ad campaign was used throughout Australia in conjunction with heavy radio support. The first ad, depicting a dog on one side and a technical explanation of the positive effects of cationic proteins on the other was geared towards salons. The second ad, utilizes the power of celebrity plus a reference to the B2B campaignto attract consumer attention.
When Redken moved to New York from , the company elected to leverage the fashion image of New York to further promote the brand¹s prestige. Responsible for Redken¹s European markets, I leveraged this associate utiilizing iconic American models such as this image of Amber Valletta. I also changed the tag line From ³Beauty Through Science to ³Redken N.Y.C.²