Campaign Imminent: L'Oreal creates new D2C website for Redken (Score 64)

Sales Lead: Redken Hair Care, a L'Oreal brand that already has products via other companies, recently launched its own D2C website.

• Fans can now buy Redken products straight from the brand as well as through existing distribution partners such as local salons, Amazon, and Ulta.
• This shift, of course, makes Redken's products available to a much larger audience.
• The brand has also started reaching milestones where sustainable packaging is concerned.
  • Its formulas and mindful manufacturing practices such as composing all of its shampoos and conditioners of at least 94% recycled plastic.
  • Redken's color formula products are vegan and contain no animal-derived ingredients.
  • Finally, the brand makes 75% of its hair care products in factors that are 100% powered by renewable energy.
  • More than 70% of Redken's globally sold are more than 90% biodegradable.
  • This may result in cause marketing efforts that will appeal to eco-conscious consumers.
• This is part of parent company L'Oreal's larger sustainability goals and milestones.
• The Redken brand will likely:
  • Roll out additional new work
    • As I briefly stated, this may very well involve cause marketing initiatives.
    • It will also hopefully also lead the brand to return to higher digital spend
    • Finally, I assume Redken will keep ramping up its national TV efforts
  • ​​​​​​​Continue shifting its digital and e-Commerce strategy under a relevant new DM (more below)
  • ​​​​​​​Seek new agency partners (parent company; more below)
• Target demographic: 
  • ​​​​​​​B2C: Millennial women
  • B2B: Potential retail distribution partners

​​​​​​​​​​​​​​​​​​​​​Recent leadership shifts:

• ​​​​​​​Redken selected Gillian Cronin as the director of its digital marketing and e-Commerce earlier in 2023, so its strategy will likely continue shifting.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: Redken made its first foray into national TV earlier in 2023 and has, thus far, allocated roughly $607 toward the channel.
  • 2023 ad programming: Its 2023 commercials have aired during Outdoor Channel's The Fowl Life With Chad Belding.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the brand has spent approximately $4.7m on digital ads, 25% less than the approximately $6.3m spent by this point last year.
  • YTD data: Redken has earned ~567.2m digital impressions YTD via YouTube (40%), Instagram (30%), Facebook (27%), and mobile display (3%) ads.
  • Last year: The brand's estimated full-year 2022 spend of $6.9m decreased by 12% from that of $7.8m in 2021.
• Additional channel insights  
  • Redken utilizes Google Ads and experiential activations along with digital, TikTok, Facebook, and online video (via Youtube Android, Youtube.com, and Youtube IOS) ads.

Additional agency insights:​​​​​​​

• Opportunity: If you haven't yet done so, reach out soon to see if L'Oreal is looking for additional new agency partners following the company's 2023 media AOR and its 2022 leadership shifts.
  • ​​​​​​​​​​​​​​L'Oreal doesn't seem to have a specific agency working on the Redken brand, so brand-specific shifts may be especially likely.

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.

Read parent company L'Oreal's most recent update here and view its full roster here.