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,, 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.