Dotglu Develops New Redken Look

NEW YORK Dotglu this week launched a consumer and a professional Web site for L’Oreal’s Redken 5th Avenue.

The New York-based interactive arm of Kirshenbaum Bond & Partners landed the business last November following a review of undisclosed agencies, said Dotglu president Steve Thibodeau. The shop previously worked with New York-based cosmetics marketer Revlon, but that relationship ended last fall.

The consumer site (www.redken.com) plays up the hair care brand’s relationship with Fashion Week, held twice a year in New York’s Bryant Park. Photo essays and behind-the-scenes footage of designers’ fashion shows are offered, and content is updated each season. It also features a catalog of products and various hairdos in a style gallery.

The Web site aims to educate consumers about the New York-based salon brand and to “inspire them, engage them and motivate them to go to their salon professional,” said Thibodeau. It targets 18- to 25-year-old, edgy women, or urban- and youth-minded women.

The professional site (www.redkensalon.com/professional) offers educational content, business building tools and loyalty programs for salon owners, stylists and colorists. Registered users can gain access to Redken seminars, view training videos, download customizable ads and in-store promotional materials, and participate in contests and giveaways. It is aimed at an extremely style- and fashion-oriented audience, said Thibodeau.

The online initiative is a part of an integrated marketing program that was launched this month. Interpublic Group’s Gotham in New York handles Redken’s offline advertising.