04.03.24
Redken hair care brand (owned by L’Oréal) debuted its first-ever interactive Times Square billboard to promote its Acidic Color Gloss Collection. This 3D billboard with Augmented Reality (AR) can be experienced anywhere in the U.S. and on social media channels.
The Acidic Color Gloss range launched in January 2024 to extend and improve salon-like shine from home. The range uses an acidic pH formula with vitamin E and amino acids to produce 76% shinier hair when compared to unwashed color treated hair.
The new billboard displays a 3D animation of the collection’s results on a 25,000-square-foot screen. The AR filter makes the shine produced from Redken’s Acidic Color Gloss treatment appear larger than life.
People passing by are encouraged to scan a QR code that takes them to the Redken site which also features the 3D billboard in AR. On the website, people can virtually try on the Acidic Color Gloss. A sharable video is created which is then superimposed in a virtual depiction of the Times Square billboard and can be shared across social channels.
Redken General Manager U.S., Candy Gebhart, commented:
"As one of the first companies to take a scientific approach to haircare, we are always seeking out opportunities to innovate, whether it be with our product formulations or how we deliver them to market. The Acidic Color Gloss collection utilizes some of our most advanced technology yet to provide long-lasting color vibrancy and lock in intense molecular-level shine – and the results truly speak for themselves. We're thrilled to be revealing the benefits of the collection in an exciting, accessible new way that opens the dialogue around haircare far and wide."
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The Acidic Color Gloss range launched in January 2024 to extend and improve salon-like shine from home. The range uses an acidic pH formula with vitamin E and amino acids to produce 76% shinier hair when compared to unwashed color treated hair.
The new billboard displays a 3D animation of the collection’s results on a 25,000-square-foot screen. The AR filter makes the shine produced from Redken’s Acidic Color Gloss treatment appear larger than life.
People passing by are encouraged to scan a QR code that takes them to the Redken site which also features the 3D billboard in AR. On the website, people can virtually try on the Acidic Color Gloss. A sharable video is created which is then superimposed in a virtual depiction of the Times Square billboard and can be shared across social channels.
Redken General Manager U.S., Candy Gebhart, commented:
"As one of the first companies to take a scientific approach to haircare, we are always seeking out opportunities to innovate, whether it be with our product formulations or how we deliver them to market. The Acidic Color Gloss collection utilizes some of our most advanced technology yet to provide long-lasting color vibrancy and lock in intense molecular-level shine – and the results truly speak for themselves. We're thrilled to be revealing the benefits of the collection in an exciting, accessible new way that opens the dialogue around haircare far and wide."
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