Home' INSTYLE Magazine : INSTYLE MAR-APL 2018 Contents What does malt in whiskey have in common with
Redken Brews? Well, while it may be hard to believe that
fermented grain mash is good for the hair – Redken has
proved us wrong with the most comprehensive line up of
men’s grooming we’ve seen hit the market in quite some
time, writes Cameron Pine.
WHEN REDKEN FIRST LAUNCHED THEIR complete men’s range,
Redken For Men, more than a decade ago in Australia, the brand
was ahead of the curve, shaping men’s grooming habits and taking
charge of a new frontier in beauty – one that now represents 15 per
cent of a 352 million market at an impressive 52 million. Redken
Brews is a response to the need for innovation and the charge
towards men feeling confident no matter what their style.
Globally, it was fifty years ago that Redken launched the first
grooming lines for men and now the focus is on providing styling
inspiration and innovation to new generations – and we’re not
just talking a typically older Whiskey drinking demographic,
Redken Brews has managed to pull off a somewhat millennial meets
Designed to appeal to men who love their malt and wish to
embark on a stoic journey to becoming a true individual, Redken
Brews is designed to free men of styling
limitations, from beard to back and sides and
that in-salon feeling akin to Redken.
As the fortunate first to touch and feel,
guests gathered at Melbourne’s Starward
Distillery in Melbourne. It was an exciting
moment as the first round of lifestyle loving
men (and women) to learn about the how and
the why and sit up close and personal with
the savvy line up.
Mark Twain once said, “Too much of
anything is bad, but too much good whiskey
is barely enough.” Guests quickly learnt
this for themselves. Sniffing, sipping and
some sculling some of the best whiskey our country has to offer.
Quintessentially Melbourne, Starwood’s factory meet’s cool
warehouse bar space not only stores kegs of the fine stuff but opens
to the public to experience, take a tour and herald all things great
and small about the finest malt of all. They use only the finest
ingredients to gain the finest result – brand values shared with the
new Redken Brews.
Models and dancers each carried a series of hero looks that the
range conquers to showcase the true versatility of the collection
from long to short and everything in between. We went from the
short preppy side part of the 60s, to the 70s looser ‘freedom of
speech’ styles, to 90s more architectural and geometric shapes
and back again, but ultimately the greatest asset for men is
that no matter their style, Redken Brews masters a somewhat
Fast forward to the product formulations and malt is a key
ingredient for nourishment in this power-packed comprehensive
new men’s grooming range. “The whiskey is what creates the
hydration in our Redken Brews family,” said Redken National
Education Manager Karen Strano said.
The easy on the eye collection responds to the growing diversity
in men’s fashion, comprising 23 products across styling, haircare
and even skincare – because after a big night on the malt every
man’s skin needs the right pH too. There’s
even hair colour, with the prized colour camo
maintaining its stance as a key pre-curser to the
ultimate men’s in-salon experience.
There’s a Daily Shampoo and a Conditioner
(that can be added to any other product in the
range) as well as an Extra Clean Shampoo, a Mint
Shampoo for those die-hard clean feeling fans,
a Silver shampoo – whether it’s grey toning or
cooling down some of those awkward warm tones. Styling is as
equally an arsenal with a Wax Pomade, Clay Pomade, Maneuver
Cream Pomade, Outplay Texture Pomade, Grip Tight Holding Gel,
Dishevel Fiber Cream, Work Hard Moulding Paste, Hairspray for
Men, Get Groomed Finishing Crème and a Shave Cream and Beard
and Skin Oil (coming soon). But to really understand the line-up,
Redken believe the experts in salon teamed with these products will
create the ultimate men’s salon aesthetic and not just because of the
unique Brew inspired bottle design.
“Redken Brews stays true to Redken’s NYC heritage and mission
by deliveri ng trendsetting products and services that respond to the
modern man,” said Redken General Manager Erwin Santos.
With dancers, an almost too expensive to touch Harley Davidson
and dude food (think fried chicken on waffles with maple syrup),
guests felt the need to stick around. The scent of malt brewing in the
background and the bravado of the Brews scent mixed with tunes,
good company and models – it was hard not to want to take a bit of
the Brew life home.
For salons and consumers alike it seems Redken has brewed a
new kind of men’s market with Redken Brews. They aren’t just
finishing hair, they’ve groomed it and want you to have a good time
in the process. Are you up for the challenge?
For more information visit www.redken.com .au
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