Redken: Dry Texture
ART • DIRECTION
design concept + graphic design of promotional poster for Redken’s Dry Texture collection to be applied to various touchpoints, including advertising, social, and e-commerce
Background
Redken Laboratories Inc. is a NYC-based subsidiary of France's L'Oréal S.A., the world's largest beauty products company. Redken serves the beauty salon market with hair care, color, texture, and styling products. Redken is known for its investment in research and development, credited with a number of innovations over the years, including the concept of protein reconditioning. It also has made a long-term commitment to education, teaching stylists both the scientific basis for Redken products and the way to use them aesthetically.
Product
Redken's new Dry Texture collection includes stylers & finishing products that are inspired by the freshness of dry shampoo, but are actually multi-tasking stylers. The collection is made up of a Dry Shampoo Powder 02 that features charcoal for extra oil absorption and a Dry Shampoo Paste 05 that is 50% styling product to give short hair and braids the extra boost they need to hold a style without looking stiff. Triple Dry 15, a buildable dry texture finishing spray that creates versatile hairstyles as product is layered into the hair, completes the line. All the texture, none of the fuss.
Courtesy of Redken. Initial e-commerce product images: Dry Shampoo Powder 02, Triple Dry 15, and Dry Shampoo Paste 05.
Visual references for Redken’s Dry Texture collection. Exploration of charcoal textures and other cross-referencing imagery.
Design concept development at various levels of fidelity. Exploration of composition, contrast, color hue, and texture intensity.
Adaptivity. Previewing layout on iPhone XR. Incorporation of Dry Texture ad into existing UI design of Redken’s mobile website.
