L'Oréal Redken - Thinking Hat

The Client

Redken, the American hair care brand owned by L’Oréal Group, is at the forefront of haircare science. Education is central to the brand, which it delivers through live interactive webinars. Led by industry leading talent, these sessions are designed to upskill hairstylists and salons in everything from product knowledge to inspirational technique-based approaches to colour education.

The Challenge

Redken’s live sessions were informative and engaging, but stylists had to attend at a specific time, limiting access and reducing the content’s lifespan. Without an on-demand version, Redken risked restricting the reach and long-term impact of its educational programme.

Reken’s Head of Education Jimmy Green, understood the benefits of evergreen recorded content and needed a way to make the brand’s education content more accessible to allow salons and independent hairdressers to log in at any time, and learn at their own leisure.

The Thinking

TH studios produced Redken’s first official 20-minute master class video on colour hair care education. Filmed at White City Studios and structured into 15 chapters focused on Shades EQ, this modular format allowed stylists to learn at their own pace and revisit content as needed.
The approach turned expert-led sessions into a scalable, long-term learning resource.

The Results

Redken’s video content output has evolved from one-time live sessions to a flexible on-demand education model. Stylists now have access to training videos anytime, extending the value of each session.

The result is a more scalable education platform that reinforced Redken’s leadership in professional haircare training.

50m+

Our launch event and regional Roadshows generated more than 30 positive news stories in publications such as The Daily Mail, Reuters and the i paper, with a combined reach of 50m+.

National TV

Coverage also included broadcast packages on Sky News, Channel 5 News, ITV London and BBC London.

400K+

We also generated owned content for the campaign, including a launch story which reached more than 400,000 readers.

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