Redken Connect Conference In Uluru
Team Zen wasn't able to be at the Redken Connect Conference in Uluru this March but we thought we would tell you all how the rest of our Redken Family went and what they got up too!
2017 welcomed a big year of growth for Redken Australia; a strategy hinged less on the brand’s pioneering product formulations and more on the people powering them. Welcome to the era of the Redken Tribe, a group of black-clad creatives each a bonafide boss in their own right. They’re future-focused, fashionable and a whole heap of fun.
This week, a hand-selected collective of 50 hit the ground running at the brand’s renowned business forum, Redken Connect. Held in Uluru, the location collided one iconic brand with another, the heart of our country welcoming the bloodline of the brand. It was a symbolic scene indeed, with each and every delegate walking away empowered to Learn Better, Earn Better and Live Better.
“I really want this to be about connecting Redken Australia’s top clients.
Together, over the next two days, what we decide is going to roll out and influence the industry,”
"Redken Australia General Manager, Erwin Santos."
Day one welcomed Redken Australia Marketing Manager Jess Materna to the stage to talk the future of fashion, product innovation and all important consumer behavior.
“Key consumer shifts include De-Averaging – the move away from a ‘one size fits all’ service approach – Digital Me which is all about self-empowerment as an influencer, and the All About Experience, where clients are more willing to spend money on services than ‘stuff’,” Jess explained.
Further shifts include the Need for Transparency (a client’s desire to know what’s happening to their hair), Individualism and Customisation with a focus on colour, Formula Solutions for Damage and a focus on the In-Salon Experience.
“A true shopping experience should be Instagrammable,” said Jess.
“Take Gen Y’s digital obsession and use it to your advantage. They are the real masters of brand and content creation.”
“User generated content (USG) is 22 times more persuasive than brand created content. You have micro influencers in your salon daily, seek them out, establish relationships and expand your reach.”
The focus turned to a series of upcoming colour and service trends of which Redken Australia is geared to respond with a calendar of innovative product launches ready to roll. Shades EQ and Greys have got the continued pastel and grey colour craze covered, while Colour Extend Bonder (Redken’s 3-step take home bonder system) is earmarked to take the bonding trend to all new heights in condition and colour longevity – all with your bottomline top of mind.
While Erwin has made the decision to step away from the ‘official sponsor’ title of Mercedes Benz Fashion Week Australia (MBFWA), the brand will partner with more designers than ever at the event in 2018 – the strategy to manifest more meaningful partnerships with Australia’s style leaders and an ongoing book of opportunities for the Redken Tribe.
Social media expert Yvonne Adele took to the stage with a bag of tricks, tags and valuable tools for salons to amplify their business goals. Did you know that posts with visible faces receive greater reach than posts without? Something to think about when capturing your next finished client.
Brimming with ideas for better business, the Redken crew headed into the desert for a well-earned wind down amidst iconic Australia. Crocodile and kangaroo canapés circulated before nature’s infamous light show over Ayers Rock, the tribe later moving down to the infamous Sounds of Silence dinner. The highlight? A guided tour through the galaxy.
Day Two kick started with hall of fame speaker, Michael McQueen. With over 14 years’ research on the millennial to report on, it was an information rich session relevant to every salon, every day.
So as you can all see Redken always puts on a amazing show for all the owners and staff from many salons within Australia.... We hope to see everyone on the next conference in October in Melboure for Redken's FAMOUS "Get Inspired"
Team Zen Xo