NOVEMBER 2019

OUR DELICATE TONERS FOR HIGH LEVEL BLONDES

New Level 10 Shades EQ shades

DID YOU GET YOUR HOLIDAY DUOS YET?Win more this year with holiday!

HOLIDAYS CASES OF BREWS Send your clients home with a 3-pack of Brews this holiday season

NEW THICKENING SHAMPOO Tackling the #1 mens hair concern: hair loss and hair thinning

LET'S GET DIGITAL The interactive digital dealsheet is here!

SEE THE LIGHT WITH REDKEN Receive up to 25% off your favorite Redken lighteners.

THE DIRECTOR’S CUT By Terry Ritcey, National Education Director

5TH

NEW ON

ARE YOU #REDKENREADY FOR...OUR BEST TONERS FOR HIGH LEVEL BLONDESNEW LEVEL 10 SHADES EQ SHADES

#GLOSSITUP

#GLOSSITUP

#SHADESEQ

#SHADESEQ

#GLOSSITUP

#GLOSSITUP

#SHADESEQ

#GLOSSITUP

#GLOSSITUP

DID YOU KNOW?Your blonde clients represent 50% your salon revenue* WHAT THEY WANT? Their No.1 desired color effect: “Subtly lightens my natural color”* THE REDKEN ANSWER THAT YOU HAVE BEEN WAITING FOR New Shades EQ Gloss level 10 shades! Level 10 provides on level, true-to-tone results without the need to dilute an existing 09 level shade, or worry that your gloss formula will be darker than the desired end result. NEW 010N Delicate Natural and 010VV Lavender Ice, powered by two of our star Shades EQ families, Natural (N) and Violet (V).

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N = NATURALBLUE/VIOLET REFLECT. Provides balanced, neutral results

MEET THE NEW LEVEL 10 SHADES:

09N

Café au Lait

08N

MojaveMirage

07N

Walnut

05N

Chicory

04N

Espresso

03N

Moroccan Sand

06N

010N

NEW!Delicate Natural

ALSO INTRODUCTING A NEW SHADE FAMILY—VIOLET VIOLET!VV = VIOLET VIOLETDOUBLE VIOLET REFLECT.Diminishes yellow undertones while providing a soft violet tone

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ND 010VV

NEW!Lavender

Ice

SHADES EQ GETS A NEW LEVEL FOR THE 1ST TIME IN 40 YEARS

OUR DELICATE TONERS FORHIGH LEVEL BLONDESNEW LEVEL 10 SHADES EQ SHADES

*U&A Haircolor tracker 2015

N.1: TRUE TO TONE RESULTS, NO GUESS WORK Calibrated depositing provides true-to-tone results at a level 10 without the need to dilute an existing 09 level shade, or worry that your end result might appear deeper than originally desired.

OFFER 1: A TOAST TO SHADES EQPURCHASE 3 SHADES EQ GLOSS 010VV 60ML 3 SHADES EQ GLOSS 010N 60ML MIX & MATCH 24 SHADES EQ

RECEIVE 1 COLOR EXTEND BLONDAGE SHAMPOO LITRE 1 COLOR EXTEND BLONDAGE CONDITIONER LITRE

PLV 1 SHADES EQ LEVEL 10 SWATCH PAGE 1 LEVEL 10 BLONDE ESSENTIALS GUIDE

3 REASONS TO LOVE LEVEL 10S

N.2: HIGH LEVEL BLONDE TONING 010N is best for neutral, creamy blonde toning while 010VV is best for cool, icy blonde toning with violet reflect.

N.3: CREATIVE TONINGUse the level 10 shades alone for full reflect strength or mix with other Shades EQ Gloss shades for the ultimate custom toning palette.

SALON VALUE:

SALON PRICE

FREE

Mix 010N and 010VV with your other favorite Shades EQ Gloss shades.

TRADITIONAL DILUTION SOLUTION FOR HIGH LEVEL BLONDE TONING:

Achieve on–level, true–to–tone results at a level 10 without the need for dilution with Shades EQ Gloss 000 Crystal Clear.

+

09N + 010N09V + 010VV 07P + 010VV 08T + 010VV010N + 010VV 09GI + 010VV 08VB + 010N 09NA + 010N

USING THE NEW SHADES EQ LEVEL 10 SHADES:

09V

GET CREATIVE WITH BESPOKE BLONDE COMBINATIONS:

Clear

+

09N Clear 09N + Clear

09V + Clear 010N

Delicate Natural

010VV

lavender IceStarting Level: 10

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CLASSICPRESCRIPTIONS 1 ALL SOFT SHAMPOO & CONDITIONER DUO

1 EXTREME SHAMPOO & CONDITIONER DUO

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PREMIUMPRESCRIPTIONS 1 ALL SOFT MEGA SHAMPOO & CONDITIONER DUO

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NATURALPRESCRIPTIONS 1 ALL SOFT NATURE + SCIENCE SHAMPOO & CONDITIONER DUO

1 EXTREME NATURE + SCIENCE SHAMPOO & CONDITIONER DUO

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STYLINGPRESCRIPTIONS

VOLUME 1 GUTS 10 10.58oz

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HEAT 1 IRON SHAPE 11 8.5oz

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DRY 1 TRIPLE DRY 15 8.5oz

MSRP: $31.65

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CONTROL 1 TRIPLE TAKE 32 9oz

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EXTEND 1 PILLOW PROOF BLOW DRY TWO DAY EXTENDER

3.4oz

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EDITION SOCKS VALUE OF

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• Improves the appearance of advanced thinning hair• Invigorating ginger/mint fragrance• Strengthens hair fiber to prevent breakage.

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SHELF TALKER

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SALON PRICE

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All rights reserved. 2019

Gently cleanses, strengthens, nourishes the scalp and thickens existing hair to instantly create the look and feel of fullness and density

THICKENING SHAMPOOFOR THICKER, FULLER-LOOKING HAIR, INSTANTLY

NEW THICKENING SHAMPOO#1 MENS HAIR CONCERN HAIR LOSS AND HAIR THINNING Formulated to improve the appearance of thinning and thin hair. Gently cleanses and strengthens the hair while stimulating and nourishing the scalp.

NEW ON TAP

SCAN QR CODE AND SIGN UP TO RECEIVE YOUR DEALSHEET BY EMAIL

LET’S GET DIGITALTHE INTERACTIVE DIGITAL DEALSHEET IS HERE!

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SEE THE LIGHT WITH REDKENRECEIVE UP TO 25% OFF YOUR FAVORITE REDKEN LIGHTENERS.LIGHTEN UP YOUR CLIENTS' HAIRCOLOR WITH THE COMPLETE LIGHTENING LINE, AND GET THEBEST BLONDES WITH THE ICONIC REDKEN SHADES EQ!

FLASH LIFT MAXIMUM POWER LIGHTENING POWDER

BLONDE ICING CONDITIONING CREAM LIGHTENER

FREE HAND CREAMY LIGHTENER FOR OPEN AIR TECHNIQUES

BLUE OIL LIGHTENING SYSTEM

BLONDE DIMENSIONS DUST-FREE CONDITIONING LIGHTENER

The lightener of choice whenspeed and lift are priorities.Creamy formula with highadherence providesprecise application.

Customized mixing ratios allow for any preferred consistency. Protects the hair’s lipidic layer for silky conditioning.

The perfect solution for allbalayage techniques. Thepaste-like consistency witha dry outer shell and moistinterior ensures continuous lift that never dries out or flakes when processing.

Ideal for on-scalp applications. Flexibility in mixing allows for various textures and customizedlift to create precise results.

Our most conditioning lightener. Provides balanced lift for on or off-scalp applications. A must forevery corrective situation.

SAVE 25% SALON VALUE:

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NEW FLASH LIFT BONDER INSIDE New Flash Lift Bonder Inside is a lightening powder that also has bonder built-in, helping you protect bonds to keep fibers strong while lifting up to 8 levels. Experience amazing, predictable blonding performance, and easy measuring with our new specially-designed packaging with built-in measuring cap.

BUY ONE GET THE SECOND ONE AT 50%

SAVE 25% SALON VALUE:

SALON PRICE

NEW SHADES EQ GLOSS LEVEL 010 SHADES

WHAT ARE THE NEW SHADES EQ GLOSS LEVEL 010 SHADES? DELICATE NATURAL & LAVENDER ICE The two (2) new Shades EQ Gloss Level 010 shades have specially calibrated deposit to give on-level, true-to-tone results at a level 010. They are the perfect option to neutralize, customize, and perfect tones on the highest level blondes. 010N Delicate Natural is an ideal choice for clients who want a balanced, creamy blonde result. 010VV Lavender Ice is perfect for neutralizing any unwanted yellow undertones while providing an icy end result with a slightly violet reflect.

WHAT IS THE BACKGROUND OF THE NEW LEVEL 010 SHADES?The background of the Level 10 shades are as follows: 010N – brown to tan background + blue/violet reflect 010VV – no background + violet/violet reflect

WHAT ARE THE NEW LEVEL 010 SHADES BEST FOR? The level 010VV shade is best for neutralizing unwanted undertones exposed during the lightening process and customizing hair’s tone for maximum personalization on your highest level blonde clients. 010N add's neutral, blondereflect for a creamy blonde result. In addition to using each new shade on its own, they can also be intermixed* with other Shades EQ Gloss shades for endless customizations.

*Can be intermixed with all shades with the exception of those that contain Carmin’R or R5 dyes.

HAPPY COLORING,

BY TERRY RITCEY, NATIONAL EDUCATION DIRECTOR

THE DIRECTOR’S CUT

010VVLAVENDER ICE

DELICATE NATURAL

010N

WHAT’S NEW WITH SHADES EQ GLOSS?With the NEW Shades EQ Gloss Level 010 shades we have the ability to expand our current toning solutions. Through extensive social listening we determined that stylists are looking for a go-to toning option for their highest level blonde clients without the need to dilute an existing 09 level shade or worry that their gloss formula will be darker than the desired end result.

SALON PRICE LIST EFFECTIVE NOVEMBER 1ST, 2019

HAIRCOLORCHROMATICS ULTRA RICH prismatic permanent colorCHROMATICS BEYOND COVER prismatic permanent colorCHROMATICS prismatic permanent colorCITY BEATSCITY BEATS COLOR REMOVERCOLOR FUSION advanced performance color creamCOLOR FUSION COVER FUSIONCOLOR FUSION HI FUSIONCOLOR FUSION EXTRA LIFTNEW COLOR FUSION SUPER GLOWNEW COLOR GELS LACQUERS high saturation permanent liquid haircolorSHADES EQ GLOSSCOLOR KICKERSHADES EQ crystal clear

COLOR THICKENERCOLOR STAIN ERASERHDRESOLUTION low lift alkaline color

Carmin’R ShadesULTRA RICH (6.66 & 5.62) CHROMATICS (4.62 & 6.62) COLOR FUSION (3RV, 5RV, 6RV, & 8RV) SHADES EQ GLOSS (05RV & 07RV)

Developers & LightenersCHROMATICS Oil in Cream Developer 10, 20, 30 volumeCREAM PRO-OXIDE 10, 20, 30, 40 volumeSHADES EQ processing solutionSHADES EQ processing solution for precision applicationHDRESOLUTION Developing lotion 6, 15 volume

Blonde Idol Color & LightenersFREE HAND LIGHTENER for open air techniquesHIGH LIFT haircolor conditioning cream haircolorBASE BREAKERS low lift lightenerBLUE OIL LIGHTENING SYSTEM extra conditioning oil booster + blue powder activatorFLASH LIFT maximum power lightening powder

NEW FLASH LIFT BONDER INSIDE lightener powder with built-in bonding additiveBLONDE ICING lightenerBLONDE ICING developer 20, 30, 40 volumeBLONDE DIMENSIONS dust-free conditioning lightenerPH-BONDER intro kitPH-BONDER sample kitPH-BONDER #2 fiber restorative pre-wash concentratePH-BONDER post-service perfector

HAIRCARENEW Nature + Science

NEW NATURE + SCIENCE ALL SOFT shampoo

NEW NATURE + SCIENCE ALL SOFT conditioner

NEW NATURE + SCIENCE COLOR EXTEND shampoo

NEW NATURE + SCIENCE COLOR EXTEND conditioner

NEW NATURE + SCIENCE EXTREME shampoo

NEW NATURE + SCIENCE EXTREME conditioner

All SoftALL SOFT shampoo

ALL SOFT conditioner

ALL SOFT mega maskALL SOFT heavy cream super treatmentALL SOFT ARGAN-6 multi-care oil for dry/brittle hair*

All Soft MegaALL SOFT MEGA shampoo

ALL SOFT MEGA conditioner

ALL SOFT MEGA mega maskALL SOFT MEGA Hydramelt

ALL SOFT MEGA Recovery Tissue Mask Cap

CerafillDEFY shampoo normal to thin hair

DEFY conditioner normal to thin hair

RETALIATE shampoo advanced thinning hair

RETALIATE conditioner advanced thinning hair

RETALIATE dense FX hair diameter thickening treatmentRETALIATE texture Effect hair & scalp refresher

Clean ManiacCLEAN MANIAC shampoo

CLEAN MANIAC conditioner

CLEAN MANIAC hair cleansing creamCLEAN MANIAC preart

Color ExtendCOLOR EXTEND shampoo

COLOR EXTEND conditioner

Color Extend BlondageCOLOR EXTEND BLONDAGE shampoo

COLOR EXTEND BLONDAGE conditioner

NEW COLOR EXTEND BLONDAGE anti brass mask Color Extend Graydiant

NEW COLOR EXTEND GRAYDIANT shampoo

NEW COLOR EXTEND GRAYDIANT conditioner

Color Extend MagneticsCOLOR EXTEND MAGNETICS shampoo

COLOR EXTEND MAGNETICS conditioner

COLOR EXTEND MAGNETICS mega maskNEW COLOR EXTEND VINEGAR RINSECurvaceous

CURVACEOUS shampoo

CURVACEOUS no foam shampooCURVACEOUS conditioner

CURVACEOUS ccc sprayCURVACEOUS curl refinerCURVACEOUS spiral lockCURVACEOUS full swirlCURVACEOUS ringletCURVACEOUS wind up

ExtremeEXTREME shampoo

EXTREME conditioner

EXTREME mega maskEXTREME LENGTH primer

EXTREME LENGTH sealerEXTREME extreme cat protein reconstructing treatmentEXTREME anti-snap leave-in treatmentNEW EXTREME PLAY SAFE 450°F

Frizz DismissNEW FRIZZ DISMISS shampoo

NEW FRIZZ DISMISS conditioner

NEW FRIZZ DISMISS smoothing maskNEW FRIZZ DISMISS anti-static oil mistNEW FRIZZ DISMISS instant deflate serumNEW FRIZZ DISMISS leave in smoothing cream

HeatcureHEATCURE Professional Treatment HEATCURE Intense Self-Heating Mask Pack

One UnitedONE UNITED multi-benefit treatmentONE UNITED multi-benefit treatment

Scalp ScienceDandruff shampooSoothing Care shampoo

VolumeHIGH RISE shampoo

HIGH RISE conditioner

HIGH RISE duo volumizer

REDKEN CHEMISTRYVOLUME shot phase , COLOR EXTEND shot phase, ALL SOFT shot phase, EXTREME shot phasePHIX PHASE 3.5, 5.5

STYLINGDRY TEXTURE COLLECTION

NEW TRIPLE DRY 15NEW DRY SHAMPOO POWDER 02 with charcoalNEW DRY SHAMPOO PASTE 05 1/2 dry shampoo, 1/2 styling paste

Blow DryPillow Proof Blow Dry Express PrimerPillow Proof Blow Dry Express Treatment Primer CreamPillow Proof Blow Dry 2 Day Extender Clear

NO BLOW DRY COLLECTIONNBD airy cream fine hairNBD just right cream med hairNBD bossy cream coarse

VolumizeTHICKENING LOTION 06 body builderAERATE 08 bodifying cream-mousseFULL FRAME 07 protective volumizing mousseGUTS 10 volume boosting spray mousseSTAY HIGH 18 mousse

TexturizeREWIND 06 pliable styling pasteFASHION WAVES 07 texturizing sea sprayROUGH PASTE 12 working materialHARDWEAR 16 super strong sculpting gelROUGH CLAY 20 matte texturizerPOWDER GRIP 03 mattifying hair powder

ShineSHINE FLASH 02 glistening mist

SmoothVELVET GELATINE 07 cushioning blow-dry gelALIGN 12 ultra-straight balm

Heat StylingFABRICATE 03 heat-active texturizerSATINWEAR 04 thermal smoothing blow-dry lotionIRON SHAPE 11 thermal holding sprayHOT SETS 22 thermal setting mist

HairspraysNEW TRIPLE PURE 32 extreme high-hold hairsprayTRIPLE TAKE 32 extreme high-hold hairsprayCONTROL ADDICT 28 high-hold hairsprayFASHION WORK 12 versatile working sprayQUICK DRY 18 instant finishing sprayFORCEFUL 23 super strength finishing sprayQUICK TEASE 15 backcombing finishing sprayWAX BLAST 10 high impact finishing sprayWINDBLOWN 05 dry finishing spray to hold a full windswept effect

REDKEN BREWSTM

HaircareDAILY SHAMPOO, MINT SHAMPOO, EXTRA CLEAN SHAMPOO

DAILY CONDITIONER, SILVER SHAMPOO, 3 IN 1

StylingGET GROOMED finishing cream STAND TOUGH extreme gelGRIP TIGHT holding gel WAX pomade DISHEVEL fiber creamMANEUVER cream pomadeOUTPLAY texture pomadeCLAY pomadeWORK HARD molding paste HAIRSPRAYEXTRA CLEAN gel THICKENING pomade

SkincareAFTER-SHAVE BALM suitable for sensitive skin SHAVE CREAM suitable for sensitive skin BEARD AND SKIN OIL grooming softness CLEANSING BAR pH balanced

HaircolorCOLOR CAMO Light Ash, Light Natural, Medium Ash, Medium Natural, Dark Ash, Dark Natural, Black Natural, Black Ash, Darkest Natural, Darkest Ash

TEXTUREAcid Waves Creative

CURL – normal/fine/limpINNER SECRET

Alkaline WavesVECTOR PLUS – normal/extra body

Permanent Curl ReducerSHAPE CONTROL reducer – normal/resistant/sensitizedSHAPE CONTROL neutralizer – smoothing

TRAVEL RETAILShampoo

EXTREME, ALL SOFT, COLOR EXTEND MAGNETICS Conditioner

EXTREME, ALL SOFT, COLOR EXTEND MAGNETICS Haircare

EXTREME anti-snapALL SOFT heavy cream

StylingNBD airy cream fine hairNBD just right cream med hairNBD bossy cream coarseROUGH PASTE 12 working materialGUTS 10 volume boosting spray mousseIRON SHAPE 11 thermal holding spray

Hairspray & Pillow ProofQUICK DRY 18 instant finishing sprayFASHION WORK 12 versatile working sprayFORCEFUL 23 super strength finishing sprayWAX BLAST 10 high impact finishing sprayCONTROL ADDICT 28 high-hold hairsprayPillow Proof Blow Dry Express Treatment Primer CreamPillow Proof Blow Dry 2 Day Extender Clear

MINI FORMATS OF YOUR FAVORITE REDKEN HAIRCARE & STYLING PRODUCTS ARE AVAILABLE! ASK YOUR DSC TODAY WHILE QUANTITIES LAST!