Objectives

Award-winning Creative Communications agency, Zibrant LIVE! were commissioned by New York hair care and colour brand Redken to stage a dazzling showcase event, The International Hair Show on 2nd- 4th February 2014.

Production Values

From a Zibrant LIVE! perspective, the challenge was to ensure the contemporary and urban feel of the Redken brand was embodied throughout the different areas of the site.

Overall Effectiveness

Zibrant LIVE! successfully met all objectives.

Redken were put on the map as a major European brand which received wide acclaim and hugely positive feedback from press, clients and the industry. The International Hair Show 2014 received over 30 pieces of press coverage with a circulation reach of over 2 million and was widely believed to be the best Redken had ever held.