NEWON NO TO BRASS. YES TO STRONG & BRIGHT JULY NEW COLOR EXTEND BLONDAGE No to brass. Yes to strong & bright.

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1 NEWON JULY TH NEW COLOR EXTEND BLONDAGE No to brass. Yes to strong & bright. BE BLONDER WITH REDKEN Receive up to 25% off your favorite Redken lighteners COLOR CAMO Are your male clients seeing more salt than pepper in their hair? REDKEN LITRE SALE Save 20% on shampoo and conditioner litres PUSH 2 REPLAY Love your hairspray THE DIRECTOR S CUT By Terry Ritcey, National Education Director NO TO BRASS. YES TO STRONG & BRIGHT

2 NO TO BRASS. YES TO STRONG & BRIGHT INTRODUCING NEW COLOR EXTEND BLONDAGE The complete all-in-one color-depositing haircare system, meet every level of blonde concerns with customized solutions for anti-brass, toning and proactive strengthening with Ultra Violet Pigment and Triple Acid Protein Complex. DO YOU KNOW THE POTENTIAL OF YOUR BLONDE BUSINESS? 2.2M Canadian women go blonde in salon* 7,2M Canadians are naturally blonde** 50%+ of an average salon s turnover is made from blonde clients*** DO YOU KNOW YOUR BLONDE CONSUMERS? BRASSINESS and FEAR OF DAMAGE are their major concerns** Consumers are educated to use toning shampoo to correct their yellowness in the hair. Toning shampoo search grew +78% vs 3 years ago**** *LOREAL PROFESSIONAL DATA 2017 **U&A 2015 HAIR COLOR ***BLONDEIDOL MARKET STUDY 2015 **GOOGLE TREND 2017 YTD NOV TECHNOLOGY Ultra violet, the color-correcting pigment to neutralize and reduce brassiness, tone and counteract unwanted yellow undertones for a noticeably brighter blonde*. Triple Acid Protein Complex: including Amino, Citric, and Maleic acid + Wheat proteins to strengthen and repair hair from the core, while strengthening, moisturizing and increasing hair elasticity for less breakage** LIMITED TIME OFFER RECEIVE A FREE BLONDAGE SHAMPOO SAMPLE KIT TO KEEP YOUR CLIENTS BLONDE LONGER! INCLUDES 20 FREE SACHETS WITH 3 MIRROR CLINGS HOW? Buy one Be Blonder offer and 1 Blondage offer. WHY SAMPLES? Samples are the #1 promotional tool in salon. 92% of consumers said they would purchase a new product if they liked the sample they received.* *AFTER USING TWICE PER WEEK FOR TWO WEEKS **USE OF REGIMEN VS. NON-CONDITIONING SHAMPOO MIRROR CLING SAMPLE KIT *WHILE QUANTITIES LAST

3 MEET THE NEW LINE-UP COLOR EXTEND BLONDAGE SHAMPOO Blondage shampoo has ultra violet pigment and Triple Acid Protein complex to tone, strengthen and brighten all in one for a brighter*, stronger** blonde. COLOR EXTEND BLONDAGE CONDITIONER Blondage Conditioner helps detangle and smooth processed blonde hair or to condition natural blonde while keeping your color protected and bright. TREND ALERT NEW COLOR EXTEND VINEGAR RINSE 9 COLOR EXTEND BLONDAGE SHAMPOO 300ML 6 COLOR EXTEND BLONDAGE CONDITIONER 250ML RECEIVE FREE: 1 COLOR EXTEND BLONDAGE SHAMPOO LITRE 1 COLOR EXTEND BLONDAGE CONDITIONER LITRE MERCHANDISING TOOL: 1 GLORIFIER 1 TENT CARD Hair Color Maintenance is the #1 Concern for the Consumer after their professional color service. SOURCE: L OREAL MULTICULTURAL BEAUTY NEEDS & GAPS SUMMARY REPORT APRIL 17 FROM THE #1 COLOR AUTHORITY COMES REDKEN COLOR EXTEND COLOR CARE. INTRODUCING A NEW WAY TO RINSE COLOR TREATED HAIR. Brighter, more brilliant and shiny hair is just one rinse away! Inspired by the homemade apple cider haircare trend, New Color Extend Vinegar Rinse treatment rebalances hair s ph and gently cleanses for enhanced smoothness and shine. HOW TO USE COLOR EXTEND VINEGAR RINSE? For weekly use, use as a complete system with Color Extend Magnetics or Color Extend Blondage Shampoo and Conditioner. After shampooing, squeeze out excess water from hair. Spread vinegar rinse throughout hair. Rinse. Follow with Conditioner. Rinse. BRIGHTENS + REFRESHES FOR MORE RADIANT COLOR* REBALANCES HAIR S ph + GENTLY CLEANSES FOR ENHANCED SMOOTHNESS + SHINE GLORIFIER 5 COLOR EXTEND VINEGAR RINSE RECEIVE FREE: 1 COLOR EXTEND VINEGAR RINSE TENT CARD *AFTER USING SYSTEM TWICE A WEEK FOR TWO WEEKS **SYSTEM VS NON-CONDITIONING SHAMPOO

4 BE BLONDER WITH REDKEN RECEIVE UP TO 25% OFF YOUR FAVORITE REDKEN LIGHTENERS. LIGHTEN UP YOUR CLIENT S HAIRCOLOR WITH THE COMPLETE LIGHTENING LINE FROM REDKEN COLOR. FLASH LIFT MAXIMUM POWER LIGHTENING POWDER FREE HAND CREAMY LIGHTENER FOR OPEN BLONDE DIMENSIONS DUST-FREE CONDITIONING LIGHTENER AIR TECHNIQUES The lightener of choice when speed and lift are priorities. Creamy formula with high adherence provides precise application. The perfect solution for all balayage techniques. The paste-like consistency with a dry outer shell and moist interior ensures continuous lift that never dries out or flakes when processing. Our most conditioning lightener. Provides balanced lift for on or off scalp applications. A must for every corrective situation. SAVE 25% BLONDE ICING CONDITIONING CREAM LIGHTENER Customized mixing ratios allow for any preferred consistency. Protects the hair s lipidic layer for silky conditioning. BLUE OIL LIGHTENING SYSTEM Ideal for on-scalp applications. Flexibility in mixing allows for various textures and customized lift to create precise results. LIMITED TIME OFFER RECEIVE A FREE BLONDAGE SHAMPOO SAMPLE KIT TO KEEP YOUR CLIENTS BLONDE LONGER! INCLUDES 20 FREE SACHETS WITH 3 MIRROR CLINGS HOW? Buy one Be Blonder offer and 1 Blondage offer. WHY SAMPLES? Samples are the #1 promotional tool in salon. 92% of consumers said they would purchase a new product if they liked the sample they received.* *WHILE QUANTITIES LAST

5 COLOR CAMO Are your male clients seeing more salt than pepper in their hair? Are they bothered by their gray? Give them the solution they need with Color Camo. 5-min service Ammonia Free No Foil. No Fuss MIX & MATCH 18 SHADES: REDKEN BREWS COLOR CAMO DARK ASH 1NA 60ML REDKEN BREWS COLOR CAMO DARK NATURAL 2N 60ML REDKEN BREWS COLOR CAMO MEDIUM ASH 4NA 60ML REDKEN BREWS COLOR CAMO MEDIUM NATURAL 5N 60ML REDKEN BREWS COLOR CAMO LIGHT ASH 7NA 60ML REDKEN BREWS COLOR CAMO LIGHT NATURAL 8N 60ML RECEIVE: PRO-OXIDE 10 VOLUME REDKEN APPLICATOR BOTTLE BREWS COLOR CAMO SWATCHBOOK REDKEN BREWS COLOR CAMO POSTER REDKEN BREWS TECHNICAL GUIDE POSTER REDKEN LITRE SALE ON SHAMPOO AND CONDITIONER LITRES INCREASE YOUR RETAIL SALES WITH THIS LIMITED TIME OFFER! PARTICIPATING FAMILIES: NEW ALL SOFT MEGA, CLEAN MANIAC, ALL SOFT, COLOR EXTEND, EXTREME, FRIZZ DISMISS, COLOR EXTEND MAGNETICS, GLOW DRY, BLONDE IDOL, CERAFILL DEFY, CERAFILL RETALIATE, HIGH RISE VOLUME, BEACH ENVY VOLUME AND CURVACEOUS SHAMPOOS: ALL SOFT, COLOR EXTEND, EXTREME, CERAFILL DEFY, CERAFILL RETALIATE, HIGH RISE VOLUME, BEACH ENVY VOLUME, CURVACEOUS CONDITIONERS: ALL SOFT, COLOR EXTEND, EXTREME, CERAFILL DEFY, CERAFILL RETALIATE, HIGH RISE VOLUME, BEACH ENVY VOLUME, CURVACEOUS SHAMPOOS: NEW ALL SOFT MEGA, COLOR EXTEND MAGNETICS, CLEAN MANIAC, GLOW DRY, BLONDE IDOL, FRIZZ DISMISS CONDITIONERS: NEW ALL SOFT MEGA, COLOR EXTEND MAGNETICS, CLEAN MANIAC, GLOW DRY FRIZZ DISMISS

6 PUSH2REPLAY LOVE YOUR HAIRSPRAY THE NUMBER ONE REDKEN STYLING FAMILY IS BACK. RESTOCK ON YOUR HAIRSPRAY AND REPLAY ALL YOUR FAVOURITE FASHION LOOKS! Take control of your salon s hair with the favourite hairsprays chosen by Canada s top Stylists! SIGN UP FOR THE NEWSLETTER TO RECEIVE THE ALL NEW COUPON DIGITAL KIT! TRIPLE THE LOVE 4 TRIPLE TAKE 32 1 TRIPLE TAKE 32 TESTER LOVE IS STRONG 4 FORCEFUL 23 1 FORCEFUL 23 TESTER I LOVE FASHION 4 FASHION WORK 12 1 FASHION WORK 12 TESTER LOVE BLAST! 4 WAX BLAST 10 1 WAX BLAST 10 TESTER WITH COUPON WITHOUT COUPON LOVE THEM ALL MIX & MATCH 16 OF YOUR FAVOURITE HAIRSPRAYS AT 25% OFF! TRIPLE TAKE 32 FASHION WORK 12 FORCEFUL 23 WAX BLAST 10 TESTERS & PLV 1 TRIPLE TAKE 32 TESTER 1 FASHION WORK 12 TESTER 1 HAIRSPRAY BOOKLET SAVE 33%

7 COMING SOON! Redken presents a new and improved Club 5th Avenue. A unique business development program including a new tier structure & a flexible reward system. C5A offers customizable programs, valuable benefits and exciting opportunities. Everything you need to grow your business faster. HOW IT WORKS: 1. Get points for every dollar you spend on Redken products. 2. Redeem points for education, merchandise and products that will help you grow your business. 3. Reach higher levels and get rewarded even more quickly. CONTACT YOUR DSC FOR MORE INFORMATION! NEW COLOR EXTEND BLONDAGE. NO TO BRASS. YES TO STRONG & BRIGHT. It is extremely important to understand that for blonde hair to be brighter and stronger, it must be healthy. Redken has bottled up Amino, Citric, and Maleic acid + Wheat proteins to strengthen and repair hair from the core. Ultra violet, color-correcting pigments neutralize and reduce brass, tone and counteract unwanted yellow undertones for a noticeably brighter blonde. Custom tone every level of blonde while simultaneously strengthening, moisturizing and increasing hair elasticity for less breakage with Triple Acid Protein Complex. CONSULTATION QUESTIONS TO ASK YOUR BLONDE CLIENTS. WHILE BLONDING DO YOU EVER? Fear that you are damaging your hair Love your color when you get home, but feel differently two weeks after Feel that your blonde hair lacks shine or brightness Feel that your hair lacks strength If your blonde clients answer yes to any of these, Color Extend Blondage is the right choice for their at-home care system! We recommend using the Color Extend Blondage system twice a week, but usage may vary depending on the desired amount of toning. Repeat if necessary. For maximum benefits, leave second lather on for 3-5 minutes. If desired, and at your discretion you can leave conditioner on for 3-5 minutes. Rinse well. Happy Blonding THE DIRECTOR S CUT BY TERRY RITCEY, NATIONAL EDUCATION DIRECTOR BEFORE AFTER

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