Redken unveils direct-to-consumer online platform
Hitting the Headlines:
- Hair care powerhouse Redken makes a splash with its fresh online store, catering directly to customers, to complement its traditional sales at salons and on platforms like Amazon and Ulta. Additionally, Redken's website also serves professional stylists, with SalonCentric continuing as an option.
- This milestone arrives as Redken showcases its accomplishments ineco-friendly practices. With a whopping 94% recycled plastic in its shampoos and conditioners, the brand's kneecap continues to dip into the green pool, as it's actively hunting for recyclable alternatives for caps.
Juicy Bits:
As more consumers crave better-for-you and Earth-friendly products, sustainability soars high. Redken sets its sights on supporting L’Oréal's sustainability mission, with the majority of its objectives set for 2025 and 2030.
In the last two years, Redken scooped Cradle to Cradle Certified Silver by The Cradle to Cradle Products Innovation Institute for over 100 of its products. This non-profit organization evaluates materials and products based on safety, circularity, and responsibility.
More than 70% of Redken shampoos in global circulation already flaunt a 90% biodegradable badge, while its color line embraces the vegan lifestyle, shunning animal-derived ingredients. The cherry on top? Three-fourths of Redken’s hair care products boast dance floors powered by 100% renewable energy. The brand manufactures its popular items in the U.S., Canada, Spain, and Brazil.
Redken's DTC leap follows established brands relishing direct-to-consumer sales via a multi-channel approach. Heavyweights such as Nike, Under Armour, and Adidas have already flooded the DTC scene, while sports goods veterans like Wilson have begun their foray.
Brands including Radio Flyer and Melissa & Doug even announced plans to open their own stores this year, setting their sights on retail domination.
P.S.: This article has been updated to incorporate details about Redken's professional sales practices for both its DTC website and SalonCentric.
Johnny-on-the-Spot Recap:While DTC sustainability initiatives for these brands are not exhaustively detailed, here's a snapshot of their latest efforts:
Dipping Their Toe into Sustainability
1. Nike
- Green Goal: Aiming to use 100% renewable energy by 2025, Nike's e-commerce growth and digital transformation likely impact efficiency and lowered carbon footprint in its DTC sales.
2. Under Armour
- Eco-Awareness: Collaborating with The Microfibre Consortium to examine fabric durability and microplastic waste reduction. Specific DTC sustainability initiatives are not explicitly stated.
3. Adidas
- Sustainability Drive: Relying on eco-friendly materials and tailoring to evolving consumer tastes. Involved in The Microfibre Consortium, as well. Indirect DTC sustainability focus is assumed through the brand's broader emphasis on environmentally responsible practices.
4. Radio Flyer
- Sustainable Roots: No specific sustainability initiatives in DTC sales channels highlighted. Reducing environmental impact is likely approached through manufacturing practices rather than DTC ones.
5. Melissa & Doug
- Green Patch: Produces wooden toys, innately supporting sustainability with natural materials. Prominent DTC sustainability initiatives are not spotlighted.
- Redken, a notable player in the fashion-and-beauty industry, is making strategic updates in its business model, opening its own online store for direct-to-consumer (DTC) sales, beyond traditional salon and platform sales.
- Redken's online store also caters to professional stylists, ensuring continued support from SalonCentric.
- Redken is committed to the environment, with a staggering 94% recycled plastic in its shampoos and conditioners, showcasing its eco-friendly practices.
- The brand is actively exploring recyclable alternatives for its product caps, furthering its commitment to sustainability.
- Redken's lifestyle products are not just beauty-focused; they are also an embodiment of technological innovation, embracing AI and modern lifestyles.
- As more companies, such as Redken, prioritize sustainability, technology plays a crucial role in updating and refining efficiency, helping these businesses meet their environmental milestones.
