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RECLAIMING THE COLOR-SHY CLIENT


In the Nordic region, only 42% of women are choosing to color their hair professionally in-salon. This means almost every second women in your salon shies away from color.


Clients are hesitant to buy color services because they require a high maintenance, there is a concern that the desired results won´t match expectations, and finally, because they are scared of damage. *

Instead, clients are searching for low-commitment solutions that color their greys without a harsh regrowth, offer a natural look and a noticable color change without the fear of damage.


Today, Redken reinvents alkaline with Shades ALK, a new liquid-cream alkaline demi solution to address exactly these needs. With the new Shades ALK, the power of a color with a gentle care of a gloss - you can finally offer a solution for the color-shy clients.


*Source: U&A 2025


VISIBLY HEALTHIER HAIR IN ONE SERVICE


Powered by the #1 demi in the world, Redken introduced the new Shades ALK Liquid-Cream Demi with an alkaline pH that provides visibly healthier hair in one service.


From the brand that champions Advanced pH Science, new to Redken haircolor comes Shades ALK, powered by a 14% Hydro-Magnetic Complex, works to instantly replenish the four signs of healthy hair: Color, Hydration, Vibrancy, and Vitality, delivering up to 75% grey coverage and up to 32 washes*


Lift and cover with the intermixable 50-shade palette with results in just 20-minutes!


*Consumer use study with 130 individuals

THE POWER OF A COLOR.

THE CARE OF A GLOSS.


More than ever, haircolor clients are looking for the secret to healthier looking hair. They don’t only want to conceal their first grays, they also expect shine with restored movement and bounce. Shades ALK provides all of these benefits plus a lower commitment than full coverage permanent hair color by offering an easy transition with grow-outs.



Perfect Tonal Match: Seamlessly pairs with Shades EQ, allowing you to use the Redken Color Mantra to treat Zone 1 with ALK and Zones 2 & 3 with SEQ.


Up to 75% Gray Coverage: Finally, a low-commitment solution that effectively blends grays with a natural, soft grow-out and no harsh lines.


1-Level of Lift: The alkaline pH gives you the "extra punch" you need to brighten a natural base or boost vibrancy without the commitment of permanent color.


14% Hydro-Magnetic Complex: A breakthrough formula that replenishes the hair’s hydration and shine, leaving it visibly healthier than before the service.


Same processing time as you know from SEQ: High-performance, 100% oxidative dyes provide robust, saturated results in just 20 minutes with no heat required.

TILBUD

LEVEL 1

BUY: Mix and Match 18 Redken Haircare products


GET: the Acidic Grow Full System Merchandise Kit for your salon including 1x Sampling Display with samples from the new range, 2x Table Tents, and 1x Wobbler*.


HOW TO USE THE FRANCHISE

Shades ALK will be used when you are looking for more robust color deposit, when you require lift from the natural level, a boost in vibrancy from previously color-treated hair that’s faded, and when your client wants tone-on-tone gray coverage that only an alkaline demi can provide.


Shades EQ BI is used when you are looking for sheer color deposit, when there is no lift desired or required from the natural level, when previously color-treated hair that’s faded needs only deposit or shine.

DISCOVER THE FULL SHADES ALK SYSTEM ROUTINE

1. In a bowl or bottle, mix Shades ALK in a 1:1.5 ratio with 10 Volume Pro-oxide Cream Developer. [MIXING]


2. Apply to Zone 1 (regrowth) using a bowl and brush or bottle. For first-time applications, you can extend to Zone 2. [APPLICATION]


3. Process for 20 minutes at room temperature. Do not use heat. [PROCESSING]


4. Rinse hair thoroughly. Shampoo and condition with Acidic Bonding Concentrate to seal the service and maximize shine. [FINISHING]


Always wear suitable disposable gloves. In case of contact with eyes, rinse them immediately.

THE ULTIMATE DUAL-SYSTEM ROUTINE / SEQ + ALK MANTRA

1. Apply Shades ALK mixed with 10 Volume Pro-oxide (1:1.5 ratio) to Zone 1 (regrowth) to achieve up to 75% gray coverage or 1-level of lift. [ZONE 1: POWER & COVERAGE]


2. Apply the matching Shades EQ (SEQ) shade mixed with Processing Solution (1:1 ratio) to Zones 2 & 3 (porous mid-lengths and ends) to refresh color and add high-gloss shine. [ZONES 2 & 3: CARE & GLOSS]


3. Process both formulas simultaneously for 20 minutes at room temperature. The tonal match ensures a seamless transition from roots to ends. [PROCESSING]


4. Rinse hair thoroughly. Finish with the Acidic Bonding Concentrate routine to seal the pH and maximize the "visibly healthier hair" result. [FINISHING]


Always wear suitable disposable gloves. In case of contact with eyes, rinse them immediately.

TECHNOLOGY

HYDRO-MAGNETIC TECHNOLOGY

Advanced pH science meets instant fiber replenishment


/01 ALKALINE pH SCIENCE

The "power" engine that provides 1-level of lift and up to 75% gray coverage by allowing 100% oxidative dyes to penetrate deep into the hair fiber.


/02 14% HYDRO-MAGNETIC COMPLEX

A concentrated blend of Humectants and Emollients that act like a "moisture magnet," instantly binding hydration to the fiber to replenish the hair's vitality.


/03 TRIPEPTIDE INFUSION

A specific scientific breakthrough that attracts and binds the formula to the hair fiber, instantly replenishing the 4 signs of healthy hair: Color, Hydration, Vibrancy, and Vitality.


/04 100% OXIDATIVE DYES

High-performance dyes that ensure maximized, full-bodied color payoff and true-to-tone results that last up to 8 weeks or 32 washes.

NO AMMONIA. NO FRAGRANCE. NO ODOR.


We know that for many clients, the "chemical smell" is the first thing that makes them nervous about haircolor.


That’s why Shades ALK has absolutely no ammonia and no added fragrance. It’s the perfect way to put your "color-shy" clients at ease.


By removing the odor, you’re not just giving them a great result—you’re giving them a clean, comfortable experience that finally makes professional color feel like a treat, not a chemical treatment.

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