B898406003260ae3fc2e redken 2020 acidic bonding concentrate social post 10

pH is a scale that measures the acidity and alkalinity of things — from food to water and even hair and hair products. If you’ve ever used Shades EQ, you may be familiar with how acidity plays a role in hair care. Shades EQ is an acidic color line that gently helps bring hair back to a more neutral pH level, while also increasing shine and helping your cuticle lay flat. In addition to acidic hair color, there’s a new range — Acidic Bonding Concentrate — that can give you the same stellar results in the salon and at home. Read on to learn more about this new line and why you should care about the pH of your hair!

Acidity vs. Alkalinity & Your Hair

The optimum pH level for healthy hair is in a slightly acidic state that ranges from about 4.5-5.5. Our hair can become more alkaline through shampooing or bleaching, which can put stress on the strands and cause damage. By utilizing acidic hair color (Shades EQ) and acidic haircare (Acidic Bonding Concentrate) it helps bring the levels of your hair into more favorable acidic pH levels, increasing strength and manageability of strands.

Meet: The NEW! Redken Acidic Bonding Concentrate 

With both an in-salon and at-home care line, Redken’s NEW! Acidic Bonding Concentrate range will improve the state of your strands by utilizing Citric Acid, an alpha hydroxy acid within our concentrated Bonding Care Complex, designed to reinforce weakened bonds^. 

The Results:

You’ll notice improved strength and hair resiliency following salon bleach and color services. In addition to this, you’ll notice a 56% reduction of breakage^^, 11X smoother hair^^^, 82% reduction of visual split ends^^^^, color fade protection, and intense conditioning. 

How It Works:

This range is specifically formulated with an acidic pH to defend against the negative effect of hair coloring, styling tools, and even water, which has a pH of 7, to balance hair's pH back into a healthy range of 4.5-5.5.

Why You’ll Love It:

Not only will Acidic Bonding Concentrate deliver healthier looking and feeling hair, but this new retail range also kicks off Redken’s entire Haircare Renovation, which features packaging that is Cradle To Cradle-certified* and is comprised of recycled plastic**! In addition, Redken has partnered with The Braille Institute to add Braille to the packaging to make it more accessible to all consumers.

“It’s so important for my clients to have the best at-home haircare products to maintain their hair’s health in between appointments. This new range from Redken is a do-it-all for that luxe, healthy-looking hair we all strive for. I love the acidic formula, which works to upkeep what we did in the salon to keep the hair healthiest at home. The acidic formula maintains soft, healthy hair between salon visits and significantly lowers color fading, which is a must-have for me to have my clients look and feel their best! Plus, it’s so easy for clients to use no matter their hair regimen.” – Redken Brand Ambassador Matt Rez.

At-Home Use:

In-Salon System: 

The NEW! Redken Professional Strength Concentrate backbar system is a professional-only backbar system that helps to target the 3 key building blocks of hair: protein, moisture and pH, with three products that can be paired to customize and treat any client’s hair need. You’ll notice that this system visibly reverses surface damage in a single treatment and leaves hair 3x more moisturized in a single treatment***

How It Works:

  • Formulated with 9% Cationic + Amino Acids, the Acidic Protein Amino Concentrate helps to improve strength and provide protein repair.
  • This unique formula also contains 10% Glycerin in the Acidic Moisture Concentrate, to help replenish moisture and provide nourishment to dry hair.
  • The Acidic pH Sealer has an acidic pH in the range of 3.0-4.0 to seal the cuticle to lock-in treatment benefits and add instant shine.

How To Use:

  • STEP ONE: diagnose your client’s need for protein and/or moisture and shampoo.
  • STEP TWO: customize your mix and leave in for 5 minutes. Do not rinse.
    • AS A STANDALONE:
      • Apply up to 15ml of Acidic Moisture Concentrate to replenish moisture, or apply up to 15ml of Acidic Protein Amino Concentrate to repair strength.
    • AS A MIXTURE:
      • Apply up to 15ml of Acidic Moisture Concentrate to replenish moisture and mix up to 15ML of Acidic Protein Amino Concentrate to repair strength.
  • STEP THREE: Seal with 10-15 pumps of Acidic pH Sealer for a smooth finish and long-lasting results leave on for 1 minute. Rinse.

 

The NEW! Redken Acidic Bonding Concentrate retail and Professional Strength Concentrate backbar ranges will be available at Saloncentric, Saloncentric.com and Redken Salons starting February 2021. 

 

  • *After 6 uses of Acidic Bonding Concentrate Shampoo & Conditioner
  • ^^When used as a system of Acidic Bonding Concentrate Shampoo & Conditioner vs. non-conditioning shampoo
  • ^^^When used as a system of Acidic Bonding Concentrate Shampoo, Conditioner & Leave-in Treatment vs. non-conditioning shampoo
  • ^^^^When used as a system of Acidic Bonding Concentrate Shampoo, Conditioner & Leave-in Treatment
  • *All bottles produced at our plant in Florence, Kentucky have accomplished Cradle To Cradle Certification at the Silver level. The Cradle to Cradle Certification is one of the most recognized standards for products that are safe, circular and made responsibly.
    • The certification is a multi-attribute certification:
      • Products are evaluated across 5 criteria categories: Material health (ingredients), material reutilization (packaging), water stewardship (manufacturing), renewable energy (manufacturing) and social fairness (supply chain/human rights).
      • Products are then ascribed a certification level based on their performance: basic, bronze, silver, gold or platinum.
      • This certification is valid for 2 years at which time we have to recertify and demonstrate improvement. So, with a silver certification today, Redken has an opportunity to improve our products to gold/platinum standards in time for the next round of certification.
  • **94% PCR recycled plastic, excluding the cap
  • ***With Acidic Moisture Concentrate & Acidic pH Sealer