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[Instrumental music]
Hi, I'm Patrick Fitzwater, and I'm here to tell you about
two amazing new offerings in Redken Shades EQ family.
New Shades EQ Cream and Shades EQ Cover Plus.
Now before we get started, I just want to reassure you
that Shades EQ Color Gloss you know and love
isn't going anywhere.
Our best-selling demi-permanent hair color formula is remaining
exactly the same as it's always been with no ammonia, no lift,
Acid PH technology and a fast 20-minute processing time
and a quick and easy application.
The only change is now you have two great new Shades EQ formulas
to add to your tool box.
Let's look at each of the new Shades EQ formulas in more detail.
Are you ready?
Alright, let's get started.
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Have you ever wished your favorite demi-permanent Color Gloss was available
in an easy to use cream?
Now it is.
New Shades EQ Cream Equalizing Conditioning Color features
the same no lift, no ammonia, Acid PH technology you love
in a rich, easy to use cream.
Now let's start by talking a little about the formula.
The most obvious difference is
well, of course, the consistency.
Shades EQ Cream features a rich, conditioning formula
with pomegranate oil and rice protein.
It leaves the hair looking and feeling soft,
smooth and healthy and it helps make sure hair stays
in the best possible condition.
Like Shades EQ Gloss, Shades EQ Cream has an acidic PH,
that means it keeps the hair in its natural state causing
less swelling and allowing for gentle processing.
It maintains the condition and shine of the hair
and it does not lift the hair.
Shades EQ Cream also features 100% oxidative dyes
for long lasting results.
Oxidative dyes are small, colorless molecules
that require hydrogen peroxide to form color.
They penetrate the cortex of the hair and bond internally
within the hair structure allowing you to create rich,
deep color with incredible shine as well as offer your clients
superior gray blending.
As far as shade offerings,
the Shades EQ Cream shade palette
includes 20 amazing versatile options plus Clear.
The shade palette is unique to Shades EQ Cream
and does not overlap with Shades EQ Gloss.
Overall, the palette is warmer,
so it's ideal for placement techniques such as lowlighting.
The natural Ash family counteracts warmth
providing balanced, cool reflects.
The Warm Neutral family offers warm neutral results.
The Warm Beige family provides a balanced, golden result
with strong beige reflects.
The Gold Copper family provides golden tones
with a subtle hint of copper.
The Brown Copper family creates warm brunettes accented
with copper reflects.
The Brown Red family creates
cool, brown red shades with violet tones.
The Copper family provides true warm rich copper tones
with the Rubilane copper dye.
The Red Red family provides intense red tones
with a slightly cool finish with the R5 red dye.
The Gold Iridescent family delivers antique golden tones
with a robust, iridescent quality.
Next, let's talk a little bit about
the two different consistencies now available
in the Shades EQ family: liquid and cream.
As you know, the liquid consistency of Shades EQ Gloss
helps you offer superior glazing services
with outstanding condition and shine
in a quick bottle application.
It's a hair color classic that's versatile and easy to use.
What's new, of course, is the rich cream consistency
of Shades EQ Cream.
It's ideal for precise color placement
with superior condition and shine.
Apply with a bowl and brush for a no-drip,
stay-put application that maximizes your client's comfort
and gives you amazing control over your color placement.
Okay, next let's go over the different services
you can offer your client using the Shades EQ Cream.
Just like Shades EQ Gloss, Shades EQ Cream can be used to:
glaze, refresh and correct.
In a glazing service, use Shades EQ Cream to:
enhance, enrich, change, match,
tone down or intensify natural or color-treated hair.
You can also tone pre-lightened or highlighted hair.
For a refresh service, use Shades EQ Cream to:
refresh and renew faded mid-shaft and ends,
Zones Two and Three,
while processing permanent color at the regrowth, Zone One.
Restore color to highlights.
Add color immediately following a Redken Texture service
to restore any color loss that may have occurred.
For a color-correction service use Shades EQ Cream to:
correct uneven, brassy or overly vibrant tones.
You can also use Shades EQ Cream to define,
add dimension with lowlights, color block and add contour
with precise placement.
Keep in mind that Shades EQ Color Gloss
may be better for filling, because it has a combination
of direct and oxidative dyes, and for refreshing Color Fusion
since it has a more translucent result.
Shades EQ Cream may be better for refreshing Cover Fusion,
since it has a richer, less translucent result,
and for thicker, coarser hair textures.
It may also be a better choice for defining services
like color blocking, lowlighting and contouring
because of its stay-put cream consistency.
Now let's go over some important mixing
and processing information.
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Shades EQ Cream is always mixed in a 1:1 ratio of color cream
to 10 Volume Pro-Oxide Cream Developer.
Always mix in equal parts and use immediately.
Standard processing time is 20 minutes at room temperature.
For optimal gray blending process for 30 minutes.
The purpose of the 10 Volume Pro-Oxide Cream Developer is
to fully develop the oxidative dyes in the Shades EQ cream.
Even when mixed with 10 Volume Pro-Oxide, Shades EQ Cream
will still be an acidic formula since peroxide is an acidic
which will not swell the hair fiber
and, as a result, not allow for lift.
Don't substitute Pro-Oxide Cream Developer
with any other developer or you risk compromising your results.
Have you ever wished your favorite demi-permanent
Color Gloss was available in an easy to use cream that could
add subtle brightening and increased coverage?
Well, Shades EQ has that covered, too.
Now in addition to Shades EQ Equalizing Conditioning Color Gloss
and Shades EQ Cream Equalizing Conditioning Color,
your Shades EQ toolbox has been expanded to include
new Shades EQ Cover Plus Brightening Conditioning Color Cream.
This versatile hair color delivers a subtle brightening effect
with more visible reflect and up to 75 percent
gray coverage with demi-permanent results.
A first for Redken.
New Shades EQ Cover Plus is available in a palette
of 10 shades plus Clear.
It's ideal for covering gray and for brightening services.
The N, Natural family, provides the perfect balance of neutral background
and warmth that is necessary to cover gray.
The G, Gold family, illuminates hair
with rich golden tones that can be used to make hair brighter
and more vibrant as well as to cover gray.
The RR, Red Red family, contains the R5 red dye
and enlivens hair with a rich, cool red tone.
The CC, Copper Copper family,
contains the Rubilane copper dye and enriches hair
with vibrant, warm copper tones.
In terms of results, Shades EQ Cover Plus creates richer color
that's less less translucent than Shades EQ Gloss.
Results are slightly deeper than what you'll see
with Shades EQ Gloss.
After using Shades EQ Cover Plus,
the hair strand will be shinier, smoother and more conditioned
because of the pomegranate oil and rice protein.
Shades EQ Cover Plus is formulated
with 100% oxidative dyes,
small, colorless molecules that require hydrogen peroxide to form color.
They penetrate the cortex of the hair and bond internally
within the hair structure.
This allows the color to be extremely durable,
offering you and your clients
the long-lasting results you want.
One difference from Shades EQ Color Gloss and Shades EQ Cream
is that Shades EQ Cover Plus is alkaline rather than acidic.
Let's briefly review what that means and talk about the difference.
PH is the measure of acidity or alkalinity of a formula.
Less than 7.0 equals acidic.
Greater than 7.0 equals alkaline.
The natural PH of hair ranges from 4.5 to 5.5, mildly acidic.
When hair is exposed to formulas outside
of its natural range, it starts to swell.
The further a formula is from 4.5 to 5.5,
the more it will swell the hair.
Acidic formulas like Shades EQ Gloss and Shades EQ Cream
keep the hair in its natural state causing less swelling
and allowing for gentle processing.
Those formulas maintain the condition
and shine of the hair and do not lift the hair.
Alkaline formulas, like Shades EQ Cover Plus,
may be used for a variety of results,
which may include swelling the hair fiber
for lifting pigment or covering gray hair.
The alkalinity is what makes Shades EQ Cover Plus ideal
for clients who need to achieve up to 75% gray coverage.
Shades EQ Cover Plus offers amazing control
because of its rich cream formula.
It also gives you a chance to offer your clients
a range of new services.
Use Shades EQ Cover Plus to cover gray -
cover up to 75% with demi-permanent results;
brighten - soften the natural base
prior to a highlighting service
or when the hair is dull and you're looking
for a subtle brightening effect;
correct - correct uneven, brassy or overly vibrant tones,
harmonize tones from roots to ends;
define - add dimension with lowlights,
color block and add contour with precise placement.
When you're considering
which of the Shades EQ families to use on a client,
remember that Shades EQ Color Gloss
may be better for filling, because it has a combination
of direct and oxidative dyes, and for refreshing Color Fusion
since it has a more translucent result.
Shades EQ Cream may be better for refreshing Cover Fusion,
since it has a richer, less translucent result,
for thicker or coarse hair textures and for defining services like color blocking,
lowlighting and contouring due to its cream consistency.
Shades EQ Cover Plus is best for covering gray,
softening the natural base and harmonizing tone from roots to ends.
It also give you more intense visibility of reflect
especially on natural hair.
Let's go over some important mixing
and processing information now.
Shades EQ Cover Plus is always mixed in a 1:1 ratio
of color cream to 10 or 20 Volume Pro Oxide Cream Developer.
Always mix in equal parts and use immediately.
Standard processing time is 20 minutes at room temperature.
Because Shades EQ Cover Plus is made up of a creme base,
it is designed to work with a cream developer.
Additionally, because Shades EQ Cover Plus contains
100% oxidative dyes,
it requires a higher volume for the dyes
to fully develop.
10 Volume Pro-Oxide Cream Developer is generally best
for the more vibrant reflect families,
like the CCs and the RRs.
20 Volume Pro-Oxide Cream Developer is only recommended
when you are attempting to cover up to 75% gray hair.
Don't substitute Pro-Oxide Cream Developer
with any other developer or you risk compromising your results.
As with any hair service, we asked that you remember
to follow the pre-service best practices.
Before you begin any chemical service,
perform the necessary skin allergy test
as outlined in the product's directions.
Wear suitable gloves and a protective smock
and cape your clients during the application.
And most importantly, please be sure to follow
the package instructions precisely.
Okay, let's get started.
This is Jenna.
During the Redken's Art of Consultation,
we developed the perfect custom hair plan for her.
During the Lifestyle Analysis,
we discovered Jenna has an urban, downtown style.
We also discussed her daily hair routine and the amount of time
she can dedicate to styling her hair.
Jenna washes and conditions her hair every other day
and dedicates around five minutes to styling.
During the physical analysis portion,
we discovered Jenna has an average amount of hair
that's straight with a fine diameter.
It was previously color-treated and is mechanically distressed.
We also discovered she is closest to an oval face shape
and with a warm skin tone.
Jenna's natural level is six, darkest blonde,
and she has no gray.
We will be using Shades EQ Cream for all of our formulas.
Our base formula will be one ounce of 08 GI - Iced Gold,
mixed with one ounce of 10 Volume Pro-Oxide Cream Developer.
Highlight formula one is: one ounce 09 GC - Golden Sienna,
mixed with one ounce of 10 Volume Pro-Oxide Cream Developer.
Highlight formula two is: one ounce 09 WB - Golden Vanilla,
mixed with one ounce of 10 Volume Pro-Oxide Cream Developer.
To work along with the technique, you'll need the following tools:
a notebook and a pen, a mannequin,
we recommend a Pivot Point Erica,
three color bowls, three color brushes,
several clips, a tail comb, foils, gloves,
an apron and three Redken color formulas.
Keep in mind your mannequin's starting level.
If you'd like to download the tool list, the formulas we use
and the head forms to follow along,
you can do so from our website.
Start the technique by creating
a horseshoe-shaped section on top of the head.
The area below will be section 1.
From the back left corner, make a diagonal parting
to the right side ending at the front right corner
about two inches away from the hairline.
This will be section 2 - it will not be getting color.
From the high point of the head,
take a diagonal parting ending at the horizontal parting.
This will be section 3.
From the same high point, take a diagonal parting
that ends at the hairline.
This will be section 4.
From the apex of the triangle on the left side,
take a diagonal parting to the front right corner
making sure to meet the other triangle.
This will be section 5.
Divide the remaining hair above the left eye in half and secure.
This will be section 6 on the left
and 7 on the right.
Begin with a global application in section 1,
the area below the horseshoe.
Outline the top of the section,
then take a parting down the center back.
Apply the base color to zone 1.
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Continue to take 1/4 inch sections,
working towards the sides.
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The rich, thick consistency of Shades EQ Cream
on short hair is perfect to help maintain control
and provide a clean application.
Work in vertical sections
and direct the hair away from the face.
Use the corner of the brush around the front hairline
to keep the application neat and tidy.
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Repeat on the other side.
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Remember around the hairline the trick of using
the corner of the brush to keep from staining the skin.
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Cover with foil.
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Starting in triangle 7, place the section onto a foil
and saturate with highlight formula 1 from scalp to ends.
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Cover with a foil and secure.
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Move to triangle 3,
place a 1/4 inch section onto a foil.
Apply highlight formula 1
and saturate from scalp to ends.
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Continue to drop down 1/4 inch partings
to complete this section.
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Cover that section with a foil and secure.
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In section 6, we will use the same application method
as the previous sections.
In this triangle, we will use highlight formula 2.
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Move to section 5 and place a 1/4 inch section onto a foil.
Apply the base formula from scalp to ends.
We chose the base formula on this section
to create a connection of color between the top section
and the undercut area below.
Continue to drop down 1/4 inch partings
and complete the section.
Because of the 20 minute processing time
on Shades EQ Cream, keep your techniques uncomplicated.
This block coloring technique is quick, fun and easy to repeat.
Cover the last section with foil and secure.
Move to section 4 and complete the application
in this section using highlight formula 2.
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Process at room temperature for 20 minutes,
rinse and shampoo with Color Extend.
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Follow with Redken Chemistry Color Extend Shot Phase
and Shot Phix 3.5 Phix Phase Sealer and rinse.
So Jenna is back and she's all finished.
The results are just incredible.
Shiny, soft and the coverage is just perfect.
Look close at the root area and you can see how uniform
and reflective the results are.
Just fabulous.
[Instrumental music]
Suitability is probably the most important factor
to consider when formulating hair color for your client.
There are some important factors to gather in order
to determine the formula that is right for her
and the easiest and most effective way to do it
is through Redken's Art of Consultation.
This is a simple system provides you with a clear, easy approach
to master this fundamental practice,
set yourself apart from other stylists
and grow your business.
The comprehensive Art of Consultation kit includes tools
to help you analyze and assess
the client's hair and desired look.
To aid in hair color selection and placement, the kit includes
skin tone cards and a level and percentage of gray finder.
This is an amazing system that every salon professional
should be using to get the most out of every appointment
for both the client and themselves.
For more information on Redken's Art of Consultation,
ask your sales consultant.
You can also access free videos on the systems,
and tools plus real service scenarios
on Redken Education on Demand.
Thanks for joining me today.
To learn more about the new Shades EQ Cream
and Shades EQ Cover Plus, remember you can check
the latest Shades EQ shade chart for more information
and to view the complete shade palette.
Redken.com is also a great resource for more information.
On behalf of Redken, I'm Patrick Fitzwater.
Thanks for being part of it.
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