Le Bal des hommes(ball for men), that was an excuse to pre-launch the new beer shampoo Redken for men Clean Brew, took place in Bal des Créateurs February 28th in Geneva. Zoom with Charlotte Konrad, public relation and press communication for Redken brand.
Livecoiffure.com : Where did the idea to organize a «Bal des hommes» come from?
Charlotte Konrad : We wanted to organize a real event around the launching of the Redken for men Clean Brew shampoo for men, scheduled for mid-April. Then, I contacted Christophe Durand, famous hair designer and make-up artist, who is in charge of the creators ball salon in Plainpalais.
LC : Was it the first time that Redken organized an event dedicated to men?
CK : There had been several parties dedicated to the Redken brand, but it is the first time that men are the centre of one of our event. This event is unique!
LC : How did you manage the inform people about the Bal des hommes ?
CK : About thirty official invitations were sent, about ten of which were sent to the regional media, and about 300 flyers were distributed. But everything was done by word of mouth, among other things thanks to Christophe Durand network.
LC : Why did you choose his salon to organize the Bal des hommes?
CK : Christophe Durand is passionate, sharp and active, and he is used to organize events in his atypical salon.
The creators ball offers a lot of services : bookshop, galleria, hair salon, make-up spot, massage area, young creators spot, aesthetic cabins, a day bar... Redken wanted to attract as much person as possible to present its products in an original way and Christophe wanted to offer his services to men to show them that, they also can take care of themselves.
LC : What did he propose to you ?
CK : Christophe wanted to give men the opportunity to be taking care of for one night. The idea was to offer them head massages and allow them to savour a good beer after work.
LC : Have you a specific type of man in mind for your products?
CK : No. We just wanted the shampoo Redken for men to be directed to men, who like more and more taking care of themselves; so they have the right to get products adapted to their need.
The ones who came to the event had about thirty years old, a look rather sophisticated and they were happy going back home with their shampoo Redken for men Clean Brew. They also liked the event originality, the beers and pre-dinner drinks. Most of all, they were happy to be the centre of attention for once.
LC : Where there women?
CK : Yes, they were amused to see the pleasure men took when their heads were massaged by our team. Redken team is composed of fifteen persons or so, and answered their question and let them test freely the range of products.
LC : Why did you choose beer as an ingredient for your shampoo? Was it for its qualities or because it is associated to manhood?
CK : For both these reason really. On the one hand, our shampoo Redken for men clean brew contents malt that treat and nourish the hair. The beer yeast reinforce and rebuild, and a zest of orange eliminate filth and fat.
On the other hand, we associate beer to manhood and a man would more easily buy a product that contents its favourite drink. But we also offer other products for men as the Mint Clean shampoo, that reinforce and stimulate the scalp and which is still appreciate for his freshness as it contents peppery mint.
LC : Redken goes to a great deal of trouble to satisfy men. Do they represent an interesting part of the market ?
CK : Yes, men are more and more attracted by beauty, they need to be liked, they want to fell desirables. Therefore, beauty products for men are more successful and we try to adapt our products packaging and ingredients to their taste. Hence the beer idea.
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Discover on Thursday, the interview with Christophe Durand.
Source: press relations C.Konrad L'Oréal Professionnel
Fashion show photographer: François-Michel Schweizer for LiveCoiffure.com
Speech reported by Chloé Kieffer for Livecoiffure.com