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Redken seeking Facebook blondes

Executive Summary

L'Oreal salon brand invites fair-haired women to upload their photo to its 10,000 Blondes application on social networking site Facebook.com; participants can learn about Redken products formulated specially for blond hair - which tends to be drier and more fragile and "can look duller as shine is less reflective," the company says - and enter to win a free sample from brand's Blonde Glam hair-care collection. "We know that our consumers love to use social media as a tool for beauty inspiration or to share their latest looks," says Rachel Weiss, Redken's senior director of interactive. "Photos are also a huge part of social activities on Facebook and we want Redken to be a part of this social media rise ... and this launch was the perfect opportunity to leverage this trend." Newest additions to Blonde Glam line are Perfect Platinum and Rich Vanilla color enhancers fortified with Redken's Interbond Conditioning System and Crystal Shine Complex, which deliver mica, grapefruit extract and grape seed oil, among other actives, to nourish and protect hair and maintain salon effects
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