LaunchPad - June 2012 - (Page 56)

INSIDE STORY Balancing Act Backed by a new website and a slew of stylist support, Kenra Professional enters the haircolor market with the Kenra Color line. After 60 years of focusing on back-bar, styling and retail, Kenra Professional (kenra.com) decided to grow to the next level and develop its first color line: Kenra Color. According to Robb Dubré, artistic and technical director, the line is designed to provide “consistent, true-to-tone results without the need for a lot of mixology.” Kenra Color is no small launch: Permanent Coloring Creme comes in 70 shades; ammoniafree Demi-Permanent Coloring Creme is available in 40 shades; the Lightening Powder offers a lifting strength of up to seven levels; and the two-part Color Correcting System safely removes oxidative pigments. The formulas feature the proprietary Balancing Complex 5 to grant vibrant, long-lasting color, gray coverage, intense shine and improved conditioning in a gentle formula. “Stylists needed reliable professional haircolor, so we took our time developing and testing to give them what they believed was missing from other lines,” Dubré relates. “And, as a colorist, I wanted to make sure we offered a full palette of shades, properly balanced between cool and warm tones.” To complement the launch, the company unveiled a new microsite (ColorMeKenra.com) that offers product knowledge, model images and a social platform for stylists to connect with the brand, explains Angela Dunning, VP of marketing. The stylist-only section boasts in-depth product intel, plus a listing of Need to know • Kenra Color (colormekenra.com) • 70 permanent shades • 40 demi-permanent shades • Proprietary Balancing Complex 5 grants lustrous manes 56 BeautyLaunchpad.com 6.12 Images: courtesy of Kenra Professional; haircolor: Robb Dubré color classes and upcoming events, while consumers can browse a Kenra Color salon locator. “We’ll be expanding the stylist section with educational videos, tips, techniques and inspiration from our new artistic team and our educators,” Dunning adds. Further launch efforts include booths and classes at major trade shows, ramped-up field education, and a team of national guest artists who will speak to stylists in salons and at distributor events. But Dubré is also focused on revving stylists’ inspiration, creating “fashionforward collections that feature designs and techniques stylists can adapt for their own salons, along with webinars to help stylists increase their client satisfaction and referrals,” he asserts. “We want to grow stylists’ bottom line with a complete menu of new color service options!” —Tracy Morin http://www.ColorMeKenra.com http://www.kenra.com http://www.colormekenra.com http://www.BeautyLaunchpad.com

Table of Contents for the Digital Edition of LaunchPad - June 2012

LaunchPad - June 2012
Editor’s Notebook
In Touch
Runway Report
Star Struck
First Look
Inside Story
Brand New
Color Lab
Male Order
Tool Talk
VIP
My Way
20 Questions
Salon of the Month
Head of the Class
Milestones
Free Launch
First Person
Beauty 911
Only Hue
Headlines
Portfolio
British Invasion!
Full Circle
That Summer Feeling
Hot Child in the City
Quick Tips
Look of the Month
Advertiser Index

LaunchPad - June 2012

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