AoC 2010 Text PDF

WELCOME TO THE
REDKEN ART OF
CONSULTATION!
Did you know that the average new client retention rate today is 29%*? What’s more, 71%**
of clients aren’t given a product recommendation during their appointment. These staggering
statistics clearly mean something is going wrong during the majority of salon visits, resulting in
lost service and retail sales.
During this challenging business climate, we see clients increasing the time between their
salon appointments, being more sensitive to price, and looking for increased value from their
beauty dollar. But we want you to know that now more than ever, Redken is here to provide
you with the tools and programs you need to make your salon as successful as possible!
We believe that communication with your clients is the key to showing how you are different
from the salon next door, that your salon is worth the clients’ time and money, and that you
understand and can fulfill their hair needs. This is why we are introducing the Redken Art of
Consultation system—to help ensure that your clients are leaving your salon happy and are
excited about coming back.
Take the time to review the contents of the Art of Consultation Kit, get familiar with the steps
and the tools, and put the system into practice right away with your clients. We believe that
this valuable system will build your business and be just the added support you need as you
continue your journey to learn better, earn better and live better.
Sincerely,
Karen Fuss-Zipp
Vice President, General Manager
Redken, U.S.A.
*Kristi Valenzuela, Crystal Focus Coaching

** WWD Morning Report
READ WHAT SUCCESSFUL CLUB 5th
avenue salons and REDKEN ARTISTS
HAVE TO SAY ABOUT THE VALUE OF
CLIENT CONSULTATIONS:
“In our salon, a ‘great consultation’ sets the tone for the
entire relationship. It establishes the roles each person plays
and it prepares the guest for the journey they are about to
take. Honing your consultation skills is as important
as any other skill set you use everyday in the salon. I
truly believe that if you can master the consultation you will
reduce 75% of the challenges you have in the salon today.”
—Dennis Gebhart, author, Redken Artist, co-owner
of Gebhart International Color Salon & Day Spa
“Think of every appointment with each client as an

on-going consultation. Take notes to remind yourself of
key points you suggested for their next visit. Be smart,
be successful with the wonderful clients already in your
chair, for they are your first resource for new client
referrals, and the easiest to re-book for guaranteed
money on your book next month. And say thank you to
your clients so they know you are happy to be their stylist.”
—Gaven Smith, Redken Artist and
owner of Studio Gaven Hair Colour
“Hairdressing is not just cutting, styling
and coloring skills. It’s always been
about establishing a relationship with
another human being. Solving their
problems and making them feel
special. Great hairdressers are made
one client at a time.”
—Randy Currie, Redken Elite Salon
owner of Currie Hair, Skin & Nails
“Seeing ‘same’ on my client color formula card is a recipe

for boredom and a reason for my client to try a new colorist.
My client consultation formula for success:
2 parts Active Listening
+ 1 part Customized Recommendation
with a shot of my signature style
= Referrals, Re-booking and Retention.”
—David Stanko, Redken Haircolor Consultant
and top colorist at Angelo David Salon
“Everything we are teaching stylists today

is about the evolution of the client
experience. Show me a stylist who is
successful and they are the ones giving great
consultations to their clients every time.”
—Michael Cole, Redken Business Partner
and Top 20 Stylist Sales Trainer
THE REDKEN ART OF CONSULTATION › 8
THE ART OF CONSULTATION SYSTEM

What’s in your Art of Consultation kit › 10
The Art of Consultation Map › 13
STEP 1: Analysis › 15
Lifestyle Analysis › 17
Physical Analysis › 23
STEP 2: Custom Hair Plan › 37
STEP 3: SERVICES › 41
Prep Services › 43
Technical Services › 46
Design › 48
Hair Color › 50
Blow-Dry › 52
Finish › 54
Texture › 56
Post Services › 59
CONTENTS
STEP 4: CONTINUED CARE › 63
Re-Consult › 69
MEN’s consutation › 73
ResourceS › 83
Client Resource Tool › 85
Personal Based Education Programs › 86
Online Resources › 88
Redken Product Portfolio › 90
THE REDKEN ART
OF CONSULTATION
This comprehensive system will help you establish strong relationships with your clients that will strengthen
and grow your business.
Consultation is still one of the biggest missed opportunities in our industry. When you practice the proven
methods outlined in this manual, you will set yourself apart from other stylists—from the moment you and
your client meet! The Redken Art of Consultation will also guarantee repeat business. Did you know that
the number one reason a client does not return to the salon is the lack of interest shown by their stylist? If we
let our clients know we always have a plan of action for them, they will know that we care and have their best
interests in mind.
We know that each and every salon visit could present new and sometimes challenging circumstances. The
Redken Art of Consultation provides you with a clear, easy approach to uncovering them so that you are on
the right path with every client on every visit!
Think of “consultation” as your own personal GPS/mapping system that quickly and efficiently sets you on
the right course to satisfy all of your clients’ hair needs. We encourage you to take advantage of this valuable
kit so you’ll never have to worry about taking a wrong turn again!
“The client doesn’t know the difference between a good haircut and a great haircut… but she knows
the difference in the experience you’ve delivered.”
—Salon Today, April 2009
Why It’s important

Redken Art of Consultation:
› Helps you connect with clients based on understanding their needs
› Allows clients to experience your professional expertise
› Builds loyalty and guarantees future business
› Is the first step to create a Custom Hair Plan
Custom Hair Plan

The Custom Hair Plan is your professional recommendation for the client that results from your conversation
and is agreed upon by both you and your client. It includes services for today and future appointments,
treatments and at-home maintenance. Read more about the Custom Hair Plan on page 39.
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REDKEN ART OF CONSULTATION IS FOR EVERYONE
Whether you are just starting your career in the salon industry or you’ve been a stylist for 20 years, you can
benefit from using the Redken Art of Consultation. Here’s how this system can help you:
IF YOU ARE A...

› Student or New Stylist
› Seasoned Stylist
› Departmentalized Salon
› Generalist Salon
› Commissioned Salon
› Independent Stylist
REDKEN ART OF CONSULTATION CAN HELP YOU...

› Grow your clientele and develop increased client loyalty
› Reinforce your “professional edge” to clients, solidify client loyalty and gain new clients through referrals
› Ensure that your staff works together to provide successful services and increase the average ticket
› Identify the steps to create a Custom Hair Plan for each client
› Create synergy between Front Desk Professionals and Stylists to provide the ultimate client experience
› earn the steps to implement, from the first call from a new client through the appointment and
L
follow-up steps
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THE ART OF
CONSULTATION
SYSTEM
This manual provides all the information you need to perform the Redken Art of
Consultation and create a Custom Hair Plan for your client.
The Redken Art of Consultation system is based on 4 easy steps:
1. ANALYSIS: Consultation starts with a Lifestyle and Physical Analysis.

Conduct your consultation using the Customized Client Profiler and
interactive tools provided.
2. CUSTOM HAIR PLAN: Present and agree on a Custom Hair Plan with your
client for today and future visits. Make sure to discuss:
› Services
› Time Commitment
› Cost
› Maintenance
› Next Steps
3. SERVICE: Perform Prep, Technical and Post Services

The analysis you perform impacts the choice of services. Refer to the
service tables for easy, at-a-glance information on how lifestyle and physical
characteristics affect your services.
4. CONTINUED CARE: Review the results of today’s services and discuss:
› Recap your Custom Hair Plan for your client to include next sevices
and at-home maintanance
› Re-book next visit(s)
The consultation process doesn’t end with one visit. Make sure you Re-consult with
your clients as this will ensure their loyalty and satisfaction
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THE REDKEN ART OF CONSULTATION
9
WHAT’S IN YOUR
ART OF CONSULTATION KIT?
The Redken Art of Consultation Kit includes everything you need to offer the most comprehensive and
effective client consultation and create the ideal Custom Hair Plan for each client:
REFERENCE MANUALS
Art of Consultation Manual
This is your ultimate consultation resource with information, tips and real-life salon
scenarios to help you fine-tune your consultations and create valuable Custom Hair
Plans for your clients
› Tabbed sections make it easy to find information
› U
se the service tables to quickly reference relevant information for the
service you are about to perform
Art of Consultation Implementation Guide

Contains suggestions and a check list on how to implement the Redken Art of
Consultation system in your salon. From front desk scripts to suggestions on how to
track results.
Haircolor and Texture Guide

Contains information on all Redken Haircolor and Texture brands as well as formula
ideas, shade charts and an overview of Redken’s value-added programs.
Retail Product Guide

Contains information on all Redken retail and backbar products – Haircare, Styling
and Redken For Men, and an overview of Redken’s value-added programs.
INTERACTIVE TOOLS
Customized Client Profiler
Can be used in the following ways:
› As a client questionnaire to discover information regarding their lifestyle
› To record information gathered during your Physical Analysis
› A s a client card to record the services the client has received as well as
recommended continued care
› T ear-off section should be given to the client with information on their
Custom Hair Plan (i.e. date of their next appointment, recommended
services)
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INTERACTIVE TOOLS (cont’d)
Professional Treatments Tool

Used with the client to diagnose the perfect in-salon treatment and take-home
regimen for their needs:
› Determine the client’s hair condition
› Slide to the hair condition that best identifies your client’s hair
› Identify the appropriate diameter
› S
how and discuss with the client the recommended treatment and
at-home maintenance
Face Shape Indicator

Helps you identify the client’s face shape to determine the best design, style, and
color placement to enhance their features
› Front: Turn wheel to client’s face shape
› B
ack: Discuss recommended design, style and color placement that will
best complement your client’s features
Level and Percentage of Gray Finder

Helps you identify the client’s percentage of gray and starting level in order to
determine the best product or brand to use
› H old level finder up to client’s hair to determine starting level
› H old percentage of gray swatch up to client’s hair to determine the
amount of gray
› M ove level finder up and down at the high point of client’s cheek to
determine depths that complement skin tone and eye color
Skin Tone Cards

Use to determine if the client’s skin tone is warm or cool, which will help you when
formulating haircolor
› H old card alongside the client’s face
› D etermine which side makes the client’s skin look brighter and
complements their skin tone
- If it’s the warm red or gold side, then your client’s skin tone is warm
- If it’s the cool red or silver side, then your client’s skin tone is cool
- If you do not notice a difference, then your client’s skin tone is neutral
› L ook for the color formulation suggestions on the card
Style Portfolio
Create your own look book! Personalize this portfolio with examples of cuts and
haircolors you like from magazines as well as the latest celebrity styles. Organize your
selections by categories so you can easily reference the appropriate look during your
dialog with the client.
All these tools come in a convenient storage box. Use this custom designed box to store all of your Redken
Art of Consultation manuals and tools.
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12
Tear-out Map page folds
out here
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Back of
Tear-out Map page
ANALYSIS
Step one:
STEP 1: ANALYSIS
Analysis is an important first step to help you create a

Custom Hair Plan for your client and is divided into two parts:
Lifestyle and Physical.
TAB
BACK OF TAB
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ANALYSIS: Lifestyle
LIFESTYLE ANALYSIS
› Gives you insight into what your clients need and are willing to do based on their
style, interests and at-home routine
› Helps you determine what services will be best for them
THINGS TO ANALYZE ABOUT THE CLIENT’S LIFESTYLE

› Professional and Personal Style
› Personal Interests
› Vision
› Client’s Hair Routine
CUSTOMIZED CLIENT PROFILER

Ask your client to fill out the Lifestyle portion on
the Customized Client Profiler prior to, or at the
beginning of, your consultation. The information
you uncover will help you create their Custom
Hair Plan. Visit Redken.com/ArtofConsultation
to send the Lifestyle questionnaire to your clients
via e-mail before they come to the salon.
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ANALYSIS: Lifestyle
PROFESSIONAL AND PERSONAL STYLE

Scenario: You have a client who has just started working as an intern in a
corporate environment. During your Lifestyle Analysis, you discovered that
she plays guitar for an alternative rock band. She needs a design, color and
style that is versatile enough to fit both her professional and personal style.

› U
nderstanding the client’s professional and personal style can ensure that you are
creating the right customized design, color and style for them.
any clients will have different professional and personal styles. Here are some questions to ask clients
M
to understand their needs:
› “Do you work in a corporate setting?”
› “Do you work in a creative field?”
› “What is your dress code at work?”
› “What do you like to do on the weekends?”
› “What do you like to wear when going to a special event, dinner, or party?”
› “How would you describe your personal style?”
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ANALYSIS: Lifestyle
PERSONAL INTERESTS
Scenario: You have an existing color client who is concerned about the
longevity of her haircolor. During your analysis you discover that she is
passionate about gardening. Her exposure to the sun could be the culprit that
is causing her haircolor to fade. Recommend Color Extend Sun products, to
protect her haircolor from the sun.

› Helps you determine the services needed to address current challenges
› Helps you determine which products to recommend for at-home maintenance
› Can also affect how a client may need to wear their hair
sk the client questions to determine their interests. Here are some examples of how personal interests
A
would have an affect on the client’s hair:
› Gardening
› Surfing
› Skiing Sun Exposure
› Tennis
› Sailing
› Swimming Chemical Aggressors

› Working out Excessive Washing
You can also observe visual effects on the hair

› Does the color look brassy or faded?
› Does the hair look green?
› Is there a lot of breakage?
A strand test is a good way to discover things about their hair that clients forget to tell you (see page 30).
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ANALYSIS: Lifestyle
VISION
Scenario:
\ You have an existing blonde client who brings in a picture of a
celebrity with dark hair. Your client is excited about this color makeover, but,
during the consultation, she reminds you that her wedding is six months
away and wants to be blonde again on her special day. You recommend
lowlights today and highlights for a future visit, for a short term fix without
sacrificing her long-term vision.

› Discover your client’s needs for the short and long term
› Discuss what will happen during today’s salon visit and future visits
› The needs assessment is the basis of their Custom Hair Plan
B
elow are some questions to ask that will help you assess your clients’ needs for today and for
future visits:
Conversation Starters
› “When was the last time you liked your hair?”
› “What did you like most about your hair?”
› “If you could change anything about your hair, what would it be?”
› “Have you considered coloring your hair?”
› “Have you ever considered texture or volume waves?”
› “What shampoo and conditioner are you currently using?”
› “What styling aids are you currently using?”

Short Term - The client’s expectations for today’s visit
› Did they walk in with a picture? Is it realistic?
› Are they undecided? Use your Art of Consultation Style Portfolio to recommend a look that is
suitable for them
› How much time do they have scheduled today? Will it be enough for what they want to achieve?
Long Term - What the client might want in the future

› Is there a special or life-changing event in your client’s future?
› Discuss possible hairstyles for this event
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ANALYSIS: Lifestyle
Versatility
- Are they open to trying new things? Many times we are afraid to recommend a new look
because the client might feel that we are pushing services, when in fact, the client is completely open and
looking for a change! Here are some questions to ask:
› “Do you have a signature look?”
› “Will you want a new look at every visit?”
› “Do you like to change your haircolor based on trends/seasons?”
C
ommitment - Is your client open to commitment or commitment-phobic? Find out where your client’s
commitment level is as it relates to their hair:
› How often are they willing to come in for services?
› How much time do they have to spend in the salon for each visit?
› What kind of budget are they willing to commit to their beauty needs?
Things to consider:
› Upcoming spring/summer or fall/winter trends
› A realistic timeline to achieve their vision
› Suggestions for their next visit
› Upcoming business and social events
Remember to:
› Use visuals or a look book to share ideas. Personalize your Art of Consultation Style Portfolio
and update it every season
› Use a calendar to pre-determine dates for their next appointment as well as seasonal re-consults.
Let them see that you are planning ahead
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ANALYSIS: Lifestyle
CLIENT’S HAIR ROUTINE

Scenario: How many times have you heard similar statements from your clients?
› “If only you could style my hair every day! I’d always look great!”
› “I just don’t have the time to blow-dry it straight every day.”
Statements like these are verbal cues to find out about your client’s hair routine.
Record your notes during the analysis and address her issues during the client lesson.

› Helps you determine which services to perform
› Helps you determine what products and tools your client needs at home to recreate
his/her look
› Since most clients have never been asked about their daily routine, you will be seen
as a standout stylist!
A
sk clients about their hairstyling comfort level and give them tips on how to do it at home:
› “What is your at-home hair routine?”
› “What products and tools are you using?
› “Do you want to know how to style your hair into more than one look?”
› “What are you doing to take care of your hair at home?”
› “How much time do you spend on your hair?”
› “How many times a week do you wash and style?”
Don’t forget to ask the client which haircare and styling products they currently use. Don’t offer any criticism
of what they are using. Instead, ask if they are happy with the results. You can then ask the client if they would
like your recommendation. This opens the dialog for you to give them the advice they need.
› M
ake a recommendation of the haircare and styling products clients should use at home to
maintain their look
› The correct products will increase the longevity of the technical services you performed in the salon
› Being able to re-create their look at home will increase client satisfaction, which in turn increases
client retention and referrals
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ANALYSIS: Physical
PHYSICAL ANALYSIS
› Helps you determine the right services to create a customized look
Physical Analysis includes the characteristics of the hair and the client that need to be considered in order
to create a suitable style.
Physical Analysis of the hair:

› Abundance › Condition
› Diameter › Starting Level
› Formation › Percentage of Gray
Physical Analysis of the client/SUITABIITY:

› Face Shape
› Skin Tone
CUSTOMIZED CLIENT PROFILER

As you do the analysis, record the information in
the appropriate area on the Customized Client
Profiler. The information you uncover will help
you determine the services needed today and
for future visits.
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ANALYSIS: Physical
PHYSICAL ANALYSIS OF THE HAIR
ABUNDANCE: SPARSE, AVERAGE, THICK

Scenario: Your new haircut client agrees to have an add-on Shades EQ service.
During the Analysis, you discover that her hair is very thick so you will need to
mix more product than usual.

› Helps you determine the amount of product needed
› Helps define the size of subsections for different services such as foiling,
cutting, finishing and perming
Feeling the hair is the best way to determine abundance.
Sparse Average Thick
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ANALYSIS: Physical
DIAMETER: FINE, MEDIUM, COARSE
Scenario: Your client has fine hair with a compact cuticle. At her last visit, you
would have liked her glaze to have been more visible. For today’s service, you
decide to process Shades EQ using the heat option for more vibrant results.

› The diameter and ratio of cuticle to cortex have a definite effect on the hair’s behavior
› Helps determine the necessary services to accomplish the desired look
› Helps you determine what at-home maintenance should be recommended
Determine the hair’s diameter by touch and visual examination.
Fine Medium Coarse
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ANALYSIS: Physical
FORMATION: STRAIGHT, WAVY,

CURLY, KINKY
Scenario: Your client has naturally wavy hair but usually blows it out straight. Lately
the weather has been extremely humid and she is complaining about frizz. After
discovering her challenges, you recommend take-home products that will enhance
her natural texture on humid days.

› H
air formation plays an important role in determining your choice of style, design
and hot tools, styling products, and brushes
› When coloring hair, formation will determine the highlight patterns you select
Straight Wavy Curly Kinky
26
ANALYSIS: Physical
CONDITION: DRY, DISTRESSED, POROUS
Scenario: Your client comes in for a retouch and you notice that her ends seem
more porous than usual. You ask if she has done anything recently that might
have affected her hair. She mentioned having spent her entire vacation in the
pool without any type of protection. This is your cue to talk to her about the
importance of products that will protect and condition her hair while on vacation.

› Condition must be taken into account and/or treated to achieve the best results
from your service
› Helps you determine if a Prep service such as a Redken Chemistry treatment
is necessary
› Helps you avoid damaging the hair with one chemical service on top of another
Condition can be determined by visual examination and questions to your client.
If you suspect the hair has been chemically altered, ask your client:
› “When was the last time you had your hair colored?”
› “Have you had a texture service?”
Dry Distressed Porous
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ANALYSIS: Physical
THINGS TO KNOW ABOUT POROSITY

› Hair that can absorb and retain moisture has good or acceptable porosity
› Varying degrees of porosity result when hair is:
› long and older
› exposed to environmental elements
› regularly styled with heat tools
› O verly porous hair can be caused by excessive heat styling, bleaching, coloring, or Porosity
other chemicals such as permanent waves and relaxers
› O verly porous hair may feel slimy when wet and brittle when dry
› When selecting chemical products, porosity will help determine the formula and
processing time
THINGS TO KNOW ABOUT AGING HAIR

edken research has identified 2 main types of aging on the hair: chronological aging, which is caused primarily
R
by external factors, and hormonal aging, which is caused by the progressive loss of hormonal activity over time.
CHRONOLOGICAL AGING
This type of aging on the hair is related to length: the mid-lengths to ends (versus new growth closer to the scalp)
have endured additional years of mechanical, chemical and environmental distress. The combined effects of
these external factors can leave hair dry, sensitized and/or porous.
HORMONAL AGING
Hormonal aging occurs as a result of the physiological changes that women experience as they grow older. This
ultimately results in slowed scalp activity and the decline in melanin, the hair’s natural source of protection and
defense against age-accelerating aggressors.
Here are the 6 visible signs of age-weakened hair:

› Graying of the hair
› Change in texture
› Diminished density
› Increased dryness
› Surface dullness
› Fragility/breakage
Questions to ask:
› “ Have you noticed any changes in your hair over the last few years?”
› “Are you experiencing any hormonal changes?”
› “ Have you noticed a different texture of your gray hair?”
› “ Is your gray hair stiff and wiry?”
› “ Is your hair limp and lifeless?”
› “ Are you taking any medications that you think might be affecting the quality of your hair?”
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ANALYSIS: Physical
THINGS TO KNOW ABOUT DISTRESSED HAIR
Distressed hair is weakened hair that has been
physically changed in some way. There are four key
types of hair distress:
MECHANICAL DISTRESS
Causes:
Brushing, teasing and heat styling tools 
Effects:
Fragility and Breakage Dry and Dull
Fragility, breakage, dry and dull hair
ENVIRONMENTAL DISTRESS
Causes:
Exposure to sun and pollution 
Effects:
Porosity
Increased porosity, residue build-up, color fading
CHEMICAL DISTRESS
Causes:
Overuse of chemical services such as haircolor,
lightening, perming or straightening  
Porosity Damage
Effects:
Swollen cortex, stretched, weakened cuticle layers,
increased porosity
HORMONAL DISTRESS
Causes:
Physiological changes, certain medications 
Effects:
Fragility and Breakage Change in Texture
Slowed scalp activity, hair loss, thinning, weakened
defenses, change in texture, loss of melanin
Diminished Density
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ANALYSIS: Physical
D
S DAVID SINGER
TESTS TO DETERMINE HAIR CONDITION

REDKEN | Cuticle Damage Test
1. 2.
CUTICLE DAMAGE TEST

Run your thumb and finger along a strand of hair against the direction of the growth. The more “drag” you
D
S DAVID SINGER
feel, the more damaged the hair is.
2.
1.
3.
2.
ELASTICITY TEST 3.
› Remove a strand of hair from the side of the head above the ears
› Hold it between your thumb and forefinger
› With the thumbnail and index nail of the other hand, run the surface of the hair rapidly (as if you
were curling a ribbon with scissors) to create a series of small curls (1)
› Gently pull the hair straight for 10 seconds and release (2)
› If the hair completely, or almost completely, returns to the curl pattern, it has good elasticity (3)
3.
› If it returns only 50% or less, it is structurally weak and may require protein treatments (4)
1 2 3 4
STRAND TEST
› H aircolor may be readily accepted by porous hair that has been chemically treated or damaged
from environmental exposure or heat styling
› Always conduct a preliminary strand test to see how the hair will accept color
› A strand test can help you determine which haircolor brand to use, how to formulate, how long to
process, and whether or not the client’s vision can be achievable in one visit
› The results of a strand test may dictate how much you can charge for a service
To perform a strand test, mix a small amount of the product you intend to use. In a discreet area of the head,
isolate a ¼ inch section of the hair or place a weaved section of the hair on a foil. Apply and process at room
temperature, checking frequently. Within 15-20 minutes, the results will be indicated.
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ANALYSIS: Physical
SKIN ALLERGY TEST
PERFORM A SKIN ALLERGY TEST 48 HOURS BEFORE EACH USE OF THIS PRODUCT, AS ALLERGIES
CAN DEVELOP SUDDENLY, EVEN THOUGH YOUR CLIENT HAS PREVIOUSLY USED A HAIRCOLOR
PRODUCT FROM THIS BRAND OR ANOTHER.
If your client has a tattoo, the risk of an allergic reaction may be increased.
SKIN ALLERGY TEST INSTRUCTIONS

› Use soap and water to clean an area the size of a quarter in the bend of your client’s elbow.
Pat dry
› Using a plastic utensil, mix according to instructions in a plastic or glass container. Tightly
recap the hair colorant and developer. Do not use metal utensils
› A pply mixture to the test area with a cotton swab or ball
› L et test spot dry. Instruct client not to wash, cover or disturb for 48 hours
› Instruct client to examine test area periodically over the next 48 hours. If he/she experiences
any reactions such as redness, burning, itching, swelling, skin abrasions, eruptions or irritation
in or around the test area, DO NOT COLOR YOUR CLIENT’S HAIR UNTIL HE OR SHE HAS
CONSULTED A DOCTOR
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ANALYSIS: Physical
STARTING LEVEL AND PERCENTAGE OF GRAY

Scenario: A regular client comes in for a gray retouch service. You notice that her
percentage of gray has increased since your last analysis. You need to adjust her
formula to ensure that she gets the gray coverage she desires.

› D etermining your client’s starting level (natural or colored) and the percentage of
gray is the first step in successful color formulation
› Helps you determine which color brand and formula to use for the amount of gray
coverage needed
Natural hair color/Starting Level:

› Identified through a visual assessment. Is the color dark, medium or light?
› Identified by a standardized 10-number system with each number from 1-10 representing a specific
depth of color, from darkest to lightest. Level systems vary slightly among manufacturers
› Use the Level and Percentage of Gray Finder for more precise results
Percentage of gray:
› Identified through a visual assessment or use the Level and Percentage of Gray Finder for more
precise results.
THE LEVEL AND PERCENTAGE OF GRAY FINDER

The Level and Percentage of Gray Finder provided in the Redken Art of
Consultation Kit can be used to help you determine the starting level and
percentage of gray. It can also be used to determine the depths that complement
skin tone and eye color when choosing a secondary color to be used in highlighting
or special effects techniques.
32
ANALYSIS: Physical
PHYSICAL ANALYSIS OF THE CLIENT/
SUITABILITY
The physical attributes of the client that you need to consider are Face Shape and Skin Tone.
FACE SHAPE
Refers to one of seven shapes that define the client’s face.
› Most clients will fall into one of these seven categories
› Oval is considered the most visually pleasing shape, because the features are in almost
perfect balance
› Most faces are not perfectly oval, which means they are out of balance in one way or another
› Correct the imbalance by designing a hairstyle and color placement that creates the illusion
of a perfect oval
› You can design a hairstyle or color placement that perfectly accentuates the imbalance

› Helps you determine the suitability of a style for your client
SQUARE
Brow bone, cheekbone and jawline approximately same width, forming a straight
(horizontal) line. Width of face is noticeably more then 2/3 of length, creating the
illusion of a short face.
CIRCLE
Distinguished by round curved lines. Cheekbones clearly wider than brow bone and
jawline. Width of face is more than 2/3 the length.
OBLONG
Brow bone, cheekbone and jawline are approximately the same width, however
face is noticeably longer than it is wide.
33
ANALYSIS: Physical
OVAL
Oval is considered the ideal face shape because it is longer than it is wide and
appears balanced.
DIAMOND
Distinguished by short, angular lines. Cheekbones clearly wider than brow bone
and jawline. Width of face is more than 2/3 the length.
INVERTED TRIANGLE
Brow bone and cheekbones are significantly wider than jawline.
TRIANGLE
Jawline is significantly wider than brow bone. Face shape becomes successively
wider from brow bone to cheekbone, to jawline.
Face Shape INDICATOR

The Face Shape Indicaor provided in the Redken Art of
Consultation Kit helps you easily identify the different types
of face shapes and also lists suggestions on design and color
placement to enhance the client’s overall look.
34
ANALYSIS: Physical
SKIN TONE
Skin Tone refers to the warm or cool undertones of the skin.
Scenario: Your ash blonde client wants to change to a coppery-red. After using the
Skin Tone Cards, you both realize that she needs to stay cool. You recommend a
cooler red shade as an alternative.

› Choosing the wrong haircolor can make skin tone appear tired and drained,
and eyes could be shadowed with dark circles
› Helps you select the most flattering haircolor shades
› Complementary tones make skin tone appear radiant and glowing and eyes
brighter and clearer
Skin Tone Cards

Skin Tone Cards provided in the Redken Art of
Consultation Kit help you easily determine if your
client has a warm or cool skin tone. Refer to the
formulation recommendations on the card when
choosing haircolor and its placement. Once you
decide whether the client is warm or cool, use
haircolor swatches with that tone to determine the
best shade. For example, if she is warm, test a
copper, gold and auburn swatch to see what looks
best.
35
Step TWO:
STEP 2: DISCUSS AND AGREE TO CUSTOM HAIR PLAN
CUSTOM
The Custom Hair Plan is your professional recommendation for the client
that results from the Analysis step. It includes the services and at-home
maintenance for today and future visits and should be agreed upon by you
and the client prior to starting the service step.
TAB
HAIR PLAN
38
CUSTOM HAIR PLAN
BACK OF TAB
CUSTOM HAIR PLAN
CUSTOM HAIR PLAN
The Analysis step of the consultation is complete. You should now have a clear understanding of
the following:
› Physical state of your client’s hair
› Client’s expectations and vision
› Level of commitment—time, money
› Client’s ability to recreate their look at home
Create a Custom Hair Plan that includes the treatments and services you will perform today and on
future salon visits to achieve the desired look.
Here are some aspects to cover during your dialog with the client:
› Based on the end result, present the appropriate services as well as any additional add-on
services that will be needed to achieve the final look
› Present the appropriate services that will be needed on their next visit to evolve their look.
› Use a calendar with your client to pre-determine dates for their next appointment as well as
seasonal Re-Consults. Let them see that you are planning ahead
› Present the appropriate at-home maintenance required to maintain the look at home
The Custom Hair Plan is an important step because it is the point of difference between a “good”
consultation and a “great” consultation!
39
CUSTOM HAIR PLAN
“Consultation used to be about “selling a look”... this is the old view.
Today, it’s a work in progress that will not be brought into full expression within the first appointment. It’s about
giving the stylist and client a project that will progress over the next few visits. What’s wonderful is that the client is
taking a ride with the stylist and it gives both of them a reason to re-book the next visit.
This is an evolution of short-term to long-term consultation strategy based on a full partnership. It’s more
empowering for the client as it builds a shared vision, trust, and something to look forward to. There is a natural,
genuine retention piece in it that is common sense!
Everything we’re teaching stylists today is about the ‘Evolution of the Client Experience’. A New Consciousness
supported by a New Process and a New Language.”
—Michael Cole, Redken Business Partner

and Top 20 Stylist Sales Trainer
CUSTOM HAIR PLAN

As you create the Custom Hair Plan, record the information in
the appropriate area on the Customized Client Profiler. This tool
provides you and the client with the agreed upon services and
recommendations for today’s visit and for future visits.
40
Step THREE:
STEP 3: SERVICES
SERVICES
Once you and your client have agreed on a Custom Hair Plan, it’s time to get
started on your services — Prep, Technical and Post.
TAB
BACK OF TAB
SERVICES: Prep
PREP SERVICES
Scenario: Your client comes into the salon to have low-lights added. During the
analysis, you decide that the porosity needs to be equalized prior to the service.
You recommend Redken Chemistry as a Prep Service to ensure optimal results.

› Reconditions, treats problem areas and improves the integrity of the hair
› Ensures optimum results from technical services
We tend not to offer retail or add-on services because we think that the client can’t afford them. If they
come in for a cut and color service, the ticket might be high already so many of us are afraid of adding
on to the bill. But this doesn’t make sense! Clients come to us with specific needs and we owe it to them
to offer solutions.
Prep Services are the shampoo, conditioners and treatments you need to perform to prepare the hair
fiber for the technical service. The information you gathered during the Lifestyle and Physical Analysis
step will help you determine the appropriate Prep Services.
PROFESSIONAL TREATMENTS TOOL

Use the Professional Treatments Tool provided in the Redken Art
of Consultation Kit to help you determine and communicate the best
treatment for your client’s needs.
43
SERVICES: Prep
PREP SERVICES
PREP SERVICES fall in to two categories:
› Before a NON-CHEMICAL service
› Before a CHEMICAL service
Below are Redken’s prep services and when and how to use them:
TREATMENT NON-CHEMICAL CHEMICAL HOW

PRE-ART Removes build-up Removes build-up and Apply to damp hair, leave on for 5-10 minutes;
and equalizes equalizes porosity do not rinse. Apply Hair Cleansing Cream
porosity Shampoo; lather. Rinse
Hair Cleansing Removes build-up Removes build-up Apply to wet hair and lather.
Cream Repeat if necessary
Shampoo
CAT Strengthens hair Haircolor Service: Haircolor Service:

Protein Gives hair extra Apply and process for 5 minutes at room
Reconstructing strengthening temperature and rinse. Finish with the
Treatment appropriate conditioner. Dry the hair and
begin the haircolor application
Texture Service: Texture service:

Strengthens and re- Prep hair as needed. While wrapping, lightly
conditions the hair mist CAT on each section. Do not over-apply
product to the hair. Process as normal
44
SERVICES: Prep
TREATMENT NON-CHEMICAL CHEMICAL HOW
Redken Chemistry: Use prior to non- Redken Chemistry STEP 1: SHOT PHASE
Extreme chemical services to Extreme Shot Phase Apply the appropriate Shot Phase (mix up to
Color Extend improve the integrity prepares and/or repairs 3 formulas)
Clear Moisture of the hair and ensure the hair from chemical, How to: A
pply 3 pumps (15 ml or 0.5 oz.)
All Soft beautiful, healthy environmental or Leave on 5 minutes, do not rinse
Smooth Down looking results mechanical abuse for
Real Control optimum color results STEP 2: SHOT PHIX
Choose 3.5 or 5.5 pHix pHase sealer
based on the type of distress experienced
by the hair
How-to: S pray 10 to 15 pumps over the shot
Work in, rinse
Optional: Apply deep conditioning treatment

if additional conditioning is desired
Redken Chemistry Evens surface NOT RECOMMENDED STEP 1: TIME RESET FILLER SHOT PHASE
NEW Time Reset porosity and rebuilds AFTER A CHEMICAL How to: Apply directly onto the lengths of the
Filler Shot Phase internal structure of SERVICE hair from the bottle
age- weakened hair Comb through to distribute evenly
Leave on for 1-2 minutes, do not
rinse
STEP 2: SHOT PHIX

Choose 3.5 or 5.5 pHix pHase sealer
based on the type of distress experienced
by the hair
How-to: S pray 10 to 15 pumps of the shot
Work in, rinse
STEP 3: YOUTH REVITALIZER

How-to: Apply and comb through to
distribute evenly.
Leave on for 5-15 minutes
depending on the condition of the
hair. Rinse thoroughly
45
SERVICES: Technical
TECHNICAL SERVICES
Scenario: Your client came in with a picture of a new haircut that she wants. In the
past, you might have talked your client into a different look, but since you just
attended a class at The Redken Exchange you have the perfect technique to help
her achieve the new look.
Technical Services are the blow-dry, design, color, texture and/or finishing services you perform on
the client. Refer back to the Custom Hair Plan to decide what services are necessary.

› Helps you create the desired look
› The more grounded you are in your technical ability, the more confident you will be
in suggesting the appropriate service to your client
Gaining confidence in technical services comes from ongoing education and day-to-day
experience. Redken offers a variety of Personal-Based Education programs that can
enhance the skills of salon professionals at every level. See the resource section in the
back of this manual for a list of programs or log-on to Redken.com.
SERVICE TABLES
The consultation is a vital part of the salon experience, influencing every decision you make from
services to perform, products to use, and the design, color and style you choose. Following are
examples of the most common salon services and how the Analysis impacts the choices you make.
We’ve also included some specific salon examples with tips on how to use this information to make the
best decisions and create effective Custom Hair Plans for your clients. To see the entire consultation
process, we’ve included the flow chart on the next page, as well as quick references to the remaining
steps of the consultation: Custom Hair Plan, Service and Continued Care.
46
SERVICES: Technical
47
SERVICES: Technical
DESIGN SERVICE
LIFESTYLE Professional and Personal Style, Personal Interests, Vision and Client Hair Routine
ANALYSIS
Why it’s For a design service, the Lifestyle Analysis will help you determine:
important › Overall design
› Prep and Post services
› Haircare regimen
› Wet and dry stylers
› Time and cost commitment
› Type of service
ANALYZE HELPS YOU DETERMINE EXAMPLE REDKEN SOLUTION

Professional › Cutting tools Your client works in a creative Use your Style Portfolio to discuss
and Personal › Overall design environment and wants to change possible designs with your client.
Style her look often.
Personal › Haircare regimen Your client is a runner and brings Suggest leaving her hair long enough to
Interests › Overall design in a picture of a chin length bob. pull back during exercise. Recommend a
› Prep and Post services Redken Styling product with maximum
› Wet and dry stylers control to keep her hair in place.
Vision:
Commitment › Cost Your client wants to keep her hair Explain that this type of design requires
› Time extremely short but can only coming to the salon every 4-6 weeks. If
commit to come into the salon this is not feasible, suggest an alternative
every 10 weeks. design.
Long Term › Type of service Your client with a short haircut is “Dust” the ends during her appointments
and Short getting married in a year and over the next year but keep versatility
Term wants her hair to be long. in the interior of the haircut to maintain
the shape. Use the appropriate Redken
Chemistry treatments to maintain
condition.
Versatility › Styling tools Your client likes the versatility During the Client Lesson teach her how
› Overall design of wearing her hair parted in the to use different Redken Styling products
middle and to the side. and hot tools to achieve different end
results.
Client Hair › Brushes used Your client is uncomfortable Design a cut for your client that can be
Routine › Haircare regimen using round brushes to style her styled with a flat brush and requires
› Hot tools hair at home. minimal styling.
› Overall design
48
SERVICES: Technical
DESIGN SERVICE
PHYSICAL Abundance, Diameter, Formation, Condition and Suitability
ANALYSIS
Why it’s For a design service, the Physical Analysis will help you determine:
important › Overall design – length, shape, fringe, layering
› Cutting tool
› Size and direction of sections
› Prep and post treatments
› Wet stylers
› At-home maintenance

Abundance › Cutting tools Your client with thick hair wants Cut the hair with a razor instead of
› Overall design to have long hair that feels lighter shears and use vertical sections to
› Size and direction of sections and thinner. reduce weight and volume.
› Wet stylers
Diameter › Cutting tools Your client with coarse hair Keep the design longer to
› Size of sections wants a piecey, straight, volume- accommodate for the client’s coarse
down bob with the length a little hair. This will help to reduce volume
above the chin. and main the shape.
Formation › Cutting tool A client with curly hair wants Use shears instead of a razor to create
to avoid having weak and frizzy a strong perimeter. Suggest using the
ends. Fresh Curls regimen to help keep the
ends healthy.
Condition › Cutting tools Your client comes in with Remove some length from the ends
› Haircare regimen mechanically distressed hair and prep hair with the appropriate
› Prep and Post treatments and is experiencing breakage. Redken Chemistry treatment. Use
› Wet stylers the Professional Treatments Tool
to discuss treatments and at-home
maintenance with your client.
Suitability:
Face shape › Overall design Your client has a square face To balance her face shape, leave the
shape and her vision is to have length below the chin and a longer side
a chin length bob with a heavy swept fringe. Use the Face Shape
vertical fringe. Indicator for suggestions on how to
balance shape.
49
SERVICES: Technical
HAIRCOLOR SERVICE
ANALYSIS
Why it’s For a haircolor service, the Lifestyle Analysis will help you determine:
important › What is achievable during the service and if you need to negotiate the client’s vision
› Type of application
› Type of service
› The best color brand to use
› Color placement and formulation
› Recommendations for at-home maintenance

Client Style › Color placement Your client wants to be a Use the Customized Client Profiler to
› Formula redhead. determine whether she should be a subtle or
bold red.
Personal › At-home maintenance Your client swims on a regular Clarify the hair with Pre-Art and Hair
Interests › Haircolor brand basis. Cleansing Cream before the color service.
› Prep and post treatments Recommend a Color Extend Sun regimen to
protect her hair from fading.
Vision:
Commitment › Color placement Your client can only commit Use a demi-permanent color such as
› Haircolor brand to come to the salon a few Shades EQ or perform a highlight service with
› Type of service times a year. Color Fusion for a soft line of demarcation.
Long Term › What is possible today Your client would like to be Perform a strand test and explain what can
and Short › What is possible over light blonde but her hair has be achieved in the short term in order to
Term time been previously colored dark achieve her goal in the long term. To maintain
brown. the integrity of the hair, use the appropriate
Redken Chemistry treatment and
recommend at-home maintenance.
Versatility › Color placement Your client likes to change her Place accent pieces in a peek-a-boo pattern
› Haircolor brand haircolor often. to make changing the look easier during the
next visit.
Client Hair › Haircare regimen Your client mentioned that her Recommend a Color Extend regimen to
Routine haircolor fades from over guard hair against color fading caused by
washing. frequent washing.
50
SERVICES: Technical
HAIRCOLOR SERVICE
PHYSICAL Abundance, Diameter, Formation, Condition, Suitability and Natural/Starting Level
ANALYSIS
Why it’s For a haircolor service, the Physical Analysis will help you determine:
important › What is achievable in a service
› Porosity and elasticity
› If the haircoloring service should be performed based on results from patch test
› Thickness of sections and amount of product needed
› How haircolor will be absorbed
› Application time

Abundance › Amount of product Your client has very thick hair. Application time will be longer and
› Application time more product will be needed for thick
› Size of sections hair. Take smaller sections for even
saturation.
Diameter › Absorption Your client has very coarse and Use a higher volume of developer to
› Formula resistant hair. penetrate the cuticle. When using
› Haircolor brand Shades EQ on coarse hair, utilize the
heat option for better absorption.
Formation › Formula Your client with curly hair comes When highlighting curly hair, use a
› Haircolor brand in for highlights. heavier weave or higher contrasting
› Highlighting technique color formulas for best results.
Condition › Haircare regimen Your client’s hair is dry and Use the Professional Treatments Tool
› Haircolor brand distressed. to discuss treatments and at-home
› Prep and Post treatments maintenance with your client. Apply
the appropriate Redken Chemistry
treatment, and use Shades EQ for its
superior conditioning qualities.
Suitability:
Skin Tone and › Color formulas Your client’s vision is to be a Use the Skin Tone Cards to help
Face Shape › Color placement cool red, but her skin tone is determine and explain to the client
warm. which shades will work best.
Natural / › Formula Your client has dark brown hair Use the Level and Percentage of Gray
Starting › Type of service and wants to be an ashy blonde. Finder to determine the natural or start-
Level ing level of your client. Communicate
with her the types of services needed to
achieve the desired result.
51
SERVICES: Technical
BLOW-DRY SERVICES
ANALYSIS
Why it’s For a blow-dry service, the Lifestyle Analysis will help you determine:
important › The best style for the client today and on future visits
› Overall end result
› Which leave-in treatments and wet and dry stylers to use and how much
› Which brushes and hot tools to use
› Approximate blow-drying time
› Continued care

Professional › Brushes used Your client works in a Use your Style Portfolio to discuss possible
and Personal › Drying time conservative environment styles with your client.
Style › Hot tools but desires a more urban look
› Overall design for evening.
Personal › Overall design Your client is training to run For protection against UV rays and
Interests › Prep and Post treatments a marathon and is spending environmental aggressors use the Color
› Wet and dry stylers more time outdoors. Extend Sun regimen along with Redken
Styling products that protect against
sun damage such as: full frame 07
protective volumizing mousse or
satinwear 02 ultimate blow-dry lotion.
Vision:
Commitment › Cost Your client has coarse, kinky Be up front about the result you’ll be able to
› Overall end result hair and wants pin straight achieve within this time frame in the salon. To
› Time results however can only maximize blow-dry results use Power Tame
commit to spending minimal 16 intense straightening balm.
time in the salon.
Long Term › D irection for today and Your client wants to change Discuss what will best suit her lifestyle and
and Short future visits her style on the next visit. face shape. Use your Style Portfolio to
Term › Will help you develop the discuss possible styles with your client.
best Custom Hair Plan
Versatility › Overall end result Your client likes the During the Client Lesson discuss which tools
versatility of wearing her and Redken Styling products she should use
hair curly or smooth. for the end results she is trying to achieve.
Client Hair › Brushes used Your client mentions that she During the Client Lesson teach your client
Routine › Haircare regimen can never get enough volume how to hold brushes and the blow-dryer to
› Hot tools in the crown. achieve the volume she wants in the crown.
› Overall end result Recommend the appropriate Redken Styling
› Wet and dry stylers products for her hair type and to help support
her style.
52
SERVICES: Technical
BLOW-DRY SERVICES
PHYSICAL Abundance, Diameter, Formation, Condition, Suitability
ANALYSIS
Why it’s For a blow-dry service, the Physical Analysis will help you determine:
important › The best style for the client today and on future visits
› Overall end result
› Which leave-in treatments and wet and dry stylers to use and how much
› Which brushes and hot tools to use
› Approximate blow-drying time
› Continued care

Abundance › mount of leave-in treatments
A Your client with sparse hair To prep hair, use Body Full Shampoo
› Brushes used desires a much fuller, rounder and Conditioner and a product from
› Drying time end result. Redken Styling’s Volume Collection.
› Overall end result Blow-dry hair on-base using a round
› Wet and dry stylers used brush and diagonal sections for a full,
round end result.
Diameter › Brushes used Your client has fine, wavy hair Use Redken’s sheer straight 06
› Drying time and wants it straight but not flat. lightweight straightening gel that
› Leave-in treatments is formulated specifically for fine hair.
› Wet and dry stylers Blow-dry hair smooth using a round
brush to create volume through the
mid-shaft and ends.
Formation › Brushes used Your client has frizzy, curly hair Prepare the hair with Redken
› Drying time and desires a smooth and flat Chemistry Smooth Down Shot Phase
› Hot tools used result. and follow with the appropriate Shot
› Leave-in treatments Phix. Use Redken’s power tame 16
› Prep and Post treatments intense straightening balm to achieve
› Wet and dry stylers a smooth, flat result.
Condition › Blow-dry time Extremely porous hair may take Prep hair with Redken Chemistry
› Haircare regimen longer to dry than hair with even Extreme Shot Phase and follow with
› Leave-in treatments porosity. the appropriate Shot Phix to help
› Prep and Post treatments reinforce the internal fiber. Use the
› Wet and dry stylers Professional Treatments Tool to
discuss treatments and at-home
maintenance with your client.
Suitability:
Face Shape › Brushes used Your client has an inverted Avoid too much volume on the top and
› Hot tools used triangle face shape. keep the hair below the cheekbone
› Overall end result to balance the shape. Use the Face
› Wet and dry stylers Shape Indicator for suggestions on
how to balance shape.
53
SERVICES: Technical
FINISH SERVICES
LIFESTYLE Professional and Personal Style, Personal Interests and Client Hair Routine
ANALYSIS
Why it’s For a finishing service, the Lifestyle Analysis will help you determine:
important › Overall end result
› Wet and dry stylers to use and how much
› If they are able to re-create or maintain the look at home or throughout an occasion
› Direction for today and future visits
› Continued care

Professional › Brushes used Your client who has a very natural Use your Style Portfolio to discuss
and Personal › Hot tools used style is going to a black tie event. possible styles with your client.
Style › Overall design
› Time
Personal › Haircare regimen Your client has salsa dance During the Client Lesson teach her
Interests › Overall end result classes a couple nights a week different ways of pinning her hair up and
› Prep and Post treatments and wants various ways to wear her recommend the appropriate Redken
› Wet and dry stylers hair up. Styling product to help support the
looks.
Vision:
Commitment › Cost Your client brings in a picture of Suggest a less complicated finish to
› Overall end result a complicated avant-garde style. accommodate her time needs.
› Time that takes a lot of time to create
but can only commit to spending
minimal time in the salon.
Long Term › D irection for today and Your client likes to change her Use a flexible finishing hairspray such
and Short future visits look from day to night. as Redken workforce 09 volumizing
Term › Will help you develop the finishing spray for brushability without
best Custom Hair Plan flaking.
Versatility › Overall end result Your client is getting married Use mild and medium control Redken
and wants to wear her hair up Styling products so she can have
for the ceremony and down for versatility throughout the day to support
the reception. her desired looks.
Client Hair › Brushes used Your client is worried about her Prepare a “refresher kit” for your client
Routine › Haircare regimen look lasting the entire event. that includes the appropriate Redken
› Hot tools Styling hairspray or products in travel
› Overall end result sizes. Show her how to do easy, quick
› Wet and dry stylers fixes to maintain her look throughout the
event.
54
SERVICES: Technical
FINISH SERVICES
ANALYSIS
Why it’s For a finishing service, the Physical Analysis will help you determine:
important › Overall end result
› Prep treatments
› Leave-in treatments and wet and dry stylers to use and how much
› Size and directions of sections and pin placement
› Brushes and hot tools to use
› Approximate drying time
› Continued care

Abundance › rushes used
B Your client with thick hair Use a product from Redken Styling’s
› Drying time desires a smooth, sleek result. Straight Collection such as align 12
› Leave-in treatments protective straightening lotion or
› Size and direction of sections power tame 16 intense straightening
› Wet and dry stylers balm and blow-dry hair with vertical
sections to minimize volume.
Diameter › Amount of product Your client with fine hair desires Prep hair with Body Full Shampoo,
› Brushes used a messy bun. Conditioner and Volume Amplifier.
› Drying time Set on-base with a medium barrel iron,
› Leave-in treatments using horizontal sections to achieve
› Size and direction of sections thickness and volume. Backcomb
› Wet and dry stylers slightly and twist loosely into a bun.
Formation › Brushes used Your client with wavy hair Prep hair with Smooth Down
› Hot tools used desires sleek, soft waves. Shampoo and Conditioner. Mist each
› Drying time section with a product from Redken
› Leave-in treatments Styling’s Heat Styling Collection and
› Wet and dry stylers set off-base with a large barrel iron to
create soft waves.
Condition › Drying time Your client with frizzy, dry hair Prep hair with the appropriate Redken
› Haircare regimen desires a smooth, flat, finish. Chemistry treatment and style hair
› Leave-in treatments with a product from Redken Styling’s
› Prep treatments Straight Collection. Finish hair with a
› Wet and dry stylers product from Redken Styling’s Shine
Collection for added frizz control and
shine.
Suitability:
Face Shape › Balance of shape Your client has an inverted To balance her Face Shape, add
› Overall end result triangle face shape. volume through the nape area. Use the
Face Shape Indicator for suggestions
on how to balance shape.
55
SERVICES: Technical
TEXTURE SERVICES
LIFESTYLE Professional and Personal Style, Personal Interests, Vision and Client’s Hair Routine
ANALYSIS
Why it’s For a texture service, the Lifestyle Analysis will help you determine:
important › The best texture brand to use
› Wave pattern and rod size and placement
› Traditional wrap vs. directional wrap

Professional › Rod size Your client has a casual style and Choose larger rods and an off-base
and Personal prefers loose curls. wrap.
Style
Personal › At-home maintenance Your client swims regularly. Use Hair Cleansing Cream and Fresh
Interests Curls as their continued care.
Vision:
Commitment › Texture brand Your client has fine hair and Choose an acid wave, such as Creative
› Rod size prefers to go longer between Curl or Inner Secret, and a larger rod
› Rod placement visits. for a looser curl.
Long Term › Texture brand Your client’s vision is to have a Choose a directional-wrap to
and Short › Rod placement new haircut in the near future. complement her new look.
Term
Versatility › Texture brand Your client has fine hair and likes Give her a wave pattern versus a curl
› Rod size to change her look everyday. and introduce her to different styling
› Type of wrap techniques using Redken Styling
products during her Client Lesson to
support various looks.
Client Hair › Texture brand Your client wants to air-dry her hair Wrap her hair so that it has a stronger
Routine › Rod size for minimal maintenance. curl pattern and falls into a shape that
› Rod placement will be easy to maintain. During the
› At-home maintenance Client Lesson, make sure to review
the application of products so she can
achieve her desired look.
56
SERVICES: Technical
TEXTURE SERVICES
ANALYSIS
Why it’s For a texture service, the Physical Analysis will help you determine:
› The best texture brand to use
› Sectioning
› Amount of product needed
› Service and processing times
› Rod size, placement, and tension

Abundance › mount of product
A Your client has thick hair. Thick hair requires smaller sections
› Rod size to prevent bunching of the hair on the
› Rod placement rod. Take smaller sections for even
› Size of sections saturation.
› Service time
Diameter › Texture brand Your client has coarse, textured Coarse hair will hold a wide wave
› Rod size hair and wants natural-looking, pattern better than fine hair, which is
› Amount of tension bouncy curls. smaller in diameter and more resistant.
Use Vector Plus and wrap with large
rods and no tension.
Formation › Texture brand Your client has stick straight Redken’s Texture Collection ranges
› Type of service hair and wants body and curl. from alkaline to acid to create a variety
› Rod placement of curl formations. For more
› Amount of tension information, consult the Haircolor &
Texture Guide.
Condition › Haircare regimen Your client has very porous hair. Perform an elasticity test to determine
› Prep and Post treatments the condition of the hair prior to a
› Texture brand texture service. Use the Professional
Treatments Tool to discuss treatments
and at-home maintenance with your
client.
Suitability:
Face Shape › Texture brand Your client wants a shape to Alkaline wave products, such as
› Rod placement complement her style and face Vector Plus, are more practical
shape. when design-wrapping because they
eliminate the difficulty of maintaining
tension through the swelling of the hair
fiber. Choose a wrap that will balance
her face shape. Use the Face Shape
Indicator for suggestions on how to
balance shape.
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SERVICES: Technical
ow that you have gone through Step 1, the Analysis step, for the service you are about to perform, below
N
are the additional steps to complete your consultation:
Step 2: CUSTOM HAIR PLAN

The Custom Hair Plan is your professional recommendation for the client that results from your dialogue
and is agreed upon by both you and your client. It includes all services for today and future appointments,
at-home maintenance and recommended dates to re-book.
Step 3: SERVICES
Once you and your client have agreed on a Custom Hair Plan, it’s time to get started on your services -
Prep, Technical and Post.
PREP SERVICE:
Prep Services are the haircare and treatments you need to perform to prepare the hair fiber for the technical
service. The information you gathered during the Lifestyle and Physical Analysis step will help you
determine the appropriate Prep Services. Choose from the following backbar care: Pre-Art, Hair Cleansing
Cream Shampoo, CAT and Redken Chemistry.
TECHNICAL SERVICE:
Based on the results for the Physical and Lifestyle Analysis, determine the products, tools, method,
techniques that will help you achieve the Vision proposed in the Custom Hair Plan:
Blow-dry and Finish - Formation, diameter, abundance, condition and face shape will help
determine the appropriate wet and dry stylers, tools, method and overall end result that will help
achieve the Vision.
Haircolor, Haircutting, Texture - Professional and personal Style, formation, diameter, abundance,
condition, face shape and skin tone will have a direct impact on your choice of product, placement,
formulas, application, technique and overall design that should be used to achieve the Vision.
POST SERVICE:
Post Services include the haircare, treatment, and styling products applied after the technical services, as
well as a client lesson on product usage and recreating their look at home.
Step 4: CONTINUED CARE

Continued Care is everything that takes place after the Post Service and includes reviewing the Custom
Hair Plan, recommending an appropriate at-home maintenance, client lesson and re-booking their next
appointment.
If your clients choose not to purchase any products for the at-home maintenance of their hair, make sure you
give them samples so they can try the products you recommended.
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SERVICES: Post
POST SERVICES
Scenario: Since adding quick blow-dry lessons to your clients’ appointments,
you have noticed a dramatic increase in retail sales and client referrals.
Post Services include the haircare, treatment, and styling products applied after the technical services,
as well as a Client Lesson that focuses on product usage and how to recreate their look at home.

› Creates the finished look
› Helps clients recreate their look at home
› Impacts longevity of service
› Increases client satisfaction, loyalty, and referrals
SHAMPOO, CONDITIONER AND TREATMENTS

› U se the Professional Treatments Tool provided in the Art of Consultation Kit to help you
determine the best post treatment
› Follow with the appropriate Redken shampoo, conditioner and treatments to help extend the
durability of the chemical services you performed
› Redken Haircare treatments are categorized by “rinse-out,” “leave-in,” and “treatment
stylers.” Treatment Stylers refer to products that offer the same benefits of the range they
belong to in addition to styling benefits
Here are two of our most popular post color service treatments:
After a color service:

Apply Redken Chemistry Color Extend Shot Phase. If the hair needs additional moisture, strength,
control, softness or smoothness, add the appropriate Redken Chemistry Shot Phase formula to Color
Extend Shot Phase. Follow with Shot Phix 3.5 or 5.5 pHix pHase sealer based on the type of distress
experienced by the hair. Spray 10 to 15 pumps over the shot, work in and rinse. Apply the appropriate
deep conditioning treatment if additional conditioning is desired.
After a color service for age-weakened hair:

Apply Redken Chemistry NEW Time Reset Filler Shot Phase directly onto the lengths of the hair from
the bottle. Comb through to distribute evenly. Leave on for 1-2 minutes, do not rinse. Follow with Shot
Phix 3.5 or 5.5 pHix pHase sealer based on the type of distress experienced by the hair. Spray 10 to
15 pumps over the shot, work in and rinse. Apply Time Reset Youth Revitalizer and comb through to
distribute evenly. Leave on for 5-15 minutes depending on the condition of the hair. Rinse thoroughly.
For more information on Redken Chemistry and NEW Time Reset, see the 2010 Retail Product Guide
or log-on to Redken.com.
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SERVICES: Post
Retail Sales Tip:

For a client that has had a haircolor service, explain that you are using products that
are designed to protect the hair and close the cuticle layer. “The products I am using
today will protect your haircolor for weeks to come. I highly recommend that we add
these products to your at-home maintenance regimen.” If the client decides not to buy
the products tell them you will write them down in the Custom Hair Plan in case they
decide to buy the products next time.
STYLING PRODUCTS
› P roducts and styling techniques provide the support that enhances the final result
› Redken Styling products are categorized into five end result collections—Straight, Shine,
Volume, Texture and Curl—and three specialty collections—Heat Styling, Hairsprays, and
NEW Style Connection
› Each product has a number that represents the amount of control it provides—the higher the
number, the greater the control: Mild Control 01-05, Medium Control 06-15 and Maximum
Control 16-26
There are two product application steps during the finishing process:
1. Products applied to WET HAIR to give foundation and hold
2. Products applied to DRY HAIR to add definition, texture, shine, and/or control to your finish
Before applying product, keep the end result in mind. It is not enough to simply apply the product
throughout the hair without a specific objective. Product must always be applied where you want the hair
to be most responsive.
For more information on Redken Haircare and Styling products, watch the product knowledge videos
– offered FREE on our online learning website, RedkenEducationOnDemand.com.
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SERVICES: Post
CLIENT LESSON
› T
he client’s ability to recreate their look at home has a direct effect on client satisfaction,
retention and referrals
› M
any clients have challenges in this area while other more hair-savvy clients may be looking
for a new way to style their hair
Spend a few minutes going through each of the following points to make your
clients happy and your work look great! This step will also give you an edge over the
competition – since some stylists don’t show the client how to recreate their look:
› Explain step-by-step the process they should go through at home

› Explain when and how to apply the appropriate styling products
› Outline what types of tools they will need – brushes, hot tools, etc.
› Give tips on:
› Cutting down on blow-dry time
› Various ways to wear or restyle their hair
› Holding tools effectively
Allow the client to do a section of their hair while in your chair and coach them
through the process. This extra step will solidify your client’s loyalty!
Encourage your clients to visit youtube.com/Redken to watch The Hair Files – our video series
that walks clients through popular looks with easy step-by-step techniques from Redken
Experts.
TOOLS
› Using the right brushes and hot tools will ensure success at home
› Make sure to retail hot tools and brushes at the salon to your clients
To see demonstrations on how to use different styling tools visit RedkenEducationOnDemand.com for
the following videos:
› Tool Box: Blow-Dryers
› Brushes 1: Blast Dry, Vent Brush, Paddle Brush
› Brushes 2: Denman, Mason Pearson, Comb
› Brushes 3: Round
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Step FOUR:
STEP 4: CONTINUED CARE
CONTINUED
Continued Care includes everything that takes place after all services.
This includes revisiting the Custom Hair Plan, at-home maintenance
and re-booking.
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CARE
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CONTINUED CARE
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CONTINUED CARE
CONTINUED CARE
FACT:
71% of consumers were not given a product recommendation on a recent salon
visit. The salon industry is missing out on a $1 billion opportunity.*
*WWD Morning Report
After the services are complete, it’s time to review the Custom Hair Plan, recommend the appropriate
at-home maintenance, and re-book their next appointment.
CUSTOM HAIR PLAN

› Revisit the Custom Hair Plan
› Talk about the next steps that you have agreed upon
› Make sure to give them their tear-off Custom Hair Plan so they have a visual reminder of
what they need to do to achieve the look they want
AT-HOME MAINTENANCE
Since you recommended the appropriate at-home maintenance during the Custom Hair Plan you
should be using this time to re-cap what was recommended. Ask if they have any questions regarding
their at-home routine and styling tips covered during the client lesson. A study by Modern Salon
Magazine found that:
› If a client buys 1 product there is a 30% chance they will return to the salon
› If a client buys 2 products there is a 60% chance they will return to the salon
› If a client buys 3 products there is a 90% chance they will return to the salon
Recommending the correct at-home maintenance for the services you provide can only increase loyalty
and make the client more satisfied!
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CONTINUED CARE
SAMPLING
After discussing the at-home regimen, clients may still decide to hold off purchasing the products. Sampling
is a great way to allow clients to try the products that you recommend, and encourage a retail purchase on
their next visit!
THE POWER OF SAMPLING

› Sampling is a proven way to increase retail sales!
› 72% of consumers purchase full size products after trying a sample size
› 69% have bought a product they don’t normally use after trying a sample
› 67% report they’re excited to try sample sizes
› 90% of men who tried Redken For Men product samples said they will “definitely/probably”
purchase them
SAMPLING TIPS:
› O
ffer clients free samples of Redken’s newest products when they purchase haircare
and styling products
› Include sample sizes with every gift certificate purchase
› Provide free samples in the restroom and changing rooms
› Explain the benefits and offer usage tips with each sample you hand out. If clients understand and
use the product properly, they’re more likely to make a full-size purchase
› Sample a retail product with every haircolor service
› Introduce clients to a new haircare regimen with a free packette
› Mail packettes to clients who have appointments the following week and encourage them to
purchase the full size when they come in for their appointment
PROMOTIONAL IDEAS:
› G ive samples to your female clients for the men in their lives. Offer her a discount off a service or a
free retail product for every male client she sends in
› Offer a “Groomsmen Package” for every bride you have booked. Invite the men in the bridal party
to try Redken For Men products and take samples home
› Organize a “Girls’ Night” or “Guys’ Night” at the salon and invite clients and ask them to bring a
friend. Serve refreshments and let them try the products. Send everyone home with a free sample
› Sponsor community or civic programs such as a local school’s sporting event. During the event,
give out business cards with a free sample and $10.00 off coupons for new clients
› Hold a client appreciation day –pass out free minis as a party favor or a gift with purchase
› Customize mini gift sets in favor bags. Include new products or product the client hasn’t tried. Add
a coupon for a service the client has never booked or a coupon towards the purchase of a full size
product. Visit Redken.com/MyBusinessToolbox to customize and print rewards cards
› Give a sample to clients with the appropriate hair type who would like to try the product. Offer
them $1.00 off the full size product when they bring back the empty sample
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CONTINUED CARE
CONTINUED CARE
RE-BOOK
› efer back to the Custom Hair Plan and book their future appointments
R
› Re-booking has a powerful impact on client retention and increases your service sales in the future
› It’s the best way to ensure your client fits their style maintenance conveniently into their schedule
› Go to Redken.com/MyBusinessToolbox to personalize and order re-booking and
appointment cards
After you have discussed the next steps and the services to perform during the next
few visits, offer your clients an incentive to re-book their appointment. For example,
offer them a free service on their 3rd re-booked appointment, or a free product when
they complete the 3rd treatment.
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RE-CONSULT
RE-CONSULT
It is important to re-consult with your clients at every visit in order to review

the services and at-home maintenance from their last visit and make any
adjustments.
You may choose to do a re-consult or seasonal re-consult.
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70
RE-CONSULT
RE-CONSULT
If you have been seeing the same client for many years, it can be easy to overlook and skip a consultation.
Keep in mind that over time, hair color, skin tone, texture, density, face shape, and lifestyle routines can
change. It is important to perform a re-consult to ensure you are giving your client the excellent service
she deserves.
The Re-Consult is a simple 3-5 minute conversation that should take place at the beginning of every visit
(if you have already had the initial overall consultation with your client). During this time, review the Custom
Hair Plan in 4 easy steps:
Step 1: Review the Last Visit

› What did you love about your hair?
› What would you change about it?
› Check if there are any changes in lifestyle, hormonal concerns or time commitment that would
affect their hair
Step 2: Review Custom Hair Plan

› Based on the responses from Step 1, discuss any adjustments that need to be made
Step 3: Review Continued Care

› Ask about the retail products they purchased to make sure these products are working
› Review re-bookings and any add-on services
Step 4: Perform Service
THE APPOINTMENT BREAKDOWN

How much time should you spend on each part of the appointment? We suggest
the 15/70/15 formula:
Spend 15% of the time discussing the last visit – how did the design and/or
color, take-home products, etc. work for them
Spend 70% of the time on “now business” – what will happen today, changes,
additions, etc.
Spend 15% of the time on the next visit – what will happen, re-book,
continued care, etc.
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RE-CONSULT
SEASONAL RE-CONSULT
A seasonal re-consult, a more extensive, 10-15 minute conversation, should take place 2-4 times a year
to review seasonal trend shifts. It gives you the opportunity to update your client’s look and suggest new
services. During this time review the Custom Hair Plan in 4 easy steps:
Step 1: Review Current Look

Speak with the client about seasonal trend and fashion changes:
› “Now that it’s getting cooler and you don’t have to keep your hair off your face, let’s update your
haircut for fall.”
› “Now that summer is over let’s warm up your haircolor a bit.”
› “ As you can see in this magazine, a fringe is very popular this season. Based on your face shape,
I think a side swept fringe would compliment your style and keep your look fresh”
Step 2: Review Style Portfolio

Show your client current trends and how their look can be updated
› “ This season the trend is the bob instead of grown out layers.”
Keep your Art of Consultation Style Portfolio up to date. Visit Redken.com’s Style Gallery and print out
the latest looks and trends.
Step 3: Review Services and Continued Care

Review and adjust any necessary services and continued care.
› A
client is changing their haircolor from a level 6 to a level 10. In order to prep for the service,
a Redken Chemistry Extreme Shot Phase treatment would be needed as well as the
Blonde Glam haircare at home
Step 4: Perform Service
Use a calendar to pre-determine dates for your client’s

seasonal re-consult and the next few visits in between.
72
MEN
MEN
Men want to be in an out of the salon as quickly as possible. So it’s no

surprise that a consultation with your male clients may be a little different
than with your female clients.
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MEN
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MEN
MEN’S CONSULTATION
Even though men usually want to be in and out of the salon quickly, it’s still important to discuss expectations
and create a plan to meet their needs.
CLIENT COMFORT
Begin by making sure your salon is male friendly. You don’t have to change your décor but making a few
adjustments can make male clients feel comfortable being in your salon.
Keep a few male oriented magazines in the waiting area and hang images of both men and women
throughout the salon so your male clients feel at ease.
It would also be helpful to have a designated retail area for men’s products so he knows that your salon is
committed to men’s services.
SPEAK HIS LANGUAGE

Here are some tips on words to use – and those you should avoid – when talking to a male client:
Male-Friendly Words Words to Avoid

Natural Color
Low Maintenance Cover Up
Customizable Retouch
Blend Heavy
Easy Lighten
Quick Darken
Real Roots
True Commitment
Stronger Blunt
Options Hot Tool
Layer
Now that you have made him feel comfortable, following are the points to cover during a Men’s consultation.
75
MEN
Step 1: LIFESTYLE AND PHYSICAL ANALYSIS

As with your female clients, Step 1 of the Art of Consultation with a male client is the Lifestyle and
Physical Analysis.
Instead of having the male client fill out the Customized Client Profiler keep it a little more informal
and begin by just asking him a few questions that will help you determine his lifestyle and record your
findings on the profiler.
The questions to ask include:

› What is his personal and professional style?
› What does he like to do in his free time?
› How often does he like to change his look?
› How often can he come to the salon?
› How comfortable is he with styling his hair?
› Does he like versatility in his look?
› Is there anything about his hair that he especially likes or dislikes?
Then move on to the Physical Analysis of the hair and determine the following things.
› Abundance
› Diameter
› Formation
› Condition
› Face shape
(Refer to the Face Shape Indicator for suggestions on how to balance his face shape)
Step 2: CUSTOM HAIR PLAN

Once you’ve analyzed his hair, present and agree upon a Custom Hair Plan
Be sure to discuss:
› The services you recommend
› The time commitment involved
› Costs
› Maintenance
› And next steps
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MEN
Step 3: Services - P ERFORM THE PREP, TECHNICAL
AND POST SERVICES
PREP SERVICES
Perform the appropriate pre-treatments.
For a list and description of Redken prep services refer to page 43
TECHNICAL SERVICES
If you would like some new formulas and technique ideas and inspiration, check out the other videos on
RedkenEducationOnDemand.com.
Following are the service tables with examples of the most common salon services and how the Analysis
impacts the choices you make. We’ve also included some specific salon examples with tips on how to use
this information to make the best decisions and create effective Custom Hair Plans for your male clients.
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MEN
Men’s DESIGN SERVICE

ANALYSIS
Why it’s For a design service, the Lifestyle Analysis will help you determine:
important › Overall design
› Type of service
› Haircare regimen
› Stylers

Professional › Overall design Your client wants a cut and Use the Style Portfolio to communicate
and Personal finish to fit his personal and visually with your client about different
Style professional style. design alternatives.
Personal › Haircare regimen Your client is on a basketball Recommend Redken For Men’s
Interests › Stylers team and spends a lot of time at invigorating system designed for men
the gym. with active lifestyles.
Vision:
Commitment › Service(s) Your client wants a short clipper Use shears instead of clippers for a
cut but can only commit to come softer grow-out.
to the salon every 6 weeks.
Long Term › D
irection for today and Your client wants to keep his hair To accommodate time and cost have
and Short future appointments looking professional while it grows him come in every 2-3 weeks
Term out. He can only commit to for “maintenance” to keep his hairline
spending minimal time and money clean while he grows the interior.
on the service.
Versatility › Overall Design Your client works in a conservative Determine what looks best on the client
environment in the day, but plays and teach him alternate ways to style
in a band at night and needs his hair using Redken For Men Styling
versatility in his style. products.
Client Hair › Overall design Your client’s hair routine is to wash Recommend using Redken For Men
Routine › Stylers and air-dry. stand tough extreme gel to help
› Tools control his style throughout the day.
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MEN
ANALYSIS
Why it’s For a design service, the Physical Analysis will help you determine:
important › Cutting tool
› Size and direction of sections
› Prep and post treatments
› Stylers
› At-home maintenance

Abundance › Amount of product Your client has average, flat hair Use texturizing shears instead of a
› Cutting tools and his Vision is to have a very razor to be sure not to remove too much
› Brushes and combs used textured, volume-up haircut. weight and style with Redken For
› Drying time Men high rise hard wax for maximum
› Size of partings volume.
Diameter › Haircare regimen Your client’s hair is extremely Leave the length longer to
› Stylers coarse and his vision is to have accommodate for his coarse hair
› Cutting tools a long piecey, textured front. diameter and finish with a Redken For
› Drying time Men Styling product to achieve the
› Brushes and combs used end result.
Formation › Haircare regimen Your client has curly hair and Use shears instead of a razor to create
› Stylers likes to keep it short to avoid a strong perimeter. Re-book every 3-4
› Cutting tools getting frizzy. weeks to maintain the shape.
› Brushes and combs used
Condition › Haircare regimen Your client has coarse and dry Use Redken For Men Clean
› Stylers hair that is difficult to manage. Spice 2-in-1 Conditioning Shampoo
› Drying time for added moisture.
Suitability:
Face shape › Overall design Your client has a round face To create balance, cut a shape with
› Color placement shape and likes to keep his hair length and height on top to draw the
› Finished style very short. eye vertically. Use the Face Shape
Indicator for suggestions on how to
balance shape.
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MEN
Men’s HAIRCOLOR SERVICE

LIFESTYLE Professional and Personal Style, Personal Interests, Vision, Client Hair Routine
ANALYSIS
Why it’s For a haircolor service, the Lifestyle Analysis will help you determine:
› Type of application
› Type of service

Client Style › Color placement Your client wants a color Use the Style Portfolio to communicate
› Formula to fit his personal and visually with your client about different
professional style. haircolor alternatives.
Personal › Haircolor brand Your client is on a swim team Use Hair Cleansing Cream today and
Interests › At-home maintenance and spends a lot of time at recommend he take home the Redken For
the gym. Men Invigorating System designed for men
with active lifestyles.
Vision:
Commitment › Service(s) Your client wants to start Use Redken For Men color camo to gently
coloring his hair to blend blend the gray without harsh grow-out lines.
some of the gray but can only
commit to come to the salon
every 6 weeks.
Long Term › D
irection for today and Your client wants to lighten Add a few foils to the front to accommodate
and Short future appointments his hair but can only commit time and cost.
Term to spending minimal time and
money on the service.
Versatility › Color placement Your client works in a Place foils based on a side part and teach
conservative environment in him alternate ways to style his hair using
the day, but plays in a band at Redken For Men Styling products.
night and needs versatility in
his style.
Client Hair › Haircare regimen Your client just got a highlight Recommend he uses Redken for Men wax
Routine › Stylers service and wants to style his or gel and teach him how to style his hair dur-
hair to show off his new color ing the Client Lesson.
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MEN
ANALYSIS
Why it’s For a haircolor service, the Physical Analysis will help you determine:
important › Porosity and elasticity
› If the haircoloring service should be performed based on results from patch test
› What is achievable in the service
› Thickness of sections and amount of product needed
› Application time
› How haircolor will be absorbed

Abundance › Amount of product Your client has very thick hair Use Redken For Men color camo
› Size of sections and his vision is to blend the in an applicator bottle for a fast
› Application time gray away. application at the shampoo bowl
Diameter › Absorption Your client has extremely coarse Use a permanent haircolor such
› Formula and resistant hair and his vision as Color Gels with a low volume
› Haircolor brand is to have a darker haircolor. developer for a fast processing time.
Formation › Haircolor brand Your client has straight, thick Use Blonde Icing in 1:1 ratio to
› Highlighting technique hair and comes in for highlights. highlight the tips and show dimension
› Formula in the cut.
Condition › Haircolor brand Your client has hair that is Use Color Fusion for its conditioning
coarse and dry and is difficult qualities.
to manage.
Suitability:
Face shape › Color placement Your client has a round face To create balance, cut a shape with
shape and likes to keep his hair length and height on top and add lighter
very short. pieces to draw the eye up.
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MEN
Continue the Consultation with youe male clients with the following steps:
POST SERVICES
Apply the appropriate wet stylers, which are styling products applied to damp hair, and cut as desired.
Follow with the appropriate dry stylers, which are styling products applied to dry hair and complete the style.
Redken For Men offers a complete line of haircare and styling products that address male-specific hair needs.
CLIENT LESSON
It is important as a stylist to not only create a great result but also to teach clients how to re-create their salon
look at home.
During any service you should explain the steps the client should follow to duplicate their look. This is the
time to address any concerns he has regarding his hair routine. Show him how to apply styling products to
achieve the finished look. When a male client understands the correct way to use products he will be more
inclined to make a retail purchase.
STEP 4: Continued Care

Review with your client the Custom Hair Plan and the services that were performed to achieve his goals
as well as the next steps including at-home maintenance.
Remind him when he should return to the salon and the services that he needs to stay in line with his
Custom Hair Plan.
This is also the time to re-book his next appointment or appointments before he leaves the salon so that he
can stay on track with his Custom Hair Plan.
Give him the tear off section of the Customized Client Profiler.
RE-CONSULT
When the client returns to the salon the next time, be sure to perform a brief re-consult where you check in
to see if anything has changed in his personal or professional style, interests, health and hair condition.
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RESOURCES
RESOURCES
Redken provides an array of products, programs and tools to help you

perfect your professional edge and learn better, earn better and live better!
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RESOURCES
RESOURCES
CLIENT RESOURCE TOOL
Below is a list of the educational resources that Redken provides to help give your consultations and services
the professional edge:
Before the Salon Visit

Enhance your clients’ consultation experience by asking them to complete the lifestyle questionnaire before
they come to the salon.
Step 1: Visit Redken.com’s professional site to send the Customized Client Profiler questionnaire to your
client via Redken’s FREE email marketing tool.
Step 2: Clients will receive an email and fill out the questionnaire. Once complete, they will hit submit.
Step 3: You will receive an email with your client’s completed questionnaire. Print it out and let them review/
confirm the information when they come in for their appointment.
After the Salon Visit

Ensure clients come back to the salon as needed and agreed upon in their Custom Hair Plan by sending
them a FREE personalized alert.
› Already re-booked? Send an email to your client to confirm their appointment.
› Time for the next appointment? Send an email to clients when it’s time to re-book.
› Encourage your clients to download Redken’s Desktop Widget to also set their own
calendar reminders.
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RESOURCES
REDKEN’S PERSONAL-BASED EDUCATON

Discover why Redken Education is so different: One-on-one attention. Interactive,
hands-on learning. Innovative sessions. Inspiring facilitators. Whether in your salon, at
an event like our award-winning Symposium, or at the Redken Exchange, our state-
of-the-art learning facility in NYC, Redken Education offers a learning environment
unlike any other – a personal-based, interactive approach where you advance your
skills, kick-up your creativity and transform your job into a career!
Continue your journey to learn better, earn better and live better with these Redken
Education programs:
THE REDKEN EDUCATION PLATFORM™

› Includes an extensive menu of classes for every salon professional
› Helps increase knowledge, confidence, and income
› Offered in-salon, stores, at shows and special events
› Classes can be combined to create a customized program that meets your salon’s needs
REDKEN SPECIALIST AND MASTER SPECIALIST PROGRAM

› For salon professionals who choose Redken as their leading education and training resource
› R ecommended for anyone who wants in-depth Redken training
› H ands-on workshops enhance technical skills in color, design and finish
› Both programs encourage networking and offer career advancement opportunities
THE REDKEN EXCHANGE

› The industry’s leading resource for learning
› A place to expand your vision and challenge your talents
› Features award-winning facilitators and the latest
techniques in color, design, trends, finishing and business
› State-of-the-art facility located in the heart of NYC
› Winner of behindthechair.com’s stylist choice award for
favorite advanced academy (2006 & 2007)
REDKEN ARTIST NETWORK

› Salon professionals who possess standout qualities and the passion to share their knowledge
to help other salon professionals reach their highest potential
› The Redken Artist Induction, a 3-phase training, prepares candidates to become a Tier 1
Redken Artist
› There are four tiers to advance through—each with a specific level of knowledge, facilitation and
technical ability
› Exclusive Tier System ensures that the artist’s talent matches or exceeds the needs of the
audience
86
RESOURCES
REDKEN CERTIFICATION PROGRAMS
› Become a Redken Certified Haircolorist or Redken Certified Design Stylist
› Programs recognize and reward salon professionals who possess exceptional skills and true passion
› Be viewed as an authority by clients and other salon professionals
› Requires passing a comprehensive written, practical and scenario test
› When you register for the exam, you’ll receive a study kit that includes all the essentials to prepare
you to pass the test
› Certification programs are hosted at The Redken Exchange in New York City
› Prep courses are also available on location and on RedkenEducationOnDemand.com
Once you become certified you will receive:

› Special listing on Redken.com and your own personal profile page to attract new clients
› Press kit and logo usage rights to create documents that promote your status
› Certificate to display in your salon
› Pin to identify you as a member of this elite group
REDKEN SYMPOSIUM
› Learn, network and energize with 10,000 salon professionals and top educators from around
the world
› Specialized sessions in color, design, finishing, trends and business offer the latest trends and
tips that are salon proven for success
› Winner of behindthechair.com’s stylist choice award for favorite manufacturer-sponsored
event (2003, 2005, 2006)
STEP UP! FAST TRACK TO WEALTH PROGRAM

› How-to, hands-on money workshop is designed to dramatically improve the salon staff’s
professional life and personal finances
› Shows stylists how much improvement is needed in their personal finances resulting in an
improvement in their awareness and ability to sell-through
› Utilizes “Step Up Planner” to radically improve sales and performance behind the chair
› Provides salon professionals with a valuable resource to help them earn better, learn better
and ultimately live better
87
RESOURCES
REDKEN.COM CONSUMER SITE

› Redken.com includes an interactive consultation tool to help consumers find the right products plus a
user-friendly Salon Finder providing consumers with the closest salon locations
› In-Salon Services section promotes haircolor, Redken Chemistry and Texture services to lead clients to
salons and reinforce the professional edge that can only be found at a Redken salon
› The Redken Facebook page keeps fans up to date with the latest new products and promotions, plus
fans can connect with each other on popular discussion boards. Visit Facebook.com/Redken
› The Redken Desktop Widget is available to salons and

consumers to receive instant updates, play Truth or Myth games
and receive the latest fashion news right on their computer
desktop. Visit Redken.com/widget
› The Redken YouTube channel features FREE how-to videos

for consumers and promotes Redken salons and products!
Visit YouTube.com/Redken
› The Redken Twitter page connects consumers and salon

professionals with the information they want, when they want it.
If you’re looking for breaking news, follow Redken on Twitter!
Visit Twitter.com/Redken5thAve
REDKEN EDUCATION ON DEMAND

› Access Redken Education anytime, anywhere
from your computer on this exclusive website
› Visit RedkenEducationOnDemand.com to browse
through haircolor, finishing, design, men’s and
business building videos
› Watch product knowledge videos for FREE
› Master the principles of design, color, and
finishing, or the hottest new cut and color
techniques
› Use it as a stylist training program, to inspire your
staff at salon meetings, or to improve your skills
and prepare for Redken Certification exams
› Videos are hosted by your favorite artists including Chris Baran, Kris Sorbie, David Stanko, Carmody
Homan, Giovanni Giuntoli, Dhaniel Doud, George Garcia and many others
› Videos can be rented and watched right from your Internet browser
Watch for FREE the dedicated Art of Consultation videos that show you how to use this new system in
your Design, Haircolor and Men’s services
88
RESOURCES
REDKEN.COM SALON PROFESSIONAL SITE
GROW YOUR BUSINESS
› Promote your business and services with the NEW My Business Toolbox section on Redken.com.
Customize Redken-branded templates including referral cards, postcards, posters, shelf talkers
plus much more!
› Manage your clients’ email addresses with a private email address book and then send them e-
blasts and e-newsletters using FREE Redken templates
› Discover the Redken Business Partner pages to find the right fit for your business
› Explore more than 11,000 pages of content, including business articles, public relations tutorials
and more
SALON FINDER
› Online salon locator makes it easy for clients to find a Redken salon in their area using Google maps
› More than 165,000 consumers access the salon finder each month!
› Promotional feature allows salons to inform clients about special offers and promotions
› Register your salon on Redken.com and take advantage of this FREE business-building tool
PLUS
› Fashion, style and event news
› Contests and giveaways
› Club 5th Avenue account access and point redemption
› Diversion information
89
RESOURCES
REDKEN PRODUCT PORTFOLIO

Redken offers a complete collection of products—from amazing haircolor options, to advanced haircare
solutions and creative styling products – for both men and women – to inspire and enhance your talents.
HAIRCOLOR & TEXTURE

EXCEPTIONAL CONDITIONING. ENDLESS VERSATILITY.
› Complete collection of color options to maximize your creativity
› From high fashion shades to ultra-shiny glosses and lightener products, each one is scientifically
developed and salon-proven for color confidence
› Advanced dye technology delivers perfect, long-lasting color results with exceptional condition
and shine
› Collection includes 4 high-performance, high-lifting solutions for modern lightening, and 3 versatile
texturing formulas to create curls, volume or add shape
REDKEN CHEMISTRY
TRANSFORM THEIR HAIR. BOOST YOUR BOTTOM LINE.
› Built on a strong foundation of protein and moisture
› Comprehensive system of products helps you create customized services to treat and transform
every client’s hair
› Each service offers intense care through highly concentrated ingredients that act in synergy with
a pH sealer
› Through the array of in-salon services and coordinating take home regimens, Redken Chemistry
offers your salon a valuable new service and retail revenue opportunity
HAIRCARE
SPECIFIC NEEDS. SIMPLE SOLUTIONS.
› Whether hair needs moisture, volume, softness, control, or daily protection, Redken offers
solutions with a complete collection of benefit-driven shampoos, conditioners and treatments that
deliver what they promise
› Four decades of groundbreaking research has led to revolutionary discoveries like the patented
Interbond Conditioning System
› Delivers highly specialized ingredients that transform hair’s inner structure while dramatically
improving its outer appearance
› Benefits begin in the salon with exclusive professional-only Redken Chemistry treatments
› Solutions extend through retail with a full range of brands that offer specific, targeted benefits
90
RESOURCES
REDKEN product portfolio
STYLING
RUNWAY STYLE…EVERYDAY
› From the runways of New York Fashion Week
› Categorized by end results: Volume, Straight, Shine, Texture, and Curl and Specialty: Heat Styling,
Hairsprays, and NEW Style Connection
› High performance products with strength, protection and control to benefit hair at every step of
the styling process
› Offers three levels of control—mild 01-05, medium 06-15, and maximum 16-26. The higher the
number, the greater the control
REDKEN FOR MEN

HIGH-PERFORMANCE HAS NEVER BEEN SO LOW MAINTENANCE
› complete collection of technologically advanced and benefit-driven products

A
› Haircare range offers focused technology for stronger hair and balanced scalp
› Styling range is categorized by form and control level to simplify selection
› Versatile haircolor helps you camouflage his gray – in 5 or 10 minutes
› Everything you need to help male clients looks their best
91

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WELCOME TO THE

*Kristi Valenzuela, Crystal Focus Coaching

“Think of every appointment with each client as an

“Seeing ‘same’ on my client color formula card is a recipe

“Everything we are teaching stylists today

THE ART OF CONSULTATION SYSTEM

STEP 2: Custom Hair Plan › 37

Why It’s important

Custom Hair Plan

IF YOU ARE A...

REDKEN ART OF CONSULTATION CAN HELP YOU...

The Redken Art of Consultation system is based on 4 easy steps:

1. ANALYSIS: Consultation starts with a Lifestyle and Physical Analysis.

3. SERVICE: Perform Prep, Technical and Post Services

4. CONTINUED CARE: Review the results of today’s services and discuss:

Art of Consultation Implementation Guide

Haircolor and Texture Guide

Retail Product Guide

Professional Treatments Tool

Face Shape Indicator

Level and Percentage of Gray Finder

Skin Tone Cards

Analysis is an important first step to help you create a

THINGS TO ANALYZE ABOUT THE CLIENT’S LIFESTYLE

CUSTOMIZED CLIENT PROFILER

PROFESSIONAL AND PERSONAL STYLE

Why It’s important

Why It’s important

› Swimming Chemical Aggressors

You can also observe visual effects on the hair

Why It’s important

Long Term - What the client might want in the future

CLIENT’S HAIR ROUTINE

Why It’s important

Physical Analysis of the hair:

Physical Analysis of the client/SUITABIITY:

CUSTOMIZED CLIENT PROFILER

PHYSICAL ANALYSIS OF THE HAIR

ABUNDANCE: SPARSE, AVERAGE, THICK

Why It’s important

Feeling the hair is the best way to determine abundance.

Sparse Average Thick

Why It’s important

Determine the hair’s diameter by touch and visual examination.

Fine Medium Coarse

FORMATION: STRAIGHT, WAVY,

Why It’s important

Straight Wavy Curly Kinky

Why It’s important

Condition can be determined by visual examination and questions to your client.

Dry Distressed Porous

THINGS TO KNOW ABOUT POROSITY

THINGS TO KNOW ABOUT AGING HAIR

Here are the 6 visible signs of age-weakened hair:

TESTS TO DETERMINE HAIR CONDITION

CUTICLE DAMAGE TEST

SKIN ALLERGY TEST INSTRUCTIONS

STARTING LEVEL AND PERCENTAGE OF GRAY

Why It’s important

Natural hair color/Starting Level:

THE LEVEL AND PERCENTAGE OF GRAY FINDER

Why It’s important

Face Shape INDICATOR

1. ANALYSIS: Consultation starts with a Lifestyle and Physical Analysis.

3. SERVICE: Perform Prep, Technical and Post Services

4. CONTINUED CARE: Review the results of today’s services and discuss:

Long Term - What the client might want in the future

ABUNDANCE: SPARSE, AVERAGE, THICK

Feeling the hair is the best way to determine abundance.

FORMATION: STRAIGHT, WAVY,