For over 30 years, L’Oréal USA has delivered an iconic three-day event in-house. In 2019, they trusted Wolf & White to take it further. We did exactly that.
The brief was clear. Take the world’s largest haircare event from a single manufacturer and make it better than ever.
Redken Symposium brought together 10,000 passionate members of its community. From salon professionals to emerging talent, influencers, media and celebrity stylists, this was a loyal and diverse audience ready to be inspired.
The goal was to strengthen loyalty while driving new business. And because this audience knows how to celebrate, the entire experience was elevated with bold, high-energy moments inspired by New York glamour.
Redken was born in New York. Its identity is rooted in the energy, attitude and edge of the city.
So we stayed true to that.
Authenticity led every creative decision. We transformed Las Vegas into a version of New York, bringing the brand’s spirit to life across every touchpoint.
From immersive event design to content and event production, the experience felt consistent, confident and unmistakably Redken.
We created a seamless environment where brand storytelling, education and entertainment worked together to engage every guest.
We produced a large-scale, high-impact brand experience designed to engage, educate and excite.
Success was measured through a clear, structured evaluation:
The impact was clear:
As an award-winning global brand engagement agency, we create experiences that people remember. Get in touch today.
