Redken makes it mark on Times Square 3D billboard with AR virtual try-on for new Acidic Color Gloss Collection

Redken, the #1 Prestige Hair Brand and #1 Pro Hair Brand in the U.S. continues its 60-year legacy at the forefront of innovation in the beauty industry with the debut of a new interactive Times Square billboard showcasing the Acidic Color Gloss Collection. 

Launched in January 2024, the Acidic Color Gloss range takes a scientific approach to colour-care by extending and providing salon-like shine from home. 

The dramatic results of the collection are being displayed in vivid 3D animation across a super high definition 25,000 square foot screen (largest in the United States) called "The Big Kahuna". The AR filter provides users with the glass-like shine of Redken's Acidic Color Gloss treatment, telling the story of the new collection in a larger-than-life display for Times Square revellers.

Driving interaction and engagement, passers-by will be encouraged to scan a QR code that will take them to the Redken.com landing page featuring the first-ever 3D billboard in Augmented Reality. Here, they can 'try-on' Acidic Color Gloss for themselves via an AR filter, visually bringing to life their 'before-and-after' and showcasing the transformative results in rich detail on their personal device. Users will then receive a shareable video of their after results superimposed on a virtual depiction of the Times Square billboard that can be shared across social channels. Once participants complete the virtual try-on, they will receive an exclusive offer to purchase the collection on Redken.com.

On the launch of the new billboard, Redken General Manager U.S., Candy Gebhart, notes, "Healthy hair transformations that inspire confidence are at the heart of Redken's mission. As one of the first companies to take a scientific approach to haircare, we are always seeking out opportunities to innovate, whether it be with our product formulations or how we deliver them to market. The Acidic Color Gloss collection utilises some of our most advanced technology yet to provide long-lasting colour vibrancy and lock in intense molecular-level shine – and the results truly speak for themselves. We're thrilled to be revealing the benefits of the collection in an exciting, accessible new way that opens the dialogue around haircare far and wide."

Redken’s 30-second campaign features two five-minute roadblocks each day from April 3-5 and April 10-12 from 7:00 PM to 10:00 PM each day.