Yvon Russell, while Group President at Aspen, led the campaign for Allure Magazine and Redken hair products that activated their relationship and effectively utilized added-value dollars from a significant media buy in the publication. The campaign provided both a high-profile, high-energy way to have exposure with their target audience; be able to educate end-users on Redken hair color company products; reinforce the upscale positioning of Redken products; and increase sales for participating local area salons.

The tour kicked off its 18-stop tour with an advanced street team traveling in a branded Hummer. The trained staff arrived prior to the makeover event to promote and create excitement for the in-mall event and handed out free samples and salon offers to the public.

The 18-stop tour visited six major MSAs where thousands of attendees participated in color consultations with Redken staff color experts as well as being able to receive hair makeovers. Attendees at the live mall event received free Redken product samples, free copies of Allure magazine, and watched Allure’s Fashion Week documentary on all the latest styles and trends.