Pureology: Reviving Red
Denise Luders
American Intercontinental University

Abstract
Red hair color is one of the hardest hair color shades to maintain. Pureology’s Reviving Red hair color line is sulfate-free and promotes vibrancy and a layer of lipids that conceal the hair color back into the follicle with each use. The product, price, place and promotion of Pureology’s Reviving Red is discovered here.

Pureology: Reviving Red Pureology’s Reviving Red product line is unlike any other product out on the market. It’s of high interest to hair stylists and colorists, as well as colored hair consumers. Because coloring ones’ hair is an expense, normally they would want to buy products that would enhance the color, keep the vibrancy of the color, and maintain the color thereby extending the longevity of the color.
In any part of marketing you will always encounter four distinct areas: product, price, place, and promotion. The product refers to what the company is producing, the type of packaging they may use, ingredients they may use in their product or guarantees their product offers. Price refers to the amount at which the product will sell for in order for their product to be successful, and it may vary over time depending on profitability of their product. A place of a product refers to how a company or an individual would best market their product, distribution of that product, and where they would place in it order for it to sell. In other words, where can a consumer go to buy that particular product? Promotion refers to how that company or individual would best market their product. As noted by Editorial Board (2011), “publicity through media and other outlets, sales, advertising,” is promotion. Commercials, advertisements on the internet or in magazines, pairing with sales marketing teams to come up with catchy slogans to help you remember a company’s product are all ways to promote a product.
Pureology is a brand of hair care products that focuses on the best quality of product while keeping your hair at its’ top notch condition.
To Pureology, sustainability is a long-term commitment to minimizing the negative environmental impact of our products across their entire life cycle – from the ingredients that go into our formulas to the raw materials that comprise our packaging to the effect our products have on the environment both during and after use. (“http://www.pureology.com/sustainability-new,” 2014) Pureology just recently launched a new line of product, Reviving Red. This is particular helpful for those consumers who dye their hair a red shade. Red is one of the hardest shades of dye to maintain and keep from fading. One of the main ingredients in most shampoo’s you will find in a grocery store, drug store, or many salons for that matter, is sulfate. Sulfate is actually in over 90% of all shampoo in the market today. Sulfate is a cleaning agent, so naturally, it has been put in shampoo to clean the hair. However, Sulfate is damaging to hair because it can cause skin irritations such as dry skin or dandruff, it can cause breakage to the hair leading to split ends, and it can strip the hair color from the hair itself. Pureology specializes in sulfate-free shampoo and sulfate-free products, which is definitely appealing to those who dye their hair. Red hair has such a complex pigmentation to it that it is even more difficult to prolong the longevity of the color. Here, Pureology has mastered that again with their new product line. Reviving Red has zero-sulfate in it, and provides a layer of lipids to conceal the color back to the hair follicle. So, each time you use the shampoo you are enhancing your red color and making it more vibrant without stripping the color by using a shampoo with harmful sulfates. Reviving Red offers 5 different products in its’ line: Reviving Red Shamp’Oil, Reviving Red Reflective Condition, Reviving Red Illuminating Caring Oil, Reviving Red Red Reflect Enhancer, Reviving Red Copper Reflect Enhancer. Each of these products is designed to enhance the vibrancy of red hair color as well as ensuring the longevity and healthiness of the hair and color.
The price of Pureology’s Reviving Red hair care line is more expensive than generic color-treated shampoo’s catered to redheads. A bottle of Reviving Red Shamp’Oil usually starts somewhere around $29, whereas other brands of red hair color specific shampoo run somewhere around $6-7. That’s a pretty big price difference, but what you’re paying for when purchasing the Reviving Red Shamp’Oil is the product. Pureology knows that what they offer is a specialty brand, so those who are using special products such as red hair dye know the difficulties of maintaining it, will go to lengths to keep their hair color longer even it if means paying more for it.
Pureology’s Reviving Red hair care line can usually be found at private salons or chains and beauty supply stores such as Ulta. Reviving Red products can also be found online at Ulta.com, eBay or Amazon, or, simply by going to Google and searching. Conveniently, Pureology has listed on their website “Where to Buy” their products when you put in your zip code and their search will list out salons and stores within a certain mile radius where you may find Pureology dealers.
When seeing the marketing or promotion done for Reviving Red, you will most likely find ads on beauty websites, in display aisles in private salons, and setup by itself at Ulta with the Professional Products. Pureology offers such a sleek and professional look to their packaging, not to mention the ingredients of the products themselves that they almost need their own special space to showcase just how exclusive their product is. There are ads within beauty magazines as well as hair care or hair style magazines usually put at salons. The customer at a salon may flip through a magazine looking for a new style or new color they want to try and might notice a Pureology advertisement. They’ll see that it’s sulfate-free, and if they’ve dyed their hair before and know how much harder it is to maintain dyed hair, they’ll know that sulfate-free products will prolong their hair color. Especially if they’ve chosen to dye it red!

References
Pureology Serious Colour Care. (2014). Retrieved April 13, 2014, from http://www.pureology.com/sustainability-new
Editorial Board. (2011). What is Marketing? Introduction to Business, p. 140. Retrieved April 13, 2014, from CourseSmart database.
Pureology Serious Colour Care. (2014). Retrieved April 13, 2014, from http://www.pureology.com/where-to- buy
Pureology Serious Colour Care. (2014). Retrieved April 13, 2014, from http://www.pureology.com/systems/reviving-red Ulta Salon. (2000-2014). Retrieved April 13, 2014, from http://www.ulta.com/ulta/browse/productDetail.jsp?productId=prod2109219
Nguyen, L. (2011, March 1). The Lathering truth about Sulfates in your shampoo.
Retrieved April 13, 2014, from http://bestsaloninfredericksburgva.com/the-lathering-truth-about-sulfates-in-your- shampoo/
Larson, E. & Chapman, E. (2012, May 28). 5 tips for keeping red hair bright. Retrieved
April 13, 2014, from http://www.abeautifulmess.com/2012/05/5-tips-for-keeping-red-hair-bright.html