February 2016 (New York, NY) – Recent studies show that 68% of salon-goers want to go lighter and a majority of these women are looking for a perfectly customized shade. Redken – the blonde authority – is excited to offer an expanded and extensive color portfolio to answer the growing demand for blonde personalization and popular trends such as Babylights, seen everywhere from sidewalks to catwalks.

Suki Waterhouse | Blonde Idol Professional Haircolor Collection 2.0

In February 2016, following the successful 2015 launch of Redken’s Blonde Idol Professional Haircolor Collection, comes four NEW!  Blonde Idol Professional Haircolor Collection High Lift shades and Redken’s first-ever Free Hand Creamy Lightener, making it easiest than ever to find the perfect blonde that fits your lifestyle.

“I use Babylights – fine, highlighted strands that both brighten and add subtle dimension – on all of my celebrity clients whether they’re blonde, brunette or redhead,” says Tracey Cunningham, Redken Celebrity Colorist. “I trust the Blonde Idol Collection to help me create the look and achieve the lift that I need on all of my clients. Not only does Blonde Idol give me the exact blonde customization I need, but it’s also incredibly conditioning to the hair which is a necessity when working with lighteners and more porous hair.”

Redken Flash Lift Blonde Idol tub maximum power lightening powder

Available in salons February 2016, the NEW! Blonde Idol Professional Haircolor Collection 2.0 expands the offerings for cool and warm blonding services with the introduction of four new Blonde Idol High Lift never-brassy shades. The launch also includes the first-everBlonde Idol Free Hand Creamy Lightener, featuring the perfect consistency and providing up to 6 levels of lift.

The new Blonde Idol streamlined packaging for the Redken lightener portfolio makes it easier than ever to determine which lightener and lift is best for you. Achieve everything from Babylights to Ombre and every blonde look in-between with Redken powder bleaches – perfect for balayage, Redken cream bleaches – a creamy consistency allowing for the ultimate in personalized results, and the Blonde Idol Oil Lightening System – ideal for on scalp techniques and providing your colorist maximum control.

Achieving the blonde trend has never been easier. After receiving a professional color service using Blonde Idol High Lift shades or Blonde Idol Flash Lift Maximum Power Lightening Powder with Redken Shades EQ Gloss, consumers can keep maintain their color at home with Redken’s Blonde Idol haircare system for a guaranteed longer-lasting blonde.

To find the nearest Redken salon, visithttp://www.redken.com/salon- finder.