Top and centre The ‘Sunrise and Shine’ look from Rodney Wayne: cut and colour from NZ$250. Prep hair with Redken Rootful 06, blow-dry with a large flat paddle brush, flat iron for definition, and finish with Redken Fashion Works 12 hairspray. Above The ‘Dusk-oh’ look: cut and colour from NZ$280. For naturally curly hair, apply a generous amount of a styling paste such as Redkenâs Rough Paste 12 to shampooed and conditioned, towel-dried hair. Hang head upside-down and dry with a hot hairdryer and diffuser attachment. Use a shine serum such as Redken All Soft Argan-6 Oil for a little extra polish. Finish with Redken Control Addict 28 hairspray.
Rodney Wayne’s latest campaign, breaking this month, gets a jump on summer, with a bright 1970s pop-rock vibe mixed with an androgynous, rave-culture 1990s look, harking back to the international cultural influences of those decades.
Entitled Do Summer, the campaign is proudly New Zealand in flavour despite its international inspirations, with Rodney Wayne’s global creative director Richard Kavanagh encouraging women to make a bolder statement this coming season with a new look. ‘The smart way to go is with fabulous hair that can take you from the pool to the party and places in between. Our latest looks are designed to help you make the most of the season in individual style,’ says Kavanagh.
Kavanagh has driven the campaign, photographed by Steven Chee, directed by Lachlan McPherson, with Rodney Wayne’s Matt Butcher, Adrine Singh, Hannah McKenzie and Christie Beard assisting on hair.
The five looks, ‘Sunrise and Shine’, ‘Dusk-oh’, ‘Honey Dipped’, ‘Twice the Nice’ and ‘Bourdin Patrol’, pay homage to the season, all using Redken products for preparation, finishing and protection.
‘Sunrise and Shine’ has been inspired by Annie Lennox and the rave culture of the early â90s, with copper shades, using a halo technique of colouring, and shorter under-layers. ‘Dusk-oh’ was inspired by the 1970s’ soul sisters, enhancing curls Ă la Donna Summer and Lorde. ‘Honey Dipped’ takes its inspiration from Michelle Pfeiffer’s Elvira Hancock character in Scarface, with a centre part and honey-dipped ends. ‘Twice the Nice’ sees braids at the core, whether they are herringbonem four-strand, French or classic. Finally, ‘Bourdin Patrol’ takes its name from photographer Guy Bourdin and the 1970s’ hyper-real styles of the models in his shoots.
Top ‘Honey Dipped': cut and colour from NZ$280. Create lived-in luxury with Redken Duo Shield 07 before blow-drying hair with a large round brush. Add a little Redken Powder Grip 03 at the roots for body and texture. Carry some Pillow Proof Two Day Extender to keep your style fresher longer. Centre The ‘Twice the Nice’ cut and colour starts at NZ$280. Redken Rough Paste 12 will help control hair while itâs being braided. Blow-dry with Redken Satinwear 02 for heat protection and light control. Bottom Getting the ‘Twice the Nice’ look: set hair on a small curling iron using a heat-active texturizer like Redken Fabricate 03 for heat protection and light hold. Once hair is set and cooled, brush it out and spray generously with Redken Forceful 23 strong hold hairspray for extra shine and hold.