Global leaders in hair, fashion, science and inspiration, Redken is committed to supporting their sector of hair professionals, consumers and loyal followers; empowering them through innovative products and wide-reaching educational platforms. In April Wolf & White designed and delivered for Redken ‘the international hair show of 2016’, bringing the powerful Redken NYC brand to Barcelona to inspire, educate and empower a ‘Tribe’ of more than 1,400 international attendees from 26 countries. All paying to experience 3 days of breathtaking shows, industry master classes with business building strategies from big industry names – all with the latest technologies and social media platforms. This was the industry event of the year with raving international press. Not only did the event hit 10.2m social media impressions, create over 2,250 pieces of social media content, but was delivered in a third of the total event budget of 2014!