---
id: "entity-redken"
type: "entity"
source_timestamps: ["§ Transparency: From Flawless Messaging to Real-World Reactions"]
tags: ["beauty-brand", "case-study-success"]
related: ["entity-victoria-magrath", "entity-dyson", "concept-transparency"]
entityType: "organization"
canonicalName: "Redken"
aliases: []
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-65-influencer-marketing-trust"
sourceUrl: "https://hbr.org/2025/12/how-to-do-influencer-marketing-that-customers-actually-trust"
sourceTitle: "How to Do Influencer Marketing That Customers Actually Trust"
---
# Redken

A professional hair care brand promoted by [[entity-victoria-magrath|Victoria Magrath]] in a highly **transparent** campaign where she admitted to also using a competitor's product ([[entity-dyson|Dyson]]) — which **paradoxically increased** the trustworthiness of her Redken endorsement. A positive case for the [[concept-transparency|Transparency]] dimension.