Roland DG has created the first ever ‘50 Shades of Ginger’ colour index to celebrate redheads, using its TrueVIS colour technology.
To showcase the vast colour spectrum of red hair, the colour index has been specifically designed for redheads, helping them to find their perfect shade amongst 50 bespoke shades of vibrant reds and oranges.
Undertaking a consumer research study surveying 500 redheads to understand what being a redhead means to them, the findings highlighted that the age of 20 is when redheads learnt to love their locks. Also by their early-20s, 34 per cent loved the fact their hair stood them apart from blondes and brunettes. But sadly that wasn’t always the case, as 67 per cent spent years battling with their distinctive look – with almost half (48 per cent) even attempting to dye it.
As passionate enthusiasts of colour and standing out from the crowd, Roland DG wanted to celebrate the uniqueness and allure that being a redhead brings and raise awareness of the many different shades of red hair.
To launch the index and research, redhead celebrity and TV quizmaster Jenny Ryan has been recruited as the campaign ambassador and was interviewed on ITV’s Good Morning Britain last week to talk about the campaign.
Jenny Ryan
Proud redhead and TV celebrity Jenny Ryan said
“When Roland DG approached me about this campaign, I just had to say yes! As a proud redhead, I’ve grown to truly love my red hair and embrace the fact it makes me different to others. But I wasn’t surprised to hear that wasn’t the case for many – growing up with a different hair colour to most was challenging, but now I celebrate my redhead status. If anything, I’m proud of it!”
The printing brand is also teaming up with the Redhead Days Festival 2023 as an official lead sponsor at the festival in Tilburg, Netherlands on Friday 25th August through to Sunday 27th August. The brand will be displaying its newly revealed redhead colour index for attendees to find their perfect hair match as part of an experiential experience, and printing branded merchandise on-site for festival goers.
Lauren Swinnerton, Head of Marketing Communications and Brand EMEA at Roland DG,comments: “Our research found that 54 per cent of red heads would never describe their hair as ‘ginger’ and for years, people have struggled to truly define their hair colour – with many viewing the most common term as somewhat derogatory. So, we got to work to develop 50 shades to show the full spectrum of shades that make up the vast colour gamut of redheads.”
The multi-channel campaign aims to highlight the colour print possibilities using Roland DG’s TrueVIS technology and expertise, supported by an EMEA PR campaign and event sponsoring the largest redhead festival in the world. The iconic Redhead Days Festival will offer attendees a hands-on look at the printing solutions and colour capabilities available with Roland DG to deliver its most significant event experience for 2023. Attendees will have the chance to find their exact colour match and celebrate their individuality – something that not every redhead has been able to do previously.
“Being a redhead goes far beyond hair colour – it’s a visual representation of individualism, expression and beauty and we strongly believe no one term can define the vast and beautiful shades of redheads, which is why we’ve created our celebratory redhead colour index,” continued Lauren Swinnerton. “This rings true to the ethos of Roland DG as a global print company that celebrates colour and expressiveness, and thrives on standing out from the crowd.”
The TrueVIS range is aimed at sign, graphics and personalisation professionals who want to create colours that immediately turns heads, and can be used for a wide range of applications from signage and banners to vehicle graphics, stickers and labels It is currently available across EMEA.
For more information, visit rolanddg.eu
