Redken is celebrating the first-ever Hair Gloss Day by promoting a sweepstakes throughout August. The haircare brand listed “Redken Hair Gloss Day” as August 3rd on the National Day Calendar. 

The brand’s best-selling Shades EQ Hair Gloss is a professional hair color product, and colorists offer the Hair Gloss service in salons to promote shiny, healthy-looking hair.

Candy Gebhart, Redken’s General Manager, says, “After years of incredible color creations and well-deserved hype, we are excited to use this new ‘hair holiday’ as a chance to educate consumers on what exactly a hair gloss is and why it is such an important step in achieving healthy hair.”

A Redken Shades EQ Gloss Service takes 20 minutes, and provides a subtle touch of color while leaving hair super shiny. A gloss can be used to tone brassy hair, color-correct and add more dimension to color.

Unlike other gloss products on the market, Redken Shades EQ Gloss acts like a conditioner, the brand says. It is formulated without ammonia, and is infused with amino acids that help condition the hair and leave it looking super shiny.

In honor of the new “hair holiday,” Redken is partnering with Maybelline to gift 3 consumers each a prize pack, including $200 Amex Cards for a Hair Gloss Service, ABC Intensive Treatment, Color Extend Magnetics and five shades of Maybelline Lifter Gloss Quartz valued at $50. The sweepstakes runs though August 31st.