Redken called on Namebase to develop a name that captured their breakthrough hair coloring and strengthening technology. The name for this salon-based formula had to convey its rich color and fortifying capabilities while speaking to its deep roots in science. Namebase recommended Chromatics --- it conveys the scientific study of colors—their hue and saturation—as well as a chromatic scale in music. As such, it reflected the product's wide range of color and its unique delivery.