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Haircare brand Redken has embarked on its “biggest partnership to date” announcing singing sensation Sabrina Carpenter, known for her Barbie blonde bangs, as its first-ever Global Ambassador.
This year, the actress turned signer releasing not one, but two, songs of the summer. Her singles “Espresso” and “Please Please Please” reached #1 on the Spotify global chart and #1 on the Billboard Hot 100 chart.
Now, Redken is asking its customers to “please, please, please” join it in welcoming international superstar Sabrina Carpenter as she embarks on her first-ever haircare partnership.
The collaboration was conceived before Sabrina Carpenter’s rise to fame. She attributes her signature blonde exclusively to Redken’s Shades EQ, the demi-permanent hair gloss loved by A-list colourists.
Carpenter said: “Beauty and especially my hair is a big part of my identity.
“I’ve always dreamed of partnering with a hair brand and waited to find the right partner. I’ve been using Redken products for a while – and discovering more about the story of Paula Kent, Redken’s founder was truly inspiring. I want women to feel confident and empowered when it comes to their hair and with its history in the industry, Redken has something for everyone. It’s been the secret to keeping my hair looking its best and I can’t wait to share what we’ve been working on together.”
She will also appear in advertising efforts across out-of-home, television, programmatic and social media for the L’Oréal-owned brand. What’s more, Redken will also be the official partner for her upcoming Short & Sweet US tour.
Severine Breton, Redken Brand President, added: “Summer may be coming to an end, but things are just heating up for us. We are thrilled to welcome pop culture phenomenon Sabrina Carpenter to our Redken family. She’s been dominating all global music charts over the past several months, and we simply can’t stop singing along to her latest singles. Of course, we can’t talk about Sabrina without mentioning her iconic hair. From social media to the streets of New York and everywhere in between, everyone is obsessing over her bangs, her blonde and her blowout.
“This is our biggest partnership to date, and we couldn’t be more excited. Sabrina’s unapologetic attitude, endless ambition and magnetic energy perfectly align with our core brand values. We can’t wait to reveal our first campaign. This is a true collaboration, highlighting Sabrina’s unique aesthetic and Redken’s professional legacy. Trust me when I tell you to watch out for a big bang!”
Carpenter’s first campaign for Redken’s Acidic Bonding Concentrate collection will launch on 19 September with more to follow.
