Sabrina Carpenter has been named Redken’s first-ever celebrity face.
The 25-year-old ‘Espresso’ singer will front the L’Oréal-owned hair care brand’s strengthening collection Acidic Bonding Concentrate in her debut campaign.
Directed by Jacob Bixenman and photographed by Cass Bird, the campaign will launch across out-of-home (OHH) advertising, television and social media on 19 September.
This is Redken’s “biggest partnership to date”, with the brand also becoming the official sponsor of Carpenter’s upcoming Short & Sweet US tour, which spans 29 cities.
“Sabrina's unapologetic attitude, endless ambition and magnetic energy perfectly align with our core brand values,” said Severine Breton, Redken’s Brand President.
“This is a true collaboration, highlighting Sabrina's unique aesthetic and Redken's professional legacy.”
Carpenter is promoting Redken's Acidic Bonding Concentrate range in her debut campaign
Carpenter credits her signature blonde hair to Redken’s colourant Shades EQ, which has been crafted by hairstylist Scott King and colourist Laurie Heaps.
“Beauty, and especially my hair, is a big part of my identity,” said Carpenter.
“I have always dreamed of partnering with a hair brand and waited to find the right partner.
“[Redken] has been the secret to keeping my hair looking its best and I cannot wait to share what we have been working on together.”
King and Heaps have joined Redken’s professional talent roster as part of the partnership.
Carpenter is set to appear in additional Redken campaigns, which will span both consumer and salon professionals.
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