Sabrina Carpenter is the new face — and fringe — for Redken 5th Avenue NYC as the brand’s first-ever Global Ambassador.
“Beauty and especially my hair is a big part of my identity,” says Carpenter, whose first ad spots for Redken will launch Sept. 19, the week the pop star begins her Short n’ Sweet world tour. “I’ve always dreamed of partnering with a hair brand and waited to find the right partner.”
Redken has come on board as an official partner of Carpenter's 29-city tour.
The pop star's first campaign with Redken is for its Acidic Bonding Concentrate line, which she calls “the secret to keeping my hair looking its best.” She announced the partnership along with Redken on social media, asking, “Are you ready for a big bang?”
Carpenter set off viral trends with her signature hair look, with its retro curtain bangs and golden-blonde hue. It’s the work of celebrity colorist Laurie Heaps and hairstylist Scott King, who appears with Carpenter in the campaign’s photo shoot.
“We can't talk about Sabrina without mentioning her iconic hair,” says Redken Brand President Severine Breton. “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.”