Sabrina Carpenter is fronting a new “Soft Core” campaign for hair care brand Redken, built around the brand’s cult-favorite All Soft Collection.
The pop star was named Redken’s first-ever Global Ambassador two years ago. The collaboration was born and bred in the salon, as Carpenter has admitted to being a longtime lover of Redken, attributing her signature blonde exclusively to Redken’s Shades EQ, the #1 demi-permanent hair gloss worldwide. Sabrina’s blonde bangs and bouncy style have captivated consumers around the globe, a trade secret her longtime hairstylist, Scott King, and colorist, Laurie Heaps, both credit to Redken.
“Beauty and especially my hair is a big part of my identity,” says Carpenter, on the Redken website. “I’ve always dreamed of partnering with a hair brand and waited to find the right partner. 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.”
In the new campaign, Carpenter is highlighting the All Soft system, which is said to restore dry and brittle strands from within. Formulated with argan oil and a moisture complex, the collection includes a shampoo and conditioner, a hyaluronic acid-infused leave-in treatment, an Argan-6 Oil and the Heavy Cream Mask Treatment.
The All Soft Collection is available for purchase on the brand’s website.
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Photo Credit: Featureflash Photo Agency / Shutterstock.com
