Case
Redken
In 2025, Sabrina Carpenter was named Redken's global brand ambassador, marking the start of a bold new partnership. No stranger to the spotlight, she now leads a high-impact campaign for L’Oréal’s Redken brand, featured across billboards, television, online platforms, and social media. Taking the collaboration a step further, Redken has also come on board as an official partner for her 29-city ‘Short & Sweet’ US tour, blending the worlds of beauty and music in a powerful, on-stage and off-stage presence.
Event Guestlist | Media Coverage | Media Salon Apppointments
To celebrate Sabrina Carpenter as Redken’s global brand ambassador, the professional haircare brand hosted an exclusive behind-the-scenes experience during her Ziggo Dome concert, putting her iconic 90s glam and high-shine blonde in the spotlight. The day kicked off with an intimate glam session at Rob Peetoom, where the beauty editor of Cosmopolitan Netherlands and 7 top-tier influencers received a Redken treatment, to create that effortless, luminous, Sabrina Carpenter look.
Publications
From there, the experience moved to the Ziggo Dome, where the group captured the bold, unapologetic spirit of Sabrina’s beauty ritual, powered by Redken’s Acidic Bonding Concentrate line. In addition of all social media content of the Rob Peetom treatments and concert, Cosmopolitan covered the full day and show in detail, including a TikTok vlog and an in-depth online article on Sabrina’s haircare essentials.
