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Sabrina Carpenter is the face of Redken’s new “Soft Core” campaign for the All Soft hair-care collection. The campaign is her first major collaboration with the brand since Redken named her its Global Ambassador earlier this month.
Sabrina Carpenter is fronting Redken’s new “Soft Core” campaign, which spotlights the hair-care brand’s All Soft Collection. The campaign is her first major moment with Redken since the company named her its Global Ambassador earlier this month.
The campaign centers on All Soft, a product range Redken describes as intended for dry and brittle hair. The collection is formulated with argan oil and a moisture complex, according to the source report. It includes shampoo and conditioner, a hyaluronic acid-infused leave-in treatment, Argan-6 Oil and the Heavy Cream Mask Treatment. Redken’s website lists the collection for purchase.
Carpenter said she had wanted to partner with a hair-care company and had waited until she found the right one. In a statement published on Redken’s website, she also described the brand as a longtime part of her hair routine. Her comments present the partnership as a personal fit; they do not establish independent evidence about product performance.
The report says Carpenter has previously credited Redken’s Shades EQ gloss for her signature blonde hair. For this campaign, however, the focus is All Soft. Redken’s product claims about restoring dry and brittle strands are brand claims, and the available source material does not include clinical findings or independent testing.
A New Role for Carpenter
The campaign gives Redken a prominent celebrity face for a collection already sold through its website, while making Carpenter’s new ambassador role visible through a specific product launch. The timing links the campaign to her appointment earlier in September and offers a first major indication of how the partnership will appear publicly.
For readers, the distinction between the campaign’s message and verified product information matters. Carpenter’s endorsement shows her association with Redken and her stated experience with its products. It does not by itself verify the company’s claims about how All Soft affects hair. The source report provides the range’s ingredients and product lineup, but no test results, performance measures or details about the campaign’s reach.
The move also reflects a direct tie between a celebrity partnership and a named product range: Carpenter’s prior association with Shades EQ is mentioned, while the new campaign promotes All Soft. The announcement therefore introduces a broader set of Redken products to her audience without changing what is known about the evidence behind the brand’s claims.
From Ambassador Appointment to Campaign
Redken named Carpenter its first-ever Global Ambassador earlier this month, according to the report. The “Soft Core” campaign is described as her first major moment with the brand since that announcement. The source material does not give the exact date of the appointment or specify whether smaller activities have taken place in the meantime.
Carpenter has publicly connected Redken with her hair routine, and the report specifically notes her credit to Shades EQ gloss for her blonde look. All Soft is a separate product focus in this campaign. That connection provides background for why a hair-care partnership may fit Carpenter’s public image, while the current announcement remains centered on the collection’s promotion.
The source report also mentions a separate beauty release: Ariana Grande and r.e.m. beauty released an En Pointe Holiday Collection. That item is distinct from Redken’s campaign and does not form part of Carpenter’s partnership.
Campaign Details Still Pending
The available report does not specify the campaign’s launch date, where its materials will appear, how long it will run or whether additional content is planned. It also does not give sales figures, audience reach or details about any paid media behind the launch.
Redken’s statements about All Soft’s intended effects are not accompanied in the source material by clinical data or independent evaluations. The report does not establish how individual users might experience the products, nor does it provide information on the concentration of ingredients in the range. Those points remain outside what is confirmed by the announcement.
Where the Collection Is Sold
Redken’s All Soft Collection is available on the brand’s website, according to the report. The source material does not identify a later campaign milestone, additional product releases or a date for further announcements. Any expansion of the partnership or new campaign activity has not been specified.
Readers can currently distinguish the confirmed developments: Carpenter has been named Redken’s Global Ambassador, she is fronting the “Soft Core” campaign, and the campaign spotlights All Soft. Further details about its distribution and performance may become available from Redken, but no such information is included in the report.
Key Questions
What is Sabrina Carpenter promoting in Redken’s new campaign?
She is promoting Redken’s All Soft Collection, a hair-care range that includes shampoo, conditioner, a leave-in treatment, oil and a mask treatment.
Is this Carpenter’s first work with Redken?
The report describes this as her first major moment with the brand since Redken named her Global Ambassador earlier in September. It does not say whether she had any smaller activities with the company.
Where can shoppers find the All Soft Collection?
The report says the collection is available for purchase on Redken’s website.
What is known about the campaign’s reach?
The source material does not provide audience figures, sales results, campaign channels or a run length. Those details remain unclear.
Source: rss
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