What Bang is Being Sold: Insights from Redken’s Sabrina Carpenter Campaign

                  When customers buy from a brand like Redken, they’re investing in more than just hair products—it’s a lifestyle, identity, and emotional connection. The recent Redken campaign featuring Sabrina Carpenter brilliantly exemplifies this. Sabrina embodies confidence, creativity, and modernity, which resonates with Redken’s target audience of young, style-conscious consumers.                                                                                           

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What is genuinely being exchanged here? It is not just

shampoo or conditioner but an aspirational identity.

Buyers align themselves with Sabrina’s bold and relatable persona, believing that by using Redken products, they, too, can exude the same vibrancy and charm. This mirrors how brands like Starbucks sell a sense of community and lifestyle rather than just coffee.

This campaign also highlights the intangible: trust and expertise. With its salon-grade reputation, Redken positions itself as a brand that delivers professional quality, reinforcing the customer’s confidence in their purchase. The collaboration with Sabrina further strengthens this emotional bond by merging celebrity appeal with product credibility.

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By understanding these more profound exchanges—identity, trust, and emotion—marketers can create resonating campaigns that drive loyalty and engagement. Learn more about the Redken and Sabrina Carpenter Campaign their global ambassador.