Sabrina Carpenter and Redken conquer Milan!

Super fans of the pop star probably already know, while the rest are in for a delightful surprise—or rather, multiple surprises. Milan and its most iconic corners are about to be taken over by Sabrina Carpenter, who will arrive in the city for her one and only Italian concert at the Unipol Forum in Assago on March 26. And she won’t be alone. Alongside her (and her signature glossy locks and iconic blonde bangs, now an unmistakable trademark of the Espresso singer) will be Redken, for which she is the first-ever global ambassador, bringing a touch of New York to Milan. We can’t wait—can you?

Sabrina Carpenter and Redken take over Milan

Even for those who couldn’t snag tickets to the highly anticipated concert, Sabrina Carpenter and Redken have prepared a series of activations, events, and exclusive initiatives to bring fans closer to the pop star. Naturally, everything revolves around her arrival in the city, but also around the ABC 24/7 Night & Day Serum, which repairs by day and protects by night—her secret to visibly healthier, shinier hair, now an essential part of her signature look featuring sparkling bodysuits, sky-high boots, and soft curls. Had you heard about it?

The Espresso Hair Bar (and many more surprises) awaits

Beyond the takeover of a metro stop (can you guess which one?) and a series of billboards dedicated to the hit-maker of Please Please Please—perfect for admiring and snapping photos—Redken has planned themed experiences blending the playful, ironic, and sensual world of the singer with the professional expertise of the leading haircare brand, helping us achieve stronger, hydrated, and softer hair while becoming more aware of how to care for it. What’s in store? Two Espresso Hair Bars set up in two quintessentially Milanese cafés, customized for the occasion, featuring a special corner. On March 22 at Gelsomina and March 23 at Pasticceria Cucchi, from 9 AM to 7 PM, with no reservation needed, between an espresso as addictive as Sabrina and a delicious croissant, Lucio Ocria and Alessandro Ragone, hairstylists and founders of Glow Hair & Beyond and Alessandro Ragone Hair Studio respectively, along with Redken Artist and founder of Hair Lab Novara Federica Festa, will offer consultations on how to best care for your hair. And that’s not all! If you're in the mood to dance, from 4 PM onwards on the same day at Pasticceria Cucchi, the Curly Brothers will be spinning an electrifying DJ set.

If you're rushing from the Espresso Hair Bar to the nearest Redken salon, don’t forget to keep your eyes open. For the crosswalks and traffic lights, of course, but also for the streets of the city—you might just stumble upon something unexpected, allowing you to take home a special Redken surprise that will transport you straight to the heart of New York.

For repair that never sleeps

And after? It’s time to focus on our hair. The ABC 24/7 Night & Day Serum is the co-star of the campaign, a night and day serum delivering repair that never sleeps, 24/7. Thanks to its advanced formula with polyglutamic acid, citric acid, and squalane, it deeply hydrates, repairs, and protects hair from daily damage caused by humidity, styling, and external aggressors. It’s part of the Acidic Bonding Concentrate range, designed to strengthen weakened bonds in all treated and damaged hair, such as bleached hair. This night-and-day serum fights split ends, reduces frizz, and provides long-lasting hydration and protection, leaving hair visibly healthier and stronger—just like Sabrina Carpenter’s! So, whether we meet at the concert, at one of the Espresso Hair Bars, or on the streets of the city, one thing’s for sure—you won’t want to miss it. You’ll recognize us by our shiny hair and our espresso always in hand.