Redken brought its signature shine to Times Square with the dazzling “Leave It In” campaign, featuring brand ambassador Sabrina Carpenter. The beauty giant proudly took over the Broadway Beacon Digital—one of New York’s most visible DOOH screens—welcoming millions at the entrance to Times Square.
Sabrina Carpenter stars in Redken’s ‘Leave It In’
In the campaign film, Carpenter moves through a cinematic world that feels part Broadway, part backstage glam. The playful tone and sharp visuals highlight Redken’s Acidic Bonding Concentrate Leave-In Treatment—a formula designed to protect, repair, and smooth hair at the molecular level.
From film fantasy to Times Square reality
The creative transitions from Carpenter’s on-screen fantasy to real-world visibility in New York. By featuring her on the Broadway Beacon Digital, Redken amplified the campaign’s energy and confidence—turning product storytelling into a full-scale city statement.
Why DOOH suits beauty storytelling
Beauty brands thrive on motion, light, and transformation—exactly what DOOH delivers. The dynamic LED visuals capture shine and color shifts in real time, creating a sensory link between product benefits and street-level spectacle.
A statement of confidence and creativity
Redken’s presence in Times Square isn’t just about visibility—it’s about cultural momentum. Partnering with Sabrina Carpenter, a global pop icon and advocate for authenticity, reinforces the brand’s message: confidence starts with care. And when it comes to hair, you can always leave it in.
FAQs about this campaign
What is the placement for Redken’s campaign?
The ‘Leave It In’ creative runs on the Broadway Beacon Digital at the entrance to Times Square, New York City.
Who features in the campaign?
Brand Ambassador Sabrina Carpenter fronts the ‘Leave It In’ creative.
Why Broadway Beacon Digital?
It’s a high-traffic, high-angle Times Square gateway with exceptional sightlines and dwell—ideal for beauty brand impact.
How does this leverage OOH/DOOH?
The large-format, motion-enabled screen delivers celebrity-led storytelling with massive reach and immediate brand cues.
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