Redken launches Just The Tips, a new global campaign starring Global Brand Ambassador Sabrina Carpenter. The campaign introduces Hair Bandage Balm, the newest addition to Redken’s Acidic Bonding Concentrate lineup, with a clear focus on one of the most vulnerable areas of the hair: the ends. Through a playful concept, Redken centers the campaign on targeted care, clarity of function, and visible results.
HAIR
Hair Bandage Balm enters the Acidic Bonding Concentrate range as a leave-in treatment designed specifically for damaged ends. The product concentrates on areas most affected by breakage, splitting, heat styling, and chemical services. Redken frames the balm as a solution that treats stress where it accumulates, offering a direct response to common hair concerns.
Sabrina Carpenter anchors campaign both visually and narratively. Throughout the campaign, her signature glossy hair serves as a reference point for the intended outcome. Carpenter describes the balm as her hair’s “happy ending,” a phrase that captures the campaign’s tone while keeping attention on performance and use.
Redken develops Hair Bandage Balm around an eight percent Bonding Care Complex, formulated with citric acid and madecassanole. This combination supports the relinking of broken bonds within the hair fiber while helping to visibly seal split ends. The formula aims to improve the look of strength at the tips, where damage often becomes most noticeable. Redken positions the balm as lightweight and suitable for regular use.
The product functions as a “bandage” for hair, a concept that guides both formulation and communication. Applied as a leave-in treatment, the balm stays on the hair to support smoothness and reinforce the appearance of healthier ends throughout the day.
Just The Tips uses a light, confident tone while remaining grounded in product function. The messaging focuses on smoothing the look of stressed ends and supporting overall hair strength.
With Just The Tips, Redken introduces Hair Bandage Balm as a precise addition to modern hair care routines. The campaign frames repair as something specific, applied where it matters most.
