Redken steps into Madrid’s streets with a striking urban activation that blends OOH Outdoor, Retail Media, and Beauty Storytelling. Transforming an ordinary bus shelter in the city’s prestigious Golden Mile district, the brand installs a visually rich display starring Sabrina Carpenter and celebrated stylist Evanie Frausto, turning everyday infrastructure into a premium expression of fashion and identity. Designed to surprise passersby and elevate the public experience, the intervention brings beauty culture directly into civic space.
A luxury beauty moment in public space
The bus shelter becomes a high-impact showcase wrapped in a large-scale fashion-style composition. Carpenter and Frausto occupy center stage through an editorial aesthetic that feels lifted straight from a magazine spread, but reimagined at street level.
Through scale, composition, and confident visual language, Redken turns urban mobility furniture into a stopping point—a moment where people look, consider, and engage with the brand’s world.
Design built for attention and premium impact
In a city where advertising noise competes for attention, Redken breaks through using clean direction, rich photography, and recognizable talent. The bus stop wrap is bold but refined—designed to be visible from afar while remaining elegant up close.
The intervention transforms an ordinary transit object into a visual installation, proving that beauty brands can occupy public space with sophistication rather than excess.
Celebrity presence meets brand authority
Featuring Sabrina Carpenter gives the activation mainstream appeal, while Evanie Frausto’s inclusion reinforces Redken’s professional heritage. The pairing creates an aspirational yet accessible layer of storytelling, signaling that beauty expertise can live beyond industry channels—it can live on the street.
This transformation makes the structure feel like a retail window, a billboard, and an editorial frame all in one—placed where thousands circulate daily.
OOH as an aesthetic intervention, not just advertising
Redken’s takeover shows why the beauty category increasingly embraces outdoor media. The activation behaves less like a conventional ad and more like a curated public placement, generating recall, differentiation, and photographic value.
By bringing fashion visuals into outdoor space, the brand positions beauty as something lived, shared, and experienced—not confined to salons or screens.
Final thoughts
With this Madrid installation, Redken proves that beauty communication thrives when it meets people where they are. The campaign’s design, celebrity alignment, and location combine to create a moment that is visually bold, culturally relevant, and strategically impactful.
More than a wrapped bus shelter, this is beauty storytelling unfolded into the city— showing how urban media can elevate aesthetics into shared public experience.
FAQs about this campaign
What is Redken’s campaign in Madrid about?
It’s a premium OOH activation where a bus shelter in Madrid’s Golden Mile was wrapped in large-scale visuals starring Sabrina Carpenter and Evanie Frausto.
Why is the campaign unique?
Because it turns public transit furniture into a beauty showcase, merging editorial aesthetics with urban media presence.
How does OOH enhance Redken’s message?
By placing the brand identity directly in the street, it creates visibility, recall, and emotional engagement with pedestrians and commuters.
What impact does Sabrina Carpenter have in the activation?
She adds global appeal and pop culture relevance, attracting attention beyond the beauty category.
What can beauty brands learn from Redken?
That outdoor advertising can elevate beauty storytelling, turning everyday infrastructure into immersive brand moments.
Craft emotive OOH that resonates
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