Redken teamed up with CNC at NYFW in February 2025 to launch the Acidic Bonding Concentrate (ABC) 24/7 Night + Day Serum through a mobile pop-up cafe. To connect with campaign star Sabrina Carpenter, the event featured a full espresso bar inspired by her hit song 'Espresso'. Guests enjoyed "That Me-Espresso" drinks and received product samples from a vintage Citroën on the streets of NYC.
The two, 24/7 A.B.C Cafe trucks, operating simultaneously, saw excitement and engagement from consumers in front of the Redken-affiliated Cutler Salon in SoHo and in the bustling heart of the Flatiron District.
Results At-A-Glance
19,280
Redken Products Distributed
7,900
Impressions
4,820
Giveaway Bags Distributed
2,750
Beverages Served
Project Roles
Core Production Team
Vendor Management
Logistics & Operations
Asset Procurement
On-Site Lead
On-Site Support
Core Production Team, Asset Procurement, Vendor Management, Onsite Lead
