CHI taps Zendaya as brand ambassador
HOUSTON — Hair care company CHI announced Thursday that it had a new celebrity brand ambassador in pop star and actress Zendaya Coleman. The “Zendaya x CHI” campaign will kick off on social media later this month and continue into spring 2016, when the company will launch an extensive print ad campaign.
“Zendaya is youthful, edgy and energetic. Her dynamic and versatile style makes her the perfect partner for CHI,” CHI CEO Basim Shami said. “She has quickly become a star to follow on social media and connects well to her younger fans who are always curious what trend she is going to set next. She's not afraid to take risks and our products give her the versatility to create these ever-changing looks while taking care of her hair.”
The partnership will focus on some of Zendaya’s preferred CHI products, including the company’s G2 Styling Iron, Escape Cordless Styling Iron and its Argan Oil collection. In addition to ad campaigns, “Zendaya x CHI” will also involve social media integrations and in-store events to promote CHI products.
Everyone should be able to enjoy experimenting with their hair. Unfortunately, we all run into the same issue — heat damage,” Zendaya said. “I've definitely had my share of problems when it comes to learning how to protect and take care of my hair as well as embracing my natural texture. I really appreciate the fact that CHI has so many products geared towards protecting and preventing this damage.”