Pantene puts curls at center of new campaign
CINCINNATI -- One of America's leading hair care brands is teaming up with R&B/Soul band LION BABE to help curly-haired women embrace summer.
Jillian Hervey, lead singer of LION BABE, will take center stage this summer as she joins Pantene to celebrate curly hair in a new campaign. Hervey will appear in all elements of the brand’s curly-haired campaign, including TV, print and digital advertising, in-store displays, public relations and social media.
“Historically Pantene has been synonymous with long, straight hair - but Pantene hair can be all types and textures. We’re excited to kick-off our new campaign with a focus on beautiful curls with Jillian Hervey, who has the most gorgeous curls out there and is the perfect person to lead this new effort,” said Jodi Allen, VP of Hair Care & Color for North America at Procter & Gamble. “Jillian exudes confidence, strength and beauty – everything that Pantene stands for – and we’re honored to have her join the Pantene family.”
For years, curly-haired women have been told that in order to fight frizz they have to protect their hair against humidity. While humidity is in fact a contributing factor to frizz, the biggest culprit is actually the strength of your hair. With the Pantene Pro-V system, curly hair will be so strong that it’s practically frizz-free all day and will be able to survive summer’s most grueling torture tests, such as a day at the beach, an outdoor summer concert or on the hot and humid subway.
Pantene Pro-V includes 18 collections at retailers nationwide to help provide women with their most beautiful, healthy hair. The current Pantene Pro-V offerings include: Anti-Breakage, AquaLight, Beautiful Lengths, Classic Clean, Color Revival, Curl Perfection, Damage Detox, Daily Moisture Renewal, Full & Strong, Ice Shine, Nature Fusion, Repair & Protect, Smooth & Sleek, Pro-V Style Series, Sheer Volume, Truly Natural, Truly Relaxed, and Ultimate 10. Pantene Expert offerings include: AgeDefy, Intense Colorcare, Intense Hydration, Intense Repair and Intense Smooth.