Supplier News Breaks Archives
Pantene signs Mendes, Watts as ambassadors
May 5th, 2011
CINCINNATI – Actresses Eva Mendes and Naomi Watts have been named celebrity ambassadors for Pantene, which plans a new advertising campaign featuring the two Hollywood stars
The Procter & Gamble Co. hair care brand said Thursday that starting in July, Mendes and Watts will appear in all elements of Pantene's multimedia marketing push, which includes television and print advertising, in-store displays, interactive media and public relations campaigns.
Plans call for Mendes to be supporting Pantene's Breakage to Strength collection and Watts to be supporting the brand's Flat to Volume collection.
"With their undeniable beauty and confidence that women admire, Eva and Naomi are wonderful additions to the Pantene family. Eva's strong will helps her achieve anything she wants, and even the constant damage her hair endures won't stop her from having gorgeous, healthy looking hair," stated Julie Marchant-Houle, marketing director of North American hair care at P&G. "Naomi will be a wonderful inspiration for women looking to enhance the look and texture of their fine hair without taking extreme measures or adding extensions."
With the announcement of Mendes as a new brand ambassador, Pantene will also introduce the Split End Repair Creme to the current Medium-Thick Hair Solutions collection in July. The keratin protection creme helps repair split ends and protect against future damage, according to the company.
"The amount of torture I put my hair through with flat irons, blow dryers and curling irons leaves my hair extremely damaged," Mendes said in a statement. "With Pantene, I can use all of these tools and still keep my hair healthy looking."
Meanwhile, Watts' Pantene campaign will feature her natural hair — with no extensions, harsh texture-altering chemicals or other hair tricks, according to P&G.
"I am excited to join the Pantene family. I want to let women with fine hair know that achieving beautiful, voluminous hair is possible without damaging your hair or adding extensions," commented Watts. "No matter what your hair type is, you can find a Pantene product that will give you the result you are looking for."