CINCINNATI — Pantene has selected current CoverGirl spokesperson Queen Latifah as its brand ambassador, supporting the Truly Relaxed and Truly Natural collections.
“Queen Latifah not only exudes inner and outer beauty, but she is also a brilliant businesswoman who shines in every aspect of her work,” stated Kevin Crociata, marketing director of North American hair care at P&G. “We believe her strong, playful personality and passion for life resonates with women. Her honest and approachable attitude makes her a perfect addition to the Pantene family. Women really listen to her, her opinion matters.”
“Over the years I’ve learned to be versatile when it comes to beauty and hair,” said Latifah. “Hair is an extension of who you are. As black women, we express ourselves through our hair so we should have fun with it. But all women worry about keeping their hair healthy so they can enjoy it. I love that Pantene stands for health and that their products deliver on what they promise.”
Latifah will appear in the brand’s marketing campaign, including TV and print advertising, in-store displays, digital, social media and public relations campaigns, beginning in September.