Giada De Laurentiis Shines in Natural Instincts' New Marketing Campaign
TORONTO, May 29, 2012 /CNW/ - Celebrity chef and brunette beauty, Giada De Laurentiis is partnering with Clairol Natural Instincts as their new celebrity ambassador. In her first beauty partnership, the Food Network chef, cookbook author and lifestyle expert will show off her healthy looking, radiant hair colour in the brand's newest campaign supporting the full line of at-home hair colour products beginning in July 2012.
"When Natural Instincts approached me about this partnership, I was so excited. While food is certainly my first love, I am a beauty girl at heart", said De Laurentiis. "This is the first time I've used an at-home product and I was so impressed with how easy it was to use and how beautiful the colour looked - perfect for a busy mom like me."
"Giada is a great fit for Natural Instincts," said Brad Wadler, Marketing Director for Hair Color at Procter & Gamble. "Giada has a similar philosophy to our brand - a commitment to finding the perfect balance between indulgence on one hand, and less guilt on the other. Natural Instincts stands for these things; it gives women indulgent and radiant looking hair colour and it includes antioxidants, aloe and vitamin."
Clairol Color Director, Marie Robinson, helped De Laurentiis choose Natural Instincts in Light Golden Brown (Toasted Almond, shade #12) to bring out her natural golden tones and create a healthy-looking, radiant colour result.
Natural Instincts is a demi-permanent hair colour available in 32 shades. The system with ammonia-free colour, antioxidants, aloe and vitamin is clinically-proven less damaging.** The product takes as little as 10 minutes to process, lasts through 28 shampoos and gently blends greys.
In her new role, De Laurentiis will be featured in all elements of the brand's marketing campaign including TV and print advertising, in-store displays, public relations, as well as on digital properties including Clairol.ca and Facebook.com/Clairol.
About P&G Beauty & Grooming:
P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G's beauty and grooming products delivered sales of nearly $28 billion in fiscal year 2007/08 , making it one of the world's largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, WellaFlex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'N Easy®, Venus®, Gillette®, Sk-ii®, Wella Professionals®, Braun® and a leading prestige fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brand.
About Procter & Gamble
P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.
** Natural Instincts demi-permanent Level 2 vs. leading Triple Protection permanent Level 3 color crème: based on amount of surface damage.
Image with caption: "Chef Giada De Laurentiis shines as the new celebrity ambassador for Clairol Natural Instincts. (CNW Group/P&G Beauty)". Image available at: http://photos.newswire.ca/images/download/20120529_C3552_PHOTO_EN_14298.jpg
Celine Rouzaud, MSL Canada, 416-847-1311, [email protected]
Manon Lapierre, P&G Beauty & Grooming, 450-420-7294, [email protected]
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