Pantene has announced a new advertising campaign, featuring two of the most well-known women in Hollywood, actresses Eva Mendes and Naomi Watts have been named new celebrity ambassadors for Pantene. Beginning in July 2011, both women will appear in all elements of the brand’s holistic marketing campaign, including TV and print advertising, in-store displays, iMedia and public relations campaigns. Mendes will be supporting the Breakage to Strength collection and Watts will be supporting the Flat to Volume collection.
With the announcement of Mendes as Pantene’s new ambassador, Pantene will also introduce the Split End Repair Crème to the current Medium-Thick Hair Solutions collection in July 2011.
«With their undeniable beauty and confidence that women admire, Eva and Naomi are wonderful additions to the Pantene family,» commented Julie Marchant-Houle, Marketing Director of North American Hair Care at Procter & Gamble. «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 hair. 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.»
Dating back to the 1980s with Kelly LeBrock, Pantene has been known for its memorable advertising campaigns and iconic hair imagery.
“‘Don’t hate me because I’m beautiful’ wasn’t just a cultural rallying cry; it kicked off Pantene’s creation of a new advertising standard for hair, showing health and shine like never before. From the signature Pantene hair flip to unrivaled shine and movement, the image of Pantene hair was everywhere. And then imitated throughout the industry,” said Linda Mummiani, Creative Director and Pantene Visionary at advertising agency, Grey NYC. «With this new campaign, we wanted to go deeper than just superficial hair care and go back to Pantene’s roots in making women shine. So we’re digging into how women really relate to their hair and why—all the crazy things we all do to make it look great—and what a meaningful place it really does have in our sense of self. We approached the look of the campaign differently, too. We were inspired by the way healthy hair feels. The simple luxurious touch of it. The feel of it against a woman’s skin. That’s an experience we all share.”