KING OF PRUSSIA, Pa. Ultimark Products, which specializes in the acquisition, development and marketing of consumer products, is reviving the Prell shampoo brand with the help of singer/songwriter Alexa Ray Joel.
Joel, daughter of musician Billy Joel and supermodel Christie Brinkley, will be the new face of Prell. In the mid-1980s, Brinkley was advertised as the "Prell Girl."
The deal marks Joel's first advertising campaign, which includes the original song "Hideaway," which she wrote and performed for the commercial.
Ultimark has partnered with The Emerson Group to distribute Prell throughout the United States.
"With Prell Shampoo, Ultimark Products has the opportunity to showcase our expertise in both sales and marketing as we look to refresh this iconic shampoo," stated Chris Dominello, CEO of Ultimark Products. "Since we announced our plans to use Alexa Ray Joel in our sales and marketing campaign we have already seen growth in the brand."