NEW YORK Ethnic hair care company Luster Products has signed R&B singer, songwriter and producer Keyshia Cole to be the face of Luster’s Pink Brand Smooth Touch.
Launching the new ad campaign, “Get Used to the Attention,” the company was looking for a spokesperson that exhibited the genuineness and authenticity that mirrored the mindset of today’s young, urban consumer as trendsetter, social networker and entertainment seeker.
Matlock Advertising & Public Relations is Luster’s agency of record for integrated marketing and strategic branding.
“We share with Matlock that we wanted a spokesperson that felt like, looked like and engaged the emotional touch points of the target. Through our efforts and understanding of the target audience, they brought us a spokesperson that definitely adds a ‘smooth touch’ to our positioning and marketing initiatives,” stated Luster’s director of marketing Brenda Turner.
On the market for nearly 10 years, Smooth Touch is getting a new look that includes integrating Cole on product packaging and advertising. In stores this summer will be Luster’s Pink Brand Smooth Touch relaxer system, styling and maintenance products.