Keyshia Cole signed as face of Smooth Touch styling products

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.

Login or Register to post a comment.