NEW YORK — Ethnic hair care brand Johnson Products has inked a multiyear deal with NBA star Carmelo Anthony to be the corporate spokesman, lending his voice and celebrity status to the Ultra Sheen Men line.
The deal will feature Anthony in advertising and promotional campaigns, cause-marketing and community outreach programs, as well as in personal appearances for JPC and Ultra Sheen Men. Anthony also will be involved in the development of innovative new grooming products for JPC.
As previously reported by Drug Store News, JPC entered the men's grooming arena with the fall 2010 launch of Ultra Sheen Men. The Ultra Sheen Men grooming collection is targeted to the trendsetting man who has style and swagger. The collection includes Super-Hold Hair Dress, Wave Conditioning Pomade, Lite Crème Moisturizer With Shea Butter and Grooming Gel.
"We are very excited to leverage the strong position in the ethnic hair care space that Johnson Products has to launch our new men's line. Our team sees a lot of opportunity and growth in the men's sector, which doesn't typically get a lot of attention," said JPC CEO Eric Brown. "Adding Carmelo Anthony to the Johnson Products family, as well as having him represent the Ultra Sheen Men brand to the community, will certainly bring excitement to our new brand."
JPC's partnership with Anthony is the first of its kind for the new management team at JPC. In March 2009, JPC was acquired from Procter & Gamble with the combined investments of RC Fontis, St. Cloud Capital and Plus Factor, an African-American management team. In two years, the new team at JPC has successfully reorganized the company and its worldwide distribution.
"I am very excited about joining the team at Johnson Products Company. I have fond memories of Ultra Sheen products from my childhood days, and they have such a long-standing and rich reputation that it was very easy for me to agree to be a part of this new effort," Anthony said. "Being a part of the Ultra Sheen Men launch and influencing young men to 'Step Up Their Game' in every aspect of their lives is truly what I am all about."