TORONTO — Celebrity chef Giada De Laurentiis is partnering with Clairol Natural Instincts as the brand’s new celebrity ambassador.
In her first beauty partnership, the Food Network chef, cookbook author and lifestyle expert will show off her hair color in the brand's newest campaign supporting the full line of at-home hair color products beginning in July. In her new role, De Laurentiis will be featured in all elements of the brand's marketing campaign including TV and print advertising, in-store displays, public relations, as well as on digital properties.
"Giada is a great fit for Natural Instincts," said Brad Wadler, marketing director for hair color at Procter & Gamble. "Giada has a similar philosophy to our brand — a commitment to finding the perfect balance between indulgence on one hand, and less guilt on the other. Natural Instincts stands for these things; it gives women indulgent and radiant looking hair color and it includes antioxidants, aloe and vitamin."
Clairol color director Marie Robinson helped De Laurentiis choose Natural Instincts in Light Golden Brown (Toasted Almond, shade #12) to bring out her natural golden tones.
Natural Instincts is a demi-permanent hair color available in 32 shades. The system with ammonia-free color, antioxidants, aloe and vitamin is clinically proven less damaging, according to P&G. The product takes as little as 10 minutes to process, lasts through 28 shampoos and gently blends grays.