BEAUTY CARE

Clairol Natural Instincts taps celebrity chef Giada De Laurentiis as brand ambassador

BY Antoinette Alexander

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.

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Banana Boat, Chip Ganassi Racing Teams partner for Indianapolis 500

BY Antoinette Alexander

INDIANAPOLIS — Banana Boat sun care is racing through Indianapolis as part of its sponsorship with Chip Ganassi Racing Teams for the 2012 IZOD IndyCar Series racing season.

The two brands teamed up to help Indianapolis 500 fans stay cool and protected from the extreme sun and heat at the upcoming race with the brand’s new Banana Boat Sport Performance CoolZone continuous spray sunscreen. The new line promises to instantly cool and refresh skin while providing protection against UVA and UVB rays.

The partnership features a Banana Boat brand-themed car that two-time Indianapolis 500 winner, Dario Franchitti, drove in the season-opening Grand Prix of St. Petersburg race in March. The driver also adorns the brand’s logo on his fire suit for the entire 2012 racing season.

Banana Boat sun care also is hosting a fan experience trackside at the Indianapolis 500, where it will provide fans with a break from the sun, offering quick relief and sun protection in the Banana Boat CoolZone Sunscreen Pit Stop. Here, fans will have the opportunity to receive a "cool-over" with the new sunscreen, play games and nab giveaways.

In addition, fans can visit the Banana Boat CoolZone brand Facebook tab for exclusive videos from Franchitti, as well as NASCAR driver Jamie McMurray and their respective pit crews. Fans also can enter for a chance to win a CoolZone brand Pit Crew Experience with McMurray at an upcoming race.

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Former EPA executive joins P&G’s U.S. sustainability expert advisory panel

BY Antoinette Alexander

CINCINNATI — Procter & Gamble has announced that former EPA assistant administrator Steve Owens is the newest member of the company’s U.S. sustainability expert advisory panel.

Owens, who joined his first SEAP meeting earlier this month in Cincinnati, brings a strong background in environmental, safety and health issues to the panel, P&G said.

The U.S. panel includes national sustainability thinkers who have consulted extensively on sustainability initiatives as well as on product supply and brand innovations globally. The panel’s mission is to provide external perspective into U.S. P&G environmental sustainability practices by evaluating specific initiatives, collaborating with P&G brand representatives and exploring opportunities to facilitate communications with customers, consumers and key stakeholder groups.

“As P&G continues to make progress against its long term environmental vision and goals, Steve brings a wealth of both strategic insight and functional expertise to help guide the company’s approach,” said Rick Hackman, associate director of technical external relations for P&G. “We welcome the new perspective he brings to our discussions.”

Owens served as the U.S. Environmental Protection Agency’s assistant administrator in charge of its Office of Chemical Safety & Pollution Prevention from 2009 until Nov. 30 last year, where he was responsible for managing U.S. regulatory and scientific programs under several statutes, including the Toxic Substances Control Act and the Federal Food, Drug and Cosmetic Act. As assistant administrator, he was also responsible for many of the EPA’s collaborative pollution prevention programs and the implementation of the federal Pollution Prevention Act. Owens is currently in private law practice with the Squire Sanders law firm.

The announcement follows several P&G environmental sustainability milestones, which include:

  • Making its environmental sustainability supplier scorecard analysis tool freely available for use by any company. The Excel-based tool enables companies to measure and interpret key environmental sustainability metrics across their supply chains and identify progress as well as opportunities for improvement.

  • Launching the “Take a Load Off” campaign featuring Tide Coldwater in honor of Earth Day 2012. This program educates and empowers consumers nationwide to switch to cold water laundry washing.

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