Celebrity chef Giada De Laurentiis is partnering with P&G brand Clairol Natural Instincts as its new celebrity ambassador. The Food Network chef, cookbook author and lifestyle expert will show off her healthy-looking hair color in the brand’s newest campaign supporting the full line of at-home hair color products beginning in July 2012. This is the celebrity chef’s first beauty partnership.
“Giada is a great fit for Natural Instincts,” said Brad Wadler, marketing director for Hair Color at P&G. “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 vitamins.”
“When Natural Instincts approached me about this partnership, I was so excited. While food is certainly my first love, I am a beauty girl at heart,” said De Laurentiis. “This is the first time I’ve used an at-home product, and I was so impressed with how easy it was to use and how beautiful the color looked—perfect for a busy mom like me.”
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 and public relations, as well as on digital properties.