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Beginning in January 2014, P&G hair care brand Pantene and supermodel Gisele Bündchen are coming together to create a match made in hair heaven. Bündchen will appear in all elements of the brand’s holistic marketing campaign, including TV and print advertising, in-store displays, imedia and public relations outreach. The international supermodel has been representing Pantene in Brazil since 2007.
“Gisele is truly a woman who has it all – not only does she have one of the most iconic heads of hair in the beauty world, but she is also a true role model with a huge heart,” says Kevin Crociata, marketing director of North American hair care at Procter & Gamble. “We want to celebrate Gisele not only for her beauty, but also her genuine passion to empower women to be their best selves. Her tremendous career accomplishments, her success as a mother of two wonderful children, and her ongoing philanthropic work are an inspiration for women to be beautiful both inside and out. We are proud to now have her as part of our North American Pantene family.”
“I feel my hair has been through it all—from being styled more than ten times in one day to enjoying the sun and surf with my children—and Pantene has helped to keep it healthy with every wash, no matter what the day may bring,” says Bündchen. “I love that Pantene not only stands for healthy, strong hair, but also encourages women to give back specifically through a program like Pantene Beautiful Lengths.”
Bündchen will be the face of the new Pantene campaign debuting in January 2014, which will be the launch of Pantene‘s new first-ever, clinically-tested, antioxidant damage-blocking technology (EDDS). This damage blocking technology targets, captures and helps reduce copper build-up on hair to help prevent oxidative damage, which over time leads to a new dimension of damage protection. This technology will be used across most Pantene shampoo formulas and works to preserve the long-term condition of hair. Pantene will also launch the new Damage Detox Collection, designed for women in need of an elevated level of damage repair looking to essentially “reset” their hair, a mass hair care brand offering that includes detoxifying shampoo, conditioner, and treatment system that cleanses impurities, protects from oxidative damage and provides shine.