P&G hair care brand Pantene announced it will support 11 elite female athletes as its newest beauty ambassadors, with the group being featured in Pantene’s first global marketing campaign to support the Olympic Games. The athletes will provide proof that, regardless of their training for the Olympic Games, Pantene’s performance helps give them beautiful hair.
The sponsorship is part of P&G’s Worldwide Olympic Partner status with the London 2012 Olympic Games, which also includes P&G brand Gillette supporting male athletes and gymnast Alicia Sacramone representing several P&G beauty brands, and marks the first time Pantene has featured athletes as beauty ambassadors. The group will join the likes of celebrities such as Liv Tyler and Eva Mendes.
“I spend hours in the pool, and I want my hair to look beautiful,” said 11-time U.S. Olympic medalist Natalie Coughlin, one of the Pantene-sponsored athletes. “I trust Pantene to make my hair look great so I can concentrate on training.” The two-time Olympic swimmer Coughlin has also partnered with P&G as a U.S. brand ambassador for Pantene. She will appear in all elements of the brand’s holistic marketing campaign, including TV and print advertising, in-store displays, digital and social media and a public relations campaign beginning in June 2012.
“We believe that healthy is the new beautiful, and we’re thrilled to add this exceptional group to our select list of global beauty ambassadors. These women are a wonderful fit with our heritage of performance and shine,” said Hanneke Faber, vice president and brand franchise leader, global hair care at P&G.
Pantene’s athlete roster also includes Brazil’s Jaqueline Carvalho, Argentina’s Gisela Dulko, Russia’s Evgeniya Kanaeva and China’s Wu Minxia, among others.
The Pantene campaign leading up to and during London 2012 includes holistic and integrated support in advertising, retail, online and PR channels. It is part of P&G’s Worldwide Olympic Partner status, which is anchored by the ‘Thank You, Mom’ campaign for the London 2012 Olympic Games. P&G’s ‘Thank You Mom’ campaign will help improve life for moms around the world and provide support for the moms of the Pantene athletes and the moms of thousands of other Olympians.