Pantene has signed actress and musician Queen Latifah as a brand ambassador.

Pantene, Queen Latifah, brand ambassador, Procter & Gamble, hair care, Kevin Crociata, CoverGirl

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Queen Latifah becomes Pantene spokeswoman

September 5th, 2013

CINCINNATI – Pantene has signed actress and musician Queen Latifah as a brand ambassador.

The Procter & Gamble hair care brand said Thursday that Queen Latifah will appear in its multichannel marketing campaign — including television and print advertising, in-store displays, digital and social media, and public relations — starting this month.

"Queen Latifah not only exudes inner and outer beauty, but she is a brilliant businesswoman who shines in every aspect of her work," stated Kevin Crociata, marketing director of North American hair care at Procter & Gamble. "We believe her strong, playful personality and passion for life resonates with women. Her honest and approachable attitude makes her a perfect addition to the Pantene family. Women really listen to her; her opinion matters."

Queen Latifah already is an ambassador for P&G's CoverGirl makeup brand and has her own CoverGirl cosmetic line, the Queen Collection. This month she is slated to debut her new talk show, "The Queen Latifah Show."

"Over the years, I've learned to be versatile when it comes to beauty and hair," Queen Latifah said in a statement. "Hair is an extension of who you are. As black women, we express ourselves through our hair, so we should have fun with it. But all women worry about keeping their hair healthy so they can enjoy it. I love that Pantene stands for health and that their products deliver on what they promise."