The Procter & Gamble hair care brand said Hervey, lead singer of the R&B/soul band Lion Babe, will appear in all elements of its holistic marketing campaign this summer, including television, print and digital advertising, in-store displays, public relations and social media.
The focus of the campaign with Hervey is that by using the Pantene Pro-V system, women’s curly hair will be practically frizz-free all day and able to withstand the summer elements, such as during a day at the beach, an outdoor summer concert or a hot-and-humid subway ride.
“Historically, Pantene has been synonymous with long, straight hair, but Pantene hair can be all types and textures. We’re excited to kick off our new campaign with a focus on beautiful curls with Jillian Hervey, who has the most gorgeous curls out there and is the perfect person to lead this new effort,” stated Jodi Allen, vice president of hair care and color for North America at Procter & Gamble.
Pantene noted that although humidity is a factor in causing frizz, the strength of hair has a bigger impact.
“Once I really started to embrace my curls, my entire world changed, and it’s made me the woman that I am today,” Hervey said in a statement. “Keeping my curls strong and healthy is so important, and thanks to Pantene I’ve finally uncovered a routine that allows my curls to be practically frizz-free.”
Current Pantene Pro-V offerings include Anti-Breakage, AquaLight, Beautiful Lengths, Classic Clean, Color Revival, Curl Perfection, Damage Detox, Daily Moisture Renewal, Full & Strong, Ice Shine, Nature Fusion, Repair & Protect, Smooth & Sleek, Pro-V Style Series, Sheer Volume, Truly Natural, Truly Relaxed and Ultimate 10. Pantene Expert products include AgeDefy, Intense Colorcare, Intense Hydration, Intense Repair and Intense Smooth.