If you ever thought the Olympic Games was no place for glamour - think again! Procter and Gamble is "putting beauty on the podium" for the London games . That's how hair care brand Pantene put it, announcing their new sponsorship for the 2012 games..
Pantene is backing 11 female athletes as “brand ambassadors” . The women athletes will wear, and talk about Pantene products. Chosen Olympians, pictured here, include British world and Olympic cyclist Victoria Pendleton and American swimmer Natalie Coughlin, who won six gold medals in the Beijing games.
Victoria Pendleton said: “I’ve used Pantene since I was a little girl so I am thrilled to be the Pantene ambassador in 2012.”
Natalie , the first woman ever to win a 100m backstroke gold in two consecutive Olympic Games, said Pantene was "showcasing the beauty of female athletes all around the world."
She added, I spend a lot of time in the pool and I need a product that truly performs. I trust Pantene to keep my hair beautiful while I focus on my journey to the Olympic Games.”
Pantene also will be making a substantial TV ad buy, reports Adweek, but Pantene brand franchise leader Hanneke Faber declined to provide figures. She did say, however, “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."
The deal comes as part of a 10-year Olympics sponsorship by Pantene’s parent company Procter & Gamble.
The eleven women will appear in all elements of the Pantene's "holistic" marketing campaign from June 2012.