Procter & Gamble names Gisele Bündchen as the new face of Pantene
Proctor & Gamble hair care brand Pantene has named Brazilian supermodel Gisele Bündchen as the new face of the brand. Bündchen, who has represented Pantene in her homeland since 2007, will front a TV and print advertising campaign for the brand from January 2014, which will also include in-store, online and PR activity. Kevin Crociata, marketing director of North American Hair Care at Procter & Gamble, commented: “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.”He added: “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.”The campaign will promote Pantene’s first clinically tested, anti-oxidant damage blocking technology within Pantene’s shampoo formula, while the brand is also preparing to launch a new Damage Detox collection, it has revealed.