10.01.12
This November, Pantene will debut the Expert Collection with actress Courtney Cox as its spokesperson. The range features solutions for aging tresses. The advertising campaign hits in October, as previously reported in Happi.
Addressing the needs of both aging hair and extreme hair damage, the Expert Collection brings two new premium hair care lines to Pantene: AgeDefy and Advanced+ Keratin Repair. Designed for women who prefer an elevated level of care, the products utilize Pantene’s most advanced technologies and help women experience healthy hair with luster, bounce, and damage repair.
Addressing the needs of both aging hair and extreme hair damage, the Expert Collection brings two new premium hair care lines to Pantene: AgeDefy and Advanced+ Keratin Repair. Designed for women who prefer an elevated level of care, the products utilize Pantene’s most advanced technologies and help women experience healthy hair with luster, bounce, and damage repair.
Beginning in October 2012, raven-haired beauty Cox will appear in elements of the brand’s holistic marketing campaign, including TV and print advertising, in-store displays, digital, public relations and iMedia.
“The new Expert Collection marks an important milestone for Pantene, presenting 10 years of cutting-edge research with expert results,” says Kevin Crociata, Marketing Director of North American Hair Care at Procter & Gamble. “With our most advanced technologies and ingredients, the Expert Collection will give women whose hair has seen it all, done it all and tried it all, a newfound love for their hair.”
Crociata continues, “With such an important launch for Pantene on the horizon, we needed a brand ambassador who could represent beauty at any age, and someone who could really speak to the needs of women experiencing hair aging and extreme hair damage. When we started speaking with actress Courteney Cox, she shared that she was experiencing many of the issues the Expert Collection addresses. We knew instantly that we wanted to work with her – all women can identify with her warm and open personality, and willingness to share her honest opinions on beauty and aging.”