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Pantene Goes Royal

Published September 6, 2013
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Queen Latifah, who is currently a CoverGirl spokesperson, has added a new P&G feather in her cap.

The Grammy Award winner, Oscar nominee and new talk show host is now the new face of Pantene and will support the brand's Truly Relaxed and Truly Natural Collections.

“Queen Latifah not only exudes inner and outer beauty, but she is a brilliant business woman who shines in every aspect of her work,” says 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 will appear in the brand’s holistic marketing campaign, including TV and print advertising, in-store displays, digital, social media and public relations campaigns, beginning in September 2013.

CoverGirl’s Queen Collection—her own line created for the brand— is set to debut her new talk show, "The Queen Latifah Show," sometime this month.

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