Gisele Bündchen has made her debut in Pantene’s holistic marketing campaign, including TV and print advertising, in-store displays, iMedia and public relations outreach.
The international supermodel has been representing Pantene in Brazil since 2007.
“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,” said Kevin Crociata, marketing director of North American hair care at Procter & Gamble. “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.”
Bündchen debuted in a new campaign that broke in January to launch what P&G is calling Pantene‘s first-ever, clinically tested, antioxidant damage-blocking technology (EDDS). The damage blocking technology targets, captures and helps reduce copper buildup on hair to help prevent oxidative damage, which over time leads to a new dimension of damage protection, according to P&G.
This technology will be used across most Pantene shampoo formulas and works to preserve the long-term condition of hair.
Pantene will also launch the Damage Detox Collection, which it calls the first-to-mass detoxifying shampoo, conditioner, and treatment system that eliminates impurities, protects from oxidative damage and provides shine.