Natural Instincts Cooks Up Deal with Celebrity Chef

Giada De Laurentiis is a new ambassador for Clairol Natural Instincts.

• Celebrity chef Giada De Laurentiis is partnering with Clairol Natural Instincts as its new celebrity ambassador.In her first beauty partnership, the Food Network chef, cookbook author and lifestyle expert will show off her healthy looking, radiant hair color in the brand’s newest campaign supporting the full line of at-home hair color products beginning this month.

“When Natural Instincts approached me about this partnership, I was so excited. While food is certainly my first love, I am a beauty girl at heart,” said De Laurentiis.“This is the first time I’ve used an at-home product and I was so impressed with how easy it was to use and how beautiful the color looked—perfect for a busy mom like me.”

“Giada is a great fit for Natural Instincts,” said Brad Wadler, marketing director for hair color at Procter & Gamble. “She has a similar philosophy to our brand—a commitment to finding the perfect balance between indulgence on one hand, and less guilt on the other. Natural Instincts stands for these things; it gives women indulgent and radiant looking hair color and it includes antioxidants, aloe and vitamins.”

In her new role, De Laurentiis will be featured in all elements of the brand’s marketing campaign including TV and print advertising, in-store displays, public relations, as well as on digital properties.