CINCINNATI, JULY 2009 – Pantene, known for providing women with healthy hair, wants to hear from African-American women about why they love Pantene, as part of the “I Love Pantene!” online casting call. Pantene will select four women with beautiful hair to appear in national advertising in 2010.
“Last year we cast in three US cities, but the online casting call gives us the opportunity to see beautiful women with gorgeous hair from all over the country,” said Tippi Shorter, a celebrity hairstylist and judge of the casting call. “We’re looking for a unique balance of women with healthy, beautiful hair and amazing personalities who truly love Pantene and want to share their hair transformation stories with other women.”
Women will have the opportunity to upload videos July 1 through July 31, 2009 by visiting www.relaxedandnatural.com. All submissions will be evaluated and finalists will be flown for in-person casting in August. Final decisions will be made by September 15, 2009.
To be eligible, the following criteria must be met:
“Last year we cast in three US cities, but the online casting call gives us the opportunity to see beautiful women with gorgeous hair from all over the country,” said Tippi Shorter, a celebrity hairstylist and judge of the casting call. “We’re looking for a unique balance of women with healthy, beautiful hair and amazing personalities who truly love Pantene and want to share their hair transformation stories with other women.”
Women will have the opportunity to upload videos July 1 through July 31, 2009 by visiting www.relaxedandnatural.com. All submissions will be evaluated and finalists will be flown for in-person casting in August. Final decisions will be made by September 15, 2009.
To be eligible, the following criteria must be met:
- Applicants can have hair that is relaxed or natural, but it must be healthy and beautiful
- Applicants must LOVE Pantene and be able to tell other women why
- Applicants must be at least 18 years old and live within the United States
“I’ve used Pantene Relaxed & Natural since 2003, and it truly transformed my hair without breaking my bank account,” said Maria Diaz of Lafayette, LA, one of four 2008 Pantene models. “It made my hair healthy and manageable, which ultimately gave me more confidence. I was so excited to be chosen to appear in Pantene advertising and share my story.”
“Pantene understands African-American women’s unique hair care needs and wants to help transform the health of their hair,” said Freddy Bharucha, Pantene Marketing Director. “We are excited to give women an opportunity to appear in advertising and shine on the inside and out.”
Pantene aims to provide every woman with healthy, beautiful hair, at a fraction of the cost of salon brands. The brand offers a variety of products for every hair type, including the Pantene Pro-V Relaxed and Natural collection, designed to help keep African-American hair strong against damage, shiny and moisturized. To find out more about Pantene’s search for its next advertising stars, visit www.relaxedandnatural.com.
About Pantene Pro-V
The Pantene Pro-V line comprises 20 customized collections to help provide all women with healthy, beautiful hair: Nature Fusion, Beautiful Lengths, Texture, Ice Shine, Full & Thick, Relaxed & Natural, Moisture Renewal, Classic, Color Revival, Curls, Volume, Smooth, Extra Straight/Extra Liso, Clarifying, Brunette Expressions, Blonde Expressions, Red Expressions, Highlighting Expressions, Midnight Expressions, Silver Expressions, Restoratives Time Renewal, Restoratives Frizz Control and Restoratives Breakage Defense. Pantene Pro-V products are available at drug stores, food stores and mass merchandisers. Suggested retail prices for products range from $3.99 to $6.99 each.
About P&G Beauty & Grooming
P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G’s beauty and grooming products delivered sales of nearly $28 billion in fiscal year 2007/08 , making it one of the world’s largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice ’n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.
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