Pantene, alongside the newly appointed ambassador, is set to launch a campaign aimed at fighting the frizz and strengthening curls.
Pantene has called on Lion Babe frontwoman, Jillian Hervey, to join the brand as its celebration of curly hair takes centre stage this summer. The haircare giant, alongside the newly appointed ambassador, is set to launch a campaign aimed at fighting the frizz and strengthening curls.
The partnership ties in with the season which expects to welcome long weekends at the beach. For years, women have been told that to fight frizz, they have to protect against humidity. According to the brand, while humidity is a contributing factor to frizz, the biggest culprit is actually the strength of one’s hair.
The collaboration is meant to elevate Pantene’s Pro-V system. Hervey will appear in all elements of the brand’s holistic marketing campaign, including television, print and digital advertising, in-store displays, public relations executions and social media components.
The singer-songwriter and artiste makes up half of the New-York-based band, Lion Babe. Along with producer and instrumentalist, Lucas Goodman, the duo’s sound embraces polarity, blending sounds across genres to mirror the rich melting pot of their hometown.
“We have been synonymous with long, straight hair but Pantene hair can be all types and textures. We’re excited to kick off our new campaign with a focus on beautiful curls with Jillian Hervey, who is the perfect person to lead this new effort,” said Jodi Allen, Vice President of Hair Care & Color for North America at Procter & Gamble.