Pantene signs top model


Brazilian supermodel Gisele Bündchen has joined the global hair care brand

Brazilian supermodel Gisele Bündchen has joined global hair care brand Pantene (Procter & Gamble) as its latest ambassador. Beginning this month, Bündchen, who has already been representing Pantene in Brazil since 2007, will appear in all elements of the brand’s holistic marketing campaign, including TV and print advertising, in-store displays, iMedia and public relations outreach.

The campaign will promote the release of the brand\'s new anti-oxidant damage-blocking technology (EDDS), which is claimed to target, capture and help reduce copper build-up on hair to help prevent oxidative damage. This technology will be rolled out across most Pantene shampoo formulas and works to preserve the long term health of hair, according to Pantene.

“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.”

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“I feel my hair has been through it all – from being styled more than ten times in one day to enjoying the sun and surf with my children – and Pantene has helped to keep it healthy with every wash, no matter what the day may bring,” said Bündchen. “I love that Pantene not only stands for healthy, strong hair, but also encourages women to give back specifically through a program like Pantene Beautiful Lengths.”