Queen Latifah continues P&G reign

The American actress and musician has been named a brand ambassador for Pantene

American actress and musician Queen Latifah has been named the new face of mass hair care brand Pantene. This is the second Procter & Gamble owned brand the actress has partnered with, after being signed as spokesperson for the company's colour cosmetics brand Covergirl in 2001.

"Queen Latifah not only exudes inner and outer beauty, but she is a brilliant business woman who shines in every aspect of her work," said Kevin Crociata, Marketing Director of North American Hair Care at Procter & Gamble. "We believe her strong, playful personality and passion for life resonates with women. Her honest and approachable attitude makes her a perfect addition to the Pantene family. Women really listen to her, her opinion matters."

Beginning this month, Queen Latifah is set to star as the face of Pantene's Truly Relaxed and Truly Natural Collections, appearing in TV and print advertising, in-store displays, digital, social media and public relations campaigns to promote the ranges.

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