Celebrity endorsements of beauty products have become as commonplace as seeing a Starbucks pop up along every three blocks, so it comes as no surprise that Pantene is now partnering with Olympic athletes to advertise its products. Though the world's most popular haircare brand has never featured athletes before, its new marketing approach focuses on the importance of healthy beauty.
Pantene has selected eleven female athletes as part of its first international campaign to back the London 2012 Olympic Games. Joining the ranks of famous faces like Eva Mendes and Shay Mitchell will be Olympic competitors Natalie Coughlin, a swimmer for the U.S. team, and Evegeniya Kanaeva, a Russian rhythmic gymnast.
The idea is that these women represent the brand's view that health is beauty in its own right. Pantene representatives believe that the athletes are ideal not just because of their active and healthy lifestyles, but because their hair is left extremely vulnerable during competitions. The haircare products are advertised as strong enough to treat even the most damaged hair. With athletic women as beauty ambassadors, Pantene is advocating health and proving that it can perform just as well as any Olympic champion.
Text Esther Reisberg
Source and Image Business Wire
