Michael Phelps joined the P&G family in November when he became the global face of the Head & Shoulders brand. Fellow U.S. Olympic swimmer, Natalie Coughlin, will also go for gold in London with healthy hair in mind. At a press conference in NYC yesterday, the two-time Olympic swimmer and 11-time Olympic medalist announced her partnership with Pantene. Coughlin will serve as a beauty ambassador for the haircare brand. Pantene’s heritage is rooted in health, performance and shine and Coughlin will help to showcase these qualities through the brand’s “Healthy is the New Beautiful” campaign.
“Beauty is being redefined. I can be athletic while still being very feminine. If you’re healthy from the inside out, you glow and have a sense of confidence,” Coughlin said at the press conference. After spending 4 to 5 hours a day in chlorinated water, the ocean or in the sun, she noted that Pantene helps to keep her tortured hair healthy.
Coughlin will appear in all elements of the brand’s “Healthy is the New Beautiful” campaign, including TV and print advertising, in-store displays, digital and social media and a public relations campaign beginning in June 2012.
Natalie is just one of 11 elite female athletes from around the globe who will serve as the newest beauty ambassadors. The group will be featured in Pantene’s first global marketing campaign to support the Olympic Games. This campaign marks the first time Pantene has used athletes as brand ambassadors.
In addition to Coughlin, the Patene roster includes: Jaqueline Carvalho (Brazil, volleyball), Gisela Dulko (Argentina, tennis), Paola Espinosa (Mexico, diving), Evgeniya Kanaeva (Russia, rythmic gymnastics); Wu Minxia (China, diving), Victoria Pendleton (Great Britain, cycling), Annamay Pierse (Canada, swimming), Aya Terakawa (Japan, swimming).
Below is a preview of the Pantene ads for Natalie Coughlin, Victoria Pendleton and Evgeniya Kanaeva, due out in June: