Clairol Natural announced on Tuesday that it teamed up with celebrity chef Giada De Laurentiis to become the new ambassador of the hair care products brand, with the Clairol Natural Instincts promotional line beginning in July 2012.
The Food Network chef and cookbook author will specifically promote the Natural Instincts in Light Golden Brown (Toasted Almond, shade #12) hair dye for the company. The particular shade was chosen for De Laurentiis by Clairol Color Director, Marie Robinson, as it would, according to a press release issued by Proctor & Gamble Beauty & Grooming, bring out her natural golden tones and create a health-looking, radiant color result.
"When Natural Instincts approached me about this partnership, I was so excited. While food is certainly my first love, I am a beauty girl at heart", De Laurentiis stated for the press release. "This is the first time I've used an at-home product and I was so impressed with how easy it was to use and how beautiful the color looked - perfect for a busy mom like me."
De Laurentiis will promote the Clairol Natural Instincts products, of which 32 shades of hair dye are available, through television and print ads, in-store displays, general public relations, and virally online via Clairol.ca and the brand's official Facebook page, Facebook.com/Clairol, listed the press release. The colorings will be ammonia-free, antioxidants, aloe and vitamin, will, said the press release, take as little as 10 minutes to process and last through 28 shampoo treatments. It will also gently blend grey hairs.
"Giada is a great fit for Natural Instincts," Brad Wadler, Marketing Director for Hair Color at Procter & Gamble, was quoted as stating for the press release. "Giada has a similar philosophy to our brand - a commitment to finding the perfect balance between indulgence on one hand, and less guilt on the other. Natural Instincts stands for these things; it gives women indulgent and radiant looking hair colour and it includes antioxidants, aloe and vitamin."
