The Food Network chef and cookbook author Giada De Laurentiis has partnered with Clairol Natural Instincts and will show off her hair color in the brand's newest campaign supporting the full line of at-home hair color products beginning in July 2012. In her first beauty partnership, she will be featured in all elements of the brand's marketing campaign including TV and print advertising, in-store displays, public relations, as well as on digital properties.
"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," said De Laurentiis. "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."
According to Brad Wadler, marketing director for Hair Color at Procter & Gamble, she is a great fit for Natural Instincts. "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 color and it includes antioxidants, aloe and vitamin."
Clairol Color Director, Marie Robinson, helped De Laurentiis choose Natural Instincts in Light Golden Brown (Toasted Almond, shade #12). Natural Instincts is a demi-permanent hair color available in 32 shades. The system is ammonia-free color, with antioxidants, aloe and vitamins. The product takes about 10 minutes to process, lasts through 28 shampoos and gently blends grays.