10.01.12
P&G has signed on actress Courtney Cox to promote its new brand -- the Pantene Expert Collection. The new premium brand includes AgeDefy and Advanced+ Keratin Repair product lines. Cox will appear in television and print ads starting this month.
The tubes and bottles in the line are black, reflecting a more prestige look than Pantene's other products. The product lines are differentiated with a purple or blue stripe, used across the middle of each package to highlight the product name.
Pantene says that once a woman reaches 40, hair apppears thinner, loses density, and damages more easily. The new AgeDefy products are formulated to thicken hair strands. The Advanced+ Keratin products are designed to address damage, and restore smoothness.
Kevin Crociata, marketing director of North American Hair Care, Procter & Gamble, stated that the new Expert Collection marks an important milestone for Pantene. “With our most advanced technologies and ingredients, the Expert Collection will give women whose hair has seen it all, done it all and tried it all, a newfound love for their hair.”
Cox explained her need for these types of products, which perhaps reflects the issues that the brand's target customer is facing as well. Cox said: "My hair has gone through so many transformations...one transformation that I was not expecting was how my hair was changing as I got older. My hair was starting to get dry, brittle, and thinner."
The tubes and bottles in the line are black, reflecting a more prestige look than Pantene's other products. The product lines are differentiated with a purple or blue stripe, used across the middle of each package to highlight the product name.
Pantene says that once a woman reaches 40, hair apppears thinner, loses density, and damages more easily. The new AgeDefy products are formulated to thicken hair strands. The Advanced+ Keratin products are designed to address damage, and restore smoothness.
Kevin Crociata, marketing director of North American Hair Care, Procter & Gamble, stated that the new Expert Collection marks an important milestone for Pantene. “With our most advanced technologies and ingredients, the Expert Collection will give women whose hair has seen it all, done it all and tried it all, a newfound love for their hair.”
Cox explained her need for these types of products, which perhaps reflects the issues that the brand's target customer is facing as well. Cox said: "My hair has gone through so many transformations...one transformation that I was not expecting was how my hair was changing as I got older. My hair was starting to get dry, brittle, and thinner."