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Pantene picks Gisele's flowing mane

Supermodel Gisele Bündchen’s flowing mane will be seen a lot in the coming year as Procter & Gamble signed the Brazilian beauty to serve as the worldwide representative for its Pantene hair care brand.

Beginning in January 2014, Bündchen will appear in all elements of the brand’s marketing campaign, including TV and print advertising, in-store displays, iMedia and public relations outreach. The international supermodel has been representing Pantene in Brazil since 2007. She will be the face of a new campaign debuting in January 2014, to support the launch of Pantene‘s first-ever, clinically-tested, anti-oxidant damage-blocking technology. The damage blocking technology targets, captures and helps reduce copper build-up on hair to help prevent oxidative damage, which over time leads to a new dimension of strong, healthy hair. The technology will be across most Pantene shampoo formulas and works to preserve the long-term health of hair, according to the company.

“Gisele is truly a woman who has it all — not only does she have one of the most iconic heads of hair in the beauty world but she is also a true role model with a huge heart,” said Kevin Crociata, marketing director of North American Hair Care at Procter & Gamble. “We want to celebrate Gisele not only for her beauty, but also her genuine passion to empower women to be their best selves. Her tremendous career accomplishments, her success as a mother of two wonderful children, and her ongoing philanthropic work are an inspiration for women to be beautiful both inside and out. We are proud to now have her as part of our North American Pantene family.”

Pantene will also launch a new Damage Detox Collection in the coming year which is designed for women in need of an elevated level of damage repair looking to essentially ‘reset’ their hair. According to P&G, it is the first-to-mass detoxifying shampoo, conditioner, and treatment system that cleanses impurities, protects from oxidative damage and provides shine. The Pantene Pro-V line already includes 21 collections the company contends help provide all women with healthy, beautiful hair. The current lineup includes, Repair & Protect, Daily Moisture Renewal, Smooth & Sleek, Sheer Volume, Color Preserve, Curl Perfection, Beautiful Lengths, Nature Fusion, Classic Care, Anti-Breakage, Aqua Light, Everlasting Ends, Heat Shield, Ice Shine, Truly Natural, Truly Relaxed, Ultimate 10 as well as Pantene Expert Age Defy and Advanced Keratin Repair and Stylers.