L’Oréal Finds Actress Cruz Is Natural Match As Hair Color Spokesmodel
This article was originally published in The Rose Sheet
Executive Summary
Actress Penelope Cruz will first represent L'Oréal Paris in television ads for new hair color collection Natural Match, according to the company
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Actress Penelope Cruz will first represent L'Oréal Paris in television ads for new hair color collection Natural Match , according to the company. The TV commercials will break Jan. 16 during the Golden Globe Awards on NBC, and print ads will break in March, L'Oréal added. The firm announced it signed Cruz as a spokesmodel for the company and its brands Jan. 10. The actress's films include "Sahara," "Vanilla Sky," and "Captain Corelli's Mandolin." "Penelope is a natural beauty whose elegance, sophistication and self-confidence make her a wonderful role model for women and a perfect representative for L'Oréal," the firm stated. The announcement is the second regarding a new L'Oréal spokesmodel in as many weeks. The firm announced actress Scarlett Johansson would represent the brand Jan. 4 (1 (Also see "Actress Johansson To Star In Ads For L’Oréal High Intensity Pigments" - HBW Insight, 9 Jan, 2006.), p. 5). She will star in TV ads for HIP, High Intensity Pigments also debuting during the Golden Globe telecast, the company said. Natural Match's Color-Calibrated Technology "creates a completely unique shade spectrum of 24 refined shades that replicate the most dimensional, glossy and reflective tones," L'Oréal claimed. Outer packaging features a mirror so the consumer may identify her natural and current color. The ammonia-free formula will be available in seven "levels" such as Light Blonde and Medium Brown, which each come in three to four tones. "Cooler shades minimize red and orange tones, Natural shades enhance the natural tones of hair, Warmer shades add soft golden highlights and Red shades add sheer red tones," L'Oréal explained. For example, the Light Blonde level includes three shades: Light Ash Blonde (Cooler), Light Blonde (Neutral) and Light Soft Golden Blonde (Warmer). Pro-Tip extended applicator allows for precision application and Hydra-Gloss conditioner is formulated with soothing aloe and green tea, according to the company. Natural Match will retail for $11.99 at drug, food and mass market retailers this month. -Stephanie Jones |