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Press release from Business Wire

Queen Latifah Reigns as Pantene's Newest Brand Ambassador

<p class='bwalignc'> <i>Award-winning Actress and Musician Partners with the World's No. 1 Hair Care Brand*</i> </p>

Thursday, September 05, 2013

Queen Latifah Reigns as Pantene's Newest Brand Ambassador

09:40 EDT Thursday, September 05, 2013

CINCINNATI (Business Wire) -- Beauty icon, Queen Latifah, is no stranger to Procter & Gamble (NYSE: PG). The current COVERGIRL spokesperson, Grammy Award winner, Oscar nominee and talk show host, is now the new face of Pantene and will also support the Truly Relaxed and Truly Natural Collections. Pantene is proud to be partnering with Queen Latifah, who has been an inspiration to women over the years.

Queen Latifah behind-the-scenes at her Pantene advertising shoot. (Photo: Business Wire)

Queen Latifah behind-the-scenes at her Pantene advertising shoot. (Photo: Business Wire)

“Queen Latifah not only exudes inner and outer beauty, but she is a brilliant business woman who shines in every aspect of her work,” says Kevin Crociata, Marketing Director of North American Hair Care at Procter & Gamble. “We believe her strong, playful personality and passion for life resonates with women. Her honest and approachable attitude makes her a perfect addition to the Pantene family. Women really listen to her, her opinion matters.”

There's no denying Queen Latifah is a force to be reckoned with. She is strong, but she is also someone that women relate to and look to for advice. With a career and life as multi-faceted as hers, Queen Latifah has learned to be flexible when it comes to her beauty routine.

“Over the years I've learned to be versatile when it comes to beauty and hair,” says Queen Latifah. “Hair is an extension of who you are. As black women, we express ourselves through our hair so we should have fun with it. But all women worry about keeping their hair healthy so they can enjoy it. I love that Pantene stands for health and that their products deliver on what they promise.”

Queen Latifah will appear in the Brand's holistic marketing campaign, including TV and print advertising, in-store displays, digital, social media and public relations campaigns, beginning in September 2013.

Known for her talents as an actress, producer, rapper and comedian, Queen also has her own cosmetic line with COVERGIRL, the Queen Collection, and is set to debut her new talk show, The Queen Latifah Show, in September 2013.

For more information, visit www.Pantene.com. To see upcoming exclusive content of Queen, become a fan on Facebook at www.facebook.com/PanteneNA and follow Pantene on Twitter at http://twitter.com/Pantene.

ABOUT PANTENE PRO-V:
The Pantene Pro-V line includes 21 collections that help provide all women with healthy, beautiful hair. The current Pantene Pro-V offerings include: Advanced+ Keratin Repair, AgeDefy, Anti-Breakage, Aqua Light, Beautiful Lengths, Classic Care, Color Preserve, Curly Hair Series, Daily Moisture Renewal, Everlasting Ends, Expressions, Heat Shield, Ice Shine, Nature Fusion, Repair & Protect, Smooth, Stylers, Volume, Truly Natural, Truly Relaxed, and Ultimate 10.

Pantene products are available nationwide at drug stores, food stores and mass merchandisers. Pricing is at the sole discretion of the retailer. Suggested retail prices for products range from $3.99 to $18.99 each.

ABOUT PROCTER & GAMBLE:
P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

*based on 2012 worldwide volume sales.

DeVries Global
Marcela Bequillard, 212-891-0413
mbequillard@devriesglobal.com
or
Deanna Rodriguez, 646-253-0231
drodriguez@devriesglobal.com

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