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GIADA DE LAURENTIS COOKS UP PARTNERSHIP WITH NATURAL INSTINCTS

06-04-12 | Posted by


Giada
Foods we love to eat have long played starring roles in beauty products – think strawberries in body wash, olive oil in skincare, chocolate in fragrance…and vanilla in just about everything. Now, at home hair color line Clairol Natural Instincts takes the food/beauty connection one step further by signing on celebrity chef Giada De Laurentis as its new celebrity ambassador.

Food Network and Cooking Channel star, Today Show contributor and author of a half-dozen cookbooks, Giada will begin appearing in Natural Instincts TV and print advertising in July.

“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 Ms. De Laurentis. “This is the first time I 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.”

Natural instincts is a demi-permanent hair color available in 32 shades. It is ammonia-free and clinically proven to be less damaging to hair than permanent at-home options. It helps blend grey hairs and lasts through 28 shampoos.

For the advertising campaign, Giada will be sporting the line’s Toasted Almond, a light golden brown, which was chosen for her by Clairol color director Marie Robinson.

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