Matlock Advertising & Public Relations Drives Partnership with Keyshia Cole and Luster's® Pink® Brand Smooth Touch®
Atlanta, GA (May 6, 2008)–Luster Products, Inc., the nation’s largest African-American owned hair care company, recently signed with award-winning, R&B singer-song writer and producer Keyshia Cole as the face of Luster’s® Pink® Brand Smooth Touch®. The partnership was lead by Matlock Advertising & Public Relations, to launch the new “Get Used to the Attention Campaign”. Atlanta, GA –Luster Products, Inc., the nation’s largest African-American owned hair care company, has partnered with award-winning, R&B singer-song writer and producer Keyshia Cole as the face of Luster’s® Pink® Brand Smooth Touch®.
The partnership between Luster and Cole was lead by Matlock Advertising & Public Relations, Luster’s agency of record for integrated marketing and strategic branding.
On the market for nearly 10 years, Smooth Touch® is getting a new look that includes integrating Cole on product packaging and advertising. Launching the new advertising campaign, “Get Used To The Attention,” the company was looking for a spokesperson that exhibited the genuineness and authenticity that mirrored the mindset of today’s young, urban consumer as trendsetter, social networker and entertainment seeker. Keyshia Cole is an established brand that young consumers trust and love to emulate, making her a natural fit for the brand’s position of creating superstar looks every day.
“Today, brand ambassadors need to bring more value to the company than just being a talking head,” said Marla Jones, general manager at Matlock. “We took a strategic approach to carefully research someone who consumers could trust, who possessed similar mindsets and whose lifestyle and ambitions Smooth Touch® could organically follow. By partnering with Keyshia Cole, Luster Products wanted to send a clear message to consumers that their dreams and aspirations are often the same as those of the celebrities they love. And, Keyshia has been courageously public about sending the same message to her fans, in her music, on her television show and in interviews.”
According to Luster’s Director of Marketing, Brenda Turner, “we shared with Matlock that we wanted a spokesperson that felt like, looked liked and engaged the emotional touch points of the target. Through our efforts and understanding of the target audience, they brought us a spokesperson that definitely adds a “smooth touch” to our positioning and marketing initiatives.”
Luster’s® Pink® Brand Smooth Touch® relaxer system, styling and maintenance products will be in-stores this summer.
About Luster Products, Inc. Luster Products, Inc. is the leading African-American owned and operated manufacturer of premium personal care products servicing people of African descent worldwide. Luster Products' brands include the Pink Brand, products for women; S-Curl, products for men; PCJ Pretty-n-Silky & Smooth Roots, children products; YOU, unisex products and Designer Touch, products for stylists. For more information about Luster Products’ complete line of hair care products, visit the Web site www.lusterproducts.com.
About Matlock Advertising & Public Relations Matlock is a full-service multicultural advertising and public relations agency headquartered in Atlanta, GA with an office in New York, NY. Founded in 1986 by Kent Matlock, the agency has been enhancing and protecting its clients’ two most powerful assets - their Brands and their Reputations. Its impressive list of clients includes Luster Products, Inc., BMW North America, Publix Super Markets, Chase, Barbados, Nationwide and Georgia Pacific. For more information on Matlock Advertising & Public Relations visit www.matlock-adpr.com or call 404-872-3200.