Clairol Signs Dayanara Torres to Rep Hydrience Hair Color

February 2, 2006
By Cara Marcano

Clairol, Procter & Gamble's hair care division, has signed Puerto Rican model and actress Dayanara Torres as a new "brand ambassador" for its Hydrience hair color products.

Torres first emerged as a public figure in 1993 when she became the third Puerto Rican to win the Miss Universe title. She has since appeared on the cover of Latina magazine and also in the TV soap opera, The Young and The Restless.

Torres, 31, will appear in English and Spanish-language advertising, public relations and retail initiatives for Hydrience, the brand Clairol founded in 1996.

Clairol's hair care brands include Pantene, Head and Shoulders, Herbal Essences, and Clairol Nice 'n Easy. P&G, the world's largest advertiser, acquired the brands in 2001, when it bought Clairol.

Hispanic-specific marketing and advertising efforts for some of P&G's other hair-care products have been less successful. Hispanic marketing for Clairol's Herbal Essence brand were halted last year because the brand's overall performance in the general market has been weak and confused, Graciela Eleta, vp-multicultural development organization for North America for P&G, told Marketing y Medios.

P&G's brand managers based in the continental U.S. say they are hoping for better results from Torres' promotions of Hydrience, which are being managed not from Puerto Rico, but from Clairol's offices in Connecticut.

Source: Marketing y Medios via BrandWeek

Comments

[brenda]

Dayanara is more than perfect to do the commercial with Clairol.She is very beautiful with a beautiful hair.I remember her when she combined the blue and her darker shade of her hair. She looked good , well I think she looks good all the time.