Archive for the ‘Luster’s’ Category

Matlock Advertising & Public Relations Drives Partnership with Keyshia Cole and Luster’s® Pink® Brand Smooth Touch®

January 27, 2009

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.

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Matlock Advertising & Public Relations and Luster’s It’s An Everyday Thing™ on the Scene with Rolling Out

January 27, 2009

Atlanta, GA, July 10, 2008 – Rolling Out was on the set for the filming of Luster’s new Pink® Lotion ad campaign ‘It’s An Everyday Thing’.

The normally quiet Glenwood community was abuzz as television crew members scurried about to add the final touches to their carefully constructed commercial sets.  Though the process was sure to run long into the night, the energy on the scene was at peak level, as the cast and crew began to grasp the importance of the undertaking.  Luster’s Pink Lotion would mark its 41st birthday by exploding onto the airwaves with an all-important new look, feel and formula.  Recognizing the opportunity to be a part of industry history, all of the players involved embraced the moment and jumped at the prospect of making a personal contribution.

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