Luster partners with Keyshia Cole for campaign

CHICAGO: Luster Products, the manufacturer of personal hair care products for people of African descent, will relaunch its Pink Brand Smooth Touch product at the beginning of August, leveraging a partnership with R&B singer-songwriter Keyshia Cole to get editorial coverage in radio, print publications, and the hair care trade.

CHICAGO: Luster Products, the manufacturer of personal hair care products for people of African descent, will relaunch its Pink Brand Smooth Touch product at the beginning of August, leveraging a partnership with R&B singer-songwriter Keyshia Cole to get editorial coverage in radio, print publications, and the hair care trade.

The company announced the partnership and plans for the new Smooth Touch products earlier this year, but is ramping up PR and advertising as the Aug. 1 launch date comes closer. The message of the campaign is "New look. New attitude. Get used to the attention," said Jory Luster, president of Luster Products. A new Web site for the product will also launch at the beginning of August.

Online, the campaign is creating "A Day in the Life" videos with Cole, to post on YouTube and other video Web sites, said Faith Morris, president and chief strategist for Owens Morris, which came on as Luster's AOR in March. The campaign will also engage consumers via events with Cole, who will also be featured on the product's packaging and in advertising. Matlock Advertising and PR, which is handling all advertising aspects of the Smooth Touch campaign, will oversee in-store promotions and grassroots events.

"The goal is to associate ourselves with Keyshia Cole, who is just the perfect person to associate ourselves with," said Luster, who explained the company is looking to reach a 16- to 24-year-old female demographic with this campaign. "Not only is Keyshia a wonderful songstress, but she is a glamour girl and she has a history and background and using our products. She hits our target right smack dab in the middle."

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