Selena Gomez has a long list of assets — acting chops, a radio-friendly voice, an ability to use her fame for good… plus, her hair is arguably the shiniest in pop music. Pantene seems to wholeheartedly agree, which is why the hair care company has hired the stunning brunette as its newest spokesperson.
The new gig, which Gomez announced on Monday morning via all her social media platforms, is hardly her first endorsement deal (she has also worked with Adidas Neo and Kmart, to name a few, and UNICEF on the philanthropic front).
In an effort to promote the #SelenaXPantene hashtag, the 22-year-old singer shared a short promo video and a few photos of herself getting the Pantene glam treatment via Instagram, touting her “baby hairs.”
One of pop’s most bankable stars with a combined 120 million followers on Instagram, Twitter and Facebook, Gomez is the latest Latina spokesperson hired by a global beauty company (Pantene itself hired actress Eva Mendes as a spokesperson in 2011).
The Mexican American star is decidedly mainstream and her appeal transcends the Latina label, but with the Hispanic demographic over-indexing in the consumption of cosmetics and personal care products, it’s a no-brainer for beauty companies to target this segment of the population. According to a recent study by Nielsen, Latinas are more likely than the general market to spend on hair care products and account for 16 percent of total U.S. sales in this category.
On the music front, Gomez teased her new single “Good For You” over the weekend, sharing that it will arrive June 22.