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katieholmes.funurl.com
Garnier Announces Katie Holmes as
Spokesperson for Garnier Lumia Haircolor
Press Release
National Advertising Campaign to Roll Out in July
NEW YORK--(BUSINESS WIRE)--July 10, 2001--Katie Holmes may call herself an average small-town girl like her Dawson's Creek character Joey Potter, but her accessible yet radiant look is turning heads everywhere.
Now, the spirited girl-next-door will attract even more attention as the new celebrity spokesperson for Garnier's Lumia Brightening Color Creme. This summer, the 22-year-old beauty's brunette tresses will turn into luxuriant golden copper brown locks, thanks to Garnier Lumia's remarkable blend of nourishing conditioners and natural ingredients.
According to research, consumers spend $1.4 billion dollars a year on at-home hair color. Almost half of at-home hair color users are between the ages of 18-35 and two-thirds of this group are looking for a product that gives them a subtle, natural-looking color. Therefore Garnier, creator of Europe's number one brand of natural beauty products, developed the Lumia line to answer the demands of this new generation of hair color consumers who want to brighten their natural hair color without a dramatic change.
Katie will debut her new Garnier Lumia hair color, Ginger Petals #54, in a national television and print campaign, which is scheduled to roll out in July and August, respectively. The campaign's playful, flirty theme highlights Holmes' exuberance and vitality through a unique mix of imagery.
"Katie has a vibrant sense of fun and exudes both inner and outer beauty," said Ketan Patel, general manager of Maybelline Worldwide and senior vice president marketing of Garnier. "She's a refreshing young woman who's down-to-earth, yet captivating. The combination makes her an ideal spokesperson for Lumia."
Garnier Lumia is a permanent haircolor that is low in ammonia and it won't dry out hair. Available in 24 shades ranging from Golden Blonde and Reddish Plum to Blue Black, Garnier Lumia provides fresh, rich color that looks natural. With no visible roots, Garnier Lumia allows women to truly enjoy their bright, new long-lasting color. The product contains a floral extract and natural ingredients, which makes hair coloring a pleasant, fragrant experience. With a combination of colorants and nourishing conditioners, Garnier Lumia blends away up to 70 percent of gray.
Garnier Lumia Brightening Color Creme launched nationwide in June 2001. Retailing for a suggested price of $6.99, it is currently available in mass-market retailers, chain drug stores, and supermarkets across the country.
ABOUT GARNIER
The Garnier family of U.S. products now consists of the newly launched Garnier Lumia Brightening Color Creme as well as Garnier Nutrisse Color Conditioning Masque.
Garnier believes in beauty through nature. Scientifically formulated and enriched with selected natural ingredients, Garnier products help women look healthy and feel good everyday.
Established in Paris at the turn of the twentieth century, Garnier is a top-selling hair color in Europe, and is already #1 in France, Belgium and Italy. Dedicated to providing a new vision for health with high quality beauty products, Garnier also provides a wide range of hair care, skin care and sun care products throughout Europe.
ABOUT KATIE HOLMES
Exuding an exceptional maturity both on and off the screen, Katie Holmes is a captivating young woman, landing major roles in both feature films and television. Born and raised in Toledo, OH, Holmes began acting in high school theater productions. While still in school, Katie submitted a video and landed the part of Joey on the current hit Dawson's Creek on the WB. The show is in production on its fifth season.
Holmes upcoming movies include Abandon and Phone Booth. She was most recently seen in The Gift and Wonder Boys. Her other feature films include The Ice Storm, Go, Teaching Mrs. Tingle and Disturbing Behavior.