Lebanese star becomes Garnier ambassador

Hair care giant Garnier has chosen one of the Middle East’s biggest home grown television stars to be its brand ambassador in the Arab world.

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By  Tim Burrowes Published  June 26, 2005

Hair care giant Garnier has chosen one of the Middle East’s biggest home grown television stars to be its brand ambassador in the Arab world. Star Academy presenter Hilda Khalife will represent Garnier Nutrisse, which is a colouration product aimed at the home hair care market. The manufacturer selected the Lebanese TV personality because it says she matches the brand values of “natural and healthy beauty and a positive but trendy attitude”. Khalife, who has an advertising degree and has received a certificate of achievement from the International Advertising Association, has presented the Lebanese Broadcasting Corporation’s hit talent show Star Academy since it launched last year. Mark Prestwich, general manager for Garnier, said: “We’re delighted to be working with Hilda. She reflects perfectly the values of Garnier and has unique breadth of appeal to women across the region.” The company describes its scented product as “the first nourishing permanent hair colour cream”. The first series of Star Academy, which ended in April, saw virtual hysteria in Saudi Arabia after the country’s Hisham Abdul Rahman won. Saudi newspapers reported that grown men took to the streets to celebrate. Later the winner became involved in controversy by being arrested for sparking an indecent gathering in a shopping mall. As Campaign Middle East reported last month, the incident led Star Academy headline sponsor Pepsi to “take a second look” at its involvement with the programme. Eventually it reiterated its support and committed to a second series .

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