British track cyclist Victoria Pendleton beauty ambassador for Pantene
Pantene has unveiled more plans behind its global Olympics-themed beauty campaigns for 2012, with an emphasis on the link between good health and beauty.

WWD reported January 25 that the global haircare brand has selected 11 female athletes from across the globe to become health and beauty ambassadors.

Selected athletes include American swimmer Natalie Coughlin, British cyclist Victoria Pendleton and Russian rhythmic gymnast Evgenia Kanaeva.

“I think this campaign will help redefine the traditional boundaries of beauty,” explained Kanaeva, while Pendleton added that people should see athletes as beauty role models.

“It makes so much sense to me that a female athlete would be a beauty ambassador. Part of being beautiful is being healthy, but I don’t think people realize when they look at us that we want to be healthy from head to toe and that includes having healthy, beautiful hair,” she said.

The collaboration is part of Pantene’s parent company Procter & Gamble’s Worldwide Olympic Partner status with the London 2012 Olympic Games.

It marks the first time the hair company has used athletes in this way, with Coughlin, Pendleton and co joining the likes of actress Liv Tyler as brand ambassadors.

The various international campaigns are set to break at different times according to country, although most ads are set to be unveiled in June and July.

Other previously reported Olympic-themed beauty campaigns for 2012 include British swimmer Keri-Anne Payne’s Max Factor ads for the brand’s limited edition False Lash Effect Gold mascara and world champion British heptathlete Jessica Ennis fronting commercials for skincare range Olay Essentials. –AFP RELAXNEWS