LeToya Luckett hits all the right notes for Luster Products as the new face of Pink® Brand Smooth Touch®

The beautiful Houston starlet makes a smashing public debut as the brand’s celebrity endorser

CHICAGO (August 5, 2010) — Luster Products introduced Grammy®-winning singer-songwriter and actress LeToya Luckett as the new face of its Pink® Brand Smooth Touch® line of hair care products to more than 300 media, tastemakers and influencers at the Helen Mills Theater in New York last Wednesday.

As the new brand ambassador for Smooth Touch, Luckett’s face and signature are featured on new Smooth Touch relaxer kits, regular and super strength.

Luckett expressed her appreciation to Luster and to her fans who follow her every move.

“As the new celebrity endorser for Luster’s Pink Brand Smooth Touch, it’s really an honor to work with a company that has a rich history and makes products that allow beautiful women to wear the latest hairstyles,” Luckett said. “Smooth Touch represents my lifestyle as a star and the mindset of women who are superstars whether they’re famous or not. I feel good about being the endorser for Smooth Touch because it does exactly what it says it does. My hair is the proof.”

Jory Luster, president of Luster Products, Theresa Stevenson, brand manager for Smooth Touch, and Brenda Turner, director of marketing, formally introduced LeToya, who enthusiastically thanked attendees for their support. LeToya unveiled Luster’s Limited Edition Pink Brand Smooth Touch relaxer kits regular and super strength featuring her image and talked about her excitement about being the new face of the brand. Freddie Luster, executive vice president and director for R&D, Luster Products and Sonja Luster- Munis, vice president, systems administration, Luster Products were also in attendance for the unveiling.

“As Smooth Touch continues to evolve as the brand of choice for girls and women ages 16 to 24, we were looking not only for someone who is beautiful and successful, but also stylish and magnetic with a personality that creates an instant and lasting impact with the Smooth Touch target consumer,” said Luster. “LeToya Luckett symbolizes the Smooth Touch woman, and she is exactly who we wanted to represent the brand.”

The standing room only crowd included many some of New York’s hippest, most fashionable men and women, and featured sounds by celebrity DJ Beverly Bond, who ruled the 1s and 2s with a mixture of R&B, Hip Hop and old school that kept the floor packed. Attendees mingled over light hors d’oeuvres and branded signature drinks, “The Attention” and “Pink Lady,” both a play on the Smooth Touch brand’s tagline, “Get Used to the Attention.” Throughout the night, fans snapped mobile phone pictures of Luckett and congratulated her on being chosen as the new endorser for Smooth Touch.

“Smooth Touch gives women who want to have the same kind of hair styles that they see LeToya wearing a way to achieve superstar hair using an affordable, high quality line of hair care products,” said Theresa Stevenson. “LeToya Luckett, being the gorgeous and talented style icon that she is, creates exactly the right association for the brand.”

Beginning this month, the Smooth Touch will roll out its advertising campaign, including television, print, outdoor and digital. Consumers will also be able to spot LeToya during retail and other appearances later this year.

About Luster Products, Incorporated

Luster Products, Inc. has served the needs of African American families through its premium personal care products as well as its contributions to the community for more than 50 years. Today, Luster Products employs more than 400 people worldwide.

The company’s products are sold nationally and internationally through a dynamic sales force and numerous retail outlets.

Luster Products’ main facility — corporate headquarters, plant and warehouse — is situated on 17 acres in Chicago’s Stockyard Industrial Park. An aerosol production plant is located in suburban Blue Island, Illinois. The company also has branch offices in London and Johannesburg.

About Luster’s Pink Brand Smooth Touch

Luster’s® Pink® Brand Smooth Touch® products are for younger, style conscious women with an urban, hip-hop flair who want hair-care products that allow them to have beautiful, healthy, unique, head-turning styles whether they’re walking the red carpet, shopping at the mall or hanging out with their friends.

The new, fresh face of Smooth Touch® is actress and R&B recording artist LeToya Luckett, whose signature hair styles are admired and emulated by women across the country. As the celebrity endorser for Smooth Touch®, Luckett’s picture and signature appear on the Limited Edition Pink® Brand Smooth Touch® Relaxer Kits No-Lye Regular or Super.

Luckett also will promote the brand’s entire line of products, including Smooth Touch® Go Glitz Olive Oil Sheen Spray, Smooth Touch® Hydration Vibe Olive Oil Hair Lotion and Smooth Touch® A Reason To Gloss Shine Polish.

About LeToya Luckett

Part of the global groundswell known as Destiny’s Child, LeToya counts two Grammy Awards and co-writing credits to the group’s smashes “Bills, Bills, Bills” and “Say My Name” as milestones in her rearview mirror. Her solo efforts have been equally successful. Riding the smash single “Torn,” which topped BET’s 106 & Park countdown for 25 straight days, her self-titled album debuted at #1 on the Billboard Top 200 chart. From there the album cruised to platinum status. LeToya’s 2nd solo album, Lady Love, includes the smash hits released on “Regret,” featuring Ludacris and “She Ain’t Got.”

MEDIA CONTACT:

Christopher Brown IV
312.543.3946
christopher@owensmorris.com