Giada De Laurentiis: Clairol Natural Instincts

Giada de Laurentiis for Clairol Natural Instincts

Todd English once told Super Chef that he’d like to design his own fragrance.

That possibility is not too far off.

Fashion companies have finally woken up to the fact that celebrity chefs are fashion icons. Toothpaste companies (Emeril Lagasse), golf clubs (Nobu Matsuhisa), shoes (Mario Batali) and more have chosen celebrity chef to endorse their pro After all, TV chefs and food hosts don’t wear aprons and chef’s whites – they wear clothing that shows off how they look. The Food Network and other channels with cooking or reality food TV shows increasingly hired hosts, not for their cooking or teaching abilities, but how they look on camera.

Hair color Clairol Natural Instincts has signed up Giada De Laurentiis for their new campaign. She’s their new “ambassador”. Here is her quote from the press release:

“When Natural Instincts approached me about this partnership, I was so excited. While food is certainly my first love, I am a beauty girl at heart,” said De Laurentiis. “This is the first time I’ve used an at-home product and I was so impressed with how easy it was to use and how beautiful the color looked — perfect for a busy mom like me.”

Don’t look for her to apply her color in the kitchen sink. Don’t look for recipes cards with the coloring guide.

Is hair color a stretch for a celebrity chef? Color plays a big part in cooking – the colors on a plate effect how we enjoy the food. Perhaps that is similar to hair color – the idea of feasting on someone with your eyes (only)?

Perhaps she can work on making hair color smell better?

Will competing hair color companies be looking for blond chefs or white haired chefs? Plenty abound.

Will cooking school students now hope to adorn the back of the box – giving “back of the box gourmet” new meaning?

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