The new campaign showcases Pantene's hair care products and swimmer Coughlin will appear in their marketing campaign in print, on television, social and digital media, and in shops.

"I am so proud to be a part of the new Pantene campaign and appreciate that Pantene is showcasing the beauty of female athletes all around the world," said Coughlin, who won two gold medals at Athens in 2004 and one in Beijing four years later. 

"I spend a lot of time in the pool and I need a product that truly performs.

"I trust Pantene to keep my hair beautiful while I focus on my journey to the Olympic Games."

This campaign will be the first time Pantene, who are one of the brands of worldwide sponsor P&G, has used athletes as brand ambassadors, with 10 female athletes in total fronting their range.

They joined British cyclist Victoria Pendelton, the Olympic sprint champion who was unveiled as an ambassador earlier this month. 


The others signed-up include Brazilian Jaqueline Carvalho, who won the beach volleyball gold medal at Beijing in 2008, and Russia's Evgeniya Kanaeva, who won the gold medal in the all-round event at the rhythmic gymnastics four years ago. 

"Pantene is proud to support these athletes as they compete to win on the world stage," said P&G marketing director Kevin Crociata.

"As a beauty brand, we help them look their best, so they shine.

"Coughlin shares our commitment to health and performance.

"She loves and trusts our products and, of course, she has healthy looking, beautiful 'Pantene' hair.

"Pantene is always looking for ways to create products to meet tough hair challenges – even those of Natalie's."

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