LeToya’s smooth new deal

    LeToya Luckett is taking over as the face of Luster’s Pink Smooth Touch line of products.

    The hair care brand announced that LeToya will officially launch her endorsement campaign for the company tomorrow with an event in New York. According to Luster, LeToya is exactly the woman needed to represent the popular products.
    "We’re always looking to evolve and grow the brand, and keep it moving forward,” said Luster Brand Manager Theresa Stevenson. "We felt like LeToya embodies the spirit of the brand. She embodies fierce fashion and style.”

    Since the quintessential Pink girl is also up on the latest trends in music and fashion, and “looking for superstar status every day,” LeToya is a great fit to sell their products.

    “We feel like the consumer will be able to relate with LeToya,” Theresa said. “Her brand and Luster’s Smooth Touch brand we are two enduring brands. We’re looking forward to more exciting things we can do together.”

    News of LeToya’s deal came on the heels of gossip that Luster opted not to renew its contract with Keyshia Cole because she was asking for too much money to come back. Reps for Luster, however, said that LeToya’s new position isn’t a direct result of Keyshia’s departure.

    Luster Senior Account Manager of Public Relations Christopher Brown said, "Keyshia’s contract coming to end had nothing to do with LeToya becoming the new face. It had been decided before."

    Reportedly, Luster had been discussing possible successors for Keyshia for months before her contract expired. “LeToya Luckett was our top choice for ushering us into 2010 and beyond,” Theresa explained.
    "It was a pleasure. [Keyshia] fulfilled all the commitments for her contract," Theresa said of Keyshia’s deal. "Her endorsement for Smooth Touch was success for the brand, and we certainly hope it was a success for her as well."



    — Sonya Eskridge




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