Keke Palmer has joined Revlon as Creme of Nature's first chief brand officer.
The 31-year-old actress has teamed up with the company's natural hair care brand in a bid to help it resonate with a younger generation of consumers through improvements to marketing, messaging and packaging.
She told Women's Wear Daily: "I grew up with Creme of Nature — it’s one of those brands that has always been there not just among my family, but my community."
The 'Nope' star and 'Baby, This Is Keke Palmer' podcast host wants to bring her own signature storytelling to an entirely new avenue.
She explained: "I’ve been in the entertainment industry for 20 years, and I’ve loved storytelling in that way.
“To have the opportunity to do it at this scale with Creme of Nature — it speaks to what the brand is doing in a way that not many others can claim, and I’m excited to bridge the gap between a legacy brand and how it’s coming back to the forefront for a new generation.”
Chandra Coleman, head of marketing for hair and personal care brands at Revlon, hopes Keke will "be instrumental in shaping how we communicate our overall brand to the end consumer".
She added: "Her creative input will be invaluable as we strive to innovate and stay ahead in the market.”
Meanwhile, Chandra opened up on why it was so important to bring Keke on board as an "authentic voice".
She explained: "We wanted to work with someone who truly understands hair and is more than a face for our campaigns…
"[Palmer’s] authentic voice and deep understanding of our audience will help us craft messages that truly connect with our consumers.”
