King of Prussia, PA.—(April 8, 2010)—Ultimark Products announced last month that the new face of the iconic shampoo brand Prell® will be singer/songwriter Alexa Ray Joel. This marks Alexa’s first advertising campaign and includes the original song, “Hideaway” which the musician wrote and performed for the commercial. The commercial will begin airing nationally in April. Joel, daughter of music superstar Billy Joel and supermodel Christie Brinkley, who was famously advertised as the “Prell Girl” in the mid-1980’s, is taking the brand to a new level.
“Ultimark is delighted to continue the Prell tradition as America’s family shampoo.” said Lance T. Funston, Chairman of Ultimark Products. “I am so excited and honored to be named the new face of Prell, especially following in the footsteps on my mother, who was a Prell girl,” said Alexa Ray Joel.
Ultimark has partnered with The Emerson Group to distribute Prell throughout the U.S. Scott Emerson, CEO of The Emerson Group, said that “We are excited to be working with a forward-thinking company like Ultimark Products with the commitment and resources to reinvigorate breakthrough heritage brands like Prell.”
“With Prell shampoo, Ultimark Products has the opportunity to showcase our expertise in both sales and marketing as we look to refresh this iconic shampoo. Since we announced our plans to use Alexa Ray Joel in our sales and marketing campaign we have already seen growth in the brand,” said Chris Dominello, CEO of Ultimark Products.
Dominello went on to say, “The benefits to the consumer remain as powerful as they were in the 1980’s. Our marketing will reflect that Prell is a refreshingly simple, cost effective way to ensure that everyone in the family has clean, healthy, shiny hair that smells great. These are the core attributes which have made Prell a family standard.”