Luster Products, Inc. has partnered with R&B singing star Keyshia Cole. Keyshia is the new face of Luster’s Pink Brand Smooth Touch relaxer system and styling products.

“Today, brand ambassadors need to bring more value to the company than just being a talking head,” said Marla Jones of Luster’s.

“We took a strategic approach to carefully research someone who consumers could trust, who possessed similar mindsets and whose lifestyle and ambitions Smooth Touch could organically follow. By partnering with Keyshia Cole, Luster Products wanted to send a clear message to consumers that their dreams and aspirations are often the same as those of the celebrities they love. And, Keyshia has been courageously public about sending the same message to her fans, in her music, on her television show and in interviews.”