Pendleton finds the cure for 'helmet hair'*

* Not really

by nick_rearden   January 30, 2012  

Victoria-Pendleton-for-Pantene

Proctor & Gamble the international washing powder-to-baby-nappies giant has released the latest of its announcements about the Olympic athletes sponsored as 'brand ambassadors' for the forthcoming festivities in July. Yes, it's Pantene hair care products and a bevy of beauties with suspiciously sleek hair including our own dear Victoria Pendleton.

If you remember our recent post on Proctor & Gamble's sponsorship of Olympic athletes you'll also remember that Sir Chris Hoy is promoting Gillette and Sir Mark Cavendish (not yet! - Ed) is brand ambassador for Head & Shoulders shampoo.

According to Marketing, this is the first time Pantene has used athletes as ambassadors and will include "six Olympic gold medallists, many world champions and top-ranking women in swimming, tennis, gymnastics, cycling, diving and volleyball."

There are other athletes involved, of course, with other P&G brands. Paula Radcliffe gets Pampers. Really.

Anyway, the posters featuring the third - or we would say the first - of the cycling triumvirate Victoria Pendleton are now out in the wild and very nice they are, too.

Cycling women all over the country will be looking at that hair and thinking, "Mm, yes, that's exactly how my hair looks when I've taken off my cycling helmet."

34 user comments

Latest 30 commentsNewest firstBest ratedAll

SamShaw wrote:
Totally unrealistic.

As if an Olympic champion rides 2300/Sora!

with the brakes the wrong way round, and no gears

posted by VecchioJo [750 posts]
30th January 2012 - 12:42

4 Likes

No gear cables and brakes wired up the 'wrong' way?

and how many headset spacers do you need to not wear a helmet?

posted by wwaswas [38 posts]
30th January 2012 - 12:43

3 Likes

SamShaw wrote:
Totally unrealistic.

As if an Olympic champion rides 2300/Sora!

LOL

Pepita rides again!

posted by pepita1 [177 posts]
30th January 2012 - 12:43

2 Likes

I've seen a quite a few ladies with so much hair product on, they wouldn't need to wear a helmet! Hopefully they have managed to keep away from naked flames Devil

posted by rokapotamus [19 posts]
30th January 2012 - 12:43

3 Likes

/geek
They don't have internall-routed cables though do they - wouldn't that make it Tiagra?
/geek

Last night I would have considered trading a very loud baby for a really nice bike.

posted by notfastenough [3116 posts]
30th January 2012 - 12:45

1 Like

has that sequin top been wind tunnel tested and / or UCI approved?

joemmo's picture

posted by joemmo [802 posts]
30th January 2012 - 13:12

2 Likes

VecchioJo wrote:

with the brakes the wrong way round, and no gears

Christ, she's only been linked with Halford's a few days and they've already cocked up her bike set up.

posted by farrell [1409 posts]
30th January 2012 - 13:14

2 Likes

My word, that's a seriously "hair brushed" photo. Sorry!

posted by kobacom [82 posts]
30th January 2012 - 13:41

1 Like

At last, an Olympic spin off which might actually get more people cycling!

posted by Kim [131 posts]
30th January 2012 - 14:02

2 Likes

VP - creaming the profits off the back of the Olympics...

posted by yenrod [100 posts]
30th January 2012 - 14:58

5 Likes

Are you all too young to remember gear shifters on the downtube??! She's gone retro! And obviously French bike .... (or set up at Halfords). Wink

posted by veseunr [281 posts]
30th January 2012 - 15:37

2 Likes

It is funny how the first thing we all notice is that the bike has no gear cables when it clearly has Shimano STIs.

So who is Pantene's target market? If not cyclists then "ordinary" women? And if so why choose a cyclist? And put her on a bike?

Seems like an advertising balls up on all fronts.

posted by italiafirenze [68 posts]
30th January 2012 - 15:57

2 Likes

That's put me in mind of 'There's Something About Mary'....

arrieredupeleton

posted by arrieredupeleton [551 posts]
30th January 2012 - 16:17

2 Likes

what's all this talk of gear cable routing and brake setups...I didn't even notice that VP was riding a bike.

Giggedy.

posted by gordonmarkus [43 posts]
30th January 2012 - 17:08

2 Likes

notfastenough wrote:
/geek
They don't have internal-routed cables though do they - wouldn't that make it Tiagra?
/geek

Do you see two sets of cables, or paddles behind the brake levers? Surprise Definitely 2300 with no gear cables

Tiagra doesn't have Internal routed cables either...

No, this is ridiculous, I shall complain to the ASA at once Devil

Sir Velo

Raleigh's picture

posted by Raleigh [1728 posts]
30th January 2012 - 18:02

2 Likes

that so wrong...why would anyone ride shimaNO

posted by Parlee-king [38 posts]
30th January 2012 - 20:17

2 Likes

quite a hill she's riding up.

"I can't believe I ate the whole thing..."

Cooks's picture

posted by Cooks [483 posts]
30th January 2012 - 21:59

3 Likes

Astonishing that they couldn't drum up a reasonable bike. If they were looking to cut the shift cables so the image didn't look cluttered, they coulda put her on a track bike at least.

pedalpowerDC's picture

posted by pedalpowerDC [217 posts]
30th January 2012 - 22:26

2 Likes

I hear there's a major doping scandal about to break - apparently the French team have systematically been taking pro- retinol at the Laboratoires Garnier.

posted by wild man [279 posts]
31st January 2012 - 0:35

2 Likes

Oh pur-lease, do us a favour! Whatever market this is aimed it, it certainly isn't female cyclists. Am I supposed to think: Oh yes, I ride a bike, I'm a women therefore I must buy this product and look like that? I DON'T THINK SO.

Rant complete.

posted by RuthF28 [92 posts]
1st February 2012 - 20:32

3 Likes

Crikey sniggering geek alert! Men and women alike. This is Road.CC not Youtube. I'm ashamed of the lot of you. It's a shampoo advert for christssake. Cut it some slack. It's meant to be a pastiche of heroic paintings - not a literal guide. Big Grin

Nice hair Vicky and I'm glad you're seeing some cash.

Silly me. You're probably right....

MercuryOne's picture

posted by MercuryOne [1058 posts]
1st February 2012 - 23:24

2 Likes

How would it affect the hairodynamics Blushing

I'm always in two minds
Then I go and pick the wrong one Sad

posted by fluffchucker [283 posts]
2nd February 2012 - 3:37

3 Likes

RuthF28 wrote:
Oh pur-lease, do us a favour! Whatever market this is aimed it, it certainly isn't female cyclists. Am I supposed to think: Oh yes, I ride a bike, I'm a women therefore I must buy this product and look like that? I DON'T THINK SO.

Rant complete.

being completely sexist - I wouldn't mind if my missus looked like that D Oh

If you must break the law, do it to seize power: in all other cases observe it. Gaius Julius Caesar.

stumps's picture

posted by stumps [2718 posts]
2nd February 2012 - 5:50

2 Likes

Vicky you look wonderful, have a great season and backing you for Gold. xx

BCC

posted by BearstedCC [47 posts]
2nd February 2012 - 10:39

2 Likes

Nice one MercuryOne, I agree; let's lighten-up a bit! Personally I'm pleased to see bikes and female cyclists being featured in mass media campaigns, regardless of whether they are portrayed in a technically correct fashion. And if VP's making good money in the process, good luck to her!

BillyV

posted by bumsonbikes [19 posts]
2nd February 2012 - 11:43

2 Likes

The advertising agency which produced the photo would say that most people commenting on this thread are not the target audience, but it also partly explains why so few women cycle in the UK.

posted by Kim [131 posts]
2nd February 2012 - 12:24

3 Likes

Strictly speaking, isn't a triumvirate male? Not sure what the term would be for a ruling trio of mixed sexes.

--
"Tant que je respire, j'attaque!"

John_the_Monkey's picture

posted by John_the_Monkey [420 posts]
2nd February 2012 - 13:20

2 Likes

What a load of boswelox.

posted by andyp [860 posts]
2nd February 2012 - 13:29

3 Likes

John_the_Monkey wrote:
Strictly speaking, isn't a triumvirate male? Not sure what the term would be for a ruling trio of mixed sexes.

You're probably correct now you mention it; we need a Latin scholar for that answer but you've made me remember my favourite Anthony & Cleopatra quotation now we're on the subject of triumvirates which I'll apply not to the Queen of the Nile but to our own dear Queen of the Boards, "Age cannot wither her, nor custom stale Her infinite variety."

posted by nick_rearden [859 posts]
2nd February 2012 - 13:48

3 Likes

I doubt that the brakes are the wrong way round they may have used the mirror image instead. Can anyone verify that VP's face is the right way round?

If cycling is indeed a sport of self-abuse why aren't more cyclists sectioned under the mental health act?

posted by hairyairey [279 posts]
3rd February 2012 - 11:28

2 Likes