(CHICAGO) – On Sunday, June 27, Luster’s® Pink® Brand Smooth Touch® will debut its “Star Studded,” television spot featuring Grammy® winning R&B singer-songwriter and actress LeToya Luckett during the 2010 BET Awards pre-show telecast.

The 15-second spot captures the transformation of a woman’s hair from ordinary to star-studded using the Smooth Touch New Growth Relaxer Kit with Triple Strength Olive Oil Conditioner and positions Luster Products, makers of Smooth Touch, as a progressive, relevant hair care company. It is the first television commercial for the Smooth Touch brand and was produced by Atlanta-based Matlock Advertising & Public Relations, Luster Products’ advertising agency of record.

“The Smooth Touch television commercial featuring the new face of Smooth Touch, LeToya Luckett, breaks new ground for the brand and is something that the entire Luster Products family is extremely proud of,” said Jory Luster, president of Luster Products. “During a show that’s all about celebrities, viewers will see the new Smooth Touch Limited Edition relaxer kit featuring LeToya’s image for the first time and, hopefully, find the correlation between using our Smooth Touch products to create the same head-turning, superstar hair they see in Hollywood for themselves.”

In choosing the BET Awards to debut the “Star Studded” spot, Luster Products will reach millions of African American viewers, including girls and women ages 16 to 24–the Smooth Touch target consumer.

Luster Products will make a formal announcement and release additional details about its endorsement deal with LeToya Luckett in mid-July during a launch party in New York.

About Luster Products, Incorporated:

Luster Products, Inc. has served the needs of African American families through its premium personal care products as well as its contributions to the community for more than 50 years. Today, Luster Products employs more than 400 people worldwide. The company’s products are sold nationally and internationally through a dynamic sales force and numerous retail outlets. Luster Products’ main facility — corporate offices, plant and warehouse — is situated on 17 acres in Chicago’s Stockyard Industrial Park. An aerosol production plant is located in suburban Blue Island, Illinois. The company also has branch offices in London and Johannesburg.

About Luster’s Pink Brand Smooth Touch

Smooth Touch® products are for younger, style conscious women with an urban, hip-hop flair who want hair-care products that allow them to have beautiful, healthy, unique, head-turning styles whether they’re walking the red carpet, shopping at the mall or hanging out with their friends. The brand includes the Smooth Touch® No-Lye New Growth Relaxer Kit with Triple Strength Olive Oil Conditioner, Regular or Super, as well as Smooth Touch® Go Glitz Olive Oil Sheen Spray, Smooth Touch® Hydration Vibe Olive Oil Hair Lotion and Smooth Touch® A Reason To Gloss Shine Polish. The fact that the brand’s one-application relaxer kits have an attractive price point is a “lucky strike” that consumers can take advantage of.

About LeToya Luckett

Part of the global groundswell known as Destiny’s Child, LeToya counts two Grammy Awards and co-writing credits to the group’s smashes “Bills, Bills, Bills” and “Say My Name” as milestones in her rearview mirror. But her solo efforts have been no less successful. Riding the smash single “Torn,” which topped BET’s 106 & Park countdown for 25 straight days, her self-titled album debuted at #1 on the Billboard Top 200 chart. From there the album cruised to platinum status. LeToya’s 2nd solo album, Lady Love, included the smash hits released on “Regret,” featuring Ludacris and “She Ain’t Got.”

And rolling out in the summer of 2010 will be the next level of the Limited Edition Luster’s® Pink® Brand Smooth Touch® relaxer kits featuring LeToya Luckett.