• by Sarah Mahoney  @mahoney_sarah, June 9, 2016

Pantene is taking its curly cues from the music world, signing Jillian Hervey to star in a new campaign promising women the swirls and tendrils they’ve always wanted.

Hervey, who is the lead singer of R&B/Soul band Lion Babe, is set to appear in a marketing campaign that starts this week, according to a spokesperson, and includes TV, print, digital advertising, in-store displays, public relations and social media. (Grey is the agency.)

“Historically, Pantene has been synonymous with long, straight hair,” says Jodi Allen, VP of haircare and color for Procter & Gamble, in its announcement. “But Pantene hair can be all types and textures. We’re excited to kick off our new campaign with a focus on beautiful curls.”

Hervey joins singer Selena Gomez, who signed on last year, as brand ambassador. Hervey is the daughter of actress Vanessa Williams. Lion Babe, best known for “Treat Me Like Fire,” is headed out on tour this summer.

With social media efforts building on its #StrongIsBeautiful positioning, the campaign is timed to connect with curly girls just as summer starts, when they’re most open to products that minimize summer frizz.

The slow-growing haircare business is tough in the United States, with P&G, Unilever and L’Oreal duking it out for dominance. Mintel says the haircare market has been growing at a pace of about 3% per year for the last five years, with sales estimated to be at $8.1 billion in 2015. (Conditioners drove most of the growth between 2010 to 2014, with momentum switching back to shampoo in 2015.)

But Pantene Pro V, which claims to be the world’s No. 1 hair brand, has been gaining ground. In its most recent quarterly results, the Cincinnati-based P&G says that both Pantene and Head & Shoulders added market share. (Those increases were offset by declines in other hair brands, including Herbal Essences and Aussie.)