Henkel’s göt2b hair-styling brand formed a two-year brand partnership with Paul “DJ Pauly D” DelVecchio, best known for his musical talent, reality star status on MTV’s “Jersey Shore,” and perhaps most famously, his extremely well-gelled hair.
As a brand, Stamford, Connecticut-based Henkel says the mission of its göt2b products is to enable consumers to break free from society’s expectations. The brand’s selection of trendy hair colors and styling products empower people to switch up their looks, self-experiment and self-express without limits so that they feel free to be whoever they want to be.
“We are so excited to work with Pauly D,” said Martha Dzwonkowski, brand manager at Henkel. “Not only has he been using our glued products for years, he also embodies the göt2b brand ethos of self-expression through his passion for music and creating art. We are looking forward to an inspiring and energized collaboration.”
Pauly added, “Excited to partner with Henkel’s göt2b brand and create my own limited-edition hair-styling products. As you know, I take my blowout very seriously, so I am excited to be working with a brand that shares my same vision.”
With DJ Pauly D as its official brand ambassador, göt2b will be working in partnership with him on digital and social brand activations, as well as limited-edition products with exclusive Pauly D artwork.