By  on July 20, 2007

NEW YORK — Pantene, in partnership with the Entertainment Industry Foundation's Women's Cancer Research Fund, has tapped actress Hilary Swank to represent its Pantene Beautiful Lengths charity campaign for the next year.

The commitment for the two-time Academy Award winner means appearing in print public service announcements aiming to raise awareness for the charity, which is dedicated to donating hair for cancer victims. Swank will also grow, cut and donate her own hair to be made into a wig for cancer patients. All wigs are made by Pantene partner HairUWear.

In a statement, Swank commented on how cancer has touched her life.

"I have lost multiple family members to cancer and witnessed their struggle firsthand. I've never heard of anything quite like Pantene Beautiful Lengths, and I'm proud to be asked to promote the goals of such a unique and heartfelt program," she said.

Seth Klugherz, brand manager for Pantene, said Swank plans to cut her hair later this year, an event that will be made public in the hopes of generating interest among the masses. The cut will be made either by a stylist of Swank's choice or by one of her family members.

Hairstylist Chris McMillan styled Swank's hair for the public service announcement, which is scheduled to appear in October beauty and lifestyle magazines. Pantene's goal this year is to raise one million inches of hair; in order for a donation to be accepted, hair must be at least eight inches long.

Pantene, the best-selling hair care brand in the world with nearly $3 billion in annual sales, launched Pantene Beautiful Lengths in 2006. Then-spokesperson Diane Lane helped generate awareness for the charity, an effort that resulted in more than 17,000 ponytail donations and the distribution of 2,000 free human hair wigs.

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