American R&B singer-songwriter and record producer Keyshia Cole will endorse Luster’s Pink Brand Smooth Touch Limited Edition relaxer kits.

Sources said Cole, 24, was carefully selected and stood for the qualities the Luster Products company was looking for in targeting their target audience audience of women between 16 and 24 years of age.

“When we were thinking about the image and benefits of Smooth Touch, Keyshia Cole was a perfect choice,” said Jory Luster, president of Luster Products. “It was important to us to work with someone who already had success and visibility, but also could relate to our target and be someone they would want to emulate. Keyshia is young, talented, beautiful and has an electric personality. She perfectly represents the woman who uses Smooth Touch products.”

Luster’s Pink Brand Smooth Touch line of hair care products is expected to hit stores this summer.