Pantene Pro-V has set the trend once again. This time, the hair care brand turned the tables on celebrity endorsements by selecting Olympic gold medalist Natalie Coughlin as its 2012 brand ambassador.

This marks the first time Pantene has used an athlete to rep its brand, and the swimmer couldn't be more excited. "I spend a lot of time in the pool and I need a product that truly performs," said Coughlin, who is headed to London for the 2012 Olympic Games in July. "I trust Pantene to keep my hair beautiful while I focus on my journey."

Revlon's New Faces: Emma Stone and Olivia Wilde

Coughlin, the first woman to ever win six medals in a single Olympics, will be everywhere in June when Pantene releases her print ads, commercials, and in-store displays.

Natalie isn't the only athlete Pantene is sponsoring. The drug store staple is getting behind 10 female Olympic athletes worldwide.

Which 2012 beauty campaign are you most excited for?