Pantene China blends modern hair care with embroidery art in new campaign

Pantene China launched a campaign that combined modern hair care technology with the ancient Chinese art of hair embroidery.

This came as hair embroidery, a revered art form recognised as an intangible cultural heritage, required hair with elasticity, resilience, softness, smoothness, and shine, according to the release. 

Challenging the notion of whether severely damaged hair, treated with chemicals, could be restored to meet the high standards of traditional hair embroidery, the campaign aimed to showcase its "three-minute miracle" conditioner.

Done in collaboration with creative agency Grey Hong Kong, PR agency DeVries Global China and event agency ATMOS PRODUCTION, the campaign named "Pantene hair reborn" ran from 3 to 30 September. It targeted women in China who believed that repairing damaged hair was impossible.

As part of the campaign, Pantene invited Zhou Yinghua, a Chinese artist known for her hair embroidery, to create an embroidery piece using hair restored by Pantene hair conditioner products.

While producing high-quality hair embroidery usually takes time, it was claimed that Pantene's “three-minute miracle” conditioner modernised this process by efficiently providing the essential qualities for hair restoration, revitalising an ancient craft, and blending heritage with innovation.

Titled “Court ladies adorning their hair with flowers”, the artwork symbolised Pantene's promise of transforming the impossible into reality.

To promote the campaign, Pantene released a launch video on social media and shared behind-the-scenes content that highlighted the intricate process of restoring hair and creating the embroidery. This aimed to give audiences an intimate look at the artistry involved. Additionally, influencers and beauty enthusiasts were invited to share the miracle of hair restoration, aiming to amplify the campaign's message of empowerment.

In sharing this artwork with the public, Pantene also donated the hair-embroidered piece to the China Embroidery Art Museum.

Additionally, Pantene launched the "Hair embroidery miracle gift box" on Tmall, allowing consumers to engage with the brand by creating their own hair embroidery. The launch came along with an event called  “Night of miracles” in Suzhou, featuring Liang Zhouyang, a Beijing Cultural Heritage Protection Centre board member; Teng Congcong, director of My Altay; and table tennis player Ni Xia Lian. They shared their personal journeys of overcoming challenges, reinforcing Pantene's message that miracles can truly happen.

Lizzy Luan, brand director of Pantene China, said: "With Pantene's innovative approach, we reimagine the timeless beauty of ancient figures through the radiant, strong hair of today's women. This collaboration celebrates and preserves the enduring beauty of women across eras."

Joe Yue, creative partner, Grey Hong Kong, said: "While hair repair is a product feature, it's the emotional connection with women and the cultural significance that truly makes miracles happen."

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