The Drum Awards Festival - Official Deadline

-d -h -min -sec

Marketing Moments Debby Reiner Marketing

1990: Grey creates Pantene’s ‘Hair so healthy, it shines’ campaign


By The Drum Team, Editorial

March 31, 2016 | 2 min read

To celebrate the Ad Club of New York's 120th anniversary, The Drum is inviting readers to share their favorite marketing moments from the past 120 years.

Pantene Hair so shiny

Today’s marketing moment was chosen by Debby Reiner, partner at Grey New York. Below, find out why the launch of Pantene’s ‘hair so healthy, it shines’ campaign is her favorite marketing moment.

P&G’s Pantene is the world’s largest hair care brand, but when we started working with it in the early 1990s, it was a tiny niche product sold in just a handful of countries.

Our “hair so healthy, it shines” campaign revolutionized the brand and category.

Twenty-five years later, Pantene has evolved its “shine" equity to take a position on social issues, urging women to “Shine Strong.”

See the full 120 Marketing Moments in the dedicated online section and find out how to purchase the exclusive book.

Marketing Moments Debby Reiner Marketing

More from Marketing Moments

View all


Industry insights

View all
Add your own content +