Pantene Japan has signed its first baby and grey-haired ambassadors for a campaign, by Grey Tokyo, that aims to champion self-expression through every life stage, called ‘#HairWeGo My Hair Moves Me Forward’.
According to Pantene, Sato Kondo has received admiration for championing natural, un-dyed grey hair, while Japanese baby girl “babychanco” has found fame online for her long, thick hair, despite being of such a young age.
Pantene says the relationship with babychanco’s family started because of an article in US magazine People used a picture caption stating ‘get this kid a Pantene ad!”, which the marketing team decided was a great idea.
The pair featured in a print ad this week in Japanese newspaper Asahi Shimbun on January 7th, 2019. Pantene has also released a film to celebrate babychanco’s first birthday, telling the story of why the small girl represents its message of being your true self, from day one.