Pantene's Single's Day ad shares heartbroken people's breakup stories in a salon
Haircare brand Pantene has launched a campaign to celebrate the positive change that changing hairstyles can mean for people who are going through breakups.
The campaign by the Proctor and Gamble-owned brand, which is called “The Breakup Salon” and created by Grey, wants to motivate unhappy people going through breakups to become confident about their future, helping them start to move on with their life, with new hair.
To do that, Pantene tapped Chinese talk show host Jiang Si Da, who is going through a breakup, as the host of the salon and choose three out of thousands of stories shared for an entertainment series.
As part of the series, people have to name their hairstyles after their breakup reason and share their breakup stories, not just related to relationships but also other aspects of life, that give them the confidence to embrace change.
“Seeing people go from breakup to breakthrough brings to life our brand and ambition,” said Mckey Lin, brand director at P&G.
“And being able to provide this platform was a first for our brand. By helping people embrace life changes that start with great hair, this becomes a testament to why great hair changes everything.”