Pantene China has teamed up with Gray Hong Kong to launch a campaign that combines modern hair care techniques with the ancient Chinese art of hair embroidery.
The campaign showcases Pantene’s 3 Minute Miracle Conditioner, known for its ability to revive even the most damaged hair, and the stunning embroidery works created by master artist Chou Yinghua using hair repaired by Pantene.
Hair embroidery, which has been recognized as an intangible cultural heritage, requires the highest quality hair, including elasticity, elasticity, softness, smoothness, and shine. Traditionally, achieving such standards has taken time, but Pantene’s 3 Minute Miracle Conditioner modernizes this process and achieves all of these qualities with unparalleled efficiency.
“By reviving damaged hair to this incredible level, Pantene not only restores hair, but blends tradition and innovation to breathe new life into an ancient craft,” the release states. has been done.
At the heart of this campaign is a challenge that many thought was impossible. Is it possible to restore severely damaged, chemically treated hair to the point where it meets the exacting standards of traditional hair embroidery? Pantene’s 3 Minute Miracle Conditioner provides the answer, according to the campaign. and proved that even the most damaged hair can be part of something special.
The piece, entitled “Court Ladies with Flowers in Their Hair,” symbolizes Pantene’s promise to turn the impossible into reality.
“Hair restoration is the product’s hallmark, but it’s the emotional connection with women and cultural significance that makes it truly miraculous,” said Joe Yue, creative partner at Gray Hong Kong.
Lizzie Luan, Pantene China Brand Director added: “With Pantene’s innovative approach, we reimagine the timeless beauty of ancient figures through the shining, strong hair of modern women. to be celebrated and preserved.”
The campaign’s launch video garnered significant attention and generated buzz across social media as viewers marveled at Pantene’s transformative power.
Behind-the-scenes content showcased the intricate process of restoring hair and creating embroidery, giving viewers an up-close look at the artistry involved. Influencers and beauty enthusiasts also share their hair growth miracles, further amplifying the campaign’s message of empowerment.
Pantene also launched the “Hair Embroidery Miracle Gift Box” on Tmall, which allows consumers to engage with the brand by creating their own hair embroidery. To commemorate this occasion, the “Night of Miracles” event in Suzhou will include Liang Zhouyang, director of Beijing Cultural Heritage Protection Center, Teng Kongkong, director of My Altai, and legendary table tennis player Nie Xia. Mr. Lian gathered together. These women shared their personal journeys to overcome hardship, reinforcing Pantene’s message that miracles really can happen.
As a gesture to share this important work of art with the public, Pantene donated the hair embroidery artwork to the China Embroidery Museum, ensuring that Pantene’s miracle lives on forever.
credit
gray hong kong
Duffy Lau, Managing Director
Joe Yue, Creative Partner
Owen Smith, Chief Strategy Officer
Jeppy Poon, Business Director
Frankie Lo, Senior Account Director
Alan Wong, Creative Director
Ivy Chan, Associate Creative Director
Hawaii Shea, Associate Creative Director
Frankie Wong, Senior Art Director
Fortuna Penn, copywriter
Maggie Cheung, Strategy Director
Trevor Tong, Senior Strategic Planner
John Lo, Head of Content Production
