Pantene China has partnered with creative agency Gray Hong Kong to launch a campaign that combines modern hair care techniques with the ancient Chinese art of hair embroidery.
According to the release, this is because hair embroidery, a respected art form recognized as an intangible cultural heritage, requires hair with elasticity, elasticity, softness, smoothness and shine.
The campaign challenges the notion of whether heavily damaged, chemically treated hair can be repaired to meet the high standards of traditional hair embroidery and showcases its ‘3-minute miracle’ conditioner. It is intended to.
As part of the campaign, Pantene invited Chinese artist Zhou Yinghua, known for her hair embroidery, to create an embroidery piece using hair restored with Pantene hair conditioner products.
Creating high-quality hair embroidery usually takes time, but Pantene’s “3-Minute Miracle” conditioner efficiently delivers essential hair repairing properties, reviving an ancient craft and combining tradition with It is said to have modernized this process by combining innovations.
Titled “Court Women with Flowers in Their Hair,” this artwork symbolizes Pantene’s promise to turn the impossible into reality.
To promote this campaign, Pantene released an announcement video on social media and shared behind-the-scenes content highlighting the intricate process of repairing hair and creating embroidery. This is intended to give the audience a closer look at the artistry involved. In addition, influencers and beauty enthusiasts will be invited to share the miracle of hair regrowth, with the aim of amplifying the campaign’s message of empowerment.
In sharing this artwork with the public, Pantene also donated the hair embroidery to the China Embroidery 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 announcement was made in conjunction with an event called “Miracle Night” in Suzhou, which featured Liang Zhouyang, director of the Beijing Cultural Heritage Protection Center. Teng Congcong, “My Altay” director. and table tennis player Nie Xia Lian. They shared their personal journeys to overcome challenges, reinforcing Pantene’s message that miracles really can happen.
“With Pantene’s innovative approach, we have reimagined the timeless beauty of ancient figures through the radiant, strong hair of modern women,” said Lizzie Luan, Pantene China Brand Director. It celebrates and preserves the timeless beauty of women.”
Joe Yue, creative partner at Gray Hong Kong, said: “Hair repair is a feature of the product, but it’s the emotional connection with women and cultural significance that truly does the miracle.”
MARKETING-INTERACTIVE has reached out to Pantene for more information.
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