HONG KONG – Pantene China partners with Gray Hong Kong to launch a campaign that marries modern hair care with the ancient Chinese art of hair embroidery, showcasing Pantene’s 3 Minute Miracle Conditioner’s ability to restore even the most damaged hair. It shows that.
Hair embroidery, a respected art form recognized as an intangible cultural heritage, requires hair with excellent elasticity, elasticity, softness, smoothness and shine, and is traditionally a time-consuming process .
For this campaign, Pantene and Gray Hong Kong collaborated with master artist Chou Yinghua to create embroidery pieces using damaged hair repaired with Pantene’s 3-Minute Miracle Conditioner. The goal is to demonstrate that even heavily chemically treated hair can be regrown to meet the exacting standards of traditional hair embroidery.
Chou Yinghua’s work, titled “Court Ladies Decorating Their Hair with Flowers,” embodies Pantene’s commitment to making the impossible possible. By revitalizing damaged hair with such exceptional standards, Pantene not only repairs hair, but also rejuvenates an ancient craft, fusing tradition and innovation.
As a gesture to share this important work of art with the public, Pantene donated the hair embroidery to the China Embroidery Museum, ensuring that Pantene’s miraculous legacy endures.
The campaign features a launch video that highlights Pantene’s transformative power. Behind-the-scenes content details the hair restoration and embroidery processes, giving viewers a closer look at the artistry involved. Influencers and beauty enthusiasts share their experiences, amplifying the campaign’s powerful message.
Joe Yue, creative partner of Gray Hong Kong, explained, “While hair restoration is the product’s signature feature, it is the emotional connection with women and cultural significance that truly does the miracle.”
Lizzie Luan, Pantene China Brand Director, said, “With Pantene’s innovative approach, we reimagine the timeless beauty of ancient figures through the radiant, strong hair of modern women.” celebrates and preserves the timeless beauty of women. ”
Pantene has launched a “Hair Embroidery Miracle Gift Box” on Tmall that allows consumers to create their own hair embroidery. To commemorate this occasion, the “Night of Miracles” event held in Suzhou was attended by Liang Zhouyang, director of Beijing Cultural Heritage Protection Center, Teng Kongkong of My Altai, and legendary table tennis player Nie Xia. Mr. Lian appeared to share his inspiring journey and strengthen Pantene’s activities. The message is that miracles can happen.
