Pantene: Grey on Grey

Pantene, a shampoo brand, launched a campaign in the UK to increase share growth and empower women to unapologetically embrace their grey hair.

Campaign details

Brand: Pantene Agency: Grey London

Story Summary

This is a story about how planning took Pantene from a shampoo brand that lacked social currency, to a brand with a voice in beauty culture.

By challenging the outdated and stubborn beauty paradigm in the haircare category, Pantene broke free from some of the category norms that were hindering its relevance.

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