Pantene Breakup Salon
The campaign created under Pantene’s new brand platform, “Great Hair Changes Everything”, looks at the positive change a new hairstyle can give to people going through breakups. Based on the universal insight that a relationship breakup is a time of hair transformation, Pantene empowered men and women to turn their Breakups into Breakthroughs in hair and life.
A teaser was created prior to Singles Day with salon host and breakthrough guide, Jiang Si Da. Three videos depicting different Breakup stories and subsequent Breakthroughs were launched on Singles Day with a UGC platform for people to share their own breakup stories and their confidence to embrace change. The launch drove traffic to ecommerce platform, JD.
