Pantene Project

Pantene Project

Poster 1:

  • Slogan: "Beautifully simple, always affordable—no matter when."

  • Imagery: Three women of different ages (a toddler, a young adult, and an older woman) to convey that Pantene’s Classic and Clean 2-in-1 provides beautiful, affordable hair care for women at every stage of life.

  • Why it’s effective: This poster highlights Pantene’s universal appeal and enduring value, emphasizing that beauty doesn’t have to come with a high price tag.

My role in this campaign was all of the creative aspects.

For our Pantene campaign, we set out to creatively and effectively highlight the unique appeal of the Classic and Clean 2-in-1 shampoo. This product emphasizes affordability and value. These qualities strongly resonate with moms, who are often the primary decision-makers for their families. To further enhance this connection, we also incorporated the perspective of daughters, showcasing how the younger generation interacts with today’s beauty landscape, which often feels expensive and overly complicated. Through this approach, Pantene is positioned as a refreshing and reliable alternative that delivers beautiful results without the high cost or complexity.

Poster 2:

  • Slogan: "Pantene, beauty, and big value with Classic and Clean."

  • Imagery: A mother and daughter sharing a happy moment, symbolizing the strong bond fostered by dependable, high-quality hair care.

  • Why it’s effective: This poster focuses on the emotional connection between moms and daughters, showing how Pantene Classic and Clean can bring value and beauty to their lives together.

Commercial Concepts:

  • “The Shampoo Swap”

    • Plot: A daughter splurges on an expensive, trendy shampoo but runs out. She repeatedly begs her mom to buy her another bottle. Finally, her mom “agrees,” but instead refills the empty bottle with Pantene Classic and Clean 2-in-1. After washing her hair, the daughter is amazed at how healthy and shiny her hair feels and excitedly tells her mom, only to learn it was Pantene all along. Both laugh and admire their hair in the mirror.

    • Message: Pantene proves that beauty doesn’t need to be complicated or expensive.

    • Social Media Extension: A “#PanteneSwap” challenge featuring middle and lower-income mother influencers making the swap with their daughters’ expensive shampoos, sharing their daughters’ reactions. This content will demonstrate how Pantene satisfies without the overhyped costs of luxury brands.

Childhood-to-Adulthood Journey

  • Plot:

    • Childhood: A mother and her young daughter enjoy a bubble bath, both using Pantene.

    • Teenage Years: The daughter, now a teenager, runs out of shampoo and calls her mom for more Pantene.

    • Shopping Together: The two shop for shampoo, choosing Pantene together.

    • College Transition: The daughter packs for college, instinctively including Pantene in her essentials.

    • Adulthood: Both women, now independent, are shown shopping for Pantene on their own, illustrating the lasting trust in the product.

  • Message: Pantene is a dependable haircare choice for every stage of life, creating a legacy of beauty, value, and simplicity.

  • This comprehensive campaign reinforces Pantene’s reputation as a trusted, budget-friendly, and effective hair care solution that simplifies beauty routines while fostering connections between generations