GOING FOR GOLD 

We managed to take Pantene out of the supermarket and into specialty & high-end department stores with the luxe Gold Series initiative. From stunning packs to bringing together two of Indonesia's biggest stars, our communication & design strategy changed the game for Pantene as well as consumers seeking top-of-the-line haircare.

Pantene Indonesia Gold Series Maudy Anggun
PANTENE GOLD SERIES
Pantene Gold Series - Maudy Indonesia

HOW BRAIDS & BUNS MADE A COMEBACK THANKS TO SOCIAL LISTENING 

Top knots, braids, tight ponytails. 2019 was the year of 'hairstyles'. At least that's what our social listening tools revealed. Except, while women spent hours online discussing & looking for these styles, they were rarely attempting them for the fear of hair fall. Until, of course, we stepped in.  

Pantene change the way you wash your hair
PANTENE HAIR FALL CONTROL
1/3

INDONESIAN WOMEN DIDN'T
USE CONDITIONER UNTIL THEY SAW THIS

How do you get women excited about a new leave-on conditioner when they don’t even use a regular one? Take a look at how we used local insights & trending hashtags to convert one of Pantene’s biggest challenges into a mammoth success.

Pantene Perfect On
PANTENE PERFECT ON

AND YOU THOUGHT IT WAS ONLY TALENT
THAT PUTS K-POP STARS IN THE SPOTLIGHT

MAC's range of Lightful-C primers, foundations and cushions set the base (or should we say, stage) for you to look like the spotlight is permanently on you. With K-Pop sensation Kang Mina, MAC artists and the illuminating Lightful C range, we had all the (sk)ingredients for a digital campaign that would be lit. 

MAC Lightful C K-Pop
MAC LIGHTFUL-C
MAC LIGHTFUL C
MAC Lightful C K-Pop
PACKS IG-STORY
MAC LIGHTFUL C KANG MINA
MAC Lightful C K-Pop
CUSHION BOOMERANG
MAC Lightful C K-Pop
PRIMER DIGITAL POST
MACLTFLC_IG_BEAUTY_CLOSEUP.jpg

TO ALL THE HAIR COLOUR BRANDS OUT THERE: YOU'RE WELCOME!

Strong hair takes on colour better. Because it doesn't get damaged or frizzy. No wonder, when Pantene 3 Minute Miracle Conditioner launched its colour-damage variant, it became an instant hit with consumers & colourists. 

Pantene change the way you wash your hair

THE ULTIMATE WORKOUT
FOR YOUR HAIR

 As a shampoo that makes hair stronger, we couldn’t help but make a comparison between a daily workout
and a daily hair wash.

Pantene Perfect On
PANTENE HAIR FALL CONTROL - THAI

WHO SAYS A HAIRCARE BRAND CAN'T END UP ON SPOTIFY

We collaborated with Indonesia’s most popular singer, Anggun to create a song that epitomised everything about the Pantene woman (and her ability to do anything she set her heart on). We ended up with an anthem that became an overnight hit and was shortlisted for a Media Spikes Award.  

Siapa bilang gak bisa
PANTENE #WHO-SAYS-WE-CAN'T ANTHEM

STRONG IS BEAUTIFUL

When you epitomise and stand for beauty and strength, you don't settle for anything less. 

Pantene change the way you wash your hair
STRONGER WITH EVERY WASH

THE ULTIMATE SOLUTION TO
AN EXTREMELY STICKY SITUATION

How do you get thousands of Indian girls to give up their hair-oiling ritual? By giving them a non-sticky, hassle-free alternative that nourishes hair just like oil does. 

Pantene Oil Replacement
PANTENE OIL REPLACEMENT

© 2020 by Ayesha Bedi