Pantene: Blend-In

Hair care brand Pantene reinvented the approach of its Beautiful Lengths programme to build hair donation momentum and reduce barriers to donating hair in Israel.

Campaign details

Brand: PanteneBrand owner: Procter & GambleAgencies: MediaCom Connections Israel, ACW Grey Tel-AvivCountry: IsraelIndustries: Hair careMedia channels: Events & experiential, Online video, Social mediaBudget: 500k - 1 million

Executive summary

Cancer treatment causes hair loss, which can be devastating. Sufferers want to blend in to the crowd. They need wigs to do this, but there's a shortage in Israel.

After five years of encouraging hair donation in Israel, hair care brand Pantene's Beautiful Lengths programme needed a new approach to help those undergoing cancer treatment. We...

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