Pantene: Breakup Salon

Hair care brand Pantene leveraged China's Singles' Day shopping event to get consumers' attention with their Breakup Salon brand experience.

Campaign details

Brand: PanteneBrand owner: Procter & GambleLead agency: Grey Group Hong KongContributing agency: DeVries GlobalMarket: ChinaIndustries: Hair careMedia channels: Content marketing, Events & experiential, Online video, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

Breakups: the end or just the beginning? Pantene thought great hair had something to say about it. There was still a cultural stigma in China around singledom: singles were seen as 'incomplete' or disrespectful to their parents. The market for fake partners continued to boom to...

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