Procter & Gamble Company: Don't Hate Me Because I'M Beautiful campaign

Susan Risland

A controversial campaign for Pantene hair care products commanded the attention of consumers by focusing on lovely models who looked into the camera and said, "Don't hate me because I'm beautiful." The models went on to say that, like many women, they damaged their hair until it lost its shine and manageability, but they found a way to correct the problem.

Procter & Gamble Company: Don't Hate Me Because I'M Beautiful campaign

Susan Risland

Overview

A controversial campaign for Pantene hair care products commanded the attention of consumers by focusing on lovely models who looked into the camera and said, "Don't hate me because I'm beautiful." The models went on to say that, like many women, they damaged their hair until it lost its shine and manageability, but they found a way to correct the problem. Pantene, they explained, contained pro-vitamin B5, a recently invented ingredient that could repair hair. The models assured women that they, too, could use Pantene to...

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