Pantene
#POWEROFGREY
1. Challenge - demonstrate the beauty in grey
Pantene had a vision; to show their customers that grey hair is beautiful and should not be hidden. By welcoming the allure of grey instead of covering it up, the message was clear:
grey hair is something to celebrate, and the more we see grey hair, the more we see its beauty.
2. Execution - a mood-boosting campaign with a powerful message
The inspiration behind the campaign was led by Grey London, Publicis Media, and Ketchum London. We shaped the Power of Grey by working together to create custom greying technology, allowing customers to reimagine their hair like never before.
3. Result - no grey areas
Celebrities such as Lisa Snowdon, Alison Hammond and Andrea McLean spoke out about their experiences having grey hair, fuelling a wider conversation. By putting grey at the hands of the customer, we helped Pantene spread inspiring messages about every person’s unique traits.
A recent survey commissioned by Pantene confirms their strategy is having the desired effect:
“A quarter of Brits said they felt more confident about their own hair after seeing grey-haired figures in the public eye”.
We changed the way people see grey.
