Pantene "Power of Grey" Campaign: Every Color Is Shining

Many of my girlfriends started to change their hair color. A new hair color brings a new look which makes them feel different.

I never color my hair because I love my black hair. If one day I get white hair, I might change the color because I don't want to look old.

See, white or grey hair means old. It is a very common thought in society. What if someone was born in grey hair?

Pantene found that 80% of Brits have grey hair, but 40% cover them because they feel less confident with grey hair.

So, Pantene launched "Power of Grey" Campaign to encourage people to embrace their unique trait: grey hair.

Yes, grey hair is different, but they are also beautiful the way they are.

The new Pantene hair care product is special for grey hair and will make them shiner.

"Power of Grey" campaign turns the negative perception of grey hair to a positive view. As the Katharine Newby Grant commented: "We're committed to continuing to drive even greater diversity across our beauty advertising. We believe in the power of grey and believe it should be celebrated, just like all other hair colors and types."

This campaign encourages people who have naturally grey hair to be more confident, and it also makes us be more respect and less judgment to them. Spreading positive messages of equality make the target audience love and accept their unique traits.

The campaign does not only let the audience get a new cognition of beauty but also let people have a deeper impression of the brand. The brand treats everyone the same and believes everyone is equally beautiful. Pantene becomes a social brand because of its positive social influence.

Reference:

https://www.thedrum.com/creative-works/project/grey-pantene-pantene-power-grey

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