It was hard for Pantene to accept the fact that 8% of women forgo chemotherapy treatment out of fear of losing their hair. Worse yet, for many more who do get chemo, the cost of real hair wigs is often prohibitive. What could Pantene do to help empower women and drive greater meaning, purpose and brand value?
An integrated mix of online community-building, special events, annual promotions, celebrity endorsements, traditional media outreach and local community relations activations continue to make Pantene Beautiful Lengths a life-changing program an indelible Brand Imprint.
“I encourage all of you to go out there and donate to Pantene Beautiful Lengths, and give back to someone in need of a beautiful wig.”Brittany Davis