Hong Kong – Pantene China teams up with Grey Hong Kong to launch a campaign blending modern hair care with the ancient Chinese art of hair embroidery, showcasing the restorative power of Pantene’s 3 Minute Miracle conditioner on even the most damaged hair.
Hair embroidery, a revered art form recognised as an intangible cultural heritage, requires hair with exceptional elasticity, resilience, softness, smoothness, and shine and is traditionally a time-consuming process.
In this campaign, Pantene and Grey Hong Kong collaborated with master artist Zhou Yinghua to create an embroidery piece using damaged hair restored by Pantene’s 3 Minute Miracle conditioner. The goal is to demonstrate that even severely chemically treated hair can be revitalised to meet the rigorous standards of traditional hair embroidery.
Zhou Yinghua’s piece, titled ‘Court Ladies Adorning Their Hair with Flowers’, embodies Pantene’s commitment to making the impossible possible. By revitalising damaged hair to such an exceptional standard, Pantene not only restores hair but also rejuvenates an ancient craft, merging heritage with innovation.
In a gesture to share this significant artwork with the public, Pantene donated the hair-embroidered piece to the China Embroidery Art Museum, ensuring the legacy of the Pantene miracle endures.
The campaign features a launch video that highlights Pantene’s transformative power. Behind-the-scenes content reveals the detailed hair restoration and embroidery processes, giving audiences an intimate look at the artistry involved. Influencers and beauty enthusiasts are sharing their experiences, further amplifying the campaign’s empowering message.
Joe Yue, creative partner at Grey Hong Kong, explained, “While hair repair is a product feature, it’s the emotional connection with women and the cultural significance that truly makes miracles happen.”
Lizzy Luan, brand director of Pantene China, added, “With Pantene’s innovative approach, we reimagine the timeless beauty of ancient figures through the radiant, strong hair of today’s women. This collaboration celebrates and preserves the enduring beauty of women across eras.”
Pantene launched the “Hair Embroidery Miracle Gift Box” on Tmall, enabling consumers to create their own hair embroidery. To celebrate, the ‘Night of Miracles’ event in Suzhou featured Liang Zhouyang, a board member of the Beijing Cultural Heritage Protection Centre, Teng Congcong of My Altay, and legendary table tennis player Ni Xia Lian, who shared their inspiring journeys, reinforcing Pantene’s message that miracles can happen.
