Dream Hair #OverNightReset for Pantene Miracles Hydra Glow - Best Use of TikTok Winner - PrettyGreen - The Independent Agency Awards 2022

Campaign Summary:

As one of the world’s leading haircare brands, Pantene is on a mission to give more great hair days to everyone. From owned research with Yale University, Pantene knows that hair is key to self-esteem and self-expression. Which is why the brand uses 75 years of hair health expertise to help create advanced hair care products that cater for all hair types and give people more good hair days.

Pantene’s premium haircare range, Miracles, is specifically designed to help address the biggest pain points consumers have with their hair through a range of regimes. Whether that’s hair loss, lack of volume, over-processing, or frizzy hair.

In January 2022, Pantene was set to launch the latest Miracles line into the portfolio titled Miracles Hydra Glow. Designed to tackle the problem of persistent dry hair (a need for 35% of UK consumers), the new range was set to debut exclusively in Boots with a specific focus on two hero treatments: revolutionary new day and night hair serums, with the Overnight Beauty Reset Serum giving 7 days of repair in just 8 hours.

However, in the beauty sector, new hair care launches happen week-in week-out, so we needed to develop a below-the-line NPD launch plan that would build hype and anticipation around the new Hydra Glow Miracles range. Convincing both beauty media and UK consumers that the Miracles day and night serums are the must-try haircare product of 2022 to transform dry hair.

- PrettyGreen​