Pantene China, in collaboration with Grey Hong Kong, has launched a campaign that seamlessly combines modern hair care technology with the ancient Chinese art of hair embroidery. This campaign showcases Pantene’s 3 Minute Miracle conditioner, renowned for its ability to revive even the most damaged hair, alongside a stunning embroidery piece created by master artist Zhou Yinghua, using hair restored by Pantene.
Hair embroidery, a revered art form recognized as an intangible cultural heritage, requires hair of the highest quality—with elasticity, resilience, softness, smoothness, and shine. Traditionally, achieving such standards took time, but Pantene’s 3 Minute Miracle conditioner has modernized this process, delivering all these qualities with unmatched efficiency. By reviving damaged hair to this level of excellence, Pantene is not only restoring hair but also breathing new life into an ancient craft, blending heritage with innovation.
At the heart of the campaign is a challenge that many considered impossible: Can severely damaged hair, treated with chemicals, be restored to such a degree that it meets the exacting standards of traditional hair embroidery? Pantene’s 3 Minute Miracle conditioner provided the answer, proving that even the most damaged hair can become part of something extraordinary.
The piece, titled Court Ladies Adorning Their Hair with Flowers, symbolizes Pantene’s promise of transforming the impossible into reality.
Joe Yue, Creative Partner, Grey Hong Kong, said: “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, adds: “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.”
The campaign’s launch video has garnered significant attention, creating buzz across social media as viewers marvel at Pantene’s transformative power. Behind-the-scenes content showcased the intricate process of restoring hair and creating the embroidery, giving audiences an intimate look at the artistry involved. Influencers and beauty enthusiasts are also sharing the miracle of hair restoration, further amplifying the campaign’s message of empowerment.
Pantene also launched the “Hair Embroidery Miracle Gift Box” on Tmall, allowing consumers to engage with the brand by creating their own hair embroidery. To celebrate, the ‘Night of Miracles’ event in Suzhou brought together Liang Zhouyang, a Beijing Cultural Heritage Protection Center board member, Teng Congcong, director of My Altay, and legendary table tennis player Ni Xia Lian. These women shared their personal journeys of overcoming challenges, reinforcing Pantene’s message that miracles really can happen.
As a gesture to share this significant art piece with the public, Pantene donated the hair-embroidered artwork to the China Embroidery Art Museum, ensuring that the Pantene miracle stands forever.
Credits
Grey Hong Kong, Agency
Duffy Lau, Managing Director
Joe Yue, Creative Partner
Owen Smith, Chief Strategy Officer
Jesppie Poon, Business Director
Frankie Lo, Senior Account Director
Alan Wong, Creative Director
Ivy Cheung, Associate Creative Director
Hawaii Xia, Associate Creative Director
Frankie Wong, Senior Art Director
Fortuna Peng, Copywriter
Maggie Chan, Strategy Director
Trevor Tong, Senior Strategic Planner
John Lo, Head of Content Production
