Pantene In a Most Beautiful Way

Wed, Jun 29 2011

Pantene Pairs with Naomi Watts and Eva Mendes, In a Most Beautiful Way

By: Adina

In a campaign that can only be described as inspirational, beautiful, and completely heart-warming, Pantene’s Beautiful Lengths Program brings free wigs (from donated hair) to cancer afflicted women world-wide. Joining in on this wonderful cause as a new brand supporter is Naomi Watts, who is not only supporting the fantastic Pantene line, but also this wonderful initiative, and Eva Mendes, who is lending her voice to the line as well. Read on for all the beautiful details.

Pantene has announced a new advertising campaign, featuring two of the most well-known women in Hollywood. Actresses Eva Mendes and Naomi Watts have been named new celebrity ambassadors for Pantene. Beginning in July 2011, both women will appear in all elements of the brand’s holistic marketing campaign, including TV and print advertising, in-store displays, iMedia and public relations campaigns. Mendes will be supporting the Breakage to Strength collection and Watts will be supporting the Flat to Volume collection....

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Watts is an Academy Award nominated actress and Hollywood veteran known for her wide range of leading roles including “Fair Game” (2010) and “The Ring” (2002). She will next be seen starring opposite Leonardo DiCaprio in “J.Edgar” (2012). She is also well known for her striking good looks as she has appeared on countless “Most Beautiful” lists in magazines and online publications across the globe. Her Pantene campaign will feature her natural hair – with no extensions, harsh texture-altering chemicals or other deceptive hair tricks to enhance her already gorgeous tresses.

“I am excited to join the Pantene family. I want to let women with fine hair know that achieving beautiful, voluminous hair is possible without damaging your hair or adding extensions,” said Watts. “I am truly blown away by the research and science that goes into making Pantene. No matter what your hair type is, you can find a Pantene product that will give you the result you are looking for.”

Watts continues, “Since I became a mother, the time I have for myself has shrunk dramatically. Also, I have never been able to do my own hair. So I am thrilled with Pantene because the quality of the products helps me get the volume I want with very little effort at all.”

“With their undeniable beauty and confidence that women admire, Eva and Naomi are wonderful additions to the Pantene family,” commented Julie Marchant-Houle, Marketing Director of North American Hair Care at Procter & Gamble. “Eva’s strong will helps her achieve anything she wants, and even the constant damage her hair endures won’t stop her from having gorgeous, healthy hair.”

“Naomi will be a wonderful inspiration for women looking to enhance the look and texture of their fine hair without taking extreme measures or adding extensions,” Marchant-Houle continues.

Dating back to the 1980s with Kelly LeBrock, Pantene has been known for its memorable advertising campaigns and iconic hair imagery.

“With this new campaign, we wanted to go deeper than just superficial hair care and go back to Pantene’s roots in making women shine. So we’re digging into how women really relate to their hair and why—all the crazy things we all do to make it look great—and what a meaningful place it really does have in our sense of self. We approached the look of the campaign differently, too. We were inspired by the way healthy hair feels. The simple luxurious touch of it. The feel of it against a woman’s skin. That’s an experience we all share,” Mummiani expanded.

“We fell in love with Eva and Naomi for their unparalleled honesty and willingness to share their truth as women. And we really connected around the idea that beauty is for sharing—that women should support each other to help us all look and feel our best,” said Caitlin Ewing, Creative Director and Pantene Writer at Grey NYC.