Chloe Fineman Leads Pantene’s New Conditioner Collective
25 January 2022 - 1:00AM
Business Wire
Pantene Creates Consumers’ “Dream” Conditioner:
New High-Performance Formulas That Do More for Style
Conditioner has long been considered shampoo’s obligatory
sidekick. But that’s about to change. For 40 years conditioners
have been saying the same thing – “condition and detangle hair”—
and consumers were tired of it. So, Pantene surveyed women and
asked what they really wanted from their dream conditioner. And
turns out, it’d be more like a styler. The new Pantene conditioners
are designed to make styling easier, more consistent, and longer
lasting, with twice the protective antioxidants and pro-vitamin B5.
Can your conditioner do that?
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20220124005107/en/
Chloe Fineman, star of Saturday Night
Live and Dickinson known for viral impressions and insane personal
style (Photo: Business Wire)
To prove these bold claims, Pantene has partnered with a
Collective of impressive, strong, modern, multi-hyphenate women
known for pushing boundaries who will help demo the conditioners
against their everyday activities. The Pantene Conditioner
Collective will work to redefine conditioner’s status quo with
humor, creativity, and inspiration, demonstrating how hairstyles
hold up in real life scenarios when you dare to demand more from
your conditioner.
The Pantene Conditioner Collective members include:
- Chloe Fineman, star of Saturday Night Live and Dickinson
known for viral impressions and insane personal style
- Jess King, Peloton instructor who rocks iconic, long red
braids and ponytails through powerful workouts
- Meg Stalter, breakout sketch comedian and actress on
HBO’s Hacks who captivates with her honest, audacious humor
- Nardia Boodoo, model and ballerina with The Washington
Ballet whose Indo-Trinidadian heritage radiates through her natural
curls
- Ezinma, violinist, composer and educator shattering the
stereotypes of classical music, performing with top pop artists and
working on her own debut album, Classical Bae
The Collective makes their debut in Pantene’s new film “Can Your
Conditioner Do This?,” a vibrant showcase of ways conditioner can
deliver more for your changing hairstyles. It features the women
wearing updos that undo to soft curls, braids that last for miles,
hairstyles that hold with less breakage and loose waves that last
even under hot stage lights.
“These women are the main characters in their own lives, and
we’re inspired by their use of style as a means of expressing
individuality and the different aspects of themselves,” said Maris
Croswell, Senior Brand Director at Pantene. “At Pantene, our goal
is to create products that help her achieve her desired end look so
she can express herself freely, and her hair needs a strong,
healthy foundation to do that. Our new formulas have 2X the active
nutrients* and nourish hair to make it easier to style. She can
experiment with her styles and express her individuality, knowing
her hair can keep up with everything she asks of it.”
Later this year, Chloe will be kicking off a series of
#PanteneCanDoThat challenges on Instagram. Through these
challenges, Collective members will showcase how using Pantene
conditioner enhances their style. From recreating popular
hairstyles, to bringing back the 2000’s, our Collective will share
how Pantene helps achieve and maximize their hairstyles. Fans can
add their content as well using #PanteneCanDoThat.
“It’s 2022 - You should be asking more from your conditioner!”
said Fineman. “I love having a conditioner that can keep up with my
day – constantly changing styles, getting into different characters
- I know my Pantene conditioner can keep up with whatever I throw
at my hair.”
Additionally, all of the beautiful imagery supporting the launch
of Pantene’s new conditioners showcases the authentic beauty and
individuality of the Conditioner Collective members. The imagery
undergoes no digital alterations that would change the original
texture, color, style, and overall individuality we strive to
celebrate. These images showcase strong, healthy, unique and
beautiful hair– in its best and truest light. Moving forward, all
of Pantene’s beauty imagery will genuinely showcase real, diverse,
natural beauty and its many different forms.
Pantene’s new conditioners include five varieties (Daily
Moisture Renewal, Curl Perfection, Smooth & Sleek, Repair &
Protect and Volume & Body), and will be available for $4.99
nationwide at drugstores, food stores and mass merchandisers
January 2022.
*Antioxidant nutrients, vs. 2021 base Pantene formula
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220124005107/en/
Jenna Hreshko jhreshko@hellommc.com 212-485-6828
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