Summer can leave its mark on many couples and at its end, many think about breaking up. But it is possible to repair. At least that’s what the hair advisors at “Pantene Love Center” think, the sentimental clinic created by Pantene on TikTok to help users manage one of the most complicated relationships you can have: the one we have with our hair.
With the help of the digital creative agency Burns, the beauty brand has launched a miniseries on the social network to publicize the launch of its new Pantene Artist Edition, this time inspired by the iconic “Love” sculpture by Robert Indiana. As the brand explains in a statement, the Pantene Love Edition collection is designed to respond to the needs of hair during the summer, and in this sense, it focuses on repair, nutrition and shine.
The collection, which according to Pantene becomes “the hair routine in a declaration of love for hair and also for summer“, and TikTok itself, which for many is the place to go to ask for sentimental advice, share red flags or analyze rumors, inspire the story that over the next few days will be told through four episodes, available on Tuesdays and Thursdays on the platform.
“Pantene Love Center” turns hair care into a kind of sentimental consultancy in which Pantene influencers, content creators and ambassadors supposedly answer users’ doubts and questions. The different episodes star Fabiana Sevillano, Sofía Hamela, Marina Barrial and Natalia Palacios, who act as hair consultants, under the orders of a mysterious boss whose identity is not revealed until the end of the series, as the brand advances in a statement.
In each episode, the specialists attend to a different case from their switchboard, inspired by old telephone operators’ offices, and each call represents a story, a doubt or a hair “drama” that needs a solution other than cutting the hair. In this way, the brand highlights the different products in the collection and offers recommendations on the ideal product for each situation and to face the effects of summer on the hair.
“Pantene Love Center” demonstrates the brand’s willingness to bet on entertainment in the digital ecosystem to connect with consumers, as well as narrative and aesthetic codes already established on a platform like TikTok and with which the audience is already familiar, such as humor and beauty tips.
Before the launch of the first episode, the brand has carried out a teaser phase to awaken interest and generate expectation, and in which it has played with parallels between the hair care routine and romantic relationships. He has also shared images of the recording process and behind-the-scenes moments.
In addition to publicizing the Pantene Love Edition products, consisting of shampoo, conditioner, mask and oil, the miniseries is also presented as a prelude to a new edition of the Pantene Hair Challenge, a contest that the brand holds annually to select ambassadors. This year’s edition starts on June 14.
