THE WHAT? Procter & Gamble-owned Pantene has teamed up with ‘impressive, strong, modern, multi-hyphenate women’ to form the new Pantene Conditioner Collective.
THE DETAILS Partners of the collective include Chloe Fineman, who features on Saturday Night Live and Dickinson, comedian Meg Stalter, and model and ballerina Nardia Boodoo, who all aim to redefine the brand’s status quo.
The women will feature in Pantene’s marketing film “Can Your Conditioner Do This?,” which aims to showcase what the product can do for changing hairstyles.
Pantene will launch #PanteneCanDoThat social media challenges later in the year, headed up by Fineman.
THE WHY? Maris Croswell, Senior Brand Director at Pantene, said, “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.”