Hair stylist dishes out makeovers and relationship recommendation in Singles Day marketing campaign for Pantene


Gray Hong Kong has created a “break-up salon” in a Singles Day marketing campaign for Pantene the place a stylist – performed by Chinese language chat present host Jiang Si Da – dishes out new haircuts, together with relationship recommendation.

The marketing campaign transformed a Shanghai salon into “The Breakthrough Salon”, the place the newly-single have been invited to vary their hairstyles and share their break-up tales.

The marketing campaign contains a collection of above-the-line adverts the place three women open up about their relationships, and, after ditching their present look, are seen following their desires.

Beneath the slogan ‘Flip break-ups into breakthroughs’ the advertising push goals for example how a brand new coiffure can provide individuals a brand new lease of life. The hairstyles are named after the explanations for the breakup.

The campaigns sits underneath Pantene’s new model platform ‘Nice Hair Modifications All the things’.

Gray Hong Kong chief inventive officer Michael Knox stated: “Whether or not it’s a Blow Wave Him Goodbye or a See You Round Bob, we’re hoping The Breakup Salon helps extra individuals uncover nice hair is the most effective revenge.”

P&G model director Mckey Lin added: “Seeing individuals go from breakup to breakthrough brings to life our model and ambition. And with the ability to present this platform was a primary for our model. By serving to individuals embrace life adjustments that begins with nice hair, this turns into a testomony of why Nice Hair Modifications All the things.”


Michael Knox, Chief Artistic Officer

Christopher Lee, Group Artistic Director

Claudia Wong, Artistic Director

Jason Cornelius, Artistic Director

Laura Petruccelli, Artistic Director

Rohan Cooke, Artistic Director

Jia She and Lisa Wan, Copywriter

Kimmy Kong, Junior Designer

Duffy Lau, Enterprise Associate

Claudia McInerney, Enterprise Director

Jesppie Poon, Senior Account Director

Frankie Lo, Senior Account Supervisor

Fred Yeung, Senior Account Govt

Owen Smith, Head of Technique

Alice Atherton, Strategic Planner

John Lo, Head of TV Manufacturing


Model Director: Mckey Lin, Yammy Yang

Communication Director: Heidi Wang

Model Supervisor: Wilson Li

Communication Supervisor: Erric Li



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