Pantene®, the iconic brand known for memorable advertising tag lines such as «don’t hate me because I’m beautiful» and «hair so healthy it shines,» launches the search for the world’s first reality hair star. As part of the unprecedented marketing support for the brand’s reinvention, Pantene will put their products to the ultimate test live in the world’s first reality hair ad.
The game-changing advertising will air on May 25, 2010 on multiple American channels including a major national network, as part of one of the hottest shows of the season. One woman will be selected from the online casting call to put Pantene to the test on live TV and will appear in the first reality national advertising spot alongside Pantene’s current spokesperson, Stacy London. She will also win the «Be the Rock Star You Are» experience from Bret Michaels, which will include tickets to one of his concerts this summer, first class airfare, a ride in Michaels’ tour bus, and backstage passes.
From April 2nd through April 18th 2010, women will have the opportunity to tell Pantene why they should be the first reality hair star by uploading a video to www.pantene.com/realitystar. America will have the chance to vote on their favorite videos to help choose the winner and fan favorite videos will be chosen daily. All video submissions will be evaluated and 12 finalists will be flown to New York City for an in-person test shoot in May.
To be eligible:
* Applicants must complete an online registration form and submit a video entry no longer than one minute at www.pantene.com/realitystar
* The video entry must tell why you should be the first reality hair star and show your hair’s personality
* Applicants must add at end of video: «That’s why I am the first reality hair star!»
* Open to legal residents of the 49 U.S. states & D.C. (excluding Maine) and Canada (excluding Quebec), who, as of date of entry, are 18 or older.
With its new understanding of hair’s unique inter-fiber relationships, a critical factor in product performance that influences how ingredients work on hair, Pantene reinvented its entire brand structure. New Pantene includes an updated ingredient list, tailored systems, new packaging and new fragrance.