Overview
Pantene China, in collaboration with Grey Hong Kong, blends tradition and innovation by reviving the ancient Chinese art of hair embroidery. Using hair restored by Pantene’s 3 Minute Miracle conditioner, master artist Zhou Yinghua creates a stunning piece that meets the high standards of this cultural craft. The campaign highlights how Pantene transforms damaged hair—bringing softness, shine, and strength in just minutes — while honoring and preserving a treasured heritage.
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43% of young Chinese women don’t believe hair conditioners can repair the damage from constant treatments like regular perming, bleaching, dyeing and more.
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We make the impossible possible with a collaboration of Pantene’s 3 Minute Miracle (3MM) and Hair Embroidery.
An intangible heritage culture art form, Hair Embroidery puts hair quality to the test by using only the healthiest human hair to create intricate embroidery art.
Using only 3MM repaired hair, we collaborate with China’s finest hair embroiderer, Zhou Yinhua, to display a one-of-a-kind hair art piece to show Chinese women everywhere that greater hair days and hair repair are possible.
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We launched the campaign at China’s National Museum, garnering over 920+ million media impressions across national, social and beauty media outlets.
By reviving the ancient art of hair embroidery, Pantene revives Chinese women’s confidence in the transformative power of 3MM, driving significant sales growth.
14.6 million earned impressions
#1 share of voice in haircare category on Douyin and RedNote
18% YoY increase in younger consumer’s (18-24) belief in Pantene’s hair repair efficacy
#1 selling haircare brand on Tmall during campaign
55% YoY increase in value sales
PR EVENT
Night of Miracles
Execution Summary
We reach younger audiences through the experience of art, shedding light on Hair Embroidery to bring this campaign to life. From collaborating with Master Zhou Yinhua to the Suzhou Art Museum’s PR event, we create a series of ‘miracles’ to remind young women that ‘hair miracles’ do come true.
Embroidery Art:
“Court Ladies Adorning Their Hair with Flowers” by Zhou Yinhua
Teaser Video
TVC
PR Event:
Night of Miracles (art exhibit, live commerce, intangible heritage culture dialogue, hair embroidery experience)
Press
受损发丝，竟成传世发绣？潘婷携手非遗传承人创奇迹
Pantene taps in ancient Chinese art in new campaign
潘婷奇迹之夜，携手非遗发绣共鉴秀发之美
潘婷奇迹之夜，携手非遗发绣共鉴秀发之美
把功效融入非遗文化！潘婷开创“成分党+”新叙事
How Pantene Revived the Ancient Chinese Art of Hair Embroidery
Pantene’s ‘Night of Miracles’ wins “Beauty Culture of the Year”