43% of young Chinese women don’t believe hair conditioners can repair the damage from constant treatments like regular perming, bleaching, dyeing and more.

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.

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