Pantene Immersive Experiences Bring Hair Science to Life in Brazil

​Pantene, a P&G brand, presents in Brazil the Molecular Bond Repair line, a portfolio that challenges hair damage by acting at a molecular level, combining amino-peptide and pro-vitamin complex to rebuild bonds, strengthen the fibre and restore softness. With a launch scheduled for this week, the advertising campaign 'Challenge the Damage,' created by Grey, places Pantene's science at the centre of the conversation with experiences that invite consumers, especially gen z, to belong and experience care in a contemporary way.

The Pantene Molecular Bond Repair line arrives with five complementary products, highlighting the treatment line that contains Bond Repair + amino- peptide technology, in addition to the Pantene pro-vitamin complex.

Two actions will showcase this innovation. The 'Immersion and Creative Club' event will bring together eighteen influencers from different fields (beauty, fashion, lifestyle, wellness, and experts), such as Alan Vivian, Gabi Sobral, Carol Borges, and Alexia Del Papo, for a complete experience in the presidential suite of a hotel in São Paulo. Throughout the event, they will enjoy moments of wellness time, pool party glam time and science class with experts, generating content to maximise the concept and bring the brand closer to the community.

Next, two pop-ups — one in São Paulo and the other in Rio de Janeiro — offer a democratised experience of the Pantene universe, showcasing the technology and science behind Bond Repair, aligned with the brand's essence. The space includes a glam station to style the hair with the products, boosting self-confidence through healthy hair, in addition to gifts from the line for the public to try.

The grand opening highlights that behind the cool and aesthetic space lies Pantene's innovative science. In São Paulo, the pop-up will be at Shopping Morumbi and, in Rio de Janeiro, at Barra Shopping. The brand invites the public to discover, experience, and share the transformation that challenges hair damage with science and style. The pop-up production is by Mandarin.

“For this launch, we started from a simple and powerful principle: when science is relevant, it needs to acquire cultural codes to live outside the laboratory. Our role with Pantene Molecular Bond Repair was to translate the benefits of the line into experiences in the exact place where the conversation happens and where the damage also occurs: that's why we created two living platforms that go from science to cool. It's a work that integrates creation, experience and PR,” highlighted Manir Fadel, CEO of Grey.