Pantene LA | Keratin | 2024
Develop a campaign relevant in Brazil & the rest of Latin America for Pantene’s new Keratin line of heat protection products.
THE ASK
Heat is an important part of Latin American culture & hair culture, but the damage it causes makes women feel like they have to compromise & miss out on the heat they love.
THE INSIGHT
Demonstrate with trusted voices in the region all the ways that Pantene’s new Keratin line can help Latin American women love the heat, without the burn.
THE IDEA
Brazil
In Brazil, women are a lot more savvy when it comes to caring for their hair. Brands need to try harder to prove that their products work, answering misconceptions & demonstrating their efficacy & superiority with a variety of hair types. As compared with the rest of Latin America, Brazilian women not only want to protect their hair from heat tool damage, but also sun & beach damage. We developed content to answer all of these concerns & then some with sticky language they could use & repeat.
LOCAL EXECUTION
Rest of Latin America
Because women in the rest of Latin America are a bit less savvy than Brazilian consumers & strive for simplicity in their routines, the content focused on product efficacy & simplicity (only needing to use the products in the collection for their routines) & justifying the role each product plays in their hair care.
LOCAL EXECUTION