Pantene Promises, You Could Be America’s First Reality Hair Star
Through April 18th, you have the opportunity to tell Pantene why you 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 semi finalists will be flown to NYC for an in-person test shoot in May.
Don’t forget, all applicants must add at the end of the video: “That’s why I am the first reality hair star!”
The first-of-its-kind LIVE television ad will air on May 25th on a major national network and will be hosted by Pantene’s spokesperson, stylist Stacy London.
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; for official rules visit www.pantene.com/realitystar
Please visit www.pantene.com/realitystar for the complete contest rules.
The beauty industry has been hit especially hard during this economic downturn, and very high priced brands like Shu, as beloved as they are, are not weathering well. The company was known for ingenious and unusual use of ingredients, seemingly sparing no expense to add to the line. For their deep sea water, which is a claim to fame, Mr. Uemura had a special pipe drilled and fitted to bring up the liquids from a depth (nearly 3300 feet) which he felt would satisfy. The water is piped in to his exclusive Japanese spa as well. This kind of product quality and care is difficult to sustain in down times.
As much as this announcement will strike fear into beautyphiles, I don’t think it will do much harm. Most Shu fans in the US have probably never been to a Shu store, and buy merely on reputation and word of mouth. Would it be nice to saunter up to a counter to experience items first hand? Of course. But unless L’Oreal is intending to kill brand competition here, there is a chance the Shu legacy can actually improve by using luxury marketing’s oldest trick: increased desirability through limited accessibility.
March 25 & 26 
Hallie Bowman, Celebrity Stylist for Pantene, shares an inside look at what to expect.
Expect to see 
My term for a favorite trend I’m seeing – “
Lots of frizz
Bows will be out in full force for spring, think huge 
Be prepared for the relapse of the thick, heavy 
The most playful trend I’m seeing – especially with the younger crowd – touches of 