Chloe Fineman leads Pantene |’s new conditioner collective shop



Conditioner has long been considered the obligatory sidekick of shampoo. But that should change. For 40 years, conditioners have been saying the same thing — “condition and detangle hair” — and consumers have had enough. So Pantene surveyed women and asked what they really wanted from their dream conditioner. And it turns out it would be more like a styler. New Pantene conditioners are designed to make styling easier, more consistent and longer lasting, with twice the protective antioxidants and provitamin B5. Can your conditioner do that?

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Saturday Night Live and Dickinson star Chloe Fineman, known for viral hits and insane personal style (Picture: Business Wire)

To prove these bold claims, Pantene has teamed up with a collective of impressive, strong, dashing modern women known for pushing boundaries who will help demonstrate the conditioners in their daily activities. The Pantene Conditioner Collective will work to redefine the conditioner status quo with humor, creativity and inspiration, demonstrating how hairstyles hold up in real-life scenarios if you dare to ask for more from your conditioner.

Pantene Conditioner Collective members include:

  • Chloe Feinman, Star of Saturday night live and dickinson known for viral impressions and insane personal style
  • jess king, peloton trainer who rocks the iconic long red braids and ponytails during powerful workouts
  • Mega designer, breakout sketch comedian and actress on HBO Chop who impresses with her honest, cheeky sense of humour
  • Nardia Boodoo, model and ballerina with Washington Ballet whose Indo-Trinidadian heritage shines through her natural curls
  • Ezinma, violinist, composer and educator who breaks with the stereotypes of classical music, performs with top pop artists and is working on her own debut album, Classic Bae

The Collective makes its debut in Pantene’s new film, Can Your Conditioner Do This?, a lively showcase of how conditioners can do more for your changing hairstyles. It features the women sporting updos that unravel into soft curls, braids that last for miles, hairstyles that last with less hair breakage, and loose waves that hold up even under hot stage lights.

“These women are the protagonists in their own lives, and we’re inspired by their use of style to express individuality and different aspects of themselves,” said Maris Croswell, Senior Brand Director at Pantene. “Our goal at Pantene is to create products that will help her achieve her desired end look so she can express herself freely, and for that her hair needs a strong, healthy foundation. Our new formulas have twice the active nutrients* and nourish hair for easier styling. She can experiment with her styles and express her individuality, knowing her hair can hold up to whatever she asks of her.”

Later this year, Chloe will be launching a series of #PanteneCanDoThat challenges on Instagram. Through these challenges, Collective members will demonstrate how using Pantene conditioner improves their style. From recreating popular hairstyles to going back to the 2000s, our collective will share how Pantene helps achieve and maximize her hairstyles. Fans can also add their content using #PanteneCanDoThat.

“It’s 2022 – you should be asking more of your conditioner!” said Feinmann. “I love having a conditioner that can keep up with my day – ever-changing styles, empathizing with different characters – I know my Pantene conditioner can keep up with whatever I throw in my hair.”

Additionally, all of the beautiful images supporting the launch of Pantene’s new conditioners showcase the authentic beauty and individuality of the members of the Conditioner Collective. The images do not undergo any digital alterations that would alter the original texture, colour, style and overall individuality we are trying to celebrate. These images show strong, healthy, unique and beautiful hair – in its best and truest light. In the future, all Pantene beauty images will truly show real, diverse, natural beauty and its many different forms.

Pantene’s new conditioners include five flavors (Daily Moisture Renewal, Curl Perfection, Smooth & Sleek, Repair & Protect, and Volume & Body) and will be available in drugstores, grocery stores, and wholesalers nationwide in January 2022 for $4.99.

*Antioxidant nutrients compared to 2021 Pantene base formula

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CONTACT: Jenna Hreshko

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SOURCE: Procter & Gamble

Copyright Business Wire 2022.

PUB: 01/24/2022 09:00 / DISC: 01/24/2022 09:02

Copyright Business Wire 2022.


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