Pantene Sets out to Help 1.2 Million People Sharing Their #BadHairDay Stories on Instagram

Pantene launches 14 Day Challenge to transform each #BadHairDay into a #GreatHairDay with an army of social responders humorously empathizing, one-on-one, with those that have hair in need

Frizz? Messy bed head? That one piece of hair that just won't fall right? Bad hair days are all too common. In fact, a recent global study by Yale University found that only 1 out of 10 women are happy with their hair on a daily basis – which is why Pantene, the world's #1 conditioner brand, is on a mission to give more women more great hair days.

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From #badhairday to #greathairday (Photo: Business Wire)

To deliver this across the country, starting today, Pantene is launching the 14 Day Challenge which invites consumers to go from #BadHairDay, to #GreatHairDay in just 14 days. #BadHairDay has been used on Instagram 1.2 million times, 17x more than #GreatHairDay. The negative moments clearly outweighed the positive and Pantene knows that great hair days boost mental, physical and social strength – which is why they're dedicated to making great hair days a little less rare, and the joyful feeling that a great hair day gives a lot more common.

"Having great hair has the true ability to make women feel like they can rule the world, more than dressing well, having clear skin or wearing good makeup," said Rodrigo Finotti, Pantene Marketing Director. "As a brand that gives hair inside-out improvements you can see and feel, we have an obligation to put a stop to bad hair days by giving women a solution that will transform their hair, providing that feeling of joy a great hair day gives."

All about the real-life struggle, the brand's efforts include two 30-second ads featuring real women who have experienced bad hair days and real time response efforts. With social at the epicenter of the hair conversation, kicking off today Pantene launches the #GreatHairDay Studio – a real-time response hub powered by an army of social responders dedicated to engaging with each #BadHairDay mention. For 14 days straight, the army personally replies to people's #BadHairDay posts with videos and messages developed in the moment. The personalized interactions will both brighten their day and encourage them to take the 14 day challenge, with the end result giving people as many #GreatHairDays as possible.

To participate in the 14 Day challenge, consumers are asked to use Pantene Hair Advisor to learn the best regimen for them. Then, consumers should wash their hair using the recommended shampoo and conditioner as they normally would and share their experience on social media using #GreatHairDay. In 14 days, consumers will experience healthier, more beautiful hair that ultimately leads to the undeniable joy that only comes from a great hair day.

To participate in the challenge or to learn more information, please visit www.14daychallenge.pantene.com and follow Pantene on IG (@Pantene) and Twitter (@Pantene).

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.

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