In January 2022, Pantene relaunched its new formula for their base line of conditioners. With this new formula comes 2x the Pro-V nutrients, new packaging design and a totally new positioning: these conditioners can make hair styling faster, better, easier, and last longer.
To prove these bold claims, we partnered with a Collective known for defining their own norms with equal parts substance and style, photographing them each in hairstyles they chose. For the first time, Pantene went to market following the CVS Beauty Unaltered guidelines, committing to minimal retouching across all new assets and embracing natural beauty.
