Pantene: Head-to-Head Beauty
The Mane Experience: Real Way Takes On Runway
Increase brand relevance and affinity, while inciting brand purchase, loyalty, consumer education—and engaging Condé Nast’s influential beauty consumers through timely branded content.
23S created “Head-to-Head”, a rich content series based on proprietary consumer insights and cultural foresight that consisted of 200+ content pieces, including long- and short-form videos, articles, social media posts, photos, and more. The crux of the episodic videos: a how-to series featuring two Condé Nast style experts who went “head-to-head” with two diverse takes on a popular and celebrity-worn hair trends from the Red Carpet—in real time.
The result: real-time inspiration for avid beauty consumers who perpetually seek total hair transformation—and it came in the form of a 2015 Bronze Telly award-winning program! The high-profile content was distributed across Condé Nast’s and Pantene’s owned and earned channels during key tent-poles like the Grammys and other highly covered and much-anticipated Red Carpet events.