Pantene has announced that 23-year-old community manager Melissa Hurwitz from Northbridge in Sydney, will be the star of its new advertising campaign.
Following in the footsteps of global ambassadors Selena Gomez, Ellie Goulding and Gisele, Hurwitz – who is also a part-time graphic designer – will appear in campaign imagery for the brand over the coming months. The move is a departure from many contemporary hair and beauty campaigns, most of which are fronted by models, celebrities or influencers.
Pantene's #TrainYourHairStrong campaign celebrates strong Australian women and follows the recent launch of the brand's new SMART Pro-Vitamin Formula. Hurwitz was selected from a flood of entries who shared Instagram posts of the iconic hair knot, along with the hashtag and a caption about what makes them strong. Other participants included, among others, Anna Heinrich, Tash Sefton and Lily May Mac.
On winning the competition, Herwitz said: “It’s been a lifelong goal to be in a Pantene campaign, so it really means a lot.
"Strong is beautiful. I believe that being strong internally really does show on the outside, and the more you believe in yourself, the stronger you can be. By being kind and courageous, you can achieve a lot.”
Keep an eye out for the campaign which will roll out in shopping centres across Sydney and Melbourne from July.
