Pantene Pro-V has turned to actresses Naomi Watts and Eva Mendes for their newest ad campaign, in an attempt to be more relatable for consumers.
According to Julie Marchant-Houle, the decision was a strategic one, with actresses being deemed more approachable and relevant than models. The days of wondering what [an actress’] beauty secrets are, are gone. They talk about their beauty challenges and their beauty secrets non-stop. They can tell real stories, they are much more relatable [than models].”
Stacy London of TV show What Not To Wear has been a key spokesperson for the brand since October 2009, and while her contract is still in effect, her future role with the brand is not known at this stage.
While London’s campaign was considered successful, Pantene is shifting its focus back to healthy, beautiful hair.
Pantene are also utilising some of their scientists, many of whom are women with healthy hair, by having them appear on the brand’s social-media platforms to make them more accessible and allow consumers to meet those behind the brand.
