Pantene needed a way to build brand awareness around their new Gold Series product line while appealing to African Americans with natural and relaxed hair who are typically averse to large corporate hair care brands.
The Pantene Gold Series mobile tour was created. Traveling to high profile African American focused events, this program consisted of a mobile salon experience with famous celebrity hairstylist Chuck Amos WHO performed hair demonstrations and consultations on African American hair models. Additionally, Pantene Gold Series scientists educated consumers on the products and added credibility to the brand. While onsite, consumers were also invited to take pictures in the photo booth and hangout in the lounge while listening to the onsite DJ spin the hottest tunes.