Ellie Goulding spreads Pantene’s “Strong is Beautiful” message

P&G’s global number one haircare brand Pantene Pro-V has partnered with singer-songwriter Ellie Goulding to spearhead its “Strong is Beautiful” campaign.

Highlighting the importance of being strong on the inside in order to be beautiful on the outside, the initiative includes the launch of limited edition packs of Pantene Pro-V shampoos and conditioners featuring the Brit Award-winner’s signature. It also includes heavyweight media activity running from this month until the end of the year on TV, via in-store POS materials and on social media.

Jo Vaughan, P&G’s hair care brand manager, said: “We are very excited about our partnership with Ellie Goulding as she perfectly embodies what Pantene Pro-V is all about: if you are strong on the inside, it will show on the outside.”

As a professional singer and performer, Ellie puts her hair through a lot of heat styling and colouring that could easily leave it dry and damaged. “However,” continues Vaughan, “our Pantene Pro-V range provides all the science to keep it beautiful from the core. We expect increased levels of consumer demand thanks to our above the line activity, so recommend that pharmacists stock up now.”

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