How Pantene Revived the Ancient Chinese Art of Hair Embroidery
Demonstrating its belief in miracles, Pantene China has released a captivating campaign with Grey Hong Kong that sees damaged hair transform within minutes to create material for an embroidered masterpiece.
In collaboration with master artist Zhou Yinghua, the campaign revives the ancient art of Chinese hair embroidery (using the highest quality human hair as thread to create intricate designs), and showcases the power of Pantene’s 3 Minute Miracle treatment.
The resulting artwork, ‘Court Ladies Adorning Their Hair with Flowers’ is a reimagined version of an ancient painting by prominent Chinese painter Zhou Fang, and symbolises Pantene's promise of transforming the impossible into reality.
To find out how this impressive work came to fruition, LBB’s Sunna Coleman speaks with Grey Hong Kong’s creative partner, Joe Yue and business director, Jesppie Poon who share the meaning behind the artwork, their deep respect for culture, and the brand’s commitment to making miracles happen.
LBB> Tell us about the inspiration behind the campaign – how did it first come about and what were your initial ideas?
Jesppie> The inspiration came from a simple observation: a growing appreciation for traditional Chinese art forms. We saw an opportunity to connect this cultural resurgence with Pantene’s mission of making hair miracles happen.
Our idea was simple, a deeper bond with consumers through the lens of art and heritage. When we discovered the ancient tradition of hair embroidery, we knew it was the perfect space to make Pantene’s miracles happen.
LBB> How did the concept develop from there?
Joe> Through our research, we found that the quality of hair needed for hair embroidery was immense. Could we bring hair to the level of perfection required for hair embroidery? It was a challenge that resonated within the world of Pantene. The 3 Minute Miracle treatment was found to combine the ancient with modern technology by improving hair quality while preserving this ancient art form.
LBB> How did you source the artists that would be able to create the embroidery masterpiece?
Joe> We sought out the guardians of this ancient craft: the masters of Chinese hair embroidery. Through that we were thrilled to collaborate with Master Zhou Yinghua, who is a leading figure in this field.
LBB> What does the art piece represent?
Joe> The artwork ‘Court Ladies Adorning Their Hair with Flowers’ is a beautiful ancient painting that portrays graceful court women styling their hair with flowers and accessories. Pantene had to make a miracle happen and reimagine this masterpiece as a hair embroidered version. A timeless piece symbolising spirit, beauty and the role of women as storytellers.
LBB> What’s something interesting you learned in the process?
Jesppie> The process was a profound learning experience. With over 5000 years of history, Chinese traditional culture is a treasure trove waiting to be explored. Using our modern technology to honour such a rich heritage was a privilege. We learned that integrating this ancient art form into our brand narrative requires creativity, sensitivity, and a deep respect for the culture, especially when conveying it to a mass audience.
LBB> Why was this particular direction so well suited to Pantene as a brand?
Jesppie> This direction aligns perfectly with Pantene China’s 'Let Miracles Happen’ brand platform. Our focus on betterment reflects Pantene's mission to transform damaged hair back to life as top-quality strands, turning the seemingly impossible into achievable results. By showcasing hair as a canvas for art, we elegantly intersect product functionality with cultural expression, highlighting the transformative power of our products in a way that resonates with femininity and creativity.
LBB> What were some of the challenges on this project and what solutions did you come up with?
Joe> One of the biggest challenges was to make the product demonstration both credible and captivating. We wanted to ensure that 'seeing is believing.' Our solution was to root the campaign in traditional Chinese art, which made the storytelling not only more compelling but also allowed us to tap into the growing interest in cultural heritage.
LBB> What were your personal highlights from working on this campaign?
Jesppie> The superior ability to repair damaged hair is a functional promise. Walking hand-in-hand with women in their pursuit of ever better is the emotion the brand offers. Blending these aspects within the context of Chinese culture truly brings miracles to life.
LBB> Anything else you'd like to share?
Jesppie and Joe> This campaign has been a journey of creativity and collaboration, showing how the stories behind art deepen our connection to products. We hope to inspire others to celebrate their cultural narratives by blending heritage with modern technology, all done with deep respect.
