The partnership will see the artiste launch the haircare giant’s new Pro-V advertising campaign, Strong is Beautiful, promoting endurance
Pantene, via Procter & Gamble UK and Ireland, has partnered with British award-winning singer-songwriter, Ellie Goulding, in the United Kingdom to launch the personal care giant’s new Pro-V advertising campaign, Strong is Beautiful. The collaboration aims to encourage the public to bend but not break when faced with adversity.
Like healthy hair which embodies strength, the message behind the effort is to defy weakness and propel oneself to his or her limits. The artiste was appointed to the role for her undeniable sense of confidence and show of success, regardless of the challenges which cross her path.
According to the entertainer, more than hitting it hard at the gym or playing to a packed stadium, her iconic presence and idea of beauty ride on her own terms—of which beautiful hair is a huge part. Supporting the push is expert stylist ambassador, Ben Cooke’s recommendation of Goulding’s hydrating and nourishing regimen.
The combination involves the brand’s Pro-V Repair & Protect shampoo and conditioner, inter-changed with the collection’s Volume & Body, to keep one’s locks looking lustrous and voluminous. Consumers can join in the conversation via the hashtags #StrongIsBeautiful and #PantenexEllie.
