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[video] Pantene Japan Celebrates Hair Mavericks with New Campaign

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Pantene Japan has launched “#HairWeGo My Hair Moves Me Forward,” a new campaign starring announcer Sato Kondo—the brand’s first ever gray-haired advertising ambassador—and babychanco, a 1-year old who went viral when her mother began uploading pictures of her and her voluminous hair.

The duo was selected for how they “attracted attention with their own style of expressing themselves through their hair in 2018.” Though the campaign was launched in the Japanese national newspaper Asahi Shimbun on Jan. 7th, 2019, Pantene released a short movie, “The Hairy Tale by babychanco #HairWeGo Pantene” on babychanco’s 1st birthday, Dec. 23, 2018. Narrated by Kondo, it features memories from the infant’s first year, and encourages viewers to embrace that which makes them different.

“In 2019, we hope many more women will take a step forward towards who they want to be,” the company noted. “Pantene Japan celebrates all women in taking that first step forward towards who they want to be.”

Related: Special Report: Decoding Asian Beauty Ideals, Products and Trends