The Work

Pantene teases with ‘Beauty Water’ to break ‘miracle solutions’ myth

Watch the campaign conceptualised by Buzzman Middle East here.

Pantene introduced its new formulation that claims to protect women’s hair from water damage, a concern among women in the Middle East.

To make consumers realise that ‘miracle solutions’ are not effective or sustainable, the launch campaign saw a teaser (above) in which a fictional ‘Pantene Beauty Water’ was billed as ‘the first ever bottled water for hair’. After generating two million views in four days and buzz on social media, a second video revealed the new shampoo formula with oxidation blockers.

The reveal video is here:



Client: Pantene

Agency: Buzzman Middle East

ECD: Georges Mohammed‐Cherif

Vice president: Thomas Granger

Executive manager: Adil Zghaoui

Copywriters: Robin Iff

Art director: Olivier Baraona

Client servicing: Fadia Al Dandachi, Olivier Lopez

Producer: Heba Kharouf

Media agency: Starcom

PR agency: Leo Comm

Production house: Ta Productions

Director: Nick Vecchi

Exposure: Digital