CINCINNATI, OH: Procter & Gamble is increasing its PR and marketing efforts in its hair donation Pantene Beautiful Lengths campaign after receiving many more requests for hair donations than expected.
The company has received over 4,000 ponytail donations and more than 20,000 requests for donation kits as part of its three-month old campaign. The campaign encourages people to grow, cut, and donate their hair to make wigs for women who have lost hair due to cancer treatment. When Anthony Rose, associate director of global beauty ER (external relations) at P&G, spoke to PRWeek about the campaign back in July he estimated the campaign would generate 10,000 ponytail donations through its first year.
He said upcoming efforts would include enhancing the Hometown Ambassador program, increasing the number of touch points at which consumers can interact with the campaign and taking Beautiful Lengths global.
"We are looking at potential in-store executions and merchandising plans," Chinchilla said. "We are also looking conceptually at increasing the number of Hometown Ambassadors [from one per state] and let them serve as mavens or leaders in spreading the word and engaging more people through grassroots and online efforts."
Since everyone cannot make a hair donation, Chinchilla said P&G is also focusing on finding ways for people to "engage with the program beyond ponytail donations."
P&G is taking what it has learned from the US launch to "better understand how this execution and concept will come to life in different geographies," Chinchilla said.
Randall Chinchilla, external relations manager for Pantene, said the one thing that has stood out to P&G throughout the first six-month phase of the campaign is the response from consumers.
"We've been overwhelmed by the powerful response we have had from consumers," Chinchilla said. "The more people know about it the more they want to find out how they can help. So now, more than anything else we're focusing on creating and building awareness for the cause, and coming up with more ways for people to become involved."
P&G launched the Beautiful Lengths campaign on July 13 when Diane Lane appeared on NBC's Today show to cut and donate her hair to the Pantene campaign.