Purpose Awards 2022: Specialist – Best Use of Celebrity and/or Influencers

The winner is Pantene Miracles Silky and Glowing, by PrettyGreen for Pantene (Procter & Gamble).

In attempts to drive awareness of Pantene’s new Miracle Silky and Glowing range, the haircare brand wanted to ensure that everybody had the opportunity to feel visible, represented and had access to self-identity through their hair.

For the campaign launch, the brand partnered with visually impaired content creator and beauty lover Lucy Edwards – its newest (and first blind) ambassador.

Edwards showcased how members of the visually impaired community benefit from their beauty regime and haircare, demonstrating that the touch and feel of their hair was important to them and their wellbeing.

In her social media shares, Edwards demonstrated in the brand’s ad about how important it was to her and members of the visually impaired community to have hair that felt soft, rather than straw-like.

The haircare brand also partnered with charity RNIB to use groundbreaking Navi-lens technology on its Silky and Glowing in-store packaging – a first for the UK beauty sector.

The unique technology has brightly coloured codes that visually impaired shoppers can scan with the Navi-lens app to tell them about the product’s ingredients, shelf-life and more.

There campaign led to coverage in 38 publications, with 100 per cent positive sentiment, resulting in a 1.95 billion reach and 1.76 million coverage views.


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