This Pantene campaign is the epitome of pure adorability. The marketing initative taps an Instagram-famous baby who has gained social recognition for having a wildly lush head of hair — for a toddler.
The young personality is reachable on social media through the @babychanco account. The little girl appears alongside Sato Kondo who is a Japanese television presenter and "has garnered her own cult following in the country for her natural gray hair."
The Pantene campaign is a great example of how brands tap social phenomenons and influencers to capture consumer attention. In this case, Chonco and Sato Kondo are an ideal blend for a hair product marketing initative due to their unique personal attributes.
Toddler-Headed Hair Campaigns
This Pantene Campaign Spotlights Chanco — a Baby with Lush Hair
Trend Themes
1. Baby Hair Influencer Marketing - Brands will increasingly use social media influencers who are babies or toddlers to promote hair products.
2. Gray Hair Visibility - Gray hair will become more visible in the media as a symbol of beauty and personal style.
3. Authenticity and Diversity in Advertising - Brands will prioritize working with diverse and unconventional models to better represent their target audience and build stronger consumer connections.
Industry Implications
1. Baby and Children's Haircare - Companies that offer baby and children's haircare can capitalize on the trend of using babies and toddlers as influencers and models in advertising campaigns.
2. Haircare Products - Haircare companies have the opportunity to reposition gray hair as beautiful and desirable, creating new products and marketing campaigns that celebrate this look.
3. Advertising and Marketing - Advertising and marketing agencies that prioritize diversity and authenticity can attract clients who want to build a more inclusive and relatable brand image.