In celebration of Single's Day, one of China's most popular shopping days, Pantene launched the Breakup Salon -- a converted salon in one of China's most popular cities that welcomes the newly single. The interactive popup uses one of the best breakup strategies practiced by humanity for decades: getting a new haircut. Prior to the launch, Pantene crowdsourced breakup stories to create a documentary. Each style of haircut was named after the reason the relationship ended such as 'Cut Hime Out of Your Life,' 'Blow Wave Him Goodbye,' and 'See You Around Bob.'
Mckey Lin, Brand Director, P&G, adds, “Seeing people go from breakup to breakthrough brings to life our brand and ambition. And being able to provide this platform was a first for our brand. By helping people embrace life changes that starts with great hair, this becomes a testament of why Great Hair Changes Everything.”The Breakup Salon campaign is an interactive and authentic way for Pantene to connect with its overseas demographics.