Pantene named Coachella’s official hair care partner
Procter & Gamble’s Pantene hair care brand was announced as the official hair care partner of the Coachella Valley Music and Arts Festival.
As the music festival’s official partner, Pantene will host an immersive on-site activation between April 12 to 14 and April 19 to 21 in Indio, Calif.
The activation will offer visitors an experience to play, shape and style their looks at Pantene styling stations inspired by the latest #FestivalHair trends.
Attendees also will have the opportunity to sample and purchase the brand’s various products, including those that can give their tresses some major TLC once the festival is over.
“With 20 million people going to music festivals every year and 93% of them using styling products or tools to up their festival look, Pantene saw a great opportunity to enable personal expression to go to the next level,” Ilaria Resta, vice president of hair care for North America at Procter & Gamble, said. “At one of the premier events where music and self-expression are celebrated, we want everyone to be able to reveal their personality through their hair and help them achieve the look they want.”
In addition, Pantene has launched a #FestivalHair capsule collection, which contains such festival and summer hair essentials as dry shampoo, alcohol-free hairspray, an on-the-go frizz iron, the One Step Nourishing Hair Mask and Intense Rescue Shot.
The kit, which comes in a reusable zipper bag, will be available for preorder on Amazon.
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