Pantene(R) Announces Creation of World's First Reality TV Ad

CINCINNATI, April 1 /PRNewswire/ -- Pantene, the iconic brand known for memorable advertising tag lines such as "don't hate me because I'm beautiful" and "hair so healthy it shines," launches the search for the world's first reality hair star.  As part of the unprecedented marketing support for the brand's reinvention, Pantene will put their products to the ultimate test live in the world's first reality hair ad.  The game-changing advertising will air on May 25, 2010 on multiple channels including a major national network, as part of one of the hottest shows of the season.

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"Pantene is known for being at the forefront of hair care innovation and we'll be breaking new ground on May 25 when we air the world's first reality hair advertisement," said Craig Bahner, Vice President, North America Hair Care, Procter & Gamble.  "Shooting a reality TV ad is the ultimate hair test, and we are confident that our products will pass the test in this one-of-a-kind project."

One woman will be selected from the online casting call to put Pantene to the test on live TV and will appear in the first reality national advertising spot alongside Pantene's current spokesperson, Stacy London.  She will also win the "Be the Rock Star You Are" experience from Bret Michaels, which will include tickets to one of his concerts this summer, first class airfare, a ride in Michaels' tour bus, and backstage passes.  

"I'm really excited to be involved in such a revolutionary project," commented London.  "I work with women everyday and I know that getting your hair right can be a real challenge that can make or break any day.  Pantene's search for the world's first reality hair star will prove the power of Pantene on live TV!"

From April 2nd through April 18th 2010, women will have the opportunity to tell Pantene why they should be the first reality hair star by uploading a video to www.pantene.com/realitystar.  America will have the chance to vote on their favorite videos to help choose the winner and fan favorite videos will be chosen daily.  All video submissions will be evaluated and 12 finalists will be flown to New York City for an in-person test shoot in May. 

To be eligible:

• Applicants must complete an online registration form and submit a video entry no longer than one minute at www.pantene.com/realitystar
• The video entry must tell why you should be the first reality hair star and show your hair's personality
• Applicants must add at end of video: "That's why I am the first reality hair star!" 
• Open to legal residents of the 49 U.S. states & D.C. (excluding Maine) and Canada (excluding Quebec), who, as of date of entry, are 18 or older; for official rules visit www.pantene.com/realitystar

Please visit www.pantene.com/realitystar for the complete contest rules.

With its new understanding of hair's unique inter-fiber relationships, a critical factor in product performance that influences how ingredients work on hair, Pantene reinvented its entire brand structure. New Pantene includes an updated ingredient list, tailored systems, new packaging and new fragrance.   

New Pantene solutions are custom created to deliver outstanding product performance based on four unique hair structures and end-benefits.  New Pantene utilizes advanced ingredients and customized solutions for Fine, Medium-Thick, Curly, and Color-Treated hair, with shampoos, conditioners, styling products and treatments, including options designed to work together to deliver long-lasting results.  Beginning April 1, log on to www.pantene.com/freesample to try the products.

About P&G Beauty & Grooming

P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G's beauty and grooming products delivered sales of over $26 billion in fiscal year 2008/09, making it one of the world's largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®, Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®. Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

SOURCE Pantene