CINCINNATI--(BUSINESS WIRE)--Just days after the release of the 2019 lineup, Pantene – the world’s #1 conditioner brand – has been announced as the official hair care partner of the Coachella Valley Music and Arts Festival, allowing festival-goers to experience more great hair days that will transform their world alongside the diverse music performances and connected experiences present throughout each festival weekend.
As an official partner, Pantene will host an immersive onsite activation during the festival, which takes place between April 12-14 and April 19-21 in Indio, California. The activation will offer an engaging experience for festival-goers where they can play, shape, and style their look at Pantene styling stations inspired by the latest #FestivalHair trends. While there, attendees will also have the chance to sample or purchase various Pantene products, including those that can help recover and repair post-festival hair – no matter how wild their festival style.
“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,” said Ilaria Resta, Vice President of Hair Care for North America at Procter & Gamble. “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.”
To prep consumers ahead of festival season, Pantene also launched its #FestivalHair Capsule Collection Kit with every festival and summer hair essential, including nutrient-infused stylers like Pantene Dry Shampoo and alcohol-free Airspray, an On-the-Go Frizz Iron, and conditioning treatments such as Pantene One Step Nourishing Hair Masks and Pantene’s NEW Intense Rescue Shot – the brand’s first at-home rescue treatment imported directly from Brazil, which just launched in the United States for the first time this month. The kit comes with a festival-ready, reusable zipper bag and will be available for pre-order on Amazon in January.
To keep up with Pantene at Coachella, follow the brand on Instagram and Twitter @Pantene, or visit Pantene.com.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and information about P&G and its brands.
