P&G launches Aqua Light – a new line of Pantene Pro-V hair care products
Procter & Gamble is launching now Pantene Pro-V Aqua Light in Poland – it is a new line of Pantene’s hair care products with key benefit: strong and light hair that defies gravitation (as it’s blatantly explained on Pantene’s Polish website). The launch campaign features a young and successful Polish actress – Alicja Bachleda-Curuś – as the face of the Aqua Light series. The actress played leading roles in such movies as: Trade (USA, 2007), Neil Jordan’s Ondine (Ireland-USA, 2009) and Spike Lee’s The Girl is in Trouble (USA, 2010).
The campaign started in October 2010 with billboards displaying Alicja with her long hair floating in the air and the headline underlining the strength and lack of burden. Alicja Bachleda-Curuś has been a very popular celebrity for the gossip columns lately due to her turbulent relationship with the Hollywood star Collin Farrell – in October 2009 Alicja gave birth to Farrell’s son named Henry Tadeusz. In October 2010 it was reported that the couple split up. Since November 2010 a TV commercial of Pantene’s Aqua Light conditioner has been on air in Poland.
In the TV spot Alicja refers to the shooting of her movie Ondine when she faced some problems with conditioning her hair. Apparently only Pantene Aqua Light conditioner helped her regain the strength and lightness that she enjoys so much about her hair. There are also print ads in women magazines – some of them include product samples attached.
The campaign is also visible on the brand’s Polish website – http://www.pantene.pl/ – where consumers can fill in a request for a product sample as well.