Why did Pantene join the official partner of the festival?

Pantene, a global skin care brand, announced on January 9 that she had become an official partner in hair care for a music festival, which attracted attention.

This Festival is the Coachella Valley Music and Arts Festival, which will be held in Indiano, California, USA, from April 12 to 14.

Kochela Music Festival is one of the most famous rock and roll festivals in the United States. It is held annually in the Kochela Valley in the Indian Desert of California. P&G Ilaria Lestar, deputy general manager of North American Skin Care Department of P&G, said that "more than 20 million people attend all kinds of music festivals every year, 93% of them use hairdressing products and hairdressing tools during the festival."

In fact, during the festival, Pantene will launch an on-site activity to attract the audience's attention, hoping to enhance the brand image.

The audience attending the music festival may often use it after the festival is over after they get Pantene's sample products and purchase various products.

Pantene also launched #Festival Hair Capsule Collection Kit before the music season.

This set includes nutritionally rich hairdressing products such as Pantene Dry Cleaning, Alcohol-Free Hair Gel, On-the-Go Frizz Iron, One Step Nourishing Hair Mask and NEW Intense Rescue Shot. Among them,'NEW Intense Rescue Shot'is Panting's first home emergency care product, which is imported directly from Brazil and sold in the US market for the first time.