This was the first thing I ever did on Pantene. I was asked to reinvent the brand. I knew I needed to make its health position as well as the women portrayed more relevant- without losing the elevated look that made the brand famous.

Growing up with two sisters and a mother who were obsessed with their hair led me to a universal insight: women hate the hair they have! I felt that Pantene health could change that. If you love your hair with healthy Pantene, you will love your hair.

Showcasing  the products in still lifes that tell a "beauty through health" story allowed me to convey the brand position in an instant. Then, showing beautiful women  of all races and hair types broadened the appeal while the romantic aesthetic kept them elevated above mass imagery. Touches of nature- wind, air, sun and sea- furthered the healthy message missing in the brand's history of studio shots. Photographer Fabrizio Ferre brought the magic and romance I wanted.

Love Your Hair rocked the beauty world. Industry press took notice- and so did women. I still love it. It would work today!