David Blecken
Jan 16, 2019

Pantene uses a big-hair baby to celebrate individualism

The shampoo brand has jumped on the popularity—and surprising controversy—of Japanese Instagram star Baby Chanco.

The shampoo brand has jumped on the popularity—and surprising controversy—of Japanese Instagram star Baby Chanco.

Pantene is riding a wave of interest around a Japanese baby with unusually big hair. The PG brand has launched a campaign featuring the girl, named Chanco, that celebrates being different.

Developed by Grey Tokyo, The Hairy Tale’ tells the story of Chanco’s rise to fame based on her abundant hair. Born in December 2017, she made her Instagram debut at four months, and has since accrued 377,000 followers.

At just...

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