On 11 January 2006, the Beijing consumer team organized a grand launch for Pantene Preserve, a new government approved and registered anti-hair loss treatment. The team has devised a comprehensive campaign to sustain media coverage of the product over the next six months which aims to balance both scientific and beauty elements of Pantene Preserve while communicating its breakthrough technology in a convincing and easy to understand way.

The theme of the event was "glittering galaxy" and this was reflected in every aspect of the launch, from the venue décor to the program elements. Close to 100 media from Beijing, Shanghai, Guangzhou and Chengdu, as well as P&G senior executives, including Daniella Ricardi and Austin Lally attended the glittering event.

The star of the event was beauty queen and Pantene Preserve spokesperson Vivian Chow.  The event program included a technical presentation by a hair expert, a spring/summer 2006 hair show and a talk by an astrologer linking astrological signs with hair health. Each element of the program communicated key messages in a unique way.

The launch helped to maximize awareness of Pantene Preserve and position the product as the leader in the anti-hair loss category.  More than 120 pieces of coverage spanning magazines, newspapers, TV and online media have been generated so far. 

WS Beijing: Millie Kwan mkwan@wbershandwick.com

Pantene senior executives Daniella Ricardi (L) and Austin Lally (R) with spokesperson Vivian Chow (M).