PANTENE: TRANSFORM HAIR, TRANSFORM HER
Sometimes making little changes to “look the part” is the first step to “being the part.” That’s the insight behind the platform I authored for Pantene Thailand, “Transform Hair, Transform Her,” which is the Thai articulation of the global platform of “Great Hair Days.”
To launch the platform, we told compelling stories of two Thai women:
TRANSFORM HAIR, TRANSFORM NING CHANYA McCLORY
From a cancer patient in a television series to a brain tumor patient in real life. She was diagnosed in March 2020, but she never gave up and stayed positive.
Having brain tumor for her didn’t bring her down so much, but her stress is coming from the fact that she is not in control—in this case, not being able to function well or can’t even think because of her bouts of severe headache.
She believes that “We can’t change everything to be the way we want, but we can change ourselves,” and for her, hair was the easiest and quickest thing she can change to get rid of negative feelings of being out of control. Styling her hair helped to lift her spirit and made her feel she can tackle any problem. In her words, “Seeing my beautiful self in the mirror is the first step to starting a good day.”
TRANSFORM HAIR, TRANSFORM SUNNY LOLA
She has depression and often feel overwhelmed by pressure from around her and from society. She found that one effective way for her to deal with negative feelings is by changing her hairstyle or dying her hair.
Every time she changes her hair, it somehow heals and calms her anxiety. In her own words, she said it’s about “feelings changing, from outer to inner”.
She thought of herself as boring and unattractive, so she went for a drastic change in style and dyed her hair blond. She felt this was an eye-catching color, and its boldness helped with her self-confidence—she also became emboldened.
She felt happy with her new hair, and with each positive feedback she valued herself more. Now every time she changes her hair, even if she gets negative feedback, she’s confident enough to say, “It’s my hair. I like it this way.”
