Pantene & Keith Haring Artist Edition

Pantene & Keith Haring Artist Edition was an influencer-led campaign introducing Pantene’s first-ever Artist Edition through authentic creator storytelling instead of traditional beauty advertising. Inspired by Keith Haring’s belief that art should be accessible, joyful, and meaningful, the campaign turned everyday hair care into a platform for self-expression, confidence, and self-love — values strongly resonating with Gen Z.

Pantene partnered with artists and performers Eva Parmakova, Yoana Dimitrova, and Santra, chosen for their genuine connection to creativity and individuality. They co-created with the product, naturally integrating the Artist Edition into their routines, music, and self-care moments across Instagram and TikTok.

Digital storytelling was amplified through AR-led Reels inspired by Haring’s visual language, while real-life activations at the Wall of Love installation and EXE Beach Festival extended the narrative beyond screens. The campaign positioned Pantene as a cultural expression of confidence, creativity, and self-love.