Every year, 100,000 women in the UK suffer from cancer-induced hair loss. With hair loss, the most visible expression of identity becomes the most visible marker of illness. Many consider hair loss more traumatic than losing a breast. Yet hair loss receives less attention than other cancer-related issues, and women suffer in silence.

Enter Pantene, the famous hair care brand. As one of the market leaders in a crowded, commoditized category, Pantene sought bold, innovative ideas – like one to take on the stigma of cancer hair loss and make a meaningful difference in women’s lives. The brand realized that supporting this cause could foster more emotional, personal connections with consumers – and change the purchase decision from one driven by price, to loyalty.

The idea was triggered by our discovery of a small start-up charity, Cancer Hair Care, founded by a hair stylist. We launched a solely PR-driven campaign to listen to the needs of cancer patients experiencing hair loss and bring the solutions to the forefront, with the support of five 'cancer ambassadors' - women with personal hair loss experience. At retail, we donated 5p on sales of a specially created version of Pantene's best-selling Classic Care.

We quickly captured the hearts of UK media, generating 325+ million impressions. Cancer Hair Care's site traffic tripled; patients served in person doubled; donations dramatically increased.

Our campaign was entirely PR driven. To captivate British women, we needed a compelling celebrity spokesperson, and Cat Deeley, Pantene’s UK celebrity ambassador, stepped up. With a modest budget, we also needed a media exclusive, so we approached Lorraine Kelly’s popular “Daybreak”show for Cat’s campaign announcement. We built momentum by hosting an event for 30 consumer lifestyle and beauty media to meet the campaign’s five cancer ambassadors. Resulting coverage drove thousands to Cancer Hair Care’s website, where they found inspiring video stories of our ambassadors, infographics and practical tips.

The storytelling continued as we placed cancer testimonials in key women’s media including Red, which compelled hundreds to join the conversation and share personal stories and tips using the hashtag #cancerhaircare.

To reach consumers at retail, Pantene developed limited edition “collector” bottles of its best-selling Pro-V Classic Care, pledging 5p from every bottle sold to Cancer Hair Care.

The UK media’s response to the campaign was instantaneous, genuine and overwhelmingly positive. Within months, media impressions reached over 325 million, spawning cover stories and a comprehensive six-page editorial in Red.

The nonprofit is no longer unknown – it’s the leading voice on the issue. Because of the initiative, Cancer Hair Care’s site traffic has tripled, it’s been able to provide hair care services to more than 200 people at its studio, and gifted more than 300 free shipments of accessories and head wear.

The Pantene brand has seen unprecedented gains in customer loyalty.