“Aku, jadi Duta Shampoo lain?”, “Perfec+ON, Kondisioner Tanpa Bilas!”, “Interview Terberat #Berpenampilan menarik”, “Kita semua Duta Shampoo PANTENE!”, “Rambut Tahan Banting”, “No Rambut Bebek!”, “Tampil All Out!”, “ASMR Rambut Maksimal, Tebal Terooos!”, “Micellar Shampoo”, “Rambut Kebal, Rambut Tebal”, and finally “Rambut Capek, Rambut Kecharged!”.

What initially started as just a job, turns to be the Essence of my Life for the past 3.5 Years! Handling a very complex business of the biggest Hair Care Brand in Indonesia, is indeed challenging but never ever for just a second I regretted it.

What from outside seen as just shampoo brand, or just Hair Care Business; actually representing a holistic way of life. It’s not just Hair.

We have always given our best, and continuously try until today on Finding a way to give the best product for Indonesian Hair. Because we believe on our dreams that Everyone deserved A Great Hair Day!

Our Journey was started with the first “Kondisioner Tanpa Bilas” Non-Rinse conditioner in the market! Creating Habit change Campaign thar showcasing Shampoo alone is not enough; via a very colloquial Indonesian Term of “Rambut Awut-awutan”. Maximizing this campaign with the First Massive Influencers Bomb, took over 3 Major Lifestyle Magazine cover within the same month, and created the Virrral FOMO Museum; when Hair meets Art Installation. We created a bust and FOMO movements among Indonesian Women.

We continued our journey with so much more initiatives; trying to spend the love of PANTENE to every single Indonesian Women. The Only Pantene Hijab Globally, Pantene Gold Series for Short Hair Women, Introducing trendy and beautiful Ingredients into Haircare Category from Rice Oil Essence, Biotin, Collagen, Micellar.

PANTENE has showcased over and over again that Beauty and Great Hair is for Everyone, without any biases, no matter who you are, what hair type you are born with, what hairstyle you chose. Pioneering the Hair Story with the Story of Bias during Job interview, with requirement of “Berpenampilan Menarik” under campaign #TheToughestJobInterview. We are celebrating our 30 years in Indonesia by announcing to the world that we have not just Anggun as our Brand Ambassador, but actually All of Indonesian Women as Duta Shampoo PANTENE. We supported all Indonesian Women with their decision to own Great Short Hair, partnering with Asia’s Next Top Model Winner, Ayu Ghani, through her Short Hair Story.

With 8 out of 10 women in Indonesia still not satisfied with her Hair Condition; as Hair needs more nutrients that Shampoo alone can’t provide, PANTENE Introducing the 1st Ever Hair Supplement, with #RambutKecharged as the cue of Healthy Hair and is Fully loaded with Supplement,  also #RambutCapek as the absence of Nutrient which led to Bad Hair Day, and the act of Senggol Bacok (Short fuse). We maximized this launch with the Virrral UnPANTENE Campaign with Keanu, a Male Influencer with long and unruly hair, and famous for his short temper.

This campaign becoming the most Viral Ads of P&G Indonesia History, delivering the Highest ever PANTENE Conditioner Share, and Conditioner Category to date! The campaign that has won millions of Indonesian Hearts and Multiple Creative Awards Nationally and Internationally; 8 Citra Pariwara Awards including the Most Prestige Advertiser of the Year, and Grand Prix for Brand Experience, 2 HASHTAG Awards, 5 MME SMARTIES Awards including Best in Show, 3 MOBEX Awards, 1 WARC Medal, 5 Marketing Excellence Awards, 1 FOMA Award for Best Viral Campaign, and more to come..

But most importantly this campaign has brought A Great Hair Day and True Miracles for Everyone.

And also, a GOLD Farewell for me with PANTENE. With Love #PANTEAM