Dickinson actress Chloe Fineman will lead Pantene’s new Conditioner Collective.
Joining Peloton instructor Jess King, Hacks actress Meg Stalter, model Nardia Boodoo and composer Ezinma, the collective will work to redefine conditioner’s status quo, demonstrating how hairstyles hold up in real life scenarios.
The hair care brand's conditioners are now designed to make styling easier and more consistent.
Maris Croswell, Senior Brand Director at Pantene, said: “Our new formulas have twice the active nutrients and nourish hair to make it easier to style.
“[The consumer] can experiment with her styles and express her individuality, knowing her hair can keep up with everything she asks of it.”
Fineman began her career with The Groundlings improv troupe and became a featured player on Saturday Night Live in 2019.
She also joined American comedy series Dickinson, about the life of Emily Dickinson, in which she plays the role of poet Sylvia Plath.
Fineman will kick off the #PanteneCanDoThat challenge on the brand’s Instagram, recreating popular hairstyles and showcasing how Pantene’s conditioner can maximise hairstyles.
The line-up will make their debut in the hair care brand’s new film Can Your Conditioner Do This?, wearing updos that undo to soft curls and hairstyles that hold throughout the day.
Fineman said: “It’s 2022 – you should be asking more from your conditioner!
“I love having a conditioner that can keep up with my day – constantly changing styles, getting into different characters – I know my Pantene conditioner can keep up with whatever I throw at my hair.”
Pantene’s creative is said to have undergone no digital alterations that would change the original texture, colour or style of the images used in the campaign.
The brand’s new conditioner range features Daily Moisture Renewal, Curl Perfection, Smooth & Sleek, Repair & Protect and Volume & Body, and is available now.
