Procter & Gamble’s Pantene has been selected as the official hair partner for the Coachella Valley Music and Arts Festival.
As partner, Pantene will run an immersive onsite activation during the festival that will allow attendees to style their looks at Pantene styling stations that reflect the latest festival hair trends.
Pantene has also debuted its #FestivalHair capsule collection kit that comes in a zipper bag and includes dry shampoo, hairspray, an on-the-go frizz iron, conditioning treatments and more.
The Pantene #FestivalHair kit will be available on Amazon this month.
“With 20 million people going to music festivals every year and 93 percent of them using styling products or tools to up their festival look, Pantene saw a great opportunity to enable personal expression to go to the next level,” says Ilaria Resta, vice president, hair care, North America, Procter & Gamble. “At one of the premier events where music and self-expression are celebrated, we want everyone to be able to reveal their personality through their hair and help them achieve the look they want.”
Coachella will take place April 12-14 and April 19-21 in Indio, California.