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Along with a surprise appearance by “Yaya,” joining a special performance of the song “Sanae Phom Man Raeng.”

The beauty industry was set abuzz in a major way as Pantene, the world-leading hair care brand, created a viral surprise moment with the grand launch of its new Pantene Miracle Queens presenters—Thailand’s hottest girl group PiXXiE, led by Mabel Suchada, Pimma Pimmada, and Ingkho Intapalee—right in the middle of the large-scale concert “PiXXiE Tales Concert: The Enchanted Ceremony.” The historic reveal took place amid thunderous cheers from fans who gathered to witness this unforgettable milestone.

The three members of PiXXiE, creators of viral clips and the iconic “ghost hair” phenomenon, officially introduced a new definition with their own words, coining the phrase “Beautiful hair equals Pantene hair.” The excitement only intensified when the trio took the stage to showcase stunning, healthy, glossy hair in a captivating hair-flip performance that mesmerized the entire audience.

This launch marks a new milestone for Pantene, as the brand fully embraces Music Marketing for the first time. Along with the unveiling, Pantene debuted the special song “Sanae Phom Man Raeng” and reinforced the new brand message “Beautiful hair equals Pantene hair,” building strong brand recall through the power of music and T-Pop culture.

Adding to the spectacle, Thailand’s top superstar Yaya–Urassaya Sperbund made a surprise appearance, joining the stage performance and embodying the charm of healthy, beautiful Pantene hair while seamlessly delivering the brand’s message through music.

Pantene also went all out by gifting PANTENE MIRACLES Shampoo, the new formula, to every concertgoer in attendance—allowing fans to try it before its official retail launch—along with a special card from PiXXiE and discount coupons.

The shampoo features a silicone-free formula enriched with Pro-Vitamin B5, available in three variants tailored to different hair needs: Collagen, Biotin, and Keratin. Designed to be used alongside Pantene’s legendary gold-tube conditioner, the formula enhances nourishment to the fullest, helping repair damaged hair down to the core bonds*. With a lightweight gel texture and Pantene’s patented “Gel Network” innovation, it targets hair repair without weighing hair down, delivering smooth, soft, bouncy, non-sticky results—perfectly suited for the lifestyle of the new generation seeking both beauty and strength in their hair.

The collaboration between Pantene and PiXXiE is more than just a product launch—it is a refreshing reinvention of the brand image to be brighter, more fun, and more aligned with modern lifestyles. By leveraging music from leading T-Pop artists, Pantene elevates its brand communication strategy, reinforces its leadership in innovation, and powerfully blends entertainment with branding. This campaign has emerged as a new marketing phenomenon, driving widespread recognition and reaffirming Pantene’s role as a trend-setting brand that continues to redefine the industry.

Discover Pantene’s latest innovation today and transform damaged hair into beautifully healthy “Pantene hair,” just like the Miracle Queens PiXXiE and Yaya, available at Shopee and nationwide starting March 15, 2026. Stay tuned for the miraculous phenomenon and the special single “Sanae Phom Man Raeng” by PiXXiE, coming soon on Pantene’s official accounts.


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