Pantene Reinforces Its Position as a Global Leader in Hair Care with a New Music Marketing Strategy, Launching PiXXiE as Its Latest Presenters
Pantene reaffirms its leadership in the global hair care industry by creating a new kind of brand experience through an innovative music marketing strategy. The brand introduces the three members of PiXXiE—Mabel Suchada, Pimma Pimmada, and Ingko Intpalee—as its newest group presenters under the concept “Pantene Miracle Queens.” Together with Urassaya “Yaya” Sperbund, they delivered a powerful “strong and beautiful hair” phenomenon on stage at IMPACT Arena, Muang Thong Thani.
Expanding further into the digital space, Pantene also unveils its latest music video, “Sanae Pom Mun Raeng” (Game Changer), inspiring modern women to embrace confidence through beautifully flowing, healthy hair. The campaign reinforces the belief that “beautiful hair is Pantene hair,” redefining what healthy, beautiful hair means in each individual’s unique way.
Pantene has once again shaken the beauty industry by capitalizing on a viral social media trend. PiXXiE’s flawless hair-flipping choreography captivated audiences online, earning them the nickname “#GhostHair.” This momentum has been transformed into a strong marketing campaign under the concept “Beautiful Hair Equals Pantene Hair,” positioning Pantene as a trusted companion for Thai women seeking naturally smooth, weightless, and healthy hair.
As part of the campaign, Pantene launches the latest PANTENE MIRACLES SHAMPOO, with PiXXiE representing diverse expressions of beauty:
- Mabel embodies the “Unbreakable Queen,” showcasing resilience through her journey—just like hair that remains strong and beautiful despite everything it has been through.
- Pimma, with her short hairstyle, challenges traditional beauty standards and proves that confidence defines beauty beyond conventional norms.
- Ingko, the youngest member, radiates vibrant energy and all-around talent in both singing and dancing, reflecting bold, colorful hair that remains strong and radiant through every transformation.
Meanwhile, Yaya serves as the inspiration behind the “Every Queen” concept—empowering individuals to rise as queens in their own right, embracing beauty, charm, and world-class talent. She represents the true “Pantene woman,” glowing from within and expressing confidence through elegant, healthy hair.
The campaign highlights the new shampoo’s key feature: a silicone-free formula that still delivers deep nourishment powered by Pro-Vitamin B5. Designed to address various hair concerns, the product comes in three specialized variants:
- Collagen Formula – for dry and heat-damaged hair
- Biotin Formula – for dry, brittle, and breakage-prone hair
- Keratin Formula – for dry, rough, and frizzy hair
Powered by Pantene’s patented Gel Network Technology, the formula allows nutrients to penetrate the hair quickly and precisely without leaving any sticky residue or weighing hair down. The result is smooth, lightweight, and healthy-looking hair from root to tip.
Challenge everyone to shop PANTENE MIRACLES SHAMPOO now on Shopee: https://shopee.co.th/a-i.1667955915.54405550031 and at stores nationwide.
Experience the transformation by shopping PANTENE MIRACLES SHAMPOO today via Shopee and at stores nationwide. Don’t miss the premiere of the music video “Sanae Pom Mun Raeng (Game Changer)” by PiXXiE feat. Yaya on March 27, 2026, at 6:00 PM via Pantene’s official channels.
Turn up the volume and feel the power of flawless hair.
Stream the MV “Sanae Phom Man Raeng (Game Changer)” by PiXXiE feat. Yaya now—don’t miss the shine, the sway, and the confidence in every move.
Watch it here
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