Pantene wanted to enhance their image as a premium brand and hair care expert, so H&K implemented a transformation experience targeted at women in China. With the launch of an official website, and start of a nationwide program titled Pantene Shining Journey, H&K utilized famous celebrity, Chiling as the spokesperson and source of encouragement for all Chinese Women to be selected as a contestant for this program. 

Pantene Shining Journey attracted thousands of contestants all over China, and 9 live TV episodes covered these finalists 'beauty transformations' from start to finish.  A series of tailor made professional training courses were conducted for the 20 finalists, including image consultations, make up experts and Chiling herself to provide beauty tips face to face.

H&K leveraged this reality show to increase brand equity and enhance Pantene’s awareness amongst consumers all over China.