Banijay announces Procter & Gamble has commissioned the third season of Endemol Shine Brazil’s branded reality format "Cabelo Pantene". The four-episode-series will be delivered by Pantene Brazil’s YouTube channel in November 2020, with Maisa Silva as host.
Created and produced by Endemol Shine Brazil, the multiplatform reality show sees people from all walks of life undertaking tasks which test the full potential of their hair. Cabelo Pantene has aired two successful series in partnership with Grey Brasil and sponsored by Pantene Brazil. The series gave Pantene the highest peak of Google searches for five years and topped the hair care category on YouTube in Brazil. The YouTube channel gained +40K subscribers from all over the country and had +62 million views.
Cabelo Pantene sees people from all walks of life live undertaking tasks which test the full potential of their hair. It’s not a beauty contest but instead challenges participants to express their essence and identity. Participants share their stories and learn from the most respected experts, to take full advantage of the health and diversity of their tresses.
This branded content format has been adapted in Portugal for two successful seasons. Endemol Portugal produced this version in partnership with global haircare brand Pantene, from Procter & Gamble, commissioned by broadcaster TVI.