NEW YORK — Pantene, New York Fashion Week’s exclusive hair sponsor, has several efforts planned for the eight-day event, which kicks off today, to lure some of the most influential style authorities.
The world’s leading hair care brand, with sales close to $2 billion, is setting up a Pantene Pavilion, a place where show attendees can receive personal hair consultations with stylists. Pantene gift bags will be distributed here, too.
In addition to taking center stage at fashion week, Pantene is sponsoring Gwen Stefani’s first fashion show, L.A.M.B. by Gwen Stefani, making its debut Sept. 16. Hairstyles for the show will be led by stylist Danilo, who is also Stefani’s personal hairstylist, as well as Pantene’s celebrity stylist.
While much of fashion week revolves around fantasy, Pantene is looking to bring a little reality to the masses. Beginning this month, Pantene is holding a sweepstakes on its Web site, pantene.com, where one winner will receive a three-day, two-night trip to New York along with two guests to attend a Pantene-sponsored show at New York Fashion Week in February. The prize includes airfare, hotel and spending money. For stylists, Pantene is holding a styling competition where one winner will get the opportunity to style hair for a Pantene-sponsored show in February. The winner and a guest will be flown to New York and given hotel accommodations and spending money.