A beauty treatment that’s for life.

In Argentina, as in most of the world, breast cancer is the main cause of death by tumour in women, causing 5,400 deaths every year. Many of these could have been prevented, as early detection gives up to a 90% chance of recovery.

To encourage early detection during Breast Cancer Awareness Month, P&G and Grey Argentina launched Pantene Life Care – a breast-care initiative which was included as part of the routine in Pantene’s Expert Hydra-Repair Masque. For the three minutes that a woman has to wait while the Hydra-Repair Masque works on her hair, she self-examines her breasts, following Pantene’s Life Care instructions step by step.

The programme quickly had an impact in media and on social networks. There were 1.3 million YouTube views in a week, and more then 36 million impressions.

The campaign was endorsed by the Buenos Aires Ministry of Health. Pantene Life Care became an initiative for all Latin America.