When relationships end, people often seek to reinvent themselves, and one of the most common ways to do that is by changing their hairstyle. To tap into this insight and appeal to a younger, digitally-connected audience, Pantene launched a campaign ahead of China’s Singles' Day (11 November) and transformed a popular Shanghai hair salon into The Breakup Salon, where newly-singles received haircuts that symbolises their breakup stories. Hosted by Chinese celebrity Jiang Si Da, this campaign launched Pantene’s brand platform, Great hair changes everything.