Endemol Shine Group Partners with Pantene for Branded Content Deal


Endemol Shine Group has entered into a first-of-its-kind international branded content deal with Pantene for Brazilian reality format Cabelo Pantene, O Sonho.

Created by Endemol Shine Brazil, Cabelo Pantene, O Sonho is a multiplatform reality show that seeks to find Pantene’s new brand ambassador. The show has aired two four-episode seasons in partnership with Grey Brazil so far. The format has also sold to Portuguese broadcaster TVI for a local production of the show, which will be produced by Endemol Portugal.

The reality show features people from all walks of life living in a house together and undertaking various challenges to test their full hair potential. It asks participants to tell their story and express their identity through their hair. Winners will become the Pantene Hair Ambassador and win a €10,000 prize.

In Portugal, host Leonor Poeiras and model Luís Borges will be the faces of the show. The competition will air on TVI for four episodes and be accompanied by a strong multimedia campaign on Pantene’s website and across YouTube.

Lisa Perrin, CEO of creative networks at Endemol Shine Group, said: “Cabelo Pantene, O Sonho is a fantastic multiplatform series that authentically builds Pantene’s brand values into the show whilst remaining entertaining and relevant to the audience. We believe this deal could present further branded content opportunities and that the format’s 360-degree approach is key to engaging with the younger audience. This show has been a proven success in Brazil and with a reality competition at its heart we see great potential internationally, starting with Portugal.”

Macarena Rey, CEO Endemol Portugal, said: “Following the show’s huge success in Brazil, we saw an opportunity to offer Pantene a fantastic proven hit to reach new consumers in Portugal. At the same time, TVI was looking for branded content that could live across multiple platforms to engage younger audiences. We are looking forward to combining the great stories from the contestants with the latest beauty trends in this new show for iconic brand Pantene.”

Juliana Algañaraz, CEO of Endemol Shine Brazil, added: “We are very proud to combine branded and entertainment into a successful formula that remains relevant and engaging whilst remaining true to the core brand values of Pantene. The show has not only been a hit here in Brazil, and we’re excited that the format is now traveling internationally with this deal in Portugal.”