A modern Hairy-tale: Pantene have hired a BABY to be its newest face

An adorable baby with hair of incredible volume has landed a HUGE beauty campaign at just one year old.

Baby Chanco became an internet sensation after her mother used photos of the infant and her unusually luscious locks on Instagram to gain over 300,000 followers.

Hair giants Pantene has now recruited her to be in an advert alongside the iconically gray-haired Japanese TV broadcaster Sato Kondo.


A post shared by  (@pantene_jp_official) on

Pantene captioned the doting image;

"In 2018, Sato Kondo, who proudly lives without colouring or hiding her grey hair, won the admiration of many women. Hairmax Baby, @babychanco , received love from people all over the world because of her naturally unique hair."

"In some way or other, these two may have taught us the importance of expressing our true selves. In 2019, we hope many more women will take a step forward towards who they want to be," they added, promoting natural beauty.


A post shared by 髪記録 / hair diary (@babychanco) on

The brand released a comment on baby Chanco's "special character" and how it can move Pantene forward;

"We feel Chanco's beautiful hair has strong power that makes people positively move forward," P&G Japan Hair Care Associate Brand Director, Ooshiaki Okura, told People.

"We went straight to her mother because Chanco's personality and special character matches our image for women we want to support." 

Chanco also features in " target="_blank">The Hairy Tale, a video advertisement on Pantene's YouTube channel.


A post shared by 髪記録 / hair diary (@babychanco) on

Her mother was asked what the secret is to her little darling's amazing locks of hair, she replied; “Just let her live as she is,” she said.

Ms Kano added that one way to maintain her baby’s beautiful head of hair is simply regular brushing and a relaxed lifestyle.

“I prefer to keep her hair long, and in the future I want to try some new arrangements, like braid," her mother said.

“Baby Chanco celebrated her first birthday on December 23rd this year, with a relaxed updo surrounded by balloons and streamers, like a regular fabulous baby.”




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