Pantene turns no na's Island Girl pop-up into a 'hair gloss room' for Gen Z

Pantene brought its “Click & Gloss” proposition to life through a series of experiential touchpoints at no na’s Island Girl album release pop-up, turning hair transformation into part of the fan experience.

The activation began before visitors reached the venue, with the Pantene Gloss Angkot transporting fans from Blok M Plaza to Nirmana Falatehan, where they were introduced to Pantene Miracles Vitamin Ampoules along the journey.

Inside the venue, fans could step into the Pantene Hair Gloss Room, which offered no na-inspired hair transformations using Pantene Vitamin Ampoules. The experience was designed to let visitors create their own take on an “island girl”, linking Pantene’s hair credentials with music, beauty, style and self-expression.

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The activation also featured Pantene Gloss Baddies, who roamed the event offering instant product trials and bringing the “Click & Gloss” proposition directly to attendees.

The experience extended beyond the physical venue through social media content, KOL participation and PR amplification, giving fans and creators additional opportunities to share the activation online.

The invitation-only experience kicked off on 18 September, before opening to the public from 19 to 20 September alongside no na’s Island Girl album release pop-up experience at Nirmana Falatehan in Blok M.

no na members also visited the Pantene booth, alongside other ambassadors including international singer and actress Anggun.

The campaign was designed to introduce Pantene Miracles Vitamin Ampoules to a younger Gen Z audience by placing the product within a culturally relevant music and fashion moment.

The activation brought together several agency partners, with MALEO overseeing creative direction and KOL work, Sagacita managing social media, BBDO handling PR, and Jakarta Event Group leading event production and on-ground execution.

Rather than positioning the product solely through conventional product demonstration, Pantene used the pop-up to make its promise of an instant, glossy-looking hair transformation tangible, while encouraging fans to interpret the “island girl” aesthetic in their own way.

“Pantene has always believed that healthy hair can give people the confidence to express themselves more freely. That’s why we continue to push our commitment to bring winning innovation in hair damage repair, helping consumers achieve healthier, stronger and more beautiful looking hair in ways that fit their lives today,” said Mikhael Hintono, brand director, hair care, P&G Indonesia.

“With Pantene Miracles Vitamin Ampoules, we’re bringing that promise into an instant, easy-to-experience transformation. And through the no na's Island Girl album release pop-up experience, we’re thrilled to introduce this innovation to a new generation and celebrate the many different ways Gen Z can make Rambut Pantene uniquely their own.”

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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