When it comes to hair care campaigns, we’re used to bouncy blowouts on supermodels and celebrities — not babies. But a new campaign, launched earlier this month, features an adorable one-year-old with a head of hair you will envy. Meet Chanco, the new face of Pantene.
In an ad released by P&G Japan, Baby Chanco is featured alongside Japanese TV announcer Sato Kondo with the hashtag #HairWeGo. She also appears in an animated clip called “The Hairy Tale,” and it’s giving us all the feels.
Her smile is so sweet. Her cheeks are so pinch-able. But her hair. It's so long and thick and voluminous.
Chanco, whose mom-managed Instagram account has over 300,000 followers, is a natural in front of the camera. Her salon-worthy strands and super-sweet demeanor has turned her into a social media sensation — and now a star.
"We feel [Chanco's] beautiful hair has strong power that makes people positively move forward," Ooshiaki Okura, P&G Japan Hair Care Associate Brand Director told People. "We went straight to her mother because Chanco's personality and special character matches our image for women we want to support."
Check out some more cute pics of Chanco below.