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.”