This Baby’s Hair Is So Good She Just Landed A Major Beauty Campaign

P&G Japan

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.


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2018年。 染めない、隠さないグレイヘアが、多くの女性の賞賛を得た近藤サトさん。 生まれたままの髪の個性が、世界中の人々に愛された爆毛赤ちゃん @babychanco 。 ・ ふたりはわたしたちに、自分を素直に表現することの大切さを 教えてくれたのかもしれません。 ・ 2019年。 もっとたくさんの人たちが「なりたい私」へ、一歩踏み出せる年でありますように。 #さあこの私で行こう ・ パンテーンは美しい髪で、すべての女性を応援します。 ・ In 2018, Sato Kondo, who proudly lives without coloring 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. ・ ・ #さあこの私で行こう #さあこの髪で行こう #HairWeGo #パンテーン #pantene #近藤サト #グレイヘア #爆毛赤ちゃん #babychanco

A post shared by パンテーン / PANTENE (@pantene_jp_official) on

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.

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