"Integration of the advertising and the actress' real life" through tie-in with Japanese one of the most famous and influential TV station - Fuji TV to sponsor "Pantene Drama Special" once per year. For the drama, Pantene selects a heroine at an audition and transforms her look and mind from amateur to professional actress. Having her debut in the drama, then she starts appearing in Pantene's advertising as true witness of Pantene's beautiful result to share with Japanese women own real Pantene experience.

Pantene in Japan has successfully become one of the top hair care brand in the market recording monthly No.1 value share several times since 2008. Pantene's share was around 2% in 2002 but it grew to over 11% in 2010. While the brand grows it sales, 7 actresses from "Pantene Drama Special" have been growing to top actresses in Japan. Their growth in real life evokes Real Hope among Japanese women to be able to become more beautiful with Pantene. Especially, the campaign in 2009 capturing actress’ beauty ritual provided step change for the brand’s growth to position Pantene as top hair care brand emotional and rational reasons for Japanese women.