The first step entailed extensive nationwide auditions for our 20 finalists drawn from thousands. These lucky 20 hopefuls were transformed on the inside and out over nine episodes broadcast on China’s top entertainment channel Dragon TV.Viewers took part in the journey by voting for their favourite using SMS and blogging on our specially-created website. The grand final selected the Pantene cover girl who had fulfilled the dreams of millions… and been discovered.

An overwhelming response:China’s number one entertainment show40m viewers weeklyPantene sales up 11% during the campaignMore than one million blogs about the show - a powerful measure of how engaging the idea has proven