The three-month search for the first Pantene Shine Princess culminated on February 12, when Pantene crowned Umme Kulsoom 2008's Pantene Shine Princess and rewarded her by 20-Tola gold bars and a laptop. Sharing his comments on this momentous day, P&G Pakistan's Country Manager Qaisar Shareef informed the audience of the concept behind this nation-wide search.
He said: "P&G believes in touching and improving the lives of its consumers by finding more and innovative ways of giving them the confidence to be their very best. This campaign is one such example, where Pantene Pakistan has tried to find a novel way to empower the female youth of Pakistan by giving them the confidence to shine like a princess."
The search for Pantene Shine Princess started in December 2007 by inviting females from all over Pakistan to participate by sharing their shine stories. In response, Pantene received hundreds of entries from all over Pakistan through the mail, website and drop boxes placed at Pantene salons. These entries were then short-listed to eight candidates; who then became part of a nation-wide voting contest, where thousands of consumers voted for their favourite contestant.-PR