Grey New York’s latest work for Pantene turns a real experience for women into a horror-inspired campaign: The Shedding. Launched like a movie trailer across cinema, social, and OOH, it brings the anxiety of every day hair loss to life.

The twist? The trailer is teasing the release of Pantene’s new Abundant & Strong collection—the hero that can Stop The Shedding.

Only The Strongest Will Survive

Famously Effective

“The Shedding” starts from a simple human truth: for women losing hair, the signs are inescapable.

Pillowcases, shower drains, hair ties. Every step of her routine becomes less about self-care and more about saving every strand she can.

By framing those everyday moments as scenes from a horror trailer, the campaign turns a private anxiety into a sharable and relatable experience. When Pantene Abundant & Strong is revealed as the “hero” that can stop the shedding, it brings together two unexpected worlds (horror movies and hair care) to create an idea that’s memorable and hard to ignore.