The flight of brands from Chiara Ferragni does not stop. After the farewell of Safilo, Coca Cola and the Paolo Pigna paper mills, Pantene also decided to interrupt the collaboration with the influencer, once again struggling with the repercussions on its image due to the accusation of aggravated fraud regarding the affair judicial proceedings linked to the Pandoro Balocco. For the launch campaign of a new product, in fact, the beauty giant would have chosen another blonde, the 40-year-old Israeli model Havi Mond.
Pantene’s farewell to Chiara Ferragni
The collaboration between Chiara Ferragni and Pantene has lasted since 2014, when the company had chosen the influencer as one of its brand ambassadors, with whom it had also created personalized articles in addition to the commercials launched taking advantage of the 36-year-old’s social following. Furthermore, together with the digital entrepreneur, the multinational hair products company had launched the “Strong together” competition in support of startups led by women entrepreneurs and had set up other “projects with a strong social impact”.
Pantene would finally succumb to the wave of negative comments on social media and the pressure to end the collaboration with Chiara Ferragni. As recalled by Corriere della Sera, already in March on the occasion of the launch event of the new product line, the entrepreneur did not appear among the faces of the promotional campaign together with actresses and influencers such as Alessandra Mastronardi, Cristiana Capotondi, Clotilde Esposito, Ginevra Ferro, Angietutorials and Rosa di Grazia.
The Swiss brand’s distancing from Chiara Ferragni risks having further consequences on the budgets of Phoenixthe company that manages the influencer’s brand, after the latest precedents of the interruption of the collaboration with Pigna, the commercial withdrawn from Coca Cola and the exclusion from the Tod’s board of directors by the Della Valles.
This would be yet another blow to the digital entrepreneur’s business, although her own company recently clarified “that it had not encountered any contraction in its turnover until mid-December 2023, with the consequence that the 2023 budget data are only partially affected of the possible decrease in sales” while with regards to the 2024 turnover, Fenice specified “to operate in multiple countries whose performances were only partially impacted by the events of December ’23. Today, at the beginning of the second quarter of 2024, the Company is working to obtain the best possible results by the end of the current year, in the same spirit as always.”
Who is Havi Mond
The farewell between Pantene and Chiara Ferragni would have been in the air for some time, but would now have been confirmed by the publication by Havi Mond on its Instagram page of the first images of the new advertising campaign.
The 40-year-old Israeli model already has a long history behind her career as a testimonial in advertising for international brands such as Chanel, Calvin Klein, Ralph Lauren, James Lakeland, Yves Saint Laurent, French Connection, Armani Jeans, Laura Ashley, Toni & Guy and Asos.
In a past interview with People, the model spoke about the pressure on physical appearance suffered by those who do her job: “The pressure to be thin at all costs? There is always because my work is based on my appearance, but I don’t follow diets. I just try not to eat too much junk food. I eat healthy, fish and vegetables.”
