The new Aqua Light range, which is fronted by Cat Deeley, has been launched with a comprehensive blogger outreach program handled by PR agency Ketchum Pleon.
The brand has targeted beauty bloggers with events, as well as offering consumers free samples through the website www.make-a-swisssh.com.
Pantene's digital outreach programme is part of a wider campaign, which launched on 1 August, and will run for six months. TV and press activity will culminate at the Clothes Show Live in December with a "record breaking swish" event.
Pantene define the "swish" as the post-Aqua Light hair wash dynamic hair flick, typified by TV ads for hair products.
Aqua Light has been developed with a patented "Clean-Rinse technology" designed to target women who feel that their hair is weighed down by conditioner.
The range, which aims to combat the causes of heavy lifeless hair, includes shampoo, conditioner, intensive treatment and leave-in treatment.
Pantene is the latest beauty brand to increase its focus on the growing army of beauty bloggers in the UK. Brands such as Dermologica and Coty have already increased their focus on gaining PR coverage through dedicated events and launches specifically targeted to bloggers.