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Pantene helps bring shine to the runway at Daraz Fashion Week 2016

PAKISTAN, Karachi, April 20, 2016: Bank Alfalah and have partnered up with Pantene to present the first shoppable fashion show in Pakistan. Bringing the corporate sector and fashion industry on one runway, Daraz Fashion Week 2016 (#DarazFW2016) is geared to open new horizons for online shopping.

The pilot run of Daraz Fashion Week has already made traction across all media platforms as it will bring together 7 top designers of the country over the course of four days. Tena Durrani, Feeha Jamshed, Zara ShahJahan, Amir Adnan, Hamza Bokhari, Deepak Perwani and Generations will exhibit their work which will be available for purchase, setting new standards for customer care in online shopping.

Enthused for the one-of-its-kind event, designers have come on board with unique ideas and designs to be modeled with certain hairstyles to give an optimal look to their work. The Daraz Fashion Week is taking the fashion industry to the next level with their long standing partners, and one of the world's leading shampoo brands, Pantene. With its scientifically proven PRO Vitamin formula, it protects the hair against the damage done by styling tools/heat giving lustrous hair that is stronger inside, shinier outside and ready to #takeitall.

Speaking about the importance of haircare and style, leading designers Feeha Jamshed and Tena Durrani both highlighted the importance of healthy hair to give the ultimate runway look. Tena said, “The expression and finesse one can lend through hairstyling can determine the theme of your show and it is an absolutely essential part of fashion. Extensive hairstyling is required for all the shoots that we do with our models to complement the dresses. ”

Expressing her thoughts on the occasion, Maheen Hassan, brand manager, Pantene said, “Pantene is very excited about this joint venture with Beauty and strong hair are inseparable, and Pantene with its scientifically proven superior Hair care products is dedicated to giving consumers stronger, healthier hair to style as they please. Association with this platform shows our support for the booming fashion industry and upcoming ecommerce in Pakistan. ”

Pantene is acknowledged worldwide as the leading hair care solution to all hair problems with its wide range of shampoos, conditioners, treatments designed specifically to improve hair health and make hair stronger. With a leading hair care portfolio for all hair types and preferences, Pantene has been delighting consumers with healthier, strong hair for years.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.