On August 18, Channel One TV host and actress Yekaterina Strizhenova debuted in a new role as the face of Pantene Pro-V’s new "Intensive Care" line. Strizhenova admitted that she was reluctant to experiment with her hairstyle not just for fear of making a mess, but also because she didn’t want to damage her hair. Pantene Pro-V representatives proposed that she test their new hair care products that could change your image without damaging your hair. Strizhenova decided to give it a go and dyed her hair. She liked the result and agreed to become the face of the new collection.