Ladies with luscious locks are being asked to donate their hair to help women living with cancer.
The appeal is part of Pantene's Beautiful Lengths National Donate Your Hair Week that kicks off today.
The week is a first for New Zealand and in partnership with charity Look Good Feel Better, it aims to have donated hair turned into real-hair wigs for women undergoing cancer treatment.
Look Good Feel Better general manager Yvonne Brownlie said women who had cancer treatment just wanted to feel like themselves and a real-hair wig could make a huge difference to a woman's self-esteem during a difficult time.
P&G spokes woman Lisa Cunningham said the campaign was created because "we want to be there for women battling cancer when looking and feeling healthy is so important to them".