Pantene
Hair Care
Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1947 by Hoffmann-La Roche of Switzerland, which branded the name based on pant...
Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1947 by Hoffmann-La Roche of Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in 1985 in order for P&G to compete in the "beauty product" market rather than only functional products. In 1990, Procter & Gamble decided to launch a new advertising campaign. Research results, compiled from markets around the world, led P&G to hypothesize that health positioning might provide the basis for a new worldwide hair care franchise.The research indicated that: Women believed the ideal standard for hair is "healthy". Women considered their own hair damaged. Women believed that shine signaled health. Pro-vitamin formulation provided real support for claims. Advertising was developed around the health positioning and was launched globally.The advertising was customised at the local level with the tag line, "Hair So Healthy It Shines." There were four lead countries in the 1990 launch.Brand Details
Founder
Fritz Hoffmann-La Roche
Brand Strategy
Market segment
Mass Market
Core business
Beauty
Targets
Men, Women
Pantene Latest News
Kelsea Ballerini in Pantene's New Campaign
Kelsea Ballerini, the brand ambassador of Pantene, has featured in the newest summer campaign for its Damage Repair collection.
Chiara Ferragni is Not Pantene's Ambassador
Pantene is not renewing the contract with Chiara Ferragni. Her role as the brand ambassador is replaced by Havi Mond.
Tini Stoessel is Pantene's Healthy Hair Ambassador
Pantene appoints Tini Stoessel as its new Healthy Hair Ambassador and strategises to sponsor her first US tour.
Pantene Hires Dara Reneé
Pantene appoints singer and actress Dara Reneé as its new Healthy Hair ambassador. She will be the face of the “If You Know, You Know It’s Pantene” campaign.
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