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Product type Hair care
Owner Procter & Gamble
Country Switzerland
Introduced 1947
Markets Worldwide
Website Official Website

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.[1]

The brand's best-known product became the conditioning shampoo Pantene Pro-V (Pantene Pro-Vitamin). The product became most noted due to an advertising campaign in the late 1980s in which fashion models said, "Don't hate me because I'm beautiful."[2][3] Kelly LeBrock gained notoriety as the first television spokeswoman to speak the line.[4] The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavior.[5][6]

Advertising campaigns[edit]

Chile, 2010

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. Each communicated a different piece of the strategy and execution elements, as follows:

  • United States: a TV campaign was developed using an authoritative spokeswoman and showing the transformation of the model's hair;
  • Taiwan: dramatized the end-result - the shine (a very powerful end benefit in this part of the world);
  • France: dramatized the vitamin capsule ingredient story;
  • United Kingdom: demonstrated product efficacy via the hair root demonstration.

By 1994, less than four years following its launch in 55 countries, Pantene was the #1 hair care brand around the world. Two years later it was still leading in 78 countries and by 1998, it was the leading shampoo in 90 countries with worldwide sales of well over $1 billion.[7]

Make up Types and Bases Of Hair Types[edit]

Pantene’s collection is designed to work on different types of hair that anyone desire to have. In fact according to Pantene’s Slogan, “For hair so healthy it shines!” (Pantene, 1990). Pantene’s cosmetics contain many different products that are created to adopt on different types of hair, by making them acquire the hair everyone ever desired. According to the official site of Pantene Pro-v, there are various types of products that are based on: Shampoo’s and conditioners. Pantene’s collection also incorporates an abundance of hair products most associated to "Curly Hair" and "Straight Hair".

Shine is a shampoo and conditioner that was launched to clear every type of hair without leaving a minimum of dirt."Classic care" is another type of shampoo and conditioner that makes your hair distinguishable healthy and smoother so that they are easier to comb. This collection in fact, can be used for every different hairstyle. The one to increase Volume is produced to make hair curly; as a matter of fact it is good enough for fine hair because your hair become more visibly healthy compared to the other brand's conditioners.

There are six main types of products that are related to six different types of hair. Pantene’s official site recommend using the one that is most relative to the category of hair that anyone is most related to, for example "Renovate and Protection", "Silky Smooth", and "Perfect Curls". According to Pantene’s official site another group is called Coloured Hair that belongs into three different units: "Protected and Smooth", "Strong and Light" and Nurture. The third category is named Classic hair collection, which falls under four groups because of the "Seal Extra Strong Surf", "Strong Hairspray" and "Extreme Seal Surf". The other three groups have Classic, "Anti Dandruff" and Purifying shampoos and conditioners. Lastly there is the Nature Fusion group that is mainly based on hair "Strong and hydrated" and the last type is called "Ageing hair collection" restraint, which is one of the most famous products, it could be found under the category of “Youth Protection 7”.


  1. ^ Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 277. 
  2. ^ Forbes, Volume 139, Issues 5-9, 1987, p136
  3. ^ Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 274. 
  4. ^ DiNato, Jill (25 July 2010). "Don't Hate Me Because I'm Beautiful". The Huffington Post. 
  5. ^ Rakow, Lana (Winter 1992). "Don't hate me because I'm beautiful: Feminist resistance to advertising's irresistible meanings". Southern Communication Journal 57 (2): 133–142. 
  6. ^ Schutzman, Mady (April 1995). The Real Thing: Performance, Hysteria, and Advertising. Wesleyan. p. 165. ISBN 978-0-8195-6370-5. 
  7. ^ Advertising Educational Foundation. "Persuasion". Retrieved 2013-09-23. 

External links[edit]