Pantene

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Pantene
Product type Hair care
Owner Procter & Gamble
Country Switzerland
Introduced 1945
Markets Worldwide
Previous owners Hoffmann - La Roche, Richardson Vicks (1983-1985)
Website Official Website

Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1945 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 2-in-1 shampoo and conditioning formula, 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 and Iman gained notoriety as the first television spokeswomen 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 Taiwan launched a new advertising campaign surrounding its new Pantene Pro-V formula, a combining of Pantene's vitamin formula and P&G's 2-in-1 technology. Pantene Pro-V was first introduced in Taiwan and a year later in the US and globally. 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 a health positioning and customized at the local level with the tag line, "Hair So Healthy It Shines." The new product, Pantene Pro-V was introduced in newly designed cylindrical shaped bottles. There were four lead countries involved in Pantene's Pro-V 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, following its launch in 55 countries, Pantene was the #1 hair care brand around the world with sales reaching over $1 billion. Two years later it was still leading in 78 countries and by 1998, it was the leading shampoo in 90 countries.

[7] Pantene was advertised as approved by Swiss Vitamin Institute.[8]

Selena Gomez named as the new brand ambassador of Pantene in June 2015.

References[edit]

  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". Aef.com. Retrieved 2013-09-23. 
  8. ^ |url=http://www.swissvitamin.ch/ |title=Swiss Vitamin Institute

^ Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 272

External links[edit]

[Official US website |http://www.pantene.com ] [Official UK website |http://www.pantene.co.uk ] [Official German website |http://www.pantene.de ]