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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 /pænˈtn/ 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 Le Brock 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]

The ambassadors of Pantene.

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 tagline, "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]

Currently, Pantene is present, digitally, in as many as 50 nations such as India, Australia, China, and many more. Priyanka Chopra is named as the new brand ambassador of Pantene in December 2016. While, the other nations have brand ambassadors of their own such as Nolwenn Leroy for Pantene France,[9] Anushka Sharma for Pantene India,[10] Urassaya Sperbund for Pantene Thailand,[11] K-pop idols Yuri and Seohyun of Girls' Generation for Pantene Korea & China, [12] and Gabbi Garcia for Pantene Philippines.[13]


  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. 
  8. ^ |url= |title=Swiss Vitamin Institute
  9. ^ "Nolwenn Leroy : nouvelle égérie Pantene". ELLE (in French). Retrieved 17 June 2016. 
  10. ^ Pantene. "Official Pantene India Website". 
  11. ^ Pantene. "Official Pantene Thailand Website". 
  12. ^ "Seohyun and Yuri collaborate with 'Pantene' for next 'SM Station' release!". allkpop. Retrieved 5 September 2016. 
  13. ^ "Gabbi Garcia Becomes First Filipina Endorser Of Pantene". Retrieved April 3, 2017. 

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

External links[edit]