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Pantene Header logo.png
Product typeHair care
OwnerProcter & Gamble
CountrySwitzerland (1945–1985)
United States (Since 1985)
Introduced1945; 74 years ago (1945)
Previous ownersHoffmann-La Roche, Richardson Vicks (1983-1985)
WebsiteOfficial Website

Pantene (/ˌpænˈtn, -ˈtɛn/)[1] is a Swiss-created American 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.[2]

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."[3][4] Kelly Le Brock and Iman gained notoriety as the first television spokeswomen to speak the line.[5] The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavior.[6][7]

Advertising campaigns[edit]

The ambassadors of Pantene (from left to right: Ana Brenda, Gisele Bündchen and Stephanie Cayo)

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.[8] Pantene was advertised as approved by Swiss Vitamin Institute.[9]

Currently, Pantene is widely available in much of the world. Priyanka Chopra and Selena Gomez are the current global ambassadors for Pantene.[10][11] Pantene ambassadors for specific countries include Nolwenn Leroy for Pantene France,[12] Anushka Sharma for Pantene India,[13] Urassaya Sperbund for Pantene Thailand,[14] K-pop idols Yuri and Seohyun of Girls' Generation for Pantene Korea[15], Huang Jingyu for Pantene China [16], Gabbi Garcia for Pantene Philippines[17], Anggun Cipta Sasmi for Pantene Indonesia, Malaysia, Singapore & Brunei,[18] Gisele Bündchen for Pantene Brazil, Ana Brenda for Pantene Mexico and Stephanie Cayo for Pantene Peru, Evgenia Medvedeva for Pantene Russia.[19]


  1. ^ Wells, John (27 August 2008). "Pantene". John Wells's phonetic blog.
  2. ^ Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 277.
  3. ^ Forbes, Volume 139, Issues 5-9, 1987, p136
  4. ^ Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 274.
  5. ^ DiNato, Jill (25 July 2010). "Don't Hate Me Because I'm Beautiful". The Huffington Post.
  6. ^ 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.
  7. ^ Schutzman, Mady (April 1995). The Real Thing: Performance, Hysteria, and Advertising. Wesleyan. p. 165. ISBN 978-0-8195-6370-5.
  8. ^ Advertising Educational Foundation. "Persuasion". Retrieved 2013-09-23.
  9. ^ |url= |title=Swiss Vitamin Institute
  10. ^ "Selena Gomez Named New Pantene Spokesperson". Billboard. Retrieved 2018-08-16.
  11. ^ Norris, Rebecca. "Priyanka Chopra Is Not Interested in Playing the "Exotic Indian Girl"". Allure. Retrieved 2018-08-16.
  12. ^ "Nolwenn Leroy : nouvelle égérie Pantene". ELLE (in French). Retrieved 17 June 2016.
  13. ^ Pantene. "Official Pantene India Website".
  14. ^ Pantene. "Official Pantene Thailand Website".
  15. ^ "Seohyun and Yuri collaborate with 'Pantene' for next 'SM Station' release!". allkpop. Retrieved 5 September 2016.
  16. ^ "瑜你一起从头焕新 潘婷携手黄景瑜打造净焕新年". Sina (in Chinese). January 10, 2018.
  17. ^ "Gabbi Garcia Becomes First Filipina Endorser Of Pantene". Retrieved April 3, 2017.
  18. ^ "Anggun C Sasmi, Aku Tidak Pernah Mengalami Rambut Buruk". Retrieved February 3, 2017.
  19. ^ "Gisele Bündchen e embaixadoras Pantene da América Latina se reúnem em evento". belezatoday (in Portuguese). Retrieved 6 April 2018.

External links[edit]