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
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]
References
- ↑ Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 277.
- ↑ Forbes, Volume 139, Issues 5-9, 1987, p136
- ↑ Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 274.
- ↑ DiNato, Jill (25 July 2010). "Don't Hate Me Because I'm Beautiful". The Huffington Post.
- ↑ 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.
- ↑ Schutzman, Mady (April 1995). The Real Thing: Performance, Hysteria, and Advertising. Wesleyan. p. 165. ISBN 978-0-8195-6370-5.
- ↑ Advertising Educational Foundation. "Persuasion". Aef.com. Retrieved 2013-09-23.
- ↑ |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
[Official US website |http://www.pantene.com ] [Official UK website |http://www.pantene.co.uk ] [Official German website |http://www.pantene.de ]