Pantene

Pantene (/ˌpænˈtiːn, -ˈtɛn/)[1] is a Swiss-former American brand of hair care products owned by Procter & Gamble. The product line was first originally introduced in Europe in 1945 by Hoffmann-La Roche of Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was full introduced in United States and around the world in 1985 by 100% full owned and purchased by American-based Richardson Vicks (Vicks) of United States on the same day in order for Vicks until that year and 100% full owned and purchased by American-based Procter & Gamble (P&G) of United States on the same year in order for P&G to compete in the "beauty product" market rather than only functional products.[2]

Pantene
Product typeHair care
Owner Procter & Gamble
Produced by Richardson Vicks (1985)
Procter & Gamble (1985–present)
Country  Switzerland (1945–1985) (original)
 United States (1985–present)
Introduced1945 (1945),   Switzerland (original)
1985 (1985),  United States
Discontinued1985 (1985),   Switzerland (original)
MarketsWorldwide
Previous owners Hoffmann-La Roche (1945–1985) (original)
Richardson Vicks (1985)
Ambassador(s)Priyanka Chopra (Worldwide)
Selena Gomez (United States)
Anggun Cipta Sasmi (Indonesia, Malaysia, Singapore and Brunei)
Jenahara Nasution, Tara Basro, Elle & Jess Yamada, Maudy Ayunda and Raline Shah (Indonesia)
Farah Ann Abdul Hadi (Malaysia and Brunei)
Yuri and Seohyun of Girls' Generation (Southeast Asia)
Nolwenn Leroy (France)
Urassaya Sperbund (Thailand)
Anushka Sharma (India)
Ellie Goulding (Australia, New Zealand and United Kingdom)
Gabbi Garcia (Singapore and Philippines)
Gisele Bündchen (Brazil)
Ana Brenda (Mexico)
Stephanie Cayo (Peru)
Evgenia Medvedeva (Russia)
Neslihan Atagül (Turkey) Chiara Ferragni (italy)
TaglineStrong Is Beautiful (English)
美自强韧 (Chinese)
Kuat Itu Cantik (Malay Indonesian)
WebsiteOfficial Website

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 1989 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
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 Television 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. By 1996, 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 are the current global ambassadors for Pantene and Selena Gomez for Pantene United States.[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 Southeast Asia,[15] Gabbi Garcia for Pantene Singapore and Philippines,[16] Ellie Goulding for Pantene Australia, New Zealand and United Kingdom, Farah Ann Abdul Hadi for Pantene Malaysia and Brunei, Anggun Cipta Sasmi, Jenahara Nasution, Tara Basro, Elle & Jess Yamada, Maudy Ayunda and Raline Shah for Pantene Indonesia,[17] Gisele Bündchen for Pantene Brazil, Ana Brenda for Pantene Mexico Stephanie Cayo for Pantene Peru, Evgenia Medvedeva for Pantene Russia and Neslihan Atagül for Pantene Turkey [18]

From June 2006 to December 2018, Pantene and the Entertainment Industry Foundation operated the Pantene Beautiful Lengths charity campaign in the United States, which allowed individuals to donate hair for women who have lost their own due to cancer treatment.

Ambassadors

Slogan

References
  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". Aef.com. Retrieved 2013-09-23.
  9. |url=http://www.swissvitamin.ch/ |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. "Gabbi Garcia Becomes First Filipina Endorser Of Pantene". Retrieved April 3, 2017.
  17. "Anggun C Sasmi, Aku Tidak Pernah Mengalami Rambut Buruk". Retrieved February 3, 2017.
  18. "Gisele Bündchen e embaixadoras Pantene da América Latina se reúnem em evento". belezatoday (in Portuguese). Retrieved 6 April 2018.
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