PANTENE

PANTENE is a haircare brand owned by P&G and has been dedicated to providing perfect hair care products to global consumers.


PANTENE is a haircare brand owned by P&G and has been dedicated to providing perfect hair care products to global consumers. Social Touch was awarded P&G Best Digital Innovation Award in 2013 and Best Social Media Agency in 2014

 

The Challenge

PANTENE faced fierce competition among emerging brands and products. The biggest challenge was how to upgrade brand image to attract new consumers and maintain or even increase market share, especially in hair conditioner market.

 

The Solution

To be a global hair conditioner leader, PANTENE needed to convert current shampoo consumers into conditioner consumers. Moreover, it needed to leverage its strengths in conditioner market to further consolidate its presence in the hair care market. PANTENE Gold Series was positioned as the ‘GOLD STANDARD’. We used the following strategies to help PANTENE achieve the goals:

 

 

 

 

 

The Result


 
图片.png