Pantene to challenge giants in coloured haircare market

Procter and Gamble (P&G) is taking on rivals L’Oréal and Unilever with the launch of its Pantene Pro-V brand in the colour-specific haircare market. The new shampoo and conditioner range, Pantene Pro-V Colour Expression, launches this week.

Procter and Gamble (P&G) is taking on rivals L’Oréal and Unilever with the launch of its Pantene Pro-V brand in the colour-specific haircare market. The new shampoo and conditioner range, Pantene Pro-V Colour Expression, launches this week.

The range will be supported by a television and print advertising campaign, created by Grey London, designed to position the range as a premium product within the Pantene portfolio. The campaign breaks this week.

The new range, which comprises an individual shampoo and conditioner and intensive treatment with Pro-Vitamin formula for blondes, brunettes and redheads, is being marketed as a product that maintains healthy hair with shine.

It will be positioned between the Sunsilk and John Frieda ranges, with the shampoos and conditioners priced at £2.99 per 250ml bottle and the intensive range retailing at £3.99 per 150ml bottle.

Unilever-owned Sunsilk, L’Oréal and John Frieda are already established in the colour specific market. The Pantene launch follows a £6.5m relaunch of the Sunsilk brand (MW May 4) and new products from John Frieda, including the launch of Luminous Colour Glaze in June.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here