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.