Pantene set for global relaunch

Procter & Gamble is planning a global relaunch of its Pantene haircare line which will start in the UK, early next year.

Procter & Gamble is planning a global relaunch of its Pantene haircare line which will start in the UK, early next year.

P&G is understood to be increasing its annual UK advertising spend of &£13.8m (AC Nielsen Meal) for the relaunch, which will include new products and redesigned packaging.

Grey Advertising does the creative work for Pantene and the media is handled by MediaCom TMB.

The revamped Pantene range will be introduced first in the UK, before being rolled out into other global markets.

A P&G spokeswoman said: “The company is planning to relaunch Pantene in the UK. But it will be some time before it is actually available on the shelves”. She declined to divulge more details of the launch.

But according to sources, products in the redesigned line will be grouped by function: basic care, colour care, curls, volume and smoothing. Industry sources believe that the new products will come with higher price tags.

In June, P&G aired its first cable TV interactive ad for the brand, created by Grey Interactive TV, on Cable and Wireless.

The banner ad offered viewers personal haircare advice and free samples, before showing any Pantene products.

In the US this year, P&G reportedly invested more than $15m (&£10m) in Women.com, an American online network for women, with a view to promoting Pantene and other products on the web.

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