Procter & Gamble (P&G) is planning an estimated &£9m marketing and advertising blitz to support the launch of a Pantene haircare variant, Repair & Protect, next year.
Industry experts suggest that P&G will push the brand “aggressively” next year, in the face of an expected global haircare launch from rival Unilever.
Repair & Protect will be aimed at women with dry or damaged hair. It claims to leave hair resistant to damage by reducing friction at the hair’s surface. It will sell at &£1.99 for a 200ml bottle.
The launch follows P&G’s decision to ditch its 28-year old Vidal Sassoon brand (MW November 14). The brand is being dropped in favour of P&G’s key global brands, which include Pantene.
The Repair & Protect range will include a shampoo, a “complete care” conditioner and an intensive conditioner. It will launch in January, supported by a TV, press and outdoor advertising campaign created by Grey Worldwide London.
Earlier this year, free samples of Pantene shampoo and conditioner were distributed through Boots stores as part of a relaunch of the brand. The samples were distributed in unmarked sachets as part of a teaser campaign, with the tagline “What’s the secret of beautiful hair?” (MW February 28).