Procter & Gamble (P&G) is relaunching its Pantene haircare brand. The range, which is the UK’s best-selling brand, is being redesigned. It has been given a new look, product formulations have been improved and the range has been extended.
P&G is backing the revamp with a website, which offers product recommendations, styling and haircare tips. It also showcases competitions and offers viewers free samples from upcoming product launches.
Last year Pantene signalled its intent to take on rivals L’Oreal and Unilever with the launch of its Pantene Pro-V brand in the colour-specific haircare market (MW August 3, 2006).
The shampoo and conditioner range launched in August, backed by a television and print advertising campaign created by Grey London. It said the launch was intended to be "premium" in the Pantene portfolio.
The Pantene launch followed a £6.5m relaunch of the Sunsilk brand (MW May 4, 2006) and new products from John Frieda, including the launch of Luminous Colour Glaze in June.