Company Procter & Gamble Co.
Country United States
Email n.a.
Telephone +1 800 945 7768
Fax n.a.
Market Segment Mass Market
Core Business Beauty
Report Mass Market Beauty

About Pantene

Official Websites

Pantene ecommerce

Official Social Media

Brand Description

Establishment

Year
1947
City
Basel
Country
Switzerland

Founder

Fritz Hoffmann-La Roche

Designer

Profile

Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1947 by Hoffmann-La Roche of Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in 1985 in order for P&G to compete in the "beauty product" market rather than only functional products.
In 1990, Procter & Gamble decided to launch a new advertising campaign. Research results, compiled from markets around the world, led P&G to hypothesize that health positioning might provide the basis for a new worldwide hair care franchise.The research indicated that: Women believed the ideal standard for hair is "healthy". Women considered their own hair damaged. Women believed that shine signaled health. Pro-vitamin formulation provided real support for claims. Advertising was developed around the health positioning and was launched globally.The advertising was customised at the local level with the tag line, "Hair So Healthy It Shines." There were four lead countries in the 1990 launch.

Business Strategy

Market Positioning

Core Business

Target

Men
Women

Product Categories

Hair Care
 

Procter & Gamble Co. profile

Name Procter & Gamble Co.
Website pg.com/
Country United States
VAT Number n.a.
Telephone +1 513 983 1100
Fax +1 513 983 9369
Date of foundation 1837
Type of Company Listed

Headquarters

1 Procter & Gamble Plaza Cincinnati, OH 45202, United States

Ownership (Top Shareholders)

Procter & Gamble Co. doesn't provide the information on its shareholders.