Pantene is the world's best-selling haircare brand, encompassing a huge variety of shampoo, conditioner and styling products, sold in around 100 countries. One of Procter & Gamble's portfolio of billion dollar brands, its worldwide sales were estimated at around $3.8bn for 2013. It is the biggest brand by sales in P&G's beauty portfolio. However following ten years of rapid growth from the mid-1990s, sales began to slow significantly in 2007, especially in the key US market. Fierce competition is largely to blame, but there was also evidence that customers were confused by Pantene's bewildering range of different products. As a result, the brand has undergone several restructurings of its portfolio to reduce the number of different products, as well as a full revamp of logo and packaging. Yet there are still more than 75 different items in the full US collection. So far, though, these changes have had only a limited effect on its weakening US performance. Other countries have been less badly affected, with the result that the Pantene range now varies quite widely from market to market. Another quirk, prompted by the brand's French-style name, is that it is pronounced in the US as "Pan-teen", whereas most other world markets know it as "Pan-ten". The brand has been owned by P&G since 1985, but it was actually invented 40 years earlier by scientists at Swiss drug company Roche, who first discovered the benefits to hair from Pro-Vitamin B5, and developed a shampoo with it. It was eventually purchased by Richardson Vicks in 1983, which in turn was acquired by P&G two years later.
Capsule checked 31st October 2019
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Historical profile information for Pantene
Adbrands Weekly Update 12th Dec 2013: Ads of the Week: Whip It. Just about the last thing you'd expect from a Pantene ad is profundity, but this spot from BBDO Guerrero in the Philippines - of all places - is full of subtle surprises. Forget any preconceptions of models fanning out their shiny locks in slomo - this is actually a head-on assault on gender discrimination in the workplace with frankly only a passing interest in better haircare. Dove had better watch out - this could be the beginning of something very interesting in Pantene's marketing.
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