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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 a health positioning and customized at the local level with the tagline, "Hair So
Healthy It Shines." The new product, Pantene Pro-V was introduced in newly designed cylindrical shaped bottles. There were four lead countries involved in Pantene's Pro-V launch. Each communicated a different piece of the strategy and execution elements, as follows
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In 1990, Procter & Gamble Taiwan launched a new advertising campaign surrounding its new
Pantene Pro-V formula, a combination of Pantene's vitamin formula and P&G's 2-in-1 technology. Pantene Pro-V was first introduced in Taiwan and a year later in the US and globally. Research results,
523:
The brand's best-known product became the 2-in-1 shampoo and conditioning formula, Pantene Pro-V (Pantene Pro-Vitamin). The product became most noted due to an advertising campaign in the 1989 in which fashion models said, "Don't hate me because I'm beautiful."
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723:' charity campaign in the United States, which allowed individuals to donate hair for women who lost their own due to cancer treatment.
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Rakow, Lana (Winter 1992). "Don't hate me because I'm beautiful: Feminist resistance to advertising's irresistible meanings".
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576:: a Television campaign was developed using an authoritative spokeswoman and showing the transformation of the model's hair;
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1595:"Notes sur le séjour d'André Schwarz-Bart en Guyane : remonter le cours des souvenirs de Serge Patient"
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1683:"Pantene strives for more inclusive beauty industry with BBC reporter and disability activist Lucy Edwards"
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are the current global ambassadors for
Pantene. Pantene ambassadors for specific countries include
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gained notoriety as the first television spokeswomen to speak the line. The line was criticized by
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582:: dramatized the end-result - the shine (a very powerful end benefit in this part of the world);
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https://www.youtube.com/watch?v=rnWnezVU0D4&pp=ygUXUGFudGVuZSBNYXhlbmUgTWFnYWxvbmE%3D
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for
Pantene Argentina and Latin America (in Latin America it was renamed in PanTini),
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809:(2008–31 December 2016 and 1 February 2017 – 31 August 2020) (Pantene Indonesia)
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Rising Tide: lessons from 165 years of brand building at
Procter & Gamble
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Rising Tide: lessons from 165 years of brand building at
Procter & Gamble
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Elle & Jess Yamada (1 February 2017 – 31 August 2020) (Pantene
Indonesia)
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1445:"Seohyun and Yuri collaborate with 'Pantene' for next 'SM Station' release!"
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1526:"Gisele Bündchen and Pantene ambassadors from Latin America meet at event"
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DiNato, Jill (25 July 2010). "Don't Hate Me
Because I'm Beautiful".
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In 2021, during an advertising campaign, the brand featured a young
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622:. Pantene was advertised as approved by Swiss Vitamin Institute.
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594:: demonstrated product efficacy via the hair root demonstration.
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2010:
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764:(2006–2008) (Pantene Indonesia, Malaysia, Singapore and Brunei)
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Currently, Pantene is widely available in much of the world.
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1491:"Anggun C Sasmi, Aku Tidak Pernah Mengalami Rambut Buruk"
1470:"Gabbi Garcia Becomes First Filipina Endorser Of Pantene"
430:
830:(1 July 2018–present) (Pantene Indonesia and Worldwide)
672:
for
Pantene Australia, New Zealand and United Kingdom,
1280:
821:(1 February 2017 – 31 August 2020) (Pantene Indonesia)
815:(1 February 2017 – 31 August 2020) (Pantene Indonesia)
508:. That company was taken over in the same year by the
500:
and around the world in 1985 when it was purchased by
460:
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433:
424:
1662:
Pantene x Katie Piper - The Power Of Hair Commercial
922:(2018–present) (Pantene Argentina and Latin America)
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427:
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49:. Unsourced material may be challenged and removed.
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916:(2017–present) (Pantene Singapore and Philippines)
904:(Pantene Australia, New Zealand and Great Britain)
588:: dramatized the vitamin capsule ingredient story;
516:(P&G) in order for P&G to compete in the "
715:From June 2006 to December 2018, Pantene and the
2181:
552:The ambassadors of Pantene (from left to right:
520:" market rather than only functional products.
271:
211:
1593:Mouzard, Thomas; Margras, Fanny (2021-04-15).
1592:
1389:"Nolwenn Leroy : nouvelle égérie Pantene"
618:and by 1998, it was the leading shampoo in 90
1755:
1340:"Selena Gomez Named New Pantene Spokesperson"
910:(2003-2005) (Pantene Philippines and Vietnam)
614:billion. By 1996, it was still leading in 78
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988:(1999–2001, 2006–2010) (Pantene Philippines)
964:(2001–2002, 2006–2012) (Pantene Philippines)
779:Mara Alberto (2011–2012) (Pantene Indonesia)
1638:https://www.youtube.com/watch?v=L-lg9-aI7WI
836:(1 August 2016–present) (Pantene Indonesia)
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1748:
127:
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109:Learn how and when to remove this message
547:
543:
1012:(2001–2006, 2012) (Pantene Philippines)
668:for Pantene Singapore and Philippines,
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1108:(2021–present) (Pantene Great Britain)
1102:(2019–present) (Pantene Great Britain)
540:for "annoying" narcissistic behavior.
1743:
1680:
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496:. It started to be introduced in the
2205:Drugs developed by Hoffmann-La Roche
1551:Simard-Houde, Mélodie (2021-09-30),
1303:Advertising Educational Foundation.
1212:
1203:, Volume 139, Issues 5-9, 1987, p136
1175:
1114:(2023–present) (Pantene Philippines)
1090:(2022–present) (Pantene Philippines)
1066:(2018–present) (Pantene Philippines)
598:By 1994, following its launch in 55
47:adding citations to reliable sources
18:
1431:"Official Pantene Thailand Website"
1428:
1413:
13:
2087:Arbora & Ausonia Joint Venture
1362:
1221:. Harvard Business Press. p.
1184:. Harvard Business Press. p.
1096:(2017–present) (Pantene Australia)
14:
2226:
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1084:(2010–2011) (Pantene Philippines)
1072:(2006–2018) (Pantene Philippines)
1060:(2010–2013) (Pantene Philippines)
1054:(2010–2012) (Pantene Philippines)
1048:(2017–2019) (Pantene Philippines)
1042:(2012–2014) (Pantene Philippines)
1036:(2014–2016) (Pantene Philippines)
1030:(2008–2009) (Pantene Philippines)
1024:(2010–2011) (Pantene Philippines)
1018:(2013–2015) (Pantene Philippines)
1006:(2012–2013) (Pantene Philippines)
1000:(2006–2009) (Pantene Philippines)
994:(2008–2010) (Pantene Philippines)
958:(1998-1999) (Pantene Philippines)
717:Entertainment Industry Foundation
676:for Pantene Malaysia and Brunei,
480:. The product line originated in
2159:Procter & Gamble Philippines
2138:Procter & Gamble Co. v. OHIM
1565:10.3917/anamo.there.2021.02.0154
1416:"Official Pantene India Website"
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803:(2012–2013) (Pantene Indonesia)
797:(2012–2013) (Pantene Indonesia)
791:(2011–2012) (Pantene Indonesia)
770:(2011–2012) (Pantene Indonesia)
758:(2003–2009) (Pantene Indonesia)
34:needs additional citations for
1720:Official Great Britain website
1318:
1296:
1278:Schutzman, Mady (April 1995).
1271:
1253:Southern Communication Journal
1244:
1229:
1206:
1192:
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1157:Wells, John (27 August 2008).
1150:
737:
1:
2210:1985 mergers and acquisitions
2154:Procter & Gamble Pakistan
1559:, Anamosa, pp. 154–161,
1143:
842:(Pantene Malaysia and Brunei)
1078:(2017) (Pantene Philippines)
952:(1995) (Pantene Philippines)
664:for Pantene Southeast Asia,
7:
2200:Products introduced in 1945
2190:Procter & Gamble brands
1681:Bargh, Becky (2021-10-06).
293:; 39 years ago
261:; 39 years ago
234:; 79 years ago
10:
2231:
2149:Procter & Gamble Korea
1725:Official Australia website
1715:Official Indonesia website
1163:John Wells's phonetic blog
785:(2011) (Pantene Indonesia)
776:(2011) (Pantene Indonesia)
492:, which based the name on
2079:
1850:
1777:
1730:Official Malaysia website
1326:"Swiss Vitamin Institute"
1282:. Wesleyan. p. 165.
1265:10.1080/10417949209372859
1118:
730:girl with her parents, a
721:Pantene Beautiful Lengths
610:with sales reaching over
536:and became a pop-culture
377:
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2169:Villarriba and Villabajo
2164:Consumption of Tide Pods
704:for Pantene Russia and
684:for Pantene Indonesia,
1822:William Cooper Procter
1735:Official India website
649:for Pantene Thailand,
565:
476:products now owned by
342:(1945–1985) (original)
209:(1945–1985) (original)
1599:Continents Manuscrits
872:Woranuch Bhirombhakdi
602:, Pantene was the #1
551:
544:Advertising campaigns
1966:Head & Shoulders
1771:Procter & Gamble
1213:Dyer, Davis (2004).
1176:Dyer, Davis (2004).
840:Farah Ann Abdul Hadi
712:for Pantene Turkey.
696:for Pantene Mexico,
692:for Pantene Brazil,
674:Farah Ann Abdul Hadi
641:for Pantene France,
514:Procter & Gamble
478:Procter & Gamble
186:Procter & Gamble
157:Procter & Gamble
43:improve this article
1797:Norman R. Augustine
1710:Official US website
1238:The Huffington Post
1125:Strong Is Beautiful
1052:Angelica Panganiban
950:Chin Chin Gutierrez
886:(Pantene Hong Kong)
752:(Pantene Worldwide)
746:(Pantene Worldwide)
645:for Pantene India,
382:Strong Is Beautiful
123:
2092:The Art of Shaving
1812:Lynn Morley Martin
1139:(Malay Indonesian)
880:(Pantene Thailand)
874:(Pantene Thailand)
807:Anggun Cipta Sasmi
700:for Pantene Peru,
566:
468:) is an American
121:
16:Hair product brand
2177:
2176:
1907:Crest/Blend-A-Med
1827:John F. Smith Jr.
1687:Cosmetic Business
1608:10.4000/coma.6844
1557:Le monde à la une
1363:Norris, Rebecca.
1289:978-0-8195-6370-5
992:Claudine Barretto
962:Gretchen Barretto
944:Evgenia Medvedeva
878:Urassaya Sperbund
860:Girls' Generation
850:Girls' Generation
813:Jenahara Nasution
702:Evgenia Medvedeva
662:Girls' Generation
647:Urassaya Sperbund
486:Hoffmann-La Roche
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340:Hoffmann-La Roche
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1512:"TINI x Pantene"
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970:(Pantene Turkey)
946:(Pantene Russia)
934:(Pantene Mexico)
928:(Pantene Brazil)
896:Manushi Chhillar
868:(Pantene France)
801:Dominique Diyose
768:Marissa Nasution
608:around the world
502:Richardson Vicks
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1028:Judy Ann Santos
998:Ruffa Gutierrez
974:Neslihan Atagül
956:Dayanara Torres
926:Gisele Bündchen
908:Maxene Magalona
898:(Pantene India)
892:(Pantene India)
862:(Pantene Korea)
852:(Pantene Korea)
756:Cornelia Agatha
744:Priyanka Chopra
740:
706:Neslihan Atagül
690:Gisele Bündchen
631:Priyanka Chopra
558:Gisele Bündchen
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504:(Vicks) of the
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902:Ellie Goulding
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60: –
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54:Find sources:
48:
44:
38:
37:
32:This article
30:
26:
21:
20:
2215:Swiss brands
2136:
2020:
1996:Nice 'n Easy
1793:(co-founder)
1791:James Gamble
1787:(co-founder)
1690:. Retrieved
1686:
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1666:, retrieved
1661:
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1464:
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1448:
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1392:
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1372:. Retrieved
1368:
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1347:. Retrieved
1343:
1334:
1320:
1309:. Retrieved
1305:"Persuasion"
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1112:Jane de Leon
1106:Lucy Edwards
1088:Hidilyn Diaz
1040:Iya Villania
986:Angel Aquino
914:Gabbi Garcia
828:Maudy Ayunda
774:Nirina Zubir
750:Selena Gomez
725:
714:
678:Maudy Ayunda
666:Gabbi Garcia
635:Selena Gomez
627:Maudy Ayunda
624:
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567:
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415:
414:
399:
390:
381:
371:Selena Gomez
363:Maudy Ayunda
310:
288:Discontinued
251:
203:
136:Product type
105:
96:
86:
79:
72:
65:
53:
41:Please help
36:verification
33:
1991:New Chapter
1837:Meg Whitman
1807:A.G. Lafley
1553:"Reportage"
1530:belezatoday
1496:February 3,
1454:5 September
1395:(in French)
1100:Katie Piper
1070:Kris Aquino
1064:Anne Curtis
1010:Iza Calzado
884:Vivian Chow
834:Raline Shah
795:Gita Gutawa
738:Ambassadors
682:Raline Shah
651:K-pop idols
538:catchphrase
490:Switzerland
484:in 1945 by
373:(Worldwide)
313:Switzerland
254:Switzerland
206:Switzerland
2184:Categories
2127:Port Ivory
2036:Seven Seas
1692:2022-03-23
1668:2022-03-23
1580:2022-02-11
1374:2018-08-16
1349:2018-08-16
1311:2013-09-23
1144:References
1034:Bea Alonzo
932:Ana Brenda
819:Tara Basro
694:Ana Brenda
554:Ana Brenda
407:Indonesian
316:(original)
257:(original)
229:Introduced
99:April 2023
69:newspapers
2107:Chemicals
2102:BeingGirl
2006:Old Spice
1986:Mr. Clean
1625:234815241
1617:2275-1742
1429:Pantene.
1414:Pantene.
1344:Billboard
1307:. Aef.com
1159:"Pantene"
1133:(Chinese)
1127:(English)
620:countries
616:countries
604:hair care
600:countries
534:feminists
494:panthenol
474:hair care
324:Worldwide
140:Hair care
58:"Pantene"
2144:Tyneside
2132:Pringles
1947:Gillette
1867:Ambi Pur
1475:April 3,
734:couple.
512:company
510:American
2122:PG Tips
2080:Related
2071:more...
2051:Swiffer
2021:Pantene
2016:Pampers
1937:Febreze
1897:Charmin
1852:Current
1536:6 April
1449:allkpop
1399:17 June
856:Seohyun
732:lesbian
658:Seohyun
416:Pantene
395:Chinese
386:English
378:Tagline
321:Markets
296: (
264: (
237: (
193:Country
122:Pantene
83:scholar
2056:Tampax
2031:Secret
2011:Oral-B
1887:Bounty
1877:Aussie
1862:Always
1854:brands
1778:People
1623:
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1601:(16).
1571:
1369:Allure
1286:
1200:Forbes
1119:Slogan
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586:France
580:Taiwan
482:Europe
354:(1985)
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2066:Vicks
2046:Scope
2041:SK-II
2026:Puffs
1971:Ivory
1961:Gleem
1932:Fairy
1927:Dreft
1922:Downy
1902:Cheer
1892:Braun
1872:Ariel
1621:S2CID
789:Rossa
728:trans
470:brand
404:Malay
146:Owner
90:JSTOR
76:books
2061:Tide
2001:Olay
1981:Luvs
1942:Gain
1912:Dawn
1882:Bold
1613:ISSN
1569:ISBN
1538:2018
1498:2017
1477:2017
1456:2016
1401:2016
1393:ELLE
1284:ISBN
846:Yuri
680:and
656:and
654:Yuri
633:and
560:and
530:Iman
528:and
369:and
298:1985
291:1985
266:1985
259:1985
239:1945
232:1945
62:news
1976:Joy
1917:Daz
1603:doi
1561:doi
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