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{{Short description|Hair product brand}}
{{More citations needed|date=April 2023}}
{{Infobox Brand {{Infobox Brand
| name = Pantene | name = Pantene<br>潘婷
| logo = Pantene Header logo.png | logo = Pantene.svg
| type = ] | type = ]
| currentowner = {{flagicon|United States}} ] | currentowner = {{flagicon|United States}} ]
| producedby = {{flagicon|United States}} ] (1985)<br>{{flagicon|United States}} ] (1985–present) | producedby = {{flagicon|United States}} ] (1985)<br>{{flagicon|United States}} ] (1985–present)
| origin = {{flagcountry|Switzerland}} (1945–1985) (original)<br>{{flagcountry|United States}} (1985–present) | origin = {{flagcountry|Switzerland}} (1945–1985) (original)<br>{{flagcountry|United States}} (1985–present)
| introduced = {{launch date and age|1945|df=yes}}, {{flagcountry|Switzerland}} (original)<br>{{launch date and age|1985|df=yes}}, {{flagcountry|United States}} | introduced = {{start date and age|1945|df=yes}}, {{flagcountry|Switzerland}} (original)<br>{{start date and age|1985|df=yes}}, {{flagcountry|United States}}
| discontinued = {{End date and age|1985|df=yes}}, {{flagcountry|Switzerland}} (original) | discontinued = {{End date and age|1985|df=yes}}, {{flagcountry|Switzerland}} (original)
| markets = ] | markets = Worldwide
| previousowners = {{flagicon|Switzerland}} ] (1945–1985) (original)<br>{{flagicon|United States}} ] (1985) | previousowners = {{flagicon|Switzerland}} ] (1945–1985) (original)<br>{{flagicon|United States}} ] (1985)
| tagline = '''Strong Is Beautiful''' (])<br>'''美自强韧''' (])<br>'''Kuat Itu Cantik''' (] ]) | tagline = '''Strong Is Beautiful''' (])<br>'''Měi zìqiáng rèn''' (])<br>'''Kuat Itu Cantik''' (] ])
| ambassadors = ], ] and ] (Worldwide)
| ambassadors = ] and ] (United States)<br>], ], ], Elle & Jess Yamada, ] and ] (Indonesia)<br>] (Malaysia and Brunei)<br>] and ] of ] (Southeast Asia)<br>] (France)<br>] (Thailand)<br>] (India)<br>] (Australia, New Zealand and United Kingdom)<br>] (Singapore and Philippines)<br>] (Brazil)<br>] (Mexico)<br>] (Peru)<br>] (Russia)<br>] (Turkey) ] (italy)
⚫ | website =
}} }}
⚫ '''Pantene''' ({{IPAc-en|ˌ|p|æ|n|ˈ|t|iː|n|,_|-|ˈ|t|ɛ|n}})<ref>{{cite web|last=Wells|first=John|date=27 August 2008|url=https://www.phon.ucl.ac.uk/home/wells/blog0808b.htm|title=Pantene|work=John Wells's phonetic blog}}</ref> is an American ] of ] products now owned by ]. The product line originated in ] in 1945 by ] of ], which based the name on ]. It started to be introduced in the ] and around the world in 1985 when it was purchased by ] (Vicks) of the ]. That company was taken over in the same year by the ] company ] (P&G) in order for P&G to compete in the "]" market rather than only functional products.<ref>{{cite book | first=Davis | last=Dyer | title=Rising Tide: lessons from 165 years of brand building at Procter & Gamble | url=https://archive.org/details/risingtide00davi | url-access=registration |publisher= Harvard Business Press |year=2004 | page=| isbn=978-1-59139-147-0 }}</ref>


⚫ 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."<ref>'']'', Volume 139, Issues 5-9, 1987, p136</ref><ref>{{cite book | first=Davis | last=Dyer | title=Rising Tide: lessons from 165 years of brand building at Procter & Gamble | url=https://archive.org/details/risingtide00davi | url-access=registration |publisher= Harvard Business Press |year=2004 | page=| isbn=978-1-59139-147-0 }}</ref> ] and ] gained notoriety as the first television spokeswomen to speak the line.<ref>{{cite news | first=Jill | last=DiNato | title=Don't Hate Me Because I'm Beautiful |work=The Huffington Post | date=25 July 2010}}</ref> The line was criticized by ] and became a pop-culture ] for "annoying" narcissistic behavior.<ref>{{cite journal | first=Lana | last=Rakow | title=Don't hate me because I'm beautiful: Feminist resistance to advertising's irresistible meanings | date= Winter 1992| journal = Southern Communication Journal | volume = 57| issue= 2| pages= 133–142| doi=10.1080/10417949209372859 }}</ref><ref>{{cite book |first=Mady |last=Schutzman | title=The Real Thing: Performance, Hysteria, and Advertising | publisher= Wesleyan |date=April 1995 |page= 165 | isbn=978-0-8195-6370-5}}</ref>
⚫ '''Pantene''' ({{IPAc-en|ˌ|p|æ|n|ˈ|t|iː|n|,_|-|ˈ|t|ɛ|n}})<ref>{{cite web|last=Wells|first=John|date=27 August 2008|url=https://www.phon.ucl.ac.uk/home/wells/blog0808b.htm|title=Pantene|work=John Wells's phonetic blog}}</ref> is a ]-former ] ] of ] products owned by ]. The product line was first originally introduced in ] in 1945 by ] of ], which branded the name based on ] as a shampoo ingredient. It was full introduced in ] and ] in 1985 by 100% full owned and purchased by ]-based ] (Vicks) of ] on the same day in order for Vicks until that year and 100% full owned and purchased by ]-based ] (P&G) of ] on the same year in order for P&G to compete in the "]" market rather than only functional products.<ref>{{cite book | first=Davis | last=Dyer | title=Rising Tide: lessons from 165 years of brand building at Procter & Gamble | url=https://archive.org/details/risingtide00davi | url-access=registration |publisher= Harvard Business Press |year=2004 | page=}}</ref>


==Marketing and advertising campaigns==
⚫ 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."<ref>'']'', Volume 139, Issues 5-9, 1987, p136</ref><ref>{{cite book | first=Davis | last=Dyer | title=Rising Tide: lessons from 165 years of brand building at Procter & Gamble | url=https://archive.org/details/risingtide00davi | url-access=registration |publisher= Harvard Business Press |year=2004 | page=}}</ref> ] and ] gained notoriety as the first television spokeswomen to speak the line.<ref>{{cite news | first=Jill | last=DiNato | title=Don't Hate Me Because I'm Beautiful |publisher=The Huffington Post | date=25 July 2010}}</ref> The line was criticized by ] and became a pop-culture ] for "annoying" narcissistic behavior.<ref>{{cite journal | first=Lana | last=Rakow | title=Don't hate me because I'm beautiful: Feminist resistance to advertising's irresistible meanings | date= Winter 1992| journal = Southern Communication Journal | volume = 57| issue= 2| series= | pages= 133–142}}</ref><ref>{{cite book |first=Mady |last=Schutzman | title=The Real Thing: Performance, Hysteria, and Advertising | publisher= Wesleyan |date=April 1995 |page= 165 | ISBN=978-0-8195-6370-5}}</ref>

==Advertising campaigns==
], ] and ])]] ], ] and ])]]
In 1990, Procter & Gamble Taiwan launched a new advertising campaign surrounding its new Pantene Pro-V formula, a combining 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, 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 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, 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
* ]: a Television campaign was developed using an authoritative spokeswoman and showing the transformation of the model's hair; * ]: a Television campaign was developed using an authoritative spokeswoman and showing the transformation of the model's hair;
* ]: dramatized the end-result - the shine (a very powerful end benefit in this part of the world); * ]: dramatized the end-result - the shine (a very powerful end benefit in this part of the world);
* ]: dramatized the vitamin capsule ingredient story; * ]: dramatized the vitamin capsule ingredient story;
* ]: demonstrated product efficacy via the hair root demonstration. * ]: demonstrated product efficacy via the hair root demonstration.
By 1994, following its launch in 55 ], Pantene was the #1 ] brand ] with sales reaching over ] billion. By 1996, it was still leading in 78 ] and by 1998, it was the leading shampoo in 90 ].<ref>{{cite web|author=Advertising Educational Foundation |url=http://www.aef.com/on_campus/classroom/speaker_pres/data/4001 |title=Persuasion |publisher=Aef.com |date= |accessdate=2013-09-23}}</ref> Pantene was advertised as approved by Swiss Vitamin Institute.<ref>|url=http://www.swissvitamin.ch/ |title=Swiss Vitamin Institute</ref> By 1994, following its launch in 55 ], Pantene was the #1 ] brand ] with sales reaching over ] billion. By 1996, it was still leading in 78 ] and by 1998, it was the leading shampoo in 90 ].<ref>{{cite web|author=Advertising Educational Foundation |url=http://www.aef.com/on_campus/classroom/speaker_pres/data/4001 |title=Persuasion |publisher=Aef.com |access-date=2013-09-23}}</ref> Pantene was advertised as approved by Swiss Vitamin Institute.<ref>{{cite web|url=http://www.swissvitamin.ch/ |title=Swiss Vitamin Institute}}</ref>

⚫ Currently, Pantene is widely available in much of the world. ], ] and ] are the current global ambassadors for Pantene.<ref>{{Cite magazine|url=https://www.billboard.com/articles/news/6598155/selena-gomez-pantene-spokesperson-endorsement-deal-haircare|title=Selena Gomez Named New Pantene Spokesperson|magazine=Billboard|access-date=2018-08-16}}</ref><ref>{{Cite news|url=https://www.allure.com/story/priyanka-chopra-compassion-casting-pantene-campaign-interview|title=Priyanka Chopra Is Not Interested in Playing the "Exotic Indian Girl"|last=Norris|first=Rebecca|work=Allure|access-date=2018-08-16|language=en}}</ref> Pantene ambassadors for specific countries include ] for Pantene France,<ref>{{cite web|url=http://www.elle.fr/Beaute/News-beaute/Cheveux/Nolwenn-Leroy-nouvelle-egerie-Pantene-1851660 |title=Nolwenn Leroy : nouvelle égérie Pantene |language=fr |work=ELLE |date=22 December 2011 |access-date= 17 June 2016}}</ref> ] for Pantene India,<ref>{{cite web|last1=Pantene|title=Official Pantene India Website|url=https://www.pantene.in/en-in}}</ref> ] for Pantene Thailand,<ref>{{cite web|last1=Pantene|title=Official Pantene Thailand Website|url=http://www.pantene.co.th/th-th}}</ref>] for Pantene Southeast Asia, ] for Pantene Southeast Asia, ]s ] and ] of ] for Pantene Southeast Asia,<ref>{{cite web|url=http://www.allkpop.com/article/2016/08/seohyun-and-yuri-collaborate-with-pantene-for-next-sm-station-release |title=Seohyun and Yuri collaborate with 'Pantene' for next 'SM Station' release! |language=en |work=allkpop |access-date= 5 September 2016}}</ref> ] for Pantene Singapore and Philippines,<ref>{{cite web|title=Gabbi Garcia Becomes First Filipina Endorser Of Pantene|date=3 April 2017 |url=https://pilipinaspopcorn.com/gabbi-garcia-becomes-first-filipina-endorser-pantene/|access-date=April 3, 2017}}</ref> ] for Pantene Australia, New Zealand and United Kingdom, ] for Pantene Malaysia and Brunei, ] and ] for Pantene Indonesia,<ref>{{cite web|title=Anggun C Sasmi, Aku Tidak Pernah Mengalami Rambut Buruk|url=http://www.tribunnews.com/seleb/2017/02/03/anggun-c-sasmi-dan-raline-shah-brand-ambassador-shampo-pantene-antiketombe-2in1/|access-date=February 3, 2017}}</ref> ] for Pantene Argentina and Latin America (in Latin America it was renamed in PanTini),<ref>{{cite web|url=https://daniellebriffa.com/pantene-x-tini |title=TINI x Pantene}}</ref> ] for Pantene Brazil, ] for Pantene Mexico, ] for Pantene Peru, ] for Pantene Russia and ] & ] for Pantene Turkey.<ref>{{cite web|url=http://www.belezatoday.com.br/gisele-bundchen-e-embaixadoras-da-america-latina-se-reunem-em-evento/ |title=Gisele Bündchen and Pantene ambassadors from Latin America meet at event |language=pt |work=belezatoday |access-date= 6 April 2018}}</ref>


⚫ From June 2006 to December 2018, Pantene and the ] operated the ]' charity campaign in the United States, which allowed individuals to donate hair for women who lost their own due to cancer treatment.
Currently, Pantene is widely available in much of the world.
⚫ ] and ] are the current global ambassadors for Pantene.<ref>{{Cite news|url=https://www.billboard.com/articles/news/6598155/selena-gomez-pantene-spokesperson-endorsement-deal-haircare|title=Selena Gomez Named New Pantene Spokesperson|work=Billboard|access-date=2018-08-16}}</ref><ref>{{Cite news|url=https://www.allure.com/story/priyanka-chopra-compassion-casting-pantene-campaign-interview|title=Priyanka Chopra Is Not Interested in Playing the "Exotic Indian Girl"|last=Norris|first=Rebecca|work=Allure|access-date=2018-08-16|language=en}}</ref> Pantene ambassadors for specific countries include ] for Pantene France,<ref>{{cite web|url=http://www.elle.fr/Beaute/News-beaute/Cheveux/Nolwenn-Leroy-nouvelle-egerie-Pantene-1851660 |title=Nolwenn Leroy : nouvelle égérie Pantene |language=French |work=ELLE |accessdate= 17 June 2016}}</ref> ] for Pantene India,<ref>{{cite web|last1=Pantene|title=Official Pantene India Website|url=http://pantene.com/en-in}}</ref> ] for Pantene Thailand,<ref>{{cite web|last1=Pantene|title=Official Pantene Thailand Website|url=http://www.pantene.co.th/th-th}}</ref> ]s ] and ] of ] for Pantene Southeast Asia<ref>{{cite web|url=http://www.allkpop.com/article/2016/08/seohyun-and-yuri-collaborate-with-pantene-for-next-sm-station-release |title=Seohyun and Yuri collaborate with 'Pantene' for next 'SM Station' release! |language=English |work=allkpop |accessdate= 5 September 2016}}</ref>, ] for Pantene Singapore and Philippines<ref>{{cite web|title=Gabbi Garcia Becomes First Filipina Endorser Of Pantene|url=https://pilipinaspopcorn.com/gabbi-garcia-becomes-first-filipina-endorser-pantene/|accessdate=April 3, 2017}}</ref>, ] for Pantene Australia, New Zealand and United Kingdom, ] for Pantene Malaysia and Brunei, ], ], ], Elle & Jess Yamada, ] and ] for Pantene Indonesia,<ref>{{cite web|title=Anggun C Sasmi, Aku Tidak Pernah Mengalami Rambut Buruk|url=http://www.tribunnews.com/seleb/2017/02/03/anggun-c-sasmi-dan-raline-shah-brand-ambassador-shampo-pantene-antiketombe-2in1/|accessdate=February 3, 2017}}</ref> ] for Pantene Brazil, ] for Pantene Mexico ] for Pantene Peru, ] for Pantene Russia and ] for Pantene Turkey <ref>{{cite web|url=http://www.belezatoday.com.br/gisele-bundchen-e-embaixadoras-da-america-latina-se-reunem-em-evento/ |title=Gisele Bündchen e embaixadoras Pantene da América Latina se reúnem em evento |language=Portuguese |work=belezatoday |accessdate= 6 April 2018}}</ref>


In 2021, during an advertising campaign, the brand featured a young ] girl with her parents, a ] couple.<ref>{{Citation|last=Simard-Houde|first=Mélodie|title=Reportage|date=2021-09-30|url=http://dx.doi.org/10.3917/anamo.there.2021.02.0154|work=Le monde à la une|pages=154–161|publisher=Anamosa|doi=10.3917/anamo.there.2021.02.0154 |isbn=9791095772996 |access-date=2022-02-11}}</ref><ref>{{Cite journal|last1=Mouzard|first1=Thomas|last2=Margras|first2=Fanny|date=2021-04-15|title=Notes sur le séjour d'André Schwarz-Bart en Guyane : remonter le cours des souvenirs de Serge Patient|journal=Continents Manuscrits|issue=16|doi=10.4000/coma.6844|s2cid=234815241 |issn=2275-1742|doi-access=free}}</ref>
⚫ From June 2006 to December 2018, Pantene and the ] operated the Pantene Beautiful Lengths charity campaign in the United States, which allowed individuals to donate ] for women who have lost their own due to cancer treatment.


== Ambassadors == == Ambassadors ==
* ] (Pantene United States) * ] (Pantene Worldwide)
* ] (Pantene United States) * ] (Pantene Worldwide)
* ] (2003–2009) (Pantene Indonesia) * ] (2003–2009) (Pantene Indonesia)
* ] (2006–2008) (Pantene Indonesia, Malaysia, Singapore and Brunei) * ] (2006–2008) (Pantene Indonesia, Malaysia, Singapore and Brunei)
* ] (2011–2012) (Pantene Indonesia) * ] (2011–2012) (Pantene Indonesia)
* ] (2011) (Pantene Indonesia) * ] (2011) (Pantene Indonesia)
* Mara Alberto (2011–2012) (Pantene Indonesia)
* ] (2011) (Pantene Indonesia) * ] (2011) (Pantene Indonesia)
* ] (2011–2012) (Pantene Indonesia) * ] (2011–2012) (Pantene Indonesia)
* ] (2012–2013) (Pantene Indonesia) * ] (2012–2013) (Pantene Indonesia)
* ] (2012–2013) (Pantene Indonesia) * ] (2012–2013) (Pantene Indonesia)
* ] (2008–2016, 2017–Now) (Pantene Indonesia) * ] (2008–31 December 2016 and 1 February 2017 – 31 August 2020) (Pantene Indonesia)
* ] (2017–Now) (Pantene Indonesia) * ] (1 February 2017 – 31 August 2020) (Pantene Indonesia)
* ] (2017–Now) (Pantene Indonesia) * ] (1 February 2017 – 31 August 2020) (Pantene Indonesia)
* Elle & Jess Yamada (2017–Now) (Pantene Indonesia) * Elle & Jess Yamada (1 February 2017 – 31 August 2020) (Pantene Indonesia)
* ] (2018–Now) (Pantene Indonesia) * ] (1 July 2018–present) (Pantene Indonesia and Worldwide)
* ] (2014–Now) (Pantene Indonesia) * ] (1 August 2016–present) (Pantene Indonesia)
* ] (Pantene Malaysia and Brunei) * ] (Pantene Malaysia and Brunei)
* ] of ] (Pantene Asia) * ] of ] (Pantene Korea)
* ] of ] (Pantene Asia) * ] of ] (Pantene Korea)
* ] (Pantene France) * ] (Pantene France)
* ] (Pantene Thailand)
* ] (Pantene Thailand) * ] (Pantene Thailand)
* ] (Pantene Hong Kong)
* ] (2009-2010) (Pantene China)
* ] (2010–2016) (Pantene China)
* ] (Pantene China)
* ] (Pantene China)
* ] (Pantene India) (2010-12) <ref>{{cite web | url=https://www.boldsky.com/insync/trends-n-style/2011/pantene-bipasha-basu-300811.html | title=Bipasha Basu, the New Brand Ambassador of Pantene | date=30 August 2011 }}</ref>
* ] (Pantene India) * ] (Pantene India)
* ] (Pantene Australia, New Zealand and United Kingdom) * ] (Pantene India)
* ] (Pantene Singapore and Philippines) * ] (Pantene Australia, New Zealand and Great Britain)
* ] (2003–2005) (Pantene Philippines and Vietnam)<ref>{{cite web | url=https://www.youtube.com/watch?v=L-lg9-aI7WI | title=Pantene Pro-V Total Care Conditioner 30s - Philippines, 2003 | website=] | date=7 May 2024 }}</ref><ref>{{cite web | url=https://www.youtube.com/watch?v=rnWnezVU0D4&pp=ygUXUGFudGVuZSBNYXhlbmUgTWFnYWxvbmE%3D | title=Pantene Conditioner w/ Maxene Magalona Quang Cao - Vietnam | website=] | date=7 April 2018 }}</ref>
* ] (2017–present) (Pantene Singapore and Philippines)
* ] (2018–present) (Pantene Argentina and Latin America)
* ] (Pantene Brazil) * ] (Pantene Brazil)
* ] (Pantene Mexico) * ] (Pantene Mexico)
* ] (Pantene Peru) * ] (Pantene Peru)
* ] (Pantene Russia) * ] (Pantene Russia)
* ] (1995) (Pantene Philippines)
* ] (1998–1999) (Pantene Philippines)
* ] (2001–2002, 2006–2012) (Pantene Philippines)
* ] (Pantene Turkey)
* ] (Pantene Turkey) * ] (Pantene Turkey)
* ] (Pantene Turkey)
* ] (1999–2001, 2006–2010) (Pantene Philippines)
* ] (2008–2010) (Pantene Philippines)
* ] (2006–2009) (Pantene Philippines)
* ] (2012–2013) (Pantene Philippines)
* ] (2001–2006, 2012) (Pantene Philippines)
* ] (2013–2015) (Pantene Philippines)
* ] (2010–2011) (Pantene Philippines)
* ] (2008–2009) (Pantene Philippines)
* ] (2014–2016) (Pantene Philippines)
* ] (2012–2014) (Pantene Philippines)
* ] (2017–2019) (Pantene Philippines)
* ] (2010–2012) (Pantene Philippines)
* ] (2010–2013) (Pantene Philippines)
* ] (2018–present) (Pantene Philippines)
* ] (2006–2018) (Pantene Philippines)
* ] (2017) (Pantene Philippines)
* ] (2010–2011) (Pantene Philippines)
* ] (2022–present) (Pantene Philippines)
* ] (2017–present) (Pantene Australia)
* ] (2019–present) (Pantene Great Britain)<ref>{{Citation |title=Pantene x Katie Piper - The Power Of Hair Commercial | date=7 August 2019 |url=https://www.youtube.com/watch?v=h0lH_W4sBws |language=en |access-date=2022-03-23}}</ref>
* ] (2021–present) (Pantene Great Britain)<ref>{{Cite news |last=Bargh |first=Becky |date=2021-10-06 |title=Pantene strives for more inclusive beauty industry with BBC reporter and disability activist Lucy Edwards |work=Cosmetic Business |url=https://cosmeticsbusiness.com/news/article_page/Pantene_strives_for_more_inclusive_beauty_industry_with_BBC_reporter_and_disability_activist_Lucy_Edwards/179703 |access-date=2022-03-23}}</ref>
* ] (2023–present) (Pantene Philippines)


==Slogan== ==Slogan==
{{section unsourced|date=October 2024}}
*'''Strong Is Beautiful''' (]) *'''Strong Is Beautiful''' (English)
*'''美自强韧''' (])
*'''Měi zìqiáng rèn''' (Chinese)
*'''Kuat Itu Cantik''' (] ]) *'''Kuat Itu Cantik''' (Malay Indonesian)


==References== ==References==
{{reflist}} {{Reflist}}


==External links== ==External links==
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* *
* *
*
* *
* *
⚫ *


{{Procter & Gamble}} {{Procter & Gamble}}
{{Authority control}}


] ]
] ]
] ]
] ]
] ]
]

Latest revision as of 01:16, 30 December 2024

Hair product brand
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Product typeHair care
OwnerUnited States Procter & Gamble
Produced byUnited States Richardson Vicks (1985)
United States Procter & Gamble (1985–present)
Country  Switzerland (1945–1985) (original)
 United States (1985–present)
Introduced1945; 80 years ago (1945),   Switzerland (original)
1985; 40 years ago (1985),  United States
Discontinued1985; 40 years ago (1985),   Switzerland (original)
MarketsWorldwide
Previous ownersSwitzerland Hoffmann-La Roche (1945–1985) (original)
United States Richardson Vicks (1985)
Ambassador(s)Maudy Ayunda, Priyanka Chopra and Selena Gomez (Worldwide)
TaglineStrong Is Beautiful (English)
Měi zìqiáng rèn (Chinese)
Kuat Itu Cantik (Malay Indonesian)

Pantene (/ˌpænˈtiːn, -ˈtɛn/) is an American brand of hair care products now owned by Procter & Gamble. The product line originated in Europe in 1945 by Hoffmann-La Roche of Switzerland, which based the name on panthenol. It started to be introduced in the United States and around the world in 1985 when it was purchased by Richardson Vicks (Vicks) of the United States. That company was taken over in the same year by the American company Procter & Gamble (P&G) in order for P&G to compete in the "beauty product" market rather than only functional products.

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." Kelly Le Brock and Iman gained notoriety as the first television spokeswomen to speak the line. The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavior.

Marketing and advertising campaigns

The ambassadors of Pantene (from left to right: Ana Brenda, Gisele Bündchen and Stephanie Cayo)

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, 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

  • United States: a Television campaign was developed using an authoritative spokeswoman and showing the transformation of the model's hair;
  • Taiwan: dramatized the end-result - the shine (a very powerful end benefit in this part of the world);
  • France: dramatized the vitamin capsule ingredient story;
  • United Kingdom: demonstrated product efficacy via the hair root demonstration.

By 1994, following its launch in 55 countries, Pantene was the #1 hair care brand around the world with sales reaching over $1 billion. By 1996, it was still leading in 78 countries and by 1998, it was the leading shampoo in 90 countries. Pantene was advertised as approved by Swiss Vitamin Institute.

Currently, Pantene is widely available in much of the world. Maudy Ayunda, Priyanka Chopra and Selena Gomez are the current global ambassadors for Pantene. Pantene ambassadors for specific countries include Nolwenn Leroy for Pantene France, Anushka Sharma for Pantene India, Urassaya Sperbund for Pantene Thailand,Zhou Xun for Pantene Southeast Asia, Tang Wei for Pantene Southeast Asia, K-pop idols Yuri and Seohyun of Girls' Generation for Pantene Southeast Asia, Gabbi Garcia for Pantene Singapore and Philippines, Ellie Goulding for Pantene Australia, New Zealand and United Kingdom, Farah Ann Abdul Hadi for Pantene Malaysia and Brunei, Maudy Ayunda and Raline Shah for Pantene Indonesia, Tini Stoessel for Pantene Argentina and Latin America (in Latin America it was renamed in PanTini), Gisele Bündchen for Pantene Brazil, Ana Brenda for Pantene Mexico, Stephanie Cayo for Pantene Peru, Evgenia Medvedeva for Pantene Russia and Neslihan Atagül & Demet Özdemir for Pantene Turkey.

From June 2006 to December 2018, Pantene and the Entertainment Industry Foundation operated the Pantene Beautiful Lengths' charity campaign in the United States, which allowed individuals to donate hair for women who lost their own due to cancer treatment.

In 2021, during an advertising campaign, the brand featured a young trans girl with her parents, a lesbian couple.

Ambassadors

Slogan

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  • Strong Is Beautiful (English)
  • Měi zìqiáng rèn (Chinese)
  • Kuat Itu Cantik (Malay Indonesian)

References

  1. Wells, John (27 August 2008). "Pantene". John Wells's phonetic blog.
  2. Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 277. ISBN 978-1-59139-147-0.
  3. Forbes, Volume 139, Issues 5-9, 1987, p136
  4. Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 274. ISBN 978-1-59139-147-0.
  5. DiNato, Jill (25 July 2010). "Don't Hate Me Because I'm Beautiful". The Huffington Post.
  6. Rakow, Lana (Winter 1992). "Don't hate me because I'm beautiful: Feminist resistance to advertising's irresistible meanings". Southern Communication Journal. 57 (2): 133–142. doi:10.1080/10417949209372859.
  7. Schutzman, Mady (April 1995). The Real Thing: Performance, Hysteria, and Advertising. Wesleyan. p. 165. ISBN 978-0-8195-6370-5.
  8. Advertising Educational Foundation. "Persuasion". Aef.com. Retrieved 2013-09-23.
  9. "Swiss Vitamin Institute".
  10. "Selena Gomez Named New Pantene Spokesperson". Billboard. Retrieved 2018-08-16.
  11. Norris, Rebecca. "Priyanka Chopra Is Not Interested in Playing the "Exotic Indian Girl"". Allure. Retrieved 2018-08-16.
  12. "Nolwenn Leroy : nouvelle égérie Pantene". ELLE (in French). 22 December 2011. Retrieved 17 June 2016.
  13. Pantene. "Official Pantene India Website".
  14. Pantene. "Official Pantene Thailand Website".
  15. "Seohyun and Yuri collaborate with 'Pantene' for next 'SM Station' release!". allkpop. Retrieved 5 September 2016.
  16. "Gabbi Garcia Becomes First Filipina Endorser Of Pantene". 3 April 2017. Retrieved April 3, 2017.
  17. "Anggun C Sasmi, Aku Tidak Pernah Mengalami Rambut Buruk". Retrieved February 3, 2017.
  18. "TINI x Pantene".
  19. "Gisele Bündchen and Pantene ambassadors from Latin America meet at event". belezatoday (in Portuguese). Retrieved 6 April 2018.
  20. Simard-Houde, Mélodie (2021-09-30), "Reportage", Le monde à la une, Anamosa, pp. 154–161, doi:10.3917/anamo.there.2021.02.0154, ISBN 9791095772996, retrieved 2022-02-11
  21. Mouzard, Thomas; Margras, Fanny (2021-04-15). "Notes sur le séjour d'André Schwarz-Bart en Guyane : remonter le cours des souvenirs de Serge Patient". Continents Manuscrits (16). doi:10.4000/coma.6844. ISSN 2275-1742. S2CID 234815241.
  22. "Bipasha Basu, the New Brand Ambassador of Pantene". 30 August 2011.
  23. "Pantene Pro-V Total Care Conditioner 30s - Philippines, 2003". YouTube. 7 May 2024.
  24. "Pantene Conditioner w/ Maxene Magalona Quang Cao - Vietnam". YouTube. 7 April 2018.
  25. Pantene x Katie Piper - The Power Of Hair Commercial, 7 August 2019, retrieved 2022-03-23
  26. Bargh, Becky (2021-10-06). "Pantene strives for more inclusive beauty industry with BBC reporter and disability activist Lucy Edwards". Cosmetic Business. Retrieved 2022-03-23.

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