Simplify, Simplify: P&G Revamps Pantene

2010-03-12 | 08:35

Relaunch focuses on hair types, colorful packaging

There's new hope for Pantene, now that Procter & Gamble says it will relaunch its$3 billion global hair care. brand. The relaunch includes repackaging the shampoos and containers in more colorful bottles, while styling products will have a metallic look. At the same time, P&G is cutting the SKU count by 25% to 120 pieces and product collections by 61% (14 collections to eight) to make shopping the cluttered hair care aisle — and the brand — more simple.

According to Bob McDonald, chief executive officer of P&G the new line of Pantene products not only much better than before, but also cheaper.

"We’ve cut the cost of the polymers roughly in half, saving over $50 million a year," said McDonald. "The savings were reinvested to improve other product attributes including perfumes and packaging.”

The relaunch should also impact the shopping experience, with a shelf for each hair type along with attendant styling products, so that the consumer can purchase her entire hair care regimen in one place.

"This Pantene move has all the hallmarks of a classic re-stage, although it's probably not a game changer, to use the great AG's language," explained Colin Hession, managing director of industry consultants, Colin Hession Consulting. "What is needed is a link to the Professional channel, because deep down, hair is fashion. P&G has the means via its Wella connections, the trick would be not pissing off all their Professional customers at a stroke."

The new Pantene line includes Fine Hair Solutions, which offers three versions: Flat to Volume, Dry to Moisturized and Fragile to Strong. For medium-thick hair, there’s Medium-Thick Hair Solutions in four versions: Frizzy to Smooth, Breakage to Strength, Dry to Moisturized and Flat to Volume. For curly hair, there’s a Curly Hair Series in two versions: Curls to Straight and Dry to Moisturized. For color-treated hair, there’s Color Hair Solutions in six versions: Color Preserve Shine, Volume, Smooth, Blonde Expressions, Highlighting Expressions and Brunette Expressions.