Pantene, Seeking Energy, Adds Watts

The world’s biggest hair care brand could use some star power. Pantene has tapped actresses Eva Mendes and Naomi Watts to share their hair secrets in TV and print campaigns, scheduled to break throughout July and August. The move ends the brand’s relationship with models because, say company executives, actresses are are more popular, more approachable and more relevant.

According to P&G executives, in tests, Mendes emerged “as a strong-willed woman” who garnered high ratings fro respect and for her “unthreatening” sexiness. Mendes will be representing Pantene’s Breakage to Strength collection.

Watts will appeal to Pantene’s large “contingent of customers with fine hair” as Watts represents the Flat to Volume collection.

In addition, Pantene scientists, many of whom are women with healthy manes, will be appearing on Pantene’s social media platforms to make them more accessible to women and to help consumers get to know the faces behind the brand.

It all comes at a time when the hair care category is a bit limp. For the most recent 52-week period ended May 15, the segments within hair care in which Pantene plays — shampoo, conditioner, hair spray and mousse — increased sales 2-, 2.5-, 0.52- and 1.78%, respectively.

For the year to date period ended April 17, sales of Pantene products slipped 9.1% to $121.8 million, excluding Wal-Mart. For the 52-week period ended April 17, sales were $412.8 million, down 4.4%.