Brand in focus: Pantene Pro-V

Pantene is a brand of hair care products owned by Procter &Gamble. The product line was first introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in 1985 in order for P&G to compete in the "beauty product" market rather than only functional products. 

In Pakistan the brand is currently positioning its four products. Each one is facilitating their consumers with a unique solution of a genuine problem like for who are suffering through weak & rough hairs can go for Pantene Pro-V Smooth & Strong Shampoo. The brand said in its marketing campaign, “Think your hair is too rough and tough to tame? Put Pantene Smooth and Strong to the test and your hair will have found its match. It gently detangles your unruly hair making it smooth and strong so you can be the boss again! Pantene's nourishing Pro-V shampoo formula with Amino-S, when used with Pantene Pro-V conditioner helps evenly restructure hair from root to tip detangling your unruly hair making it strong, silky and noticeably smoother in 10 days or less! Pantene is the first step to irresistibly smooth hair”.

For who which are facing hair fall can go for Pentene Pro-V Anti-Hair Fall Shampoo. The brand in this product advertising promise its consumers, “Think your hair is here today and gone tomorrow? Think again. Pantene Anti-Hair Fall strengthens each strand from the root to the tip reducing breakage up to 95% in just 2 washes. Pantene Pro-Vitamin Hair Fall shampoo formulas when used with a Pantene Pro-V conditioner leave hair healthy and strong in 10 days or less. Your hair will live on!” and for those who are experiencing split ends and totally damaged hair can go for Pantene Pro-V Milky Extra Treatment Shampoo. The product is stated itself as, “Do you believe in miracles? Watch the magic of Pantene Milky Extra Treatment. The special formula of vitamins and milky lotion penetrates into your dry and brittle hair and transforms each strand, making it stronger, healthier and full of life. It provides a complete cleaning that gives a moisturized, healthy feel to your hair with a lustrous shine from top to bottom. Keep the moisture in and damage out”.

Lastly for those who are bearing dullness in their hairs can go for Pantene Pro-V Deep Black Shampoo. The product claims that “Bad hair days will soon become a distant memory. Pantene Deep Black with Pro-V formula contains Amino-S which nourishes dry and dull hair, darkening each strand through intense moisturization from root to tip. Pantene Pro-V shampoo formula when used Pantene Pro-V with conditioner leaves hair naturally black, shiny and healthy looking in 10 days or less giving it a glow and shine you have always wished for”. The marketing is further supporting its brand with “10-Day Challenge” in which a famous celebrity stylist “Shahzad Raza” provides support to the challenger and help him/her in gaining the healthy and fit hair what a brand claims in all marketing campaigns.