BOC: Four Well Known Brands 4

 

Pantene; a one-billion dollar brand became a three-billion dollar world-class category leader.  “[Pantene] is not in the business of teeny-tiny, niche businesses.  They’re really about creating big, global scale noise and really broadly appealing propositions.”  http://www.grey.com/assets/pdfs/cases/Pantene.pdf

Pantene made a challenge to become a “global mega-brand.  The idea for this product all started with an ingredient called Panthenol.  The purpose of Panthenol was to heal and was originally used to cure burn victims in World War II.  This created a word in the minds of the Pantene directors.  Magic.  I couldn’t have said it better myself.  The idea of this healing property of the main ingredient truly does bring the thought of magic.  The directors bring an idealistic woman into the picture and think about her desires.  “She wants beauty, but she doesn’t want to just stop at beauty.  Beauty is the part that empowers her to glide through the day and to bring more magic and love and warmth and power in her experience of the day.”  http://www.grey.com/assets/pdfs/cases/Pantene.pdf  Pantene says they can make your hair explode and twist and dance and move and still fall right back into place.  I don’t know about you but I want to be a Pantene woman!

In 1947 Pantene was born.  Just a few years later, in the 60s, a new formula was discovered to make the consumer’s hair even healthier; Pro-Vitamin B5 Complex.  Pantene was smart once again with their marketing in the 70s.  Charlie’s Angels was a popular show and made long hair a trend.  Pantene jumped right on this trend and made a new product to make long hair luscious and beautiful, thus the birth of Cure de Beauté Conditioner.  Are you familiar with the famous Pantene gold cap?  In 1975, “Pantene [changed] to new packaging with its iconic gold cap.  45 years later, women still remember gold-capped Pantene.”  http://circle.supersavvyme.co.uk/en/media/pantene/project-handbook_pantene.pdf#page=13  Just with this brief history, it is quite clear that this company has had, and always will have, the health of the consumer’s hair in the forefront of their focus.  Today, “Pantene [has re-launched] with customized solutions for your hair type.  If you know the hair you have, Pantene can give you the hair you want.”  http://circle.supersavvyme.co.uk/en/media/pantene/project-handbook_pantene.pdf#page=13  They cleverly call it “The Structure Revolution”.

It is so easy to customize what type of shampoo you want.  Pantene has any kind of shampoo you could ever imagine.  Do you want a shampoo to protect your colored hair but still give you volume?  Get Pantene’s Color Preserve Volume Shampoo.  Do you have unmanageably frizzy hair?  Then Frizz Control Shampoo is for you!

If the well being for the consumer was not enough for Pantene, they are also highly involved in making the world a better place.  A campaign called “Healthy Hair for Healthy Water” active in 2011 said, “More than half a billion women and children in developing countries lack safe drinking water.
When you purchase Pantene from pgestore.com, Pantene will donate $0.10 per bottle to the P&G Children’s Safe Drinking Water Fund, the cost of providing one week of clean drinking water (10 liters) to a child in the developing world who needs it most…”  http://www.pantene.com/en-US/csdw/pages/get-the-facts.aspx  Any company that allows the consumer to give back to the community, and even the world, while still giving to themselves is a great success, and I’m not talking about their annual revenue.