Pantene

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Hair product brand

title: "Pantene" type: doc version: 1 created: 2026-02-28 author: "Wikipedia contributors" status: active scope: public tags: ["procter-&-gamble-brands", "shampoo-brands", "products-introduced-in-1945", "drugs-developed-by-hoffmann-la-roche", "1985-mergers-and-acquisitions", "swiss-brands"] description: "Hair product brand" topic_path: "general/procter-gamble-brands" source: "https://en.wikipedia.org/wiki/Pantene" license: "CC BY-SA 4.0" wikipedia_page_id: 0 wikipedia_revision_id: 0

::summary Hair product brand ::

::data[format=table title="Infobox Brand"]

FieldValue
namePantene
logoPantene.svg
typeHair care
currentownerProcter & Gamble
producedbyRichardson Vicks (1985)
Procter & Gamble (1985–present)
originSwitzerland (1945–1985) (original)
United States (1985–present)
introduced, Switzerland (original)
, United States
discontinued, Switzerland (original)
marketsWorldwide
previousownersHoffmann-La Roche (1945–1985) (original)
Richardson Vicks (1985)
taglineStrong Is Beautiful (English)
让奇迹发生 (Ràng qíjì fāshēng, Chinese)
Kuat Itu Cantik (Malay Indonesian)
ambassadorsMaudy Ayunda, Priyanka Chopra and Selena Gomez (Worldwide)
::

| name = Pantene | logo = Pantene.svg | type = Hair care | currentowner = Procter & Gamble | producedby = Richardson Vicks (1985) Procter & Gamble (1985–present) | origin = Switzerland (1945–1985) (original) United States (1985–present) | introduced = , Switzerland (original) , United States | discontinued = , Switzerland (original) | markets = Worldwide | previousowners = Hoffmann-La Roche (1945–1985) (original) Richardson Vicks (1985) | tagline = Strong Is Beautiful (English) 让奇迹发生 (Ràng qíjì fāshēng, Chinese) Kuat Itu Cantik (Malay Indonesian) | ambassadors = Maudy Ayunda, Priyanka Chopra and Selena Gomez (Worldwide) Pantene () 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

::figure[src="https://upload.wikimedia.org/wikipedia/commons/a/a9/Embaixatrizes_Pantene-002_(16090350988).jpg" caption="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,{{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|author1=Jeprima WD| editor1=FX Ismanto|date=3 February 2017|website=Tribun Seleb}} 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. Arashi's Kazunari Ninomiya appears as a stylist for the 2025 campaign in Japan.

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

  • Strong Is Beautiful (English)
  • Fuerza es belleza (Spanish)
  • Měi zìqiáng rèn (Chinese)
  • Kuat Itu Cantik (Indonesian)

Campaign slogans

  • See Beauty, Not Gender () (Thailand, 2018)
  • Don't hate me because I'm strong (Indonesia, 2016)

References

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.
  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.
  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.
  7. Schutzman, Mady. (April 1995). "The Real Thing: Performance, Hysteria, and Advertising". Wesleyan.
  8. Advertising Educational Foundation. "Persuasion". Aef.com.
  9. "Swiss Vitamin Institute".
  10. "Selena Gomez Named New Pantene Spokesperson".
  11. Norris, Rebecca. "Priyanka Chopra Is Not Interested in Playing the "Exotic Indian Girl"". Allure.
  12. (22 December 2011). "Nolwenn Leroy : nouvelle égérie Pantene". ELLE.
  13. "Official Pantene India Website".
  14. "Official Pantene Thailand Website".
  15. "Seohyun and Yuri collaborate with 'Pantene' for next 'SM Station' release!". allkpop.
  16. (3 April 2017). "Gabbi Garcia Becomes First Filipina Endorser Of Pantene".
  17. "TINI x Pantene".
  18. "Gisele Bündchen and Pantene ambassadors from Latin America meet at event". belezatoday.
  19. (29 May 2025). "二宮和也、初の“美容師”役に挑戦 ゴールドのメッシュヘア姿も披露「こんな感じで大丈夫ですか?」".
  20. Simard-Houde, Mélodie. (2021-09-30). "Reportage". Anamosa.
  21. (2021-04-15). "Notes sur le séjour d'André Schwarz-Bart en Guyane : remonter le cours des souvenirs de Serge Patient". Continents Manuscrits.
  22. (30 August 2011). "Bipasha Basu, the New Brand Ambassador of Pantene".
  23. (7 May 2024). "Pantene Pro-V Total Care Conditioner 30s - Philippines, 2003".
  24. (7 April 2018). "Pantene Conditioner w/ Maxene Magalona Quang Cao - Vietnam".
  25. (7 August 2019). "Pantene x Katie Piper - The Power Of Hair Commercial".
  26. Bargh, Becky. (2021-10-06). "Pantene strives for more inclusive beauty industry with BBC reporter and disability activist Lucy Edwards". Cosmetic Business.
  27. "Pantene Slogans Advertising Slogans and Taglines (or mottoes) of Pantene 2024".
  28. "Ejemplos de anuncios publicitarios de pantene: un análisis de sus campañas".
  29. (3 March 2017). "Lomba Foto Kuat Itu Cantik Pantene Berhadiah Trip ke Hollywood, Amerika Serikat".
  30. (8 December 2016). "Membuat Kampanye Wanita Kuat, Pantene Memilih MMA Fighter Sebagai New Face Produknya".
  31. (15 August 2018). "แพนทีน ส่งแคมเปญใหญ่ #ความสวยไม่ได้ดูที่เพศ ทุกคนสามารถสวยได้ในแบบของตัวเอง".
  32. (2 August 2018). "Major beauty brands are celebrating the Thai trans community".

::callout[type=info title="Wikipedia Source"] This article was imported from Wikipedia and is available under the Creative Commons Attribution-ShareAlike 4.0 License. Content has been adapted to SurfDoc format. Original contributors can be found on the article history page. ::

procter-&-gamble-brandsshampoo-brandsproducts-introduced-in-1945drugs-developed-by-hoffmann-la-roche1985-mergers-and-acquisitionsswiss-brands