Vision Shopsters: Pantene Case Study: brand renovation driven by innovative research

Pantene relaunched its haircare range globally in June 2010 amid a flattening haircare market and falling market share

. The brand undertook a thorough research project aimed at contextualizing the 'bad hair day'. Findings from the research allowed Pantene to gain a better understanding of the perceived importance of healthy hair, as well as help improve the brand's creative executions

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Table Of Contents :

Datamonitor View 1

CATALYST 1

SUMMARY 1

Analysis 2

Masstige haircare products have been adversely affected by the economic downturn 2

Value-for-money is a key consideration in consumers' choice of haircare products 3

The recession-induced 'trading down' effect was evident in the haircare category 3

Private label threat in personal care is small but imminent 4

Pantene's market share slipped during the recession 5

Pantene is a top-selling drugstore brand in the US 5

Lower-priced shampoos have chipped away at Pantene's market share 5

Pantene undertook thorough product and consumer analysis in order to win back customers 7

A comprehensive consumer research effort sought to demystify the 'bad hair day' 8

Proctor & Gamble reorganized the Pantene range to cut through the 'wall of white' 8

Consumer research findings helped inform the brand's new advertising campaign 11

Compare and contrast: TRESemm 11

Conclusion and implications 12

APPENDIX 14

Case study series 14

Methodology 14

Secondary sources 14

Further reading 15

Ask the analyst 15

Datamonitor consulting 15

Disclaimer 15

List of Tables

Table 1: Total mass market sales* in selected beauty care categories in the US 2

Table 2: Total private label personal care penetration and spend ($ millions) in the US, 2002-2012 4

Table 3: Top brands in regular shampoo in the US, 2009-10 6

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Vision Shopsters: Pantene Case Study: brand renovation driven by innovative research

By: Vision Shopsters

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