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Sometimes, even the largest consumer product companies struggle when their brands hit a snag. Since 1999, Procter & Gamble has given its No. 1 beauty brand, Pantene, three major brand refreshes. Over ...

This case study shows how Pantene introduced its newest product, Cora, into China's highly competitive hair care category, targeting young users through social media and mobile to build a community of ...

Hair care brand Pantene grew the conditioner segment in Indonesia via a TV and social media campaign that used a long-haired, grumpy male influencer as its brand ambassador. For years, Pantene and ...