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Research and Markets: Pantene Case Study: Brand Renovation Driven by Innovative Research and Proctor & Gamble's Reorganization of the Pantene Range.

DUBLIN -- Research and Markets ( has announced the addition of the "Pantene Case Study: brand renovation driven by innovative research" company profile to their offering.

Pantene Case Study: Brand Renovation Driven by Innovative Research and Proctor & Gamble's Reorganization of the Pantene Range

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

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

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

* Private label threat in personal care is small but imminent

* Pantene's market share slipped during the recession

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

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

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

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

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

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

* Compare and contrast: TRESemm

* Conclusion and implications

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Source: Datamonitor
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Publication:Business Wire
Date:Aug 23, 2010
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