Pantene Case Study: brand renovation driven by innovative research

Introduction

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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Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
Analysis
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

APPENDIX

Case study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

LIST OF TABLES

Table 1: Total mass market sales* in selected beauty care categories in the US
Table 2: Total private label personal care penetration and spend ($ millions) in the US, 2002-2012
Table 3: Top brands in regular shampoo in the US, 2009-10

LIST OF FIGURES

Figure 1: Value-for-money considerations are more pertinent for the oral hygiene and haircare categories
Figure 2: US consumers are most likely to buy cheaper shampoo and conditioner compared with other personal care products
Figure 3: Haircare and oral hygiene products are most vulnerable to private label substitution
Figure 4: Lower-priced rivals Suave and TRESemm? tout salon-quality products at affordable prices
Figure 5: The vast majority of female consumers place a high degree of importance on taking care of their hair
Figure 6: The majority of global consumers believe there is to much choice when grocery shopping
Figure 7: As product choice proliferates, consumers are less willing to shop around for new offerings
Figure 8: Pantene streamlined its product range in order to simplify consumers' shopping experience
Figure 9: TRESemm? has made effective use of branded entertainment which not only reaches its target audience but is also strongly aligned with the brand's overall positioning
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