Sharing shampoo socially

Prasanna Kumar

This article describes a campaign by Pantene, the shampoo brand owned by Procter & Gamble (P&G), that targeted young women in China by repositioning the brand as a 'natural' product.

Sharing shampoo socially

Prasanna KumarMediaCom China

P&G targeted young Chinese women in its Pantene shampoo social media campaign aimed at inspiring nature-lovers to share their experiences.

Economic progress in China is rapidly increasing consumer sophistication and nowhere is it more evident than in the CPG (Consumer Package Goods) category.

In recent years, one of the big issues is the environment which has been much discussed on social media. This has created a new set of challenges and opportunities for CPG marketers in China. Consumers' aversion and questioning about anything chemical is growing. They are gravitating toward brands that are...

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