Pantene: Sharing shampoo socially

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 nature-lovers.

Pantene: Sharing shampoo socially

Prasanna Kumar

Campaign details

Brand owner: Procter & GambleAgency: MediaCom China, GREY Hong Kong, SOHO Beijing and DVR BeijingBrand: PanteneCountry: China

Executive summary

This case study shows how Pantene introduced its newest product, Cora, into China's highly competitive haircare category, targeting young users with its claim that it is 'made with natural ingredients'. Despite this platform being so similar to that of its main competitors', it achieved an engagement of over two million consumers within just three weeks of launch.

Given that Pantene's newest product was again talking about...

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