Price at the Roots of P&G's Stalled Hair Promo Down Under

27 April 2007

SYDNEY: The Pantene Shine Hair Spa, a temporary hair salon in a Sydney shopping mall, has seemingly failed to win the hearts and heads of Sheilas Down Under.

The mushroom wash 'n' blow unit was the marketing brainchild of consumer goods giant Procter & Gamble in an attempt to woo shoppers to its revamped Pantene haircare brand.

But after the price of the quickie coiffeur grew from an initially glossy A$15 (US$12; €9: £6) to a dull and lacklustre A$25, shoppers' enthusiasm rapidly receded and P&G has made little effort to roll-out the concept in Oz or anywhere else.

Company spokeswoman Alicia Ohannessian was circumspect about P&G's reluctance to extend the concept, saying only: "There has been significant interest and I am assuming that they would like to do it but I cannot confirm any others [opening]."

She claimed that the temporary salon had been "successful in shifting perceptions about the brand".

Data sourced from Sydney Morning Herald; additional content by WARC staff