Sharing shampoo socially

Prasanna Kumar
MediaCom 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 sensitive to this, with natural products being the biggest draw.

Procter & Gamble's Pantene is regarded as the undisputed leader and the preferred shampoo brand in the hair care category in China with impressive brand awareness and share of mind. This was the result of proven performance and the credibility Pantene has generated among its consumers over the past two decades.