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Pantene gets a global makeover, all for a price premium

Pantene gets a global makeover, all for a price premium

Author | Source: The Economic Times | Thursday, Sep 21,2006 9:28 AM

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Pantene gets a global makeover, all for a price premium

Pantene, P&G's number one shampoo brand today globally re-launched itself on Wednesday. It has effected an a Rs 3 increase in pricing from Rs 51 to Rs 54 for a 100 ml pack.

The company has attributed the hike in pricing to inflation as well as the input costs going up with its new packaging. P&G have also launched for the first time a 400 ml Pantene pack for Rs 164 ml.

The re-launch of Pantene embodies its new logo called Shirra, in a white and gold packaging, with a new association with Sushmita Sen as its brand ambassador and following a new philosophy of 'Shine - I believe I can.'

The new positioning looks at making a deeper connect with the female consumer by celebrating iconic woman, who are successful in their respective careers.

To celebrate the spirit, Pantene honoured six of India's top beauty experts including Queenie Dhody (grooming expert) and Anjali Mukherjea (nutritionalist).

Tags: e4m

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