Procter & Gamble Home Products (P&G) has finally unveiled the mystery of the five bald women in a ‘We want a change’ campaign with the relaunch of the Pantene Pro-V range of shampoos in India. The move is aimed at providing hair solutions rather than hair problems to the Indian consumers.
New Pantene Pro-V is a solution to the global Pantene hair misdiagnosis research conducted by the company, which revealed that women across the world, including India, are dissatisfied with the way their hair looks.
Pantene’s research showed that 55 per cent of Indian women have misjudged their hair type and more than 80 per cent are dissatisfied with the way their hair looks and feels. The New Pantene Pro-V range will address the current dissatisfaction that Indian women have with their hair.
Of the Rs 800-crore shampoo market, the company has captured a marketshare of nine per cent each in Pantene and Head & Shoulders brands this year. The market for shampoos is currently growing at a rate of six per cent and is targeted to grow at the same pace even next year.