Pantene () is a brand of

hair care Hair care is an overall term for hygiene and cosmetology involving the hair which grows from the human scalp, and to a lesser extent facial, pubic and other body hair. Hair care routines differ according to an individual's culture and the physic ...

products owned by Procter & Gamble. The product line was first introduced in Europe in 1945 by

Hoffmann-La Roche F. Hoffmann-La Roche AG, commonly known as Roche, is a Swiss multinational healthcare company that operates worldwide under two divisions: Pharmaceuticals and Diagnostics. Its holding company, Roche Holding AG, has shares listed on the SIX ...

, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble in 1985 in order to compete in the "

beauty product Cosmetics are constituted mixtures of chemical compounds derived from either natural sources, or synthetically created ones. Cosmetics have various purposes. Those designed for personal care and skin care can be used to cleanse or protect ...

" market rather than only functional products. The brand's best-known product became the 2-in-1 shampoo and conditioning formula, Pantene Pro-V (Pantene Pro-Vitamin). The product became most noted due to an advertising campaign in the 1989 in which fashion models said, "Don't hate me because I'm beautiful." Kelly Le Brock and

Iman Iman, Imann, Imaan, Eman, Emaan, or Imman may refer to: Places * Iman, Iran, a village in Kalashi District, Kermanshah Province * The Iman River, the former name of the Bolshaya Ussurka River, a tributary of the Ussuri River in Russia's Primors ...

gained notoriety as the first television spokeswomen to speak the line. The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavior.

Advertising campaigns

In 1990, Procter & Gamble Taiwan launched a new advertising campaign surrounding its new Pantene Pro-V formula, a combining of Pantene's vitamin formula and P&G's 2-in-1 technology. Pantene Pro-V was first introduced in Taiwan and a year later in the US and globally. Research results, compiled from markets around the world, led P&G to hypothesize that health positioning might provide the basis for a new worldwide hair care franchise. The research indicated that: Women believed the ideal standard for hair is "healthy". Women considered their own hair damaged. Women believed that shine signaled health. Pro-vitamin formulation provided real support for claims. Advertising was developed around a health positioning and customized at the local level with the tagline, "Hair So Healthy It Shines." The new product, Pantene Pro-V was introduced in newly designed cylindrical shaped bottles. There were four lead countries involved in Pantene's Pro-V launch. Each communicated a different piece of the strategy and execution elements, as follows * United States: a Television campaign was developed using an authoritative spokeswoman and showing the transformation of the model's hair; * Taiwan: dramatized the end-result - the shine (a very powerful end benefit in this part of the world); * France: dramatized the vitamin capsule ingredient story; * United Kingdom: demonstrated product efficacy via the hair root demonstration. By 1994, following its launch in 55 countries, Pantene was the #1 hair care brand around the world with sales reaching over US$1 billion. By 1996, it was still leading in 78 countries and by 1998, it was the leading shampoo in 90 countries. Pantene was advertised as approved by Swiss Vitamin Institute. Currently, Pantene is widely available in much of the world. Priyanka Chopra and Selena Gomez are the current global ambassadors for Pantene. Pantene ambassadors for specific countries include Nolwenn Leroy for Pantene France,

Anushka Sharma Anushka Sharma (; born 1 May 1988) is an Indian actress and former producer who works in Hindi films. She has received several awards, including a Filmfare Award. One of the highest-paid actresses in India as of 2018, she has appeared in '' F ...

for Pantene India, Urassaya Sperbund for Pantene Thailand, K-pop idols Yuri and Seohyun of

Girls' Generation Girls' Generation (), also known as SNSD, is a South Korean girl group formed by SM Entertainment. The group is composed of eight members: Taeyeon, Sunny, Tiffany, Hyoyeon, Yuri, Sooyoung, Yoona, and Seohyun. Originally a nine-piece ensembl ...

for Pantene Southeast Asia, Gabbi Garcia for Pantene Singapore and Philippines,

Ellie Goulding Elena Jane Goulding ( ; born 30 December 1986) is an English singer and songwriter. Her career began when she met record producers Starsmith and Frankmusik, and she was later spotted by Jamie Lillywhite, who became her manager and Artists and ...

for Pantene Australia, New Zealand and United Kingdom, Farah Ann Abdul Hadi for Pantene Malaysia and Brunei, Maudy Ayunda and

Raline Shah Raline Rahmat Shah (born March 4, 1985) is an Indonesian actress, philanthropist, public figure, and entrepreneur. She entered mainstream Indonesian entertainment scene with her appearance as one of the contestants of '' Puteri Indonesia 2008'' r ...

for Pantene Indonesia,

Tini Stoessel Martina Stoessel Muzlera (; born 21 March 1997), known professionally as Tini (stylised in all caps), is an Argentine singer, songwriter, actress, dancer and model. She began her career by appearing on the Argentine children's television series ...

for Pantene Argentina and Latin America (in Latin America it was renamed in PanTini),

Gisele Bündchen Gisele Caroline Bündchen (, , born 20 July 1980) is a Brazilian fashion model. Since 2001, she has been one of the highest-paid models in the world. In 2007, Bündchen was the 16th-richest woman in the entertainment industry and earned th ...

for Pantene Brazil,

Ana Brenda Ana Brenda Contreras (born 24 December 1986), also known as Ana Breco, is an American actress, singer and model. From 2010 to 2011, she played Aurora Alcázar in the telenovela ''Teresa''. From 2018 to 2019, Contreras starred as Cristal Jennings ...

for Pantene Mexico,

Stephanie Cayo Stephanie Cristina Cayo Sanguinetti (born April 8, 1988) is a Peruvian actress, singer and songwriter. Early life When she was 10 years old, she appeared in Peruvian telenovela ''Travesuras del Corazón''. She later appeared as a primary char ...

for Pantene Peru, Evgenia Medvedeva for Pantene Russia and

Neslihan Atagül Neslihan Atagül Doğulu (born 20 August 1992) is a Turkish actress. She is best known for her role in '' Kara Sevda'' (2015–2017), a series sold to more than 110 countries and the only Turkish TV series winner of the International Emmy Award ...

& Demet Özdemir for Pantene Turkey. From June 2006 to December 2018, Pantene and the Entertainment Industry Foundation operated the

Pantene Beautiful Lengths Pantene () is a brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1945 by Hoffmann-La Roche, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & ...

' charity campaign in the United States, which allowed individuals to donate hair for women who have lost their own due to cancer treatment. Since 1 August 2016, all Pantene officially launches a new logo while officially very first with a new packaging and bottle shape it was officially launched by

. Since 1 July 2018, all Pantene officially launches a new logo while officially very second with a new packaging and bottle shape it was officially launched by Maudy Ayunda. Since 1 November 2020, all Pantene officially launches a new logo while officially very third with a new packaging and bottle shape. In 2021, during an advertising campaign, the brand features a little trans girl with her parents, a lesbian couple.

Ambassadors

* Priyanka Chopra (Pantene United States) * Selena Gomez (Pantene United States and Latin America) * Cornelia Agatha (2003–2009) (Pantene Indonesia) * Siti Nurhaliza (2006–2008) (Pantene Indonesia, Malaysia, Singapore and Brunei) * Marissa Nasution (2011–2012) (Pantene Indonesia) *

Nirina Zubir Nirina Raudatul Jannah Zubir or better known as Nirina Zubir (born in Antananarivo, Madagascar on March 12, 1980) is an Indonesian actress and Television presenter of Minangkabau descent. Early life and career Nirina was Born in Antananarivo, M ...

(2011) (Pantene Indonesia) * Mara Alberto (2011–2012) (Pantene Indonesia) *

Mariana Renata Mariana Renata Dantec (born 31 December 1983, Paris), better known by Mariana Renata and Mariana Dantec, is a French-Indonesian model and actress. She is best known for her roles in the films ''Janji Joni'' (2005), ''The Matchmaker'' (2006), and ...

(2011) (Pantene Indonesia) * Rossa (2011–2012) (Pantene Indonesia) *

Gita Gutawa Aluna Sagita Gutawa (born 11 August 1993), better known as Gita Gutawa, is an Indonesian soprano, actress, and lyricist songwriter. She is also the daughter of composer Erwin Gutawa. Although she originally studied piano, Gutawa later switche ...

(2012–2013) (Pantene Indonesia) * Dominique Diyose (2012–2013) (Pantene Indonesia) * Anggun Cipta Sasmi (2008–31 December 2016 and 1 February 2017–31 August 2020) (Pantene Indonesia) * Jenahara Nasution (1 February 2017–31 August 2020) (Pantene Indonesia) * Tara Basro (1 February 2017–31 August 2020) (Pantene Indonesia) * Elle & Jess Yamada (1 February 2017–31 August 2020) (Pantene Indonesia) * Maudy Ayunda (1 July 2018–Now) (Pantene Indonesia) *

(1 August 2016–Now) (Pantene Indonesia) * Farah Ann Abdul Hadi (Pantene Malaysia and Brunei) * Yuri of

(Pantene Korea) * Seohyun of

(Pantene Korea) * Nolwenn Leroy (Pantene France) *

Woranuch Bhirombhakdi Woranuch Bhirombhakdi ( th, วรนุช ภิรมย์ภักดี; ), née Wongsawan ( th, วรนุช วงษ์สวรรค์), or usually known by her nickname Nune ( th, นุ่น; ) is a Thai actress in Thai soap ...

(Pantene Thailand) * Urassaya Sperbund (Pantene Thailand) *

(Pantene India) * Manushi Chhillar (Pantene India) *

(Pantene Australia, New Zealand and United Kingdom) * Gabbi Garcia (2017–present) (Pantene Singapore and Philippines) *

(2018-present) (Pantene Argentina and Latin America) *

(Pantene Brazil) *

(Pantene Mexico) *

(Pantene Peru) * Evgenia Medvedeva (Pantene Russia) * Chin Chin Gutierrez (1995) (Pantene Philippines) * Dayanara Torres (1998-1999) (Pantene Philippines) * Gretchen Barretto (2001–2002, 2006–2012) (Pantene Philippines) *

Bergüzar Korel Bergüzar Gökçe Korel (; born 27 August 1982) is a Turkish actress. Career Korel made her debut as ''Leyla'' in '' Kurtlar Vadisi: Irak'' (Valley of the Wolves: Iraq). She came to wide attention after starring as ''Şehrazat Evliyaoğlu'' i ...

(Pantene Turkey) *

(Pantene Turkey) * Demet Özdemir (Pantene Turkey) * Angel Aquino (1999–2001, 2006–2010) (Pantene Philippines) * Claudine Barretto (2008–2010) (Pantene Philippines) * Ruffa Gutierrez (2006–2009) (Pantene Philippines) * Cristine Reyes (2012–2013) (Pantene Philippines) * Iza Calzado (2001–2006, 2012) (Pantene Philippines) * Denise Laurel (2013–2015) (Pantene Philippines) * Andi Eigenmann (2010–2011) (Pantene Philippines) * Judy Ann Santos (2008–2009) (Pantene Philippines) * Bea Alonzo (2014–2016) (Pantene Philippines) * Iya Villania (2012–2014) (Pantene Philippines) * Jasmine Curtis (2017–2019) (Pantene Philippines) * Angelica Panganiban (2009–2012) (Pantene Philippines) * Erich Gonzales (2010–2013) (Pantene Philippines) * Anne Curtis (2018–present) (Pantene Philippines) * Kris Aquino (2006–2018) (Pantene Philippines) *

Heaven Peralejo Heaven Lyan Salvador Peralejo ( ; ; born November 25, 1999) is a Filipina actress and television personality known for joining the reality show '' Pinoy Big Brother: Lucky 7'' in 2016. Early life Heaven Lyan Salvador Peralejo was born on Nove ...

(2017) (Pantene Philippines) * Carla Abellana (2010–2011) (Pantene Philippines) * Maddison Brown (2017–now) (Pantene Australia) * Katie Piper (2019–present) (Pantene Great Britain) * Lucy Edwards (2021 - present) (Pantene Great Britain)

Slogan

*Strong Is Beautiful (English) *Měi zìqiáng rèn (Chinese) *Kuat Itu Cantik (Malay Indonesian)

Advertising campaigns

Ambassadors

Slogan

References

External links