abhishreshthaa
Abhijeet S
Case: Pantene unveils 'Shine Morning to Night' campaign
Pantene, the world's largest selling shampoo from Procter & Gamble conducted a consumer research on identifying the top hair needs which revealed that Indian women rated 'Shine' as the No.1 hair attribute.
August 26, 2002, Mumbai: Research further indicated that the major cause of dull hair that lacks shine is weakness of hair, misalignment and roughness. Pantene's unique Pro-V formula has been researched and identified as one of the best solutions to achieve long-lasting hair-shine, because it penetrates dry strands better, smoothens roughness, reduces frizz and fly-aways thus making hair smooth, straight and polished. Supporting the research, Pantene unveiled the launch of "Shine Morning to Night" campaign that has two exciting components to it; The MTV "Shine Your Soul" contest which has diamonds worth Rs. 12.5 lacs to be won and the launch of 'Pantene Shine Booths' across the country that helps to achieve shine that lasts from morning to night.
Complementing the "Shine Morning to Night" campaign P&G has launched Pantene Shine-Meter, a unique device that measures the level of hair shine, followed by a recommendation from the Pantene Beauty Assistant on the right variant of Pantene shampoo. To help consumers attain long lasting hair-shine, the Pantene Shine Meters will be covering 30 cities across India through Pantene Mobile Vans and Pantene Shine Booths. The Pantene Shine Booths will be set up at more than 1100 leading retail stores across the country for the next six weeks.
The "Shine your Soul" contest with MTV gives consumers an opportunity to win an exquisite Diamond Necklace and 19 diamond sets from Inter Gold. All Pantene users are eligible to participate in the MTV 'Shine Your Soul' contest by answering the simple question - "What gives you a Shining personality" (a) Wealthy Mind and Wealthy body, (b) Healthy mind and Healthy body and (c) Stealthy mind and Stealthy body.
Commenting on the Pantene "Shine Morning to Night" campaign, Mr. Rahul Malhotra, Brand Manager, P&G India said: "Only hair that is healthy can have long lasting shine. Pantene's unique Pro Vitamin B formula strengthens hair, smoothens roughness and leaves hair looking shiny from morning to night. We have tied up with MTV and Intergold for the "Shine your Soul" contest to communicate Pantene's ability to deliver long-lasting shine, through the simple analogy between diamonds and shine."
Said Ms. Neha Dhupia, Miss India-Universe'02, at the launch, " With the everyday pollution hair is exposed to and the routine hustle-bustle, there is very little time to invest in your hair and possess dream hair that shines 'Morning to Night'. But truly, Pantene with its remarkable range of shampoos; Smooth & Silky, Volume & Fullness, Balanced clean, Anti-Dandruff and Lively Clean offers the right shampoo variant for every hair type and gives hair that shine all day long".
All Pantene shampoo variants are available at Rs.61 for the 100 ml pack and Rs. 117 for the 200 ml pack. Procter & Gamble Home Products, India also has in its portfolio, Head & Shoulders' Shampoo in three variants; Smooth & Silky, Refreshing Menthol and Clean & Balanced, Ariel Total Compact, Tide detergent and Gain Super Soaker.
Procter & Gamble Worldwide has in its beauty-care basket, brands like Vidal Sassoon, Pert Plus, Pantene, Head and Shoulders, Rejoice, and Physique in Hair care; Olay Skin Care and Cosmetics; Max Factor and Cover Girl cosmetics and fragrances from Hugo Boss.
Pantene, the world's largest selling shampoo from Procter & Gamble conducted a consumer research on identifying the top hair needs which revealed that Indian women rated 'Shine' as the No.1 hair attribute.
August 26, 2002, Mumbai: Research further indicated that the major cause of dull hair that lacks shine is weakness of hair, misalignment and roughness. Pantene's unique Pro-V formula has been researched and identified as one of the best solutions to achieve long-lasting hair-shine, because it penetrates dry strands better, smoothens roughness, reduces frizz and fly-aways thus making hair smooth, straight and polished. Supporting the research, Pantene unveiled the launch of "Shine Morning to Night" campaign that has two exciting components to it; The MTV "Shine Your Soul" contest which has diamonds worth Rs. 12.5 lacs to be won and the launch of 'Pantene Shine Booths' across the country that helps to achieve shine that lasts from morning to night.
Complementing the "Shine Morning to Night" campaign P&G has launched Pantene Shine-Meter, a unique device that measures the level of hair shine, followed by a recommendation from the Pantene Beauty Assistant on the right variant of Pantene shampoo. To help consumers attain long lasting hair-shine, the Pantene Shine Meters will be covering 30 cities across India through Pantene Mobile Vans and Pantene Shine Booths. The Pantene Shine Booths will be set up at more than 1100 leading retail stores across the country for the next six weeks.
The "Shine your Soul" contest with MTV gives consumers an opportunity to win an exquisite Diamond Necklace and 19 diamond sets from Inter Gold. All Pantene users are eligible to participate in the MTV 'Shine Your Soul' contest by answering the simple question - "What gives you a Shining personality" (a) Wealthy Mind and Wealthy body, (b) Healthy mind and Healthy body and (c) Stealthy mind and Stealthy body.
Commenting on the Pantene "Shine Morning to Night" campaign, Mr. Rahul Malhotra, Brand Manager, P&G India said: "Only hair that is healthy can have long lasting shine. Pantene's unique Pro Vitamin B formula strengthens hair, smoothens roughness and leaves hair looking shiny from morning to night. We have tied up with MTV and Intergold for the "Shine your Soul" contest to communicate Pantene's ability to deliver long-lasting shine, through the simple analogy between diamonds and shine."
Said Ms. Neha Dhupia, Miss India-Universe'02, at the launch, " With the everyday pollution hair is exposed to and the routine hustle-bustle, there is very little time to invest in your hair and possess dream hair that shines 'Morning to Night'. But truly, Pantene with its remarkable range of shampoos; Smooth & Silky, Volume & Fullness, Balanced clean, Anti-Dandruff and Lively Clean offers the right shampoo variant for every hair type and gives hair that shine all day long".
All Pantene shampoo variants are available at Rs.61 for the 100 ml pack and Rs. 117 for the 200 ml pack. Procter & Gamble Home Products, India also has in its portfolio, Head & Shoulders' Shampoo in three variants; Smooth & Silky, Refreshing Menthol and Clean & Balanced, Ariel Total Compact, Tide detergent and Gain Super Soaker.
Procter & Gamble Worldwide has in its beauty-care basket, brands like Vidal Sassoon, Pert Plus, Pantene, Head and Shoulders, Rejoice, and Physique in Hair care; Olay Skin Care and Cosmetics; Max Factor and Cover Girl cosmetics and fragrances from Hugo Boss.
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