Pantene (/ˌpænˈtn, -ˈtɛn/)[1] is a Swiss-created American brand of hair care products owned by Procter & Gamble. The product line was first introduced in Europe in 1945 by Hoffmann-La Roche of Switzerland, which branded the name based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in 1985 in order for P&G to compete in the "beauty product" market rather than only functional products.[2]

Product typeHair care
OwnerProcter & Gamble
CountrySwitzerland (1945–1985)
United States (Since 1985)
Introduced1945 (1945)
Previous ownersHoffmann-La Roche, Richardson Vicks (1983-1985)
WebsiteOfficial Website

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 late 1980s in which fashion models said, "Don't hate me because I'm beautiful."[3][4] Kelly Le Brock and Iman gained notoriety as the first television spokeswomen to speak the line.[5] The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavior.[6][7]

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 TV 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 $1 billion. Two years later it was still leading in 78 countries and by 1998, it was the leading shampoo in 90 countries.[8] Pantene was advertised as approved by Swiss Vitamin Institute.[9]

Currently, Pantene is widely available in much of the world. Priyanka Chopra and Selena Gomez are the current global ambassadors for Pantene.[10][11] Pantene ambassadors for specific countries include Nolwenn Leroy for Pantene France,[12] Anushka Sharma for Pantene India,[13] Urassaya Sperbund for Pantene Thailand,[14] K-pop idols Yuri and Seohyun of Girls' Generation for Pantene Korea[15], Huang Jingyu for Pantene China [16], Gabbi Garcia for Pantene Philippines[17], Anggun Cipta Sasmi for Pantene Indonesia, Malaysia, Singapore & Brunei,[18] Gisele Bündchen for Pantene Brazil, Ana Brenda for Pantene Mexico Stephanie Cayo for Pantene Peru, Evgenia Medvedeva for Pantene Russia and Neslihan Atagül for Pantene Turkey [19]

From June 2006 to December 2018, Pantene and the Entertainment Industry Foundation operated the Pantene Beautiful Lengths charity campaign in the United States, which allowed individuals to donate hair for women who have lost their own due to cancer treatment.


  1. Wells, John (27 August 2008). "Pantene". John Wells's phonetic blog.
  2. Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 277.
  3. Forbes, Volume 139, Issues 5-9, 1987, p136
  4. Dyer, Davis (2004). Rising Tide: lessons from 165 years of brand building at Procter & Gamble. Harvard Business Press. p. 274.
  5. DiNato, Jill (25 July 2010). "Don't Hate Me Because I'm Beautiful". The Huffington Post.
  6. Rakow, Lana (Winter 1992). "Don't hate me because I'm beautiful: Feminist resistance to advertising's irresistible meanings". Southern Communication Journal. 57 (2): 133–142.
  7. Schutzman, Mady (April 1995). The Real Thing: Performance, Hysteria, and Advertising. Wesleyan. p. 165. ISBN 978-0-8195-6370-5.
  8. Advertising Educational Foundation. "Persuasion". Retrieved 2013-09-23.
  9. |url= |title=Swiss Vitamin Institute
  10. "Selena Gomez Named New Pantene Spokesperson". Billboard. Retrieved 2018-08-16.
  11. Norris, Rebecca. "Priyanka Chopra Is Not Interested in Playing the "Exotic Indian Girl"". Allure. Retrieved 2018-08-16.
  12. "Nolwenn Leroy : nouvelle égérie Pantene". ELLE (in French). Retrieved 17 June 2016.
  13. Pantene. "Official Pantene India Website".
  14. Pantene. "Official Pantene Thailand Website".
  15. "Seohyun and Yuri collaborate with 'Pantene' for next 'SM Station' release!". allkpop. Retrieved 5 September 2016.
  16. "瑜你一起从头焕新 潘婷携手黄景瑜打造净焕新年". Sina (in Chinese). January 10, 2018.
  17. "Gabbi Garcia Becomes First Filipina Endorser Of Pantene". Retrieved April 3, 2017.
  18. "Anggun C Sasmi, Aku Tidak Pernah Mengalami Rambut Buruk". Retrieved February 3, 2017.
  19. "Gisele Bündchen e embaixadoras Pantene da América Latina se reúnem em evento". belezatoday (in Portuguese). Retrieved 6 April 2018.
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