Cannes Lions

Grey on Grey

GREY, London / PROCTER & GAMBLE / 2020

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Overview

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Overview

Background

By mid/late 2018 Pantene was a well-established, well-known, mainstream haircare brand synonymous with beautiful, strong, flawless, healthy hair.

But Pantene wasn’t growing and had little social currency.

While Pantene had lost buyers, newer brands, like OGX were gaining, and broader beauty brands like Glossier, Fenty and Olaplex were all successfully hitting the cultural nerve.

In 2018, Pantene commanded a much smaller share of search vs its key competitors such as Garnier or Tresemme, or beauty brands such as Glossier or Aveda.

Into this scenario, planned for 2019 launch, arrived a new Pantene range called Hair Biology - designed to address the hair issues caused by life-stage hormonal changes.

Positioned at a premium to core Pantene, this range was never expected to hit the scale that the core range reaches. And yet, hidden within this range was a product that touched on a cultural taboo that had yet to be exposed.

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