Sometimes, even the largest consumer product companies struggle when their brands hit a snag.
Since 1999, Procter & Gamble has given its No. 1 beauty brand, Pantene, three major brand refreshes. Over the past two years, the company did it again—this time, with the help of 17 doctors from around the world working in the fields of space and medical research. When researching a problem, finding solutions and innovating are in order. So, why not ask the scientific community for help?
A recent Bloomberg BusinessWeek article pointed to the problems that can develop over time, even for a $3 billion-dollar brand like Pantene. Increased competition from myriad new brands, the explosion of cheaper private label alternatives and retailers’ downsizing of over-assorted shelves have all come together to create the perfect storm.
The combination of these factors creates significant pressure on even high-volume, blockbuster brands, such as Pantene. Oh, and what about product proliferation? One industry analyst was quoted thus in the BusinessWeek article: “You’d go to CVS or Wal-Mart and the whole shelf would be Pantene. They added more and more products that confused the consumer.” Didn’t we discuss this in one of my recent posts?
The upshot of two years worth of research led to several important results:
• A SKU reduction by almost 1/3 of the Pantene brand.
• A reorganization of the brand into four specific hair types: color-treated, curly, fine and medium-to-thick—with products color-coded accordingly to make shopping more convenient for the customer.
• A healthy dose of innovation to create a new generation of hair-care products based on scientific research. As a result, reformulated Pantene products include 13 substances, including polymers, that P&G has never used before.
• Regardless of the revamp, prices will hold steady as the relaunched line begins to hit store shelves at about $4 per unit (likely a good idea given the economy and competition).
According to the article, “Computer modeling allows P&G to predict the performance of millions of shampoo and conditioner prototypes without having to develop them. Still, 600 formulas were tested on more than 20,000 women worldwide.” There’s something to be said for user experience, no matter how sophisticated our science is.
Modern scientific research and technology should be applied to help companies innovate. Other than that, all of these other points are nothing more than good old-fashioned marketing sense. Every brand, even Pantene, needs an overhaul from time to time. Unfortunately, that sometimes doesn’t happen unless sales start slipping.
That being said, I applaud P&G for taking the bull by the horns, rolling up their sleeves and taking their time to execute a yeoman-like, analytical repositioning of its Pantene brand. The steps they’ve taken will likely re-energize the brand and generate stronger sales again.
Questions:
• Are you a loyal Pantene user or have you switched to other brands, including store brands, to save money?
• Have you ever been confused by the sheer number of Pantene products or do you like having a lot of choices?
• Are you more likely to try or go back to Pantene now that the line has innovated?
I’d love to hear from you.
Tags: Branding, Innovation, Marketing
Thank you so very, very much for this opportunity to say how I feel!!
I wish I could contact the people at Pantene—- want to ask them one, only ONE question:
WHY did they discontinue the “Perfect Curls” products?
I’ve got naturally curly hair, and if cut correctly, with using “Perfect Curls”, I always looked good,in a sort of wash & wear way.
But in South Africa they’ve discontinued the range.
I bought up every bottle I could lay my hands on, but it’s running out now.
I would love to know what the reason was.
Thank you so very much.
Hi Alta,
Thank you for commenting on my post. You’ve cited one of the difficulties CPG manufacturers encounter when they cull products from their lines. Many times, there is a core of consumers who love these products and are upset to see them discontinued. I’m not sure whether P&G has actually discontinued your Perfect Curls products or they’ve stopped selling them in your country. My suggestion to you is to look online. See if you can find etailers who are carrying the product and have them shipped to you. If, however, the manufacturer no longer makes this product line, why not email them and ask them which products they would recommend you use instead? Chances are, there are some new products that might work as well for you. It never hurts to ask, Alta. Good luck in your search. Your dilemma echoes what we’ve all gone through as consumers!
Ted, your post reminded me of the “old” days when I freelanced for a Canadian marketing company that did a lot of P & G work. I think a Pantene ad pad was the first project I ever art directed.
I agree with you that research and science help refine and improve CPG products. The question will be… how will P & G market the new formula? Will the science be part of the pitch, or will they go for the typical emotional one like, “the beautiful wench with the long flowing hair gets her man after using Pantene”?
Elaine,
Enjoyed your comments, especially the last one! You know as well as I that no CPG company has more resources than P&G. I’m sure they will tout their extensive scientific research in their new Pantene marketing campaigns. Why wouldn’t they talk about the break-through new formulas as they reposition the line? I expect them to also show the results: long, shiny, healthy hair makes consumers feel so good. A perfect balance of function/benefits and emotive marketing makes sense. Thanks for weighing in, Elaine.
I’ve been a loyal Pantene user for almost 15 years. I usually buy the biggest bottle available in the grocery/drugstore, so I’ve definitely been a bit confused by all the changes they’ve made the past few years. Literally every time I purchased a bottle of shampoo or conditioner, it had a different name and packaging from the time before. I’m loyal enough to Pantene that I can focus on the brand, but it was a bit annoying standing slack-jawed in the H&BC aisle reading every bottle to see which one I should buy this time. I’m hoping they’ve finally settled on names and packaging for a while!
Pantene has lost quite a few loyal customers with their so-called improvements. They had outstanding products, now they have mediocre ones, quite similar to all the rest available out there. It has been hard to replace the Pro V CLEAR Volume Shampoo I have used for years, but I won’t be replacing it with the strange selection they now have available. None of them even remotely compare to that great product that left my hair shining, soft, full and manageable.
Same. Loyal pantene user. My husband has had scalp problems for years. The only shampoo that helps his scalp is pantene pro-v anti dandruff pyrithione zinc shampoo and conditioner. I asked the company for all left-over product. Try dollar stores I was told. People hate this!!! You love a product and then it’s discontinued. Doesn’t the consumer have a voice anymore????
I agree Rhonda!!!!! I am soooooo disappointed that I cannot find my favorite Pantene 2-in-1 pyrithione zinc anti dandruff shampoo anymore!!! I cannot find it anywhere!!! I have tried other lines of dandruff shampoos and nothing works the same for dandruff, manageability and silkiness on my curly hair!!! I hope they will bring it back!!!
Me too – I’ve used it for years and have found the shampoo to be the best product that I have ever had – controlled my dry scalp and my hair always looked fantastic.
I miss it immensely and hope that they bring it back too.
To answer your questions Ted, I’d been a loyal Pantene user for 5 years. Nothing could compare to their Anti-Frizz Curl Creme, or gel, or mousse. The whole line was great! Their new one is incomparable (i.e. terrible), so I will therefore be switching brands…not that I’ve yet to find one as good as Pantene’s old products :S
As for finding the line confusing, Pantene says they’ve made the changes to “make it easier for consumers for find the right product for them”. Hardly. If anything, it is now more confusing to find the product you’re looking for because you are blinded by colours! Even more frustrating, Pantene seems to be tricking consumers into believing they have this “new” “customized” line but Pantene has been “customized” for as long as I’ve used them! They’ve even kept the same names for many of their Curly, Thick, and Straight products, except now the bottle and what’s inside it are completely different…for the worst. I realize that companies make changes but it makes me weary to become committed to one of their products again, knowing that a few years from now it will again be discontinued and I’ll have to set out on another search for a good, affordable product…
Hi Cristina,
Thanks for sharing your thoughts–and your frustrations–with us. Over time, all but a handful of stalwart mainstays are weeded out of product lines in favor of “newly formulated” products, it seems. New products appeal to some consumers who try them and leave others disenchanted. As a loyal Pantene customer, I urge you to let the company know your thoughts. I do think that parent company Procter & Gamble take the input from their customers into account. If the R&D department and brand managers’ efforts to streamline the Pantene line and make it easier for shoppers has led to more–not less problems, they should know about it. If all of the latest technology has led the company to offer new formulas that aren’t as effective as the “old” ones, they should hear about that, too. After all, their stated #1 focus is on “improving the customer experience”. Good luck finding new alternatives, Cristina. You’ve articulated the same concerns so many consumers can relate to in your comments! Including me.
Ted, I have went to the Pantene website and expressed my frustration with the Pantene 2-in-1 pyrithione zinc anti dandruff shampoo line being discontinued!!! Do you know anything about whether they might bring this product back???? I am sooooo lost without it for my curly hair!! I have tried other dandruff lines but cannot find anything that works the same on my hair for dandruff, manageability, and silkiness!! Please tell me Pantene is going to bring this product back!!!!! I will not buy anymore Pantene products until this line is brought back!!! Pantene has lost me as a customer until they do!!!!!
I was a loyal Pantene user for as long as I can remember. I find their new packaging confusing and the new products/formulas not of the quality of the old products. I really dislike the new can/aerosol hairsprays, what was wrong with the pump. It makes me wonder if the people who make the decisions to streamline the products even use them. Since the quality of the product isn’t there, I am of the belief the bottom line had more to do with it then the latest technology. I’ m not sure I would return to Pantene.
Lynda,
It would be a good idea for you to write to the brand manager at Pantene to voice your concerns. While P&G is the largest consumer product company in the world, they do listen to what the customer says. And they do work to continuously update their product lines. Like eveything else, there are hits and misses. I’m sure they’d like a chance to win some of their Pantene customers back. P.S. you may be right. Bottom lines are more important than ever, these days.
I was a loyal Pantene customer for years. With the recent changes, I am no longer able to buy my all-time favorite, the ONLY shampoo I used for years – Pantene Relaxed and Natural Anti-Dandruff shampoo. This has left me feeling VERY FRUSTRATED and TOTALLY ABANDONED. As result, I HAVE DISCONTINUED USING PANTENE PRODUCTS ALTOGEHTER. They stopped giving me a product I could use, and now, I’VE STOPPED GIVING THEM MY BUSINESS. How can a beauty product giant NOT understand how important a woman’s beauty regimen is, and how strongly women would react to this MASSIVE and COMPLETE overhaul – while eliminating SO many products – NOT produce a backlash?! Dumb. Really dumb. I have absolutely had it with them. I’m done.
Hi Janice,
I think that you, like Lynda, should communicate your frustration and disappointment to the Pantene division of P&G. Updating products and culling slow sellers from the line is one thing. Alienating devoted customers is another. Unfortunately, not all updates are met with approval from consumers. Especially if great products are discontinued and new replacements don’t seem to fit the bill. I hope you were able to find suitable replacements for your needs, Janice.
I actually did not like Pantene before the new line-up. I preferred Salon heritage brands (i.e. Back to Basics, Infusium) that provided real moisture to my hair instead of a waxy build-up. Maybe I just wasn’t finding the right product for my hair though, because I’m using a Fine Hair Dry-to-Moisture regimen and I LOVE IT! My hair feels silky smooth without getting weighed down.
Every stylist I’ve visited complains about Pantene, Tresemme, Suave, Fructis, Herbal Essences. I think they just want to sell thier own, expensive products (like Aveda).
Hi Erica,
Thanks for weighing in here. I appreciate everybody’s feedback, positive or negative. Your experience with new Pantene products have been positive and you explained why that is. Not everybody is as pleased as you are and they too, have their reasons. You’ve also raised an interesting point. Stylists are in business to sell professional hair care products, of course. These tend to be more expensive than even upscale brands on retailers’ shelves. It’s interesting that they disparage those brands to try to sell their own. Consumers take the ultimate vote on products with their wallets. If you use a product line and like it, you’re likely to be loyal to it. If tempted to try something else, it has to live up to your expectations, or you’re simply not going to buy it again, right?
Luckily, I am well stocked up on the old Pantene Color Revival 2-in-1 (shampoo plus conditioner). The new line for color-treated hair doesn’t have a 2 in 1 product anymore, although the other three lines do. I’d consider the new 2 in 1 for fine hair, but it’s getting lousy reviews on the Pantene website. Even the Classic Care (which they practically have hidden on their website) seems to have changed formula and people are complaining. When I run out I’ll be considering Pert or Suave Professional 2 in 1, which both get good reviews on Alice.com. Yes, I’d like to protect the dye job and would like more body, but most of all I want is a decent 2 in 1 product.
Hi EC,
Thanks for the feedback. I hope you told Pantene all of this, as well. It’s important for the company to invite reviews on its own web site. I’m sure they’ll monitor the complaints and make changes as needed. But sometimes that takes time. In the meantime, you like several of the respondents to my post here, are finding other brands that meet your needs and that means Pantene may have lost some of you. . .for good.
I’ve been happily using Pantene for nearly 20 years. Only recently realized the formulas and names were changed when I went to replace my used up bottle. The new stuff (smooth/frizzy to smooth) leaves my hair frizzier than the old stuff. Judging from the other commenters, sounds like the Pantene folks made a big mistake. I plan to start sampling other brands now till I find one I like as much as the old Pantene.
Hi Harry,
Several other respondents to my post have said the same thing about Pantene’s replacement formulas. “New and improved” misses the mark at times and consumers usually let companies know it. If they don’t officially complain directly, they often express their disillusionment via word of mouth, Facebook and blogging. Ultimately, lost sales speak for themselves. I’d urge you to let the folks at Pantene know how you feel, Harry, even as you hunt for another brand that better suits your needs. Thanks for sharing your experiences with us. I appreciate it.
This is a late response but I have also been a long time Pantene user but now find the new formula leaves my hair oily at the root and not as shiny. I have always been a fan of Pantene and in previous times, people would comment to me on how nice my hair was. I bought the new formula for colour treated hair and it left it very oily. So, I had a bottle of Classic Clean in the cupboard which I used and my hair was fine. I went out and purchased a set of Daily Moisture Renewal (both kinds I have used regularly in the past) and again my hair was left oily. I am so disappointed but I am afraid I will have to change brands. I guess I will try and give some feedback that will be actually seen by the powers that be but am not sure how to from Western Australia.
I have already called P & G to let them know that their replacement for Pantene ProV Sheer Volume 2 in 1, “Flat to Volume” is not only inferior to the prior version, it is a terrible product, period. I had been using Sheer Volume for many years, and loved it. The new product is completely different, leaving some sort of dusty-feeling residue on the hair. Even in the shower, after rinsing it off, my hair was not “squeaky clean,” as previously–in fact, it had no squeak at all. It felt dirtier than before I had applied the product. When I blow-dried my hair, it left my hair stiff, dull, and unworkable. I want my old Sheer Volume back, and will continue to bug P & G until it realizes its mistake. I will certainly not be buying any Pantene products until they do, or until the sales are so bad that they discontinue the new product. BTW, thus far I have not been able to find old stock of the Sheer Volume anywhere–maybe I should try W. Virginia?
I am very upset about PANTENE’s new line of products. I have used the DAILY MOISTURE RENEWAL for as long as they’ve had it. WHY WHY WHY would they change their line if it’s working for them. What new conditioner in their line is comparable to DAILY MOISTURE RENEWAL!!!???? PLEASE HELP!!!!!
Thank you for the opportunity to comment. I have used Pantene shampoos and conditioners for more than 40 years. No more. I do agree that the proliferation of different products in recent years was confusing, wasteful, and needless. It’s good that Pantene simplified and reorganized its product lines. But why did they omit any product that works on gray and white hair? As my aging hair grew white, there was nothing as good as Pantene Silver Expressions. And in the new line, there is nothing — absolutely nothing — that replaced it. Pantene has given all its gray-haired and white-haired customers a message here: they just don’t care about our segment of the market. So what that so many seniors, and rapidly aging baby-boomers, are opting for natural gray and white hair; their new product lines cater to every category of hair except ours. I’ve tried the new ones. They don’t work. It’s not just me — look at all the other comments online from angry, disappointed, former customers. And after several months, there is no sign that Pantene is doing anything to remedy this. I will never buy haircare products again from Pantene, or any other company owned by P&G. Fortunately there are others that recognize people with white hair.
Barbara,
I feel your keen sense of frustration and disappointment. Boomers are a very large, and growing market, as the population ages. It’s mystifying as to why the Pantene brand would phase the products for seniors out. Truly. No matter what, I’d urge you to write to the company and express your disappointment with them. If enough seniors weigh in on this issue, they’ll likely rethink their strategy–and their product mix. In the meantime, I hope you find a suitable replacement that meets your needs. Thanks for weighing in here, Barbara. Consumer product companies need to pay attention to their customers. Or they will likely lose them.