P&G expands Pantene range in shampoo war

Following the launch of Sunsilk's anti-aging shampoos (Media, March 24) by Unilever, P&G has unveiled its range of Age Defying Pantene products, including a shampoo, conditioner, intensive rinse-off conditioner and leave-in moisturiser. "This is the first time the brand is specifically addressing the 30-plus age group," said Medhee Jarumaneeroj, marketing communications manager at P&G Thailand. "We are confident that the shampoo will appeal to the previously unmet need to undo environmental damage over the years." An integrated marketing campaign by Grey Global Group has been launched to support the new range, led by a 30-second TV ad entitled 'Kara Q&A -- Intimacy', featuring Thai supermodel Kara. "The presenter explains that secret to looking younger is her hair, which is shiny, smooth and lively," said an agency spokesperson. "She feels happy when her beauty is appreciated; her secret is Pantene Age Defying (products)." Unilever, meanwhile, has launched a new Sunsilk conditioner in eight variants. Wannipa Bhakdibutra, vice president of personal care at Unilever Thai Trading, said: "The new packaging and formulations of Sunsilk conditioner are tailored to the refined and sophisticated needs of Thai women." A budget of 100 million baht has been earmarked to support the JWT-developed through-the-line campaign, which features the Sunsilk Five Senses Challenge, aimed at proving the products' superior performance over the competition. Unilever expects the campaign to increase its share of the total hair conditioner market by three per cent. Three members of pop group Zaza serve as 'Five Senses Ambassadors' in the 'Girl gang' TVC. "The commercial aims to promote consumer activation and shows the members of Zaza inviting consumers with healthy hair to form groups of three and participate in the Five Senses challenge, the finals of which will be held on May 6," said a spokesperson at the agency.