Southeast Asia: P&G, Unilever square up for shampoo fight

P&G is putting 350 million baht (US$8.5 million - its largest marketing commitment to date - behind a new generation of Pantene Pro-V products that "rebuilds" damaged hair, while Unilever is setting up a Bangkok-based Hair Global Technical Centre at a cost of 500 million baht to gun for leadership of Dove.

The new Pantene, featuring the Amino Pro-V complex, is the result of five years R&D, and will replace the existing variant, marketing manager Wichai Pornpratang said. Thailand is the second market globally after Greece to market the new formula, which is scheduled to roll out to the rest of the world.

"P&G puts a lot of emphasis on technology as a key driver of success," Wichai said. "We are putting our biggest ever marketing budget behind this breakthrough ... to reach consumers nationwide through television, print and other media channels." TV ads, produced by Grey and placed by Starcom, will start airing next week, he said.

The brand will be using Thai actresses Woranuch Noon Wongsawan and Siriyakorn Oom Pukkawet in advertising, a deviation from the past practice of using unknown names with great hair. "It is a very important technological breakthrough for Pantene Pro-V, and the key will be to capitalise on this technological lead very quickly," said Wichai. "That is why we are using celebrities.

They combine wide recognition with high credibility." The main marketing message, he said, would be based around the core benefit to the consumer - "which is 10 times stronger hair, made possible through the new formula".

Pantene's relaunch comes just days after Unilever said it would invest 500 million baht in product development and market studies to push Dove into the leadership slot within 12 months. Unilever recently introduced Dove Milk Protein's Essence, a range of three shampoos and one conditioner, developed especially for Asian women. The shampoo has been positioned as one that can answer all the needs of different hair conditions, according to Wannipa Bhakdibutra, managing director, personal care products, Unilever Thailand.

The launch itself highlighted the campaign theme, Dove - Hair Talks, where 30 celebrities with stunning hairstyles gathered to share their hair experience. The campaign takes the belief that hair can tell various tales further by inviting women to send a story that they think their hair wants to tell.

The 'Relationships' ad includes a 30-second TVC as well as print insertions, developed by Ogilvy & Mather.

Pantene currently has a 50 per cent share of Thailand's 2.7 billion baht premium hair care market, followed by Dove with about 30 per cent and Head & Shoulders - another P&G brand - with 20 per cent.

Additional reporting by Gunjan Prasad.