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Product typeHair care
OwnerUnited States Procter & Gamble
Produced byUnited States Richardson Vicks (1985)
United States Procter & Gamble (1985–present)
Country  Switzerland (1945–1985) (original)
 United States (1985–present)
Introduced1945; 79 years ago (1945),   Switzerland (original)
1985; 39 years ago (1985),  United States
Discontinued1985; 39 years ago (1985),   Switzerland (original)
Previous ownersSwitzerland Hoffmann-La Roche (1945–1985) (original)
United States Richardson Vicks (1985)
Ambassador(s)Priyanka Chopra and Selena Gomez (Worldwide)
TaglineStrong Is Beautiful (English)
Měi zìqiáng rèn (Chinese)
Kuat Itu Cantik (Malay Indonesian)

Pantene (/ˌpænˈtn, -ˈtɛn/)[1] is an American brand of hair care products now owned by Procter & Gamble. The product line originated in Europe in 1945 by Hoffmann-La Roche of Switzerland, which based the name on panthenol. It started to be introduced in the United States and around the world in 1985 when it was purchased by Richardson Vicks (Vicks) of the United States. That company was taken over in the same year by the American company Procter & Gamble (P&G) in order for P&G to compete in the "beauty product" market rather than only functional products.[2]

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 1989 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

The ambassadors of Pantene (from left to right: Ana Brenda, Gisele Bündchen and Stephanie Cayo)

In 1990, Procter & Gamble Taiwan launched a new advertising campaign surrounding its new Pantene Pro-V formula, a combination 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

By 1994, following its launch in 55 countries, Pantene was the #1 hair care brand around the world with sales reaching over $1 billion. By 1996, 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 Southeast Asia,[15] Gabbi Garcia for Pantene Singapore and Philippines,[16] Ellie Goulding for Pantene Australia, New Zealand and United Kingdom, Farah Ann Abdul Hadi for Pantene Malaysia and Brunei, Maudy Ayunda and Raline Shah for Pantene Indonesia,[17] Tini Stoessel for Pantene Argentina and Latin America (in Latin America it was renamed in PanTini),[18] Gisele Bündchen for Pantene Brazil, Ana Brenda for Pantene Mexico, Stephanie Cayo for Pantene Peru, Evgenia Medvedeva for Pantene Russia and Neslihan Atagül & Demet Özdemir 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 lost their own due to cancer treatment.

In 2021, during an advertising campaign, the brand featured a young trans girl with her parents, a lesbian couple.[20][21]




  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. doi:10.1080/10417949209372859.
  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. ^ "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. ^ "Gabbi Garcia Becomes First Filipina Endorser Of Pantene". Retrieved April 3, 2017.
  17. ^ "Anggun C Sasmi, Aku Tidak Pernah Mengalami Rambut Buruk". Retrieved February 3, 2017.
  18. ^ "TINI x Pantene".
  19. ^ "Gisele Bündchen and Pantene ambassadors from Latin America meet at event". belezatoday (in Portuguese). Retrieved 6 April 2018.
  20. ^ Simard-Houde, Mélodie (2021-09-30), "Reportage", Le monde à la une, Anamosa, pp. 154–161, doi:10.3917/anamo.there.2021.02.0154, ISBN 9791095772996, retrieved 2022-02-11
  21. ^ Mouzard, Thomas; Margras, Fanny (2021-04-15). "Notes sur le séjour d'André Schwarz-Bart en Guyane : remonter le cours des souvenirs de Serge Patient". Continents Manuscrits (16). doi:10.4000/coma.6844. ISSN 2275-1742. S2CID 234815241.
  22. ^ Pantene x Katie Piper - The Power Of Hair Commercial, retrieved 2022-03-23
  23. ^ Bargh, Becky (2021-10-06). "Pantene strives for more inclusive beauty industry with BBC reporter and disability activist Lucy Edwards". Cosmetic Business. Retrieved 2022-03-23.