Procter & Gamble shampoo case study: addressing individualism trends in the haircare market

Published by: Datamonitor

Published: Jun. 13, 2008 - 161 Pages

Table of Contents

Datamonitor view

Catalyst

Summary

Analysis

Consumers demand more from haircare products

Shampoos have diversified to meet consumer needs

Shampoos are often positioned to assist hairstyles and repair damage

Mass-market shampoo brands have continued to increase sales in the US

Procter & Gamble has adapted to consumer demands

Procter & Gamble has turned Pantene into one of the most successful CPG brands in the world

Pantene looks to retain its premium positioning

Ethnic-specific ranges prove popular in the US

Head and Shoulders has been repositioned as an everyday shampoo brand

Head and Shoulders was originally designed as an anti-dandruff shampoo

New variants of Head and Shoulders have helped to move the brand away from its traditional image

Herbal Essences has become a popular haircare brand with women

The brand retains a natural and ethical image despite the inclusion of several chemical ingredients

Herbal Essences continues to position its products to females

The Aussie brand has gained mass-market success through new formulations

Procter & Gamble promotes the heritage of its Aussie brand

Aussie was relaunched to cater for more specific hair types

Aussie variants are designed to be suitable for African American consumers

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Figures

Figure 1: The diversification of the haircare market

Figure 2: The unveiling of the new Pantene logo

Figure 3: The updated Head And Shoulders range of products

Figure 4: Herbal Essences NPD continues to focus on natural ingredients and products suitable for women

Figure 5: Updated packaging provides more convenience for consumers

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 300,000 market research reports, company profiles and country profiles from over 700 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.