Pantene () is an American

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

hair care Hair care or haircare is an overall term for hygiene and cosmetology involving the hair which grows from the human scalp, and to a lesser extent Facial hair, facial, Pubic hair, pubic and other body hair. Hair care routines differ according to a ...

products now owned by

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio. It was founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/con ...

. The product line originated in

Europe Europe is a continent located entirely in the Northern Hemisphere and mostly in the Eastern Hemisphere. It is bordered by the Arctic Ocean to the north, the Atlantic Ocean to the west, the Mediterranean Sea to the south, and Asia to the east ...

in 1945 by

Hoffmann-La Roche F. Hoffmann-La Roche AG, commonly known as Roche (), is a Swiss multinational holding healthcare company that operates worldwide under two divisions: Pharmaceuticals and Diagnostics. Its holding company, Roche Holding AG, has shares listed on ...

Switzerland Switzerland, officially the Swiss Confederation, is a landlocked country located in west-central Europe. It is bordered by Italy to the south, France to the west, Germany to the north, and Austria and Liechtenstein to the east. Switzerland ...

, which based the name on

panthenol Panthenol (also called pantothenol) is the alcohol analog of pantothenic acid (vitamin B5), and is thus a provitamin of B5. In organisms, it is quickly oxidized to pantothenic acid. It is a viscous transparent liquid at room temperature. Panth ...

. It started to be introduced in the

United States The United States of America (USA), also known as the United States (U.S.) or America, is a country primarily located in North America. It is a federal republic of 50 U.S. state, states and a federal capital district, Washington, D.C. The 48 ...

and around the world in 1985 when it was purchased by Richardson Vicks (Vicks) of the

. That company was taken over in the same year by the American company

(P&G) in order for P&G to compete in the " beauty product" market rather than only functional products. 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." Kelly Le Brock and Iman gained notoriety as the first television spokeswomen to speak the line. The line was criticized by

feminists Feminism is a range of socio-political movements and ideology, ideologies that aim to define and establish the political, economic, personal, and social gender equality, equality of the sexes. Feminism holds the position that modern soci ...

and became a pop-culture

catchphrase A catchphrase (alternatively spelled catch phrase) is a phrase or expression recognized by its repeated utterance. Such phrases often originate in popular culture and in the arts, and typically spread through word of mouth and a variety of mass ...

for "annoying" narcissistic behavior.

Marketing and advertising campaigns

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 *

: a Television campaign was developed using an authoritative spokeswoman and showing the transformation of the model's hair; *

Taiwan Taiwan, officially the Republic of China (ROC), is a country in East Asia. The main geography of Taiwan, island of Taiwan, also known as ''Formosa'', lies between the East China Sea, East and South China Seas in the northwestern Pacific Ocea ...

: dramatized the end-result - the shine (a very powerful end benefit in this part of the world); *

France France, officially the French Republic, is a country located primarily in Western Europe. Overseas France, Its overseas regions and territories include French Guiana in South America, Saint Pierre and Miquelon in the Atlantic Ocean#North Atlan ...

: dramatized the vitamin capsule ingredient story; *

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Northwestern Europe, off the coast of European mainland, the continental mainland. It comprises England, Scotlan ...

: demonstrated product efficacy via the hair root demonstration. By 1994, following its launch in 55

countries A country is a distinct part of the Earth, world, such as a state (polity), state, nation, or other polity, political entity. When referring to a specific polity, the term "country" may refer to a sovereign state, List of states with limited r ...

, Pantene was the #1

brand around the world with sales reaching over $1 billion. By 1996, it was still leading in 78

and by 1998, it was the leading shampoo in 90

. Pantene was advertised as approved by Swiss Vitamin Institute. Currently, Pantene is widely available in much of the world. Maudy Ayunda,

Priyanka Chopra Priyanka Chopra Jonas (; born 18 July 1982) is an Indian actress and producer. The winner of the Miss World 2000 pageant, Chopra is India's highest-paid actress and has received numerous accolades, including two National Film Awards and fiv ...

and

Selena Gomez Selena Marie Gomez ( ; born July 22, 1992) is an American actress, singer, songwriter, producer, and businesswoman. Gomez began her career as a child actress, appearing on the children's television series ''Barney & Friends'' (2002–2004), a ...

are the current global ambassadors for Pantene. Pantene ambassadors for specific countries include

Nolwenn Leroy Nolwenn Le Magueresse (; born 28 September 1982), known by her stage name Nolwenn Leroy (), is a French singer-songwriter and actress. Originally classically trained (violin and opera singing), she rose to fame after winning the second season o ...

for Pantene France, Anushka Sharma for Pantene India, Urassaya Sperbund for Pantene Thailand, Zhou Xun for Pantene Southeast Asia, Tang Wei for Pantene Southeast Asia, K-pop idols Yuri and Seohyun of

Girls' Generation Girls' Generation (), also known as SNSD, is a South Korean girl group formed by SM Entertainment. The group is composed of eight members: Taeyeon, Sunny, Tiffany, Hyoyeon, Yuri, Sooyoung, Yoona, and Seohyun. Originally a nine-piec ...

for Pantene Southeast Asia,

Gabbi Garcia Gabriella Louise Ortega Lopez (born December 2, 1998), known professionally as Gabbi Garcia (), is a Filipino actress, global endorser, singer, host and vlogger. She is currently an exclusive talent of GMA Network, Sparkle GMA Artist Center, ...

for Pantene Singapore and Philippines, 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, Tini Stoessel for Pantene Argentina and Latin America (in Latin America it was renamed in PanTini), Gisele Bündchen for Pantene Brazil, Ana Brenda for Pantene Mexico, Stephanie Cayo for Pantene Peru, Evgenia Medvedeva for Pantene Russia and

Neslihan Atagül Neslihan Atagül (born 20 August 1992) is a Turkish people, Turkish actress. She is best known for her role in ''Endless Love (2015 TV series), Kara Sevda'' (2015–2017), a series sold to more than 110 countries and the first Turkish TV series ...

& Demet Özdemir for Pantene Turkey.

Arashi is a Japanese boy band consisting of five members formed under the Johnny & Associates talent agency. The members are Satoshi Ohno, Sho Sakurai, Masaki Aiba, Kazunari Ninomiya, and Jun Matsumoto. Arashi officially formed on September 15, 199 ...

's Kazunari Ninomiya appears as a stylist for the 2025 campaign in Japan. 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 Trans- is a Latin prefix meaning "across", "beyond", or "on the other side of". Used alone, trans may refer to: Sociology * Trans, a sociological term which may refer to: ** Transgender, people who identify themselves with a gender that di ...

girl with her parents, a

lesbian A lesbian is a homosexual woman or girl. The word is also used for women in relation to their sexual identity or sexual behavior, regardless of sexual orientation, or as an adjective to characterize or associate nouns with female homosexu ...

couple.

Ambassadors

(Pantene Worldwide) *

(Pantene Worldwide) * Cornelia Agatha (2003–2009) (Pantene Indonesia) * Siti Nurhaliza (2006–2008) (Pantene Indonesia, Malaysia, Singapore and Brunei) * Marissa Nasution (2011–2012) (Pantene Indonesia) * Nirina Zubir (2011) (Pantene Indonesia) * Mara Alberto (2011–2012) (Pantene Indonesia) * Mariana Renata (2011) (Pantene Indonesia) * Rossa (2011–2012) (Pantene Indonesia) * Gita Gutawa (2012–2013) (Pantene Indonesia) * Dominique Diyose (2012–2013) (Pantene Indonesia) * Anggun Cipta Sasmi (2008–31 December 2016 and 1 February 2017 – 31 August 2020) (Pantene Indonesia) * Jenahara Nasution (1 February 2017 – 31 August 2020) (Pantene Indonesia) * Tara Basro (1 February 2017 – 31 August 2020) (Pantene Indonesia) * Elle & Jess Yamada (1 February 2017 – 31 August 2020) (Pantene Indonesia) * Maudy Ayunda (1 July 2018–present) (Pantene Indonesia and Worldwide) * Raline Shah (1 August 2016–present) (Pantene Indonesia) * Farah Ann Abdul Hadi (Pantene Malaysia and Brunei) * Yuri of

(Pantene Korea) * Seohyun of

(Pantene Korea) *

(Pantene France) * Woranuch Bhirombhakdi (Pantene Thailand) * Urassaya Sperbund (Pantene Thailand) * Vivian Chow (Pantene Hong Kong) * Zhou Xun (2009-2010) (Pantene China) * Tang Wei (2010–2016) (Pantene China) *

Liu Yifei Liu Yifei (; born August 25, 1987) is a Chinese-born American actress. She has appeared multiple times on ''Forbes'' China Celebrity 100 list and was named one of the New Four Dan actresses of China by Tencent Entertainment in 2009. She is k ...

(Pantene China) * Lin Chi-ling (Pantene China) * Barbie Hsu (Pantene Taiwan) * Bipasha Basu (Pantene India) (2010-12) * Anushka Sharma (Pantene India) * Manushi Chhillar (Pantene India) * Ellie Goulding (Pantene Australia, New Zealand and Great Britain) * Maxene Magalona (2003–2005) (Pantene Philippines and Vietnam) *

(2017–present) (Pantene Singapore and Philippines) * Tini Stoessel (2018–present) (Pantene Argentina and Latin America) * Gisele Bündchen (Pantene Brazil) * Ana Brenda (Pantene Mexico) * Stephanie Cayo (Pantene Peru) * Evgenia Medvedeva (Pantene Russia) * Chin Chin Gutierrez (1995) (Pantene Philippines) * Dayanara Torres (1998–1999) (Pantene Philippines) * Gretchen Barretto (2001–2002, 2006–2012) (Pantene Philippines) * Bergüzar Korel (Pantene Turkey) *

(Pantene Turkey) * Demet Özdemir (Pantene Turkey) * Angel Aquino (1999–2001, 2006–2010) (Pantene Philippines) * Claudine Barretto (2008–2010) (Pantene Philippines) * Ruffa Gutierrez (2006–2009) (Pantene Philippines) *

Cristine Reyes Ara Cristine Pascual Klenk (born February 5, 1989) is a Filipino actress. She has been dubbed as the "Ultimate Star" by the local media for her acting prowess and popularity. Her films have collectively earned ₱1.05 billion, making her one o ...

(2012–2013) (Pantene Philippines) * Iza Calzado (2001–2006, 2012) (Pantene Philippines) * Denise Laurel (2013–2015) (Pantene Philippines) * Andi Eigenmann (2010–2011) (Pantene Philippines) *

Judy Ann Santos Judy Anne Lumagui Santos-Agoncillo (born May 11, 1978) is a Filipino actress and film producer. Prolific in film and television in the Philippines, and is known for her dramatic and comedic roles in blockbusters and independent films, as w ...

(2008–2009) (Pantene Philippines) *

Bea Alonzo Phylbert Angelli Ranollo Fagestrom (born October 17, 1987), known professionally as Bea Alonzo, is a Filipino actress, singer and Youtuber. She is best known for playing dramatic roles in romantic drama films. Her notable films include '' The M ...

(2014–2016) (Pantene Philippines) * Iya Villania (2012–2014) (Pantene Philippines) * Jasmine Curtis (2017–2019) (Pantene Philippines) * Angelica Panganiban (2010–2012) (Pantene Philippines) * Erich Gonzales (2010–2013) (Pantene Philippines) *

Anne Curtis Anne Curtis-Smith (; born 17 February 1985) is an Australian-born Filipino actress, television host, entrepreneur and model. Known for her versatile work in film and television productions, she is one of the most successful and highest-paid Fi ...

(2018–present) (Pantene Philippines) * Kris Aquino (2006–2018) (Pantene Philippines) * Heaven Peralejo (2017) (Pantene Philippines) * Carla Abellana (2010–2011) (Pantene Philippines) * Hidilyn Diaz (2022–present) (Pantene Philippines) * Maddison Brown (2017–present) (Pantene Australia) *

Katie Piper Kate Elizabeth Sutton (née Piper; born 12 October 1983) is an English writer, activist, television presenter and model from Andover, Hampshire. In March 2008, her ex-boyfriend raped her and stabbed her several times in the arms. Two days late ...

(2019–present) (Pantene Great Britain) * Lucy Edwards (2021–present) (Pantene Great Britain) * Jane de Leon (2023–present) (Pantene Philippines)

Slogan

*Strong Is Beautiful (English) *Měi zìqiáng rèn (Chinese) *Kuat Itu Cantik (Malay Indonesian)

References

External links

Official US website

Official Indonesia website

Official Great Britain website

Official Australia website

Official Malaysia website

Official India website
{{Authority control Procter & Gamble brands Shampoo brands Products introduced in 1945 Drugs developed by Hoffmann-La Roche 1985 mergers and acquisitions Swiss brands