P&G’s worldwide number one haircare brand Pantene has introduced Smart Pro-V, an upgrade across its range of conditioners to treat damaged hair and build strength in the areas that need it most.

As a signpost brand for many shoppers and therefore a muststock for all retailers, Pantene is continuing to deliver innovation to the Hair Care market with revolutionary technology specifically designed to meet consumer demand.

The Pantene Pro-V Smart Conditioner formula features a new lightweight network that spreads conditioning ingredients evenly and quickly into the hair fibre, targeting damaged areas and repairing them. This innovative technology can find and respond to different levels of damage, giving targeted conditioning for stronger and longer hair.

Jo Vaughan, Haircare brand manager at P&G, says: “It’s no secret that women go through countless changes to achieve their vision of hair excellence. For 85%* of women, this dream is to have long freeflowing hair, but hair that’s healthy all over is a common challenge. With over one million hours in the lab and over 22,000 consumer tests, we have created a range that truly answers to these needs.

“Our continued partnership with Ellie Goulding as brand ambassador is sure to engage consumers and boost awareness of the brand, so retailers should ensure they have a good range of Pantene products instore to benefit from the increased demand.”

P&G’s category management tool (www.shelfhelp.co.uk) offers information and advice on best-sellers, merchandising tips, and planograms for any size fixture to help retailers make the most of the space available.

Rupinder Sidhu, owner of Premier Gloucester, increased her Health & Beauty sales (+80%) after following the ShelfHelp advice. She comments: “I’m very pleased with the positive influence ShelfHelp has had in my store. Not only do my fixtures now look great, but our overall category sales have increased, and I was really surprised at just how easy it was to implement.”

* Pantene Global Survey of 2400 women across 12 countries



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