Consumer products giant,
The Procter & Gamble Company
) recently launched two lines of premium hair care products,
Pantene: AgeDefy and Advanced+ Keratin Repair, under its famous
Pantene Expert Collection. The company also announced that, from
October 2012, the brand Pantene will be endorsed by Courteney Cox,
the famous actor who portrayed Monica Geller in the award winning
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The new products have been developed using Pantene's advanced
technology and ingredients. Pantene AgeDefy consists of shampoo,
conditioner, masque and thickening treatment. The products are
meant to address seven hair problems that come with ageing:
breakage, split ends, frizz, unmanageable grays, lackluster or dull
hair; lack of volume and dryness.
On the other hand, Pantene Advanced+ Keratin Repair line is meant
to tackle the problem of extreme hair damage caused by chemical
processing and styling. Keratin is a very important hair protein,
loss of which leads to weak and damaged hair. With the Triple Blend
technology, Pantene Advanced+ Keratin Repair products help to
repair damaged hair and protect it from any further damage. The
Triple Blend technology contains three polymers, which improve the
health of the hair.
Pantene Advanced+ Keratin Repair product line consist of shampoo,
conditioner, Pantene Advanced+ Keratin Split End Fuser, and Pantene
Advanced+ Keratin Repair 60-Second Therapy Ampoules.
The Procter & Gamble Company is known for its impressive
product development capabilities and marketing prowess. Innovation
is the driving force behind the company and it has had a strong
tradition of not only introducing new products but also creating
entirely new categories.
In the recent times, medical advancements have increased life
expectancy. However, people are not willing to accept the
consequences of ageing. As such, with the growing number of middle
aged consumers in the market, there is a huge demand for age
On the other hand, there is a constant pressure to look good and as
a result of pollution and constant use of chemicals for coloring
and styling, hair tends to get damaged easily. The latest line of
products addresses these issues and caters to the growing demand
for age defying and damage control products. The company has also
maintained strong marketing strategies by engaging Courteney Cox as
the face of the brand.
We appreciate the company's strategy of product innovation and its
strong market share. However, we are concerned about the company's
performance in the near future, owing to high commodity costs and
sluggish growth in the developed nations due to weak economic
conditions. The Procter & Gamble Company carries a Zacks #3
Rank that translates into a short-term 'Hold' rating.