And for the past several weeks, Pantene has treated women to a dose of the unknown with its latest advertising campaign, “Salon Challenge,” which is meant to educate women on a recent blind hair care challenge the brand held. The event saw 70 percent of participants say they favored one brand in particular — out of five used in the wash-and-style challenge — whose name wasn’t revealed.
On Monday, however, women learned via e-mail, TV ads and in-store displays that the brand most of them fell in love with was Pantene, which went up against four leading salon brands sold at retail. Spots feature Stacy London of “What Not to Wear,” who is the newest spokeswoman for the brand.
Freddy Bharucha, marketing director for Pantene, devised the idea to compete against salon brands after learning from Procter & Gamble’s research and development team how much they believed in Pantene’s formulas.
“R&D was saying how [Pantene] is the best stuff out there. Better than any retail brands. I asked them if they would put their money where their mouth is, and they took on the challenge,” said Bharucha.
At the heart of the challenge was driving home the point that Pantene competes with best-selling professional brands for a fraction of the price.
“As we experience tough times in the economy, there was a value system in how much [consumers can] get from this technology and the brand. We don’t have the most fancy package. We have a pretty good package. But we know it’s the juice and the technology and what it does to her hair” that makes Pantene popular.
London, said Bharucha, was a natural for the brand, as she is a passionate Pantene user. Also, she has “the image of being an honest, credible person.”
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews