Pantene Pro-V Collection

The Cincinnati, Ohio-based consumer products giant invests in spurring innovation in its hair care and deodorant franchises.

MEDELLIN, Colombia — Procter & Gamble Co. will boost expansion and research-and-development spending to promote its hair-care and deodorant brands in Latin America this year, brand communications senior manager Marisa Vano said during the Colombiamoda fashion week.

“We want to continue driving and investing in innovation,” Vano told WWD in the Pantene and Max Factor backstage section, which styled models here under a three-year contract with organizer Inexmoda, ending in 2015. In this event, the brands groomed 400 models for more than 30 catwalks and used 2,300 products, a spokeswoman said, adding that it’s unclear if P&G will be involved next year.

Mexico and Brazil are the most important regional markets for P&G, which spent $2 billion in R&D last year.

The consumer giant’s beauty franchise will continue to expand its haircare, deodorant and soap segments in Latin America where its Pantene, Head & Shoulders, Old Spice, Right Guard and Escudo brands lead sales in some markets.

P&G has been upping the stakes in Brazil where it recently launched its Aussie premium brand.

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“Consumers had a need for a brand that goes to a different level than Pantene,” Vano said, adding that the U.S. consumer goods company ranks number three in Brazil’s booming hair market.

Marketing spending will also increase with celebrity-endorsed campaigns as a key to the strategy after having worked well in Latin America.

For example, Vano said P&G’s Old Spice campaign featuring actor Terry Crews has worked very well in Colombia where the catchphrase “Bloqueo” (“Block”) has become part of the country’s vernacular, meaning “stop.”

She added Brazilian supermodel Giselle Bündchen and Sofia Vergara will remain ambassadors for Pantene and Head & Shoulders, respectively.

Apart from Pantene and Head & Shoulders, Vano said P&G will continue focusing on growing other mainstay brands Herbal Essences, Secret, Old Spice and its Olay and SK-II skin-care brands in Latin America.

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