Pantene signs Liv Tyler for relaunch

Liv Tyler: signed up as the new face of Pantene
Liv Tyler: signed up as the new face of Pantene

Procter & Gamble has signed up actress Liv Tyler as the new face of its flagship haircare brand Pantene.

The brand is undergoing a comprehensive relaunch, backed by a major advertising campaign that will hit the screens in the UK in November, and comprises print, TV and extensive digital activity. Additionally, the brand is launching new products and undergoing a comprehensive redesign.

The relaunch comes at a tough time for mid-market haircare brands, which are facing heavy price promotions and extensive NPD from brands such as Dove, Elvive and Herbal Essences.

In addition, mid-market brands such as Pantene are facing growing competition from salon brands such as John Frieda, which have successfully grown their market share as consumers treat themselves to premium products during the recession.

In the face of this mounting competition, P&G has reformulated the range and focused it around three groups of target shoppers – women with fine hair, those with medium to thick hair, and those with colour.

According to P&G, the brand has adopted NASA technology to study women’s hair and spent seven years formulating the new formula Pantene. A spokesman said that the relaunch was based on the insight that despite the billions pumped into the haircare market annually, women "weren’t satisfied with the products currently available".

It is not the first time that Tyler, who is the face of the Pantene Repair & Protect range, has swished her hair back and forth for the brand. She was previously a face of Pantene 15 years ago, when she was 19 years old.

A spokesman for Pantene confirmed the new range would not impact on the brand’s existing Aqua light range, which is fronted by fellow hair-swisher and TV presenter, Cat Deeley.

Behind the scenes: The Science of New Pantene

So what’s new about Pantene?

P&G employed Micro-Computed Tomography (Micro-CT), normally employed in investigative medical research to measure bone density to help scientists to understand the 3D structure that multiple hair fibres form as they come together and interact. This 3D view of hair helped link the hair structures to how a shampoo could best deposit ingredients.

But what has NASA got to do with shampoo?

P&G used an atomic force microscope (AFM) like the one NASA has used to study the surface of Mars, to study the surface of the hair, to better understand how different hair fibres react with different ingredients, depending on their physical structure.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug