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Simplify, Simplify: P&G Revamps Pantene

Relaunch focuses on hair types, colorful packaging

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By: TOM BRANNA

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There’s new hope for Pantene, now that Procter & Gamble says it will relaunch its$3 billion global hair care. brand. The relaunch includes repackaging the shampoos and containers in more colorful bottles, while styling products will have a metallic look. At the same time, P&G is cutting the SKU count by 25% to 120 pieces and product collections by 61% (14 collections to eight) to make shopping the cluttered hair care aisle — and the brand — more simple. According to Bob McDon...

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