Marketing in Brief: Pantene Pro-V
This article was originally published in The Rose Sheet
Executive Summary
Pantene Pro-V: Flexible Hold hairspray with Elastesse is the "first major breakthrough in hairspray technology in 40 years," according to Procter & Gamble. Elastesse is a "patented styling co-polymer of holding and conditioning ingredients" that "form flexible bonds between hair," P&G said. According to the firm, Flexible Hold hairspray will mark the most heavily supported Pantene Pro-V product launch since the August 1995 introduction of the three-SKU hair treatment line ("The Rose Sheet" July 10, 1995, Marketing in Brief). On counter in September, Flexible Hold and Ultra Hold will be available in aerosol and non-aerosol offerings, line-priced at a suggested $3.19 each..