Pantene Long Black launched

Our Corporate Bureau
10 July 2003

Mumbai: Pantene, the world''s largest selling shampoo from Procter & Gamble (www.pg.com), has announced the launch of Pantene Long Black, the "ultimate solution for achieving the long and black hair look."

Long and black hair is considered to be the "gold standard" for beautiful hair by Indian women and the launch of Pantene Long Black is in response to the need for long and uniformly black hair which does not look dull or faded at the tips due to damage.

Pantene Long Black contains no hair colorants — its new, patented pro-vitamin moist black formula makes hair look naturally darker and healthier. The unique complex penetrates hair from root to tip and with regular use helps in strengthening and repairing hair damage at the ends; the reduced hair damage at the ends enables a woman to not only keep her hair long but also gives it a healthy gloss and deep black sheen.

Says P&G India marketing manager Rahul Malhotra: "Our consumer research indicated that Indian women consider "long black" hair as the gold standard for beautiful hair, but had not found a solution to achieve both — long and black hair. Pantene Long Black darkens each strand of hair through intense moisturisation and delivers the long and uniformly black hair look from roots to tips."

P&G India has a turnover of Rs 750 crore and has in its portfolio P&G''s billion-dollar brands such as Tide, Ariel, Pantene, Whisper, Pampers and leading brands such as Vicks and Head & Shoulders, the world''s No 1 anti-dandruff shampoo.