CLIENT
Procter & Gamble
Bobbie Jo Ehlers, VP, Pantene NA
Lorena Ferreyros, Brand Director
Eliscia Turner, Brand Director
Nic Matarazzo, Senior Brand Manager
Maris Croswell, Senior Brand Director
Emily Overton, VP, R&D Haircare
James Pooley, BBIC
Corey Kelly, Design
Laura Dressman, Communications Director, NA Hair Care
Renato Ibarra, BBIC, Production
AGENCY
Javier Bonilla, Executive Creative Director
Arturo Macouzet, Creative Director
Kate Bernhardt, EVP, Account Director
Lauren Gordon, Associate Producer
Jonathan Lee, CSO
Jason Kahner, Chief Client Officer
Thiago Cruz, Chief Creative Officer
Keira Rosenthal, Executive Producer
Isabel Conte, Associate Producer
Jessica Womack, Planning Director
Natasha Howell, VP, Talent
Bike Bayer, Creative Director
Sophia Moore, Art Director
Claire Wyatt, Copywriter
Beliansh Assefa, Music Producer
Lisa Montana, SVP, Account Director
Daniel Avon, Strategy Director/Data
Montana Allen, Data Strategist
Tessa Mauclere, Creative Director
Marina Maher Communications (MMC)
Alaina D’Arcangelo, Brand Business Leader
Amy Grosheider, GSVP, Brand Business Leader
SUMMARY
Haircare has become increasingly expensive - and it's not because of inflation. Rather, brands have taught women to believe that the more expensive the product, the healthier the hair.
After finding that Pantene yields nearly identical results to luxury brands, we sought to share this "dupe" with women across the country. This idea fully turned the business around, disrupting and reversing a decade of decline in sales. Social conversation of Pantene hit historic levels of positive sentiment. We even grew total sales for the brand in 85% of retailers nationwide.
