Pantene: Recharged hair recharged me

Hair conditioner brand Pantene convinced more Indonesian women to use conditioner as part of their daily hair care routine in Indonesia.

Background and Context

Many Indonesian women do not correctly understand the benefits of conditioners and there is some misconception that conditioners can only be used to moisturize dry hair. As a result of this misconception, 8 out of 10 Indonesian women still believe that just using shampoo is good enough for their hair and don't see the value of adding a conditioner to their hair care routine. This behavior led to the decline of the conditioner category at 16%, where shampoo had already hit 98% penetration.

To address this, Pantene launched the 'Recharged Hair, Recharged Me' campaign, which aimed to...

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