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...