P&G Tries Again with Pantene

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Procter & Gamble is giving Pantene a new gloss as the company tries once again to recharge the underperforming haircare brand.

The new push, estimated to be in the $100 million range, stars former beauty editor and TV celeb Stacy London and touts an upgrade in silicon technology that translates to stronger, shinier hair. Pricing, however, will remain the same as P&G positions Pantene as a value buy that’s just as good as salon brands, but less expensive.

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