THE Australian hair care market is taking a ruthless turn with giants Procter & Gamble and Unilever going head to head in the battle for women’s hair.
P&G is running a heavily weighted comparative TV ad campaign for market leader Pantene Pro V against brash newcomer, Unilever’s Dove moisturising cream shampoo. The ad for Pantene takes a direct stab at Dove shampoo with a woman commenting about an un-named product, saying she used and liked “their soap” but their shampoo had given her “fly-away” hair.
P&G spokesman Raffaele Dalisa said, “Early in-market results behind this campaign are very positive and we will continue to monitor this”.
Dove was identified by Unilever recently as one of its global power brands when it began implementing a massive cull of its 1600 brands in 2000. Dove shampoo is being rolled out around the world and was launched in Australia this year.
