Innovation Spotlight: Pantene Repair & Protect – A Game Changer for Hair Care in 2025

At Procter & Gamble (P&G), we understand that true innovation comes from listening to our consumers. That’s why we are excited to spotlight Pantene Repair & Protect, launched in March 2025. This isn’t just another conditioner; it’s a targeted solution that addresses genuine consumer concerns while delivering remarkable results.

Why Choose Pantene Repair & Protect?

What makes Pantene Repair & Protect stand out? According to Chiara Sartorelli, the Senior Brand Manager for Pantene, research indicates that only 50% of consumers apply conditioner at every wash. Many are hesitant due to fears of greasiness and weighing down their hair, especially in Northern European countries like the UK, where hair tends to be finer.

To counter these concerns, the Pantene team developed a lightweight, gel-like formula. “The technology behind Repair & Protect is really interesting,” Chiara explains. “The molecules in the formula are attracted to damaged areas of the hair, much like magnets. This ensures that the product targets where it’s needed most, providing effective repair without compromising on that lightweight feel.”

Engaging Launch Strategy

How did we change perceptions about Pantene? The launch strategy for Pantene Repair & Protect was comprehensive and engaging. Chiara noted, “we knew there was a misconception amongst consumers that Pantene and conditioner in general can leave hair feeling heavy and weighed down, so we set ourselves a mission to turn these haters into lovers”.

We invited both consumers and hair professionals to test the product and share their honest feedback.” This approach was crucial in reshaping the brand's image, particularly among younger demographics.

Positive Reception and Results

The reception of Pantene Repair & Protect has been overwhelmingly positive. “In blind tests, participants were genuinely impressed with the new formula,” Chiara shared. “We even garnered claims that 95% of users loved it after a three-week study with over 300 women.” Additionally, 86% of UK hairstylists recommended the product after a week of trial , showcasing its effectiveness and appeal.

What impact has the product had on the market?

In the past six months, Pantene has been the number one growth driver in the conditioner category . Our sales have seen significant growth, particularly in key retailers like Tesco, where we have outperformed competitors.

Cross-Functional Collaboration

Chiara emphasized the importance of collaboration in bringing this product to life: “From R&D to Marketing and Sales, every team played a crucial role in ensuring our launch was successful.” It’s been rewarding to see how our collective efforts have resonated with consumers.

Looking Ahead

As we move forward, the Pantene team is eager to build on this momentum. “We plan to scale our campaign further and reach even more consumers who can benefit from Repair & Protect,” Chiara concluded.

Discover Pantene Repair & Protect

Curious about how Pantene Repair & Protect can transform your hair care routine? You can find it at all major UK supermarkets or visit the Pantene website for more information about its benefits.