New Pantene Packaging

Pantene Gets a Makeover

March 13, 2010

If you find the eternal sameness of the Pantene bottle comforting, then you're in for a rough time. The brand is giving all of its packaging and marketing an overhaul. The new bottles will be shinier, more colorful, and differently shaped than their predecessors.

What's more, they won't be arranged in the usual way on store shelves. Instead of having all the shampoos and conditioners together, all the products for a given hair type will instead be in the same area, including styling products like mousse. Pantene is the most popular shampoo brand, and it's been Bella readers' favorite in the past. Do you think this change was necessary?

Source: WWD

26 Comments

2 years 27 weeks

I like the new look. They are just defining who they are targeting which is the younger generation.. The younger generation like the sparkles, design, and anything else that scream. There is nothing wrong with a makeover especially if you are trying to target a certain person... Generation Y is the generation that don't mind spending money so why not... Pantene is very wise to try to capture this particular market..

2 years 37 weeks

I think it's a horrible idea- if something works great and sells well- don't mess with the formula! The new pantene conditioners do not hydrate my hair enough it all- and for those of us with long hair it is very important for it to look healthy and not dry out and break. I have been a loyal user for over 15 years. I never thought I'd have to use something else. I'm 30 yrs old and I guess it's time for me to switch.

2 years 46 weeks

I was a loyal user of Pantene. Now I hate their new look, and they eliminated the Moisture Renewal Products, The new products are not as good and now leave my hair very dry. They eliminated the Fortifying Fortifier product in a tube, and the new intensive restoration treatment (which is meant to replace it) is in a square jar that you must scoop out the conditioner with your fingers, and you lose most of it when you try to use it in the shower, plus the square lid is hard to get back on. And the new product is not as good. Why would they mess with a good thing? They just lost my business, and I have used their products for over 20 years!

3 years 3 weeks

Pantene has been on the market for years. Previously, Pantene has targeted an older generation and has had much success. However, with all the new haircare products coming into the market that target the younger generation (with innovative marketing strategies), Pantene must have realised the potential to target new consumers- Gen Y. Ultimately this packaging is more vibrant and fun than the previous styles. Hopefully it does increase their target market! - G

GummiBears 3 years 9 weeks

Doesn't matter to me. Pantene never worked for my hair anyways.

themagiccarrot 3 years 9 weeks

a change in the packaging was a good idea, but i'm not a fan of the end result.

snarkypants 3 years 9 weeks

i love pantene, but don't really have an opinion on the packaging

3 years 9 weeks

Change can be a good thing. Even though it's supposedly the best-selling brand out there, changing the packaging up a bit can create a new excitement and maybe cause people who wouldn't normally purchase it, to grab one next time they are out shopping for hair products. I personally find their current/old packaging kind of boring and I don't purchase it.

Ms Chicklet 3 years 9 weeks

I've never had good luck with Pantene. Even their volume shampoo and conditioner left my hair flat and gummy.

jourdy marie 3 years 9 weeks

Yes, This is fun and exciting...why not change? They've been that way for a while, lets make em fun!!!

3 years 9 weeks

Pantene has always performed perfectly - really nice and shiny- for my hair. The volume one also delivers on this for me. I I like the way the old packaging looks classic - this packaging change is not an improvement, Sorry

hippiecowgirl 3 years 9 weeks

I like Pantene products. I don't think the new packaging was necessary and I don't enjoy the look of the finished product. It looks cheap in a not-so-good way. I am kind of excited at the new way things will be arranged on the shelves.

qtpie 3 years 9 weeks

I find that Pantene makes my hair super oily.

tlsgirl 3 years 9 weeks

I don't understand the dried out hair - mine is always super smooth when I use Pantene.

3 years 9 weeks

Pantene is the best line of products out there. They get a bad name because they are in competition for the salon brand. Nothing makes my hair shinier or easy to manage.

g hockey1 3 years 9 weeks

This new packaging isn't necessary, but it's really pretty. I <3 Pantene!

g hockey1 3 years 9 weeks

This new packaging isn't necessary, but it's really pretty. I <3 Pantene!

postmodernsleaze 3 years 9 weeks

Pantene leaves my hair a static-y mess, so I never use it (therefore, I don't really care about the repackaging). I don't know if I'm really into the whole holographic thing though. It looks really busy and more difficult to read. My dad has been a faithful Pantene user since the 80s. I'm waiting for him to start complaining about how he can't find his usual shampoo haha

postmodernsleaze 3 years 9 weeks

DontStpTheMusic7 3 years 9 weeks

Is that holographic packaging? I don't like it, but I don't like Pantene itself either so I guess it doesn't matter. Like others, I have heard that it is really bad for your hair.

Sky Princess 3 years 9 weeks

I definitely have to agree that Pantene dries your hair out. I have tried multiple Pantene formulas hoping they will work, and everytime I end up with dull, dry, frizzy looking hair. I seem to get the best results with the Garnier hair product line.

Faylinn 3 years 9 weeks

I'm surprised that Pantene didn't go for a more sleeker, salon packaging style since they're always comparing themselves to the more expensive brands.

mdemariah 3 years 9 weeks

Well, if the quality is as good, this can just be a good thing can't it? There are billions of new products and Pantene had to get updated, even if there are designs I'd prefer, this isn't bad at all.

3 years 9 weeks

I heard Pantene will dry out and ruin your hair. If I am low on cash and have to do drugstore, I like the Garnier line.

franceslopez 3 years 9 weeks

Hmm, I'm not really a Pantene fan, it's actually really bad for your hair and scalp. But regardless, I don't think the new packaging was a good idea at all! It's fine that they want to update the product design, but the shiny holographic stuff? Pass. It makes it look like those ridiculous men's deodorants that have sleazy 'hotties' wowing the pants of various girls.

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