P&G’s strategy for brand building

P&G’s strategy for brand building

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Procter & Gamble’s Salon professional division is banking upon brand building, education, innovation and partnerships with stylists to help develop the global haircare business. “We now have a stable of five brands that are designed to talk to every hairdresser segment in the market,” says Robert Jongstra, Global President, P&G Salon Professional, referring to , Sebastian Professional, Nioxin and Kadus Professional. This initiative was seen at International Award (ITVA) event held on November 6, where colourists and young stylists from around the globe competed.
A partnership between Wella, hairstylists and UNICEF was created to educate under privileged people in Brazil with life skills, including a hairdressing element. North America, Germany and Japan are P&G Salon Professional’s largest markets. Jongstra proclaimed that like Brazil, the Chinese market is “exploding” and India “is going to explode.”