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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 Wella Professionals, Sebastian Professional, Nioxin and Kadus Professional. This initiative was seen at International Trend Vision 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.”