Over the past few years, some of the largest consumer trends have focused on green, natural, and organic products. Proctor & Gamble is following this trend with its new natural hair-care line: Pantene Nature Fusion.
Appearing in stores this month, the line comes in two varieties of shampoos and conditioners, Moisture Balance and Smooth Vitality. The ingredients in Moisture Balance include cassia, ginger, and aloe vera extracts, while the ingredients in smooth vitality include bamboo and grape seed extracts.
At $3.99 per bottle, consumers get the benefit of natural ingredients, without having to pay salon prices. Although, the current economic situation may discourage some consumers from splurging on beauty products, Pantene’s products are affordable. According to John Faucher, a JPMorgan analyst who was quoted in a recent Adweek article, “Even in a recession, consumers are still willing to pay more for green products.”
P&G hopes to improve Pantene’s slumping sales figures and is promoting the new hair-care line through a commercial that includes the host of Top Chef, Padma Lakshmi.
Will Pantene’s Nature Fusion’s benefits outweigh it’s slightly more expensive price tag?
