Procter & Gamble's recent marketing revamp on China's Douyin has significantly enhanced Pantene's growth, enabling it to lead category growth despite challenges in the overall market.
Alex Keith, P&G's head of beauty, noted, 'We've grown online share for more than a year now and our portfolio is leading category growth on Douyin, the fastest growing online retailer in China.'
To counter slowing sales in China's economy, P&G is intensifying its presence on Douyin and offering more products, enhancing their brand messaging and marketing strategies.
Influencers on Douyin play a crucial role in promoting Pantene, as they showcase the brand's strength in hair repair and fragrance, highlighting its appeal to consumers.
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