Procter & Gamble's investments in packaging and marketing for Pantene have propelled its growth on Douyin, making it a leader in the hair care category.
P&G has successfully adapted its strategy by focusing on social media and active influencer partnerships on platforms like Douyin, which is crucial for brand visibility.
Despite positive trends in haircare online, P&G faces challenges in China’s economy, with a 15% revenue drop overall due to lower consumer confidence.
By establishing brand houses and hiring influencers, P&G aims to enhance control over its messaging in the competitive Chinese market.
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