PANTENE #NOMORESETENGAHSETENGAH

The hair care category, dominated by shampoo with an 85% share, faces a unique challenge with conditioner adoption. Unlike skincare, where consumer desires drive exploration, hair care struggles to shift culture towards rigorous at-home conditioning. The goal of the campaign is to boost category awareness among shampoo users, promoting engaging and conversational methods to highlight the importance of using conditioner. Building on last year’s successful launch that contributed to a significant 11.5% increase in conditioner use in Indonesia, with Pantene leading at 60.7%, this year’s campaign aims to maintain market leadership. With expanded media touchpoints, the message encourages Indonesian women to embrace the power of conditioner in their hair care routines