Pantene Pro-V is to relaunch its entire haircare range in a bid to reverse this year's 16% slump in sales. New packaging and five tailored collections will focus the range on end results such as boost in volume rather than hold level or hair type. Pro-V's new collections and look arrive nationwide on January 31. A Pantene hit squad is to substitute the old look bottles on key distributors' shelves overnight. A high profile television, poster and press advertising campaign then kicks in. The five new end look collections are colour coded to assist brand loyal customers in picking out a tailored solution. The options are Sheer Volume, (colour-coded lilac), Smooth & Sleek (green), Perfect Curls (pink), Radiant Colour (orange), and Classic Care (blue). Prices start at £1.99. Curl definition spray, smoothing creme, and sheer volume shampoo have been added to the portfolio. Existing speciality products, clarifying shampoo and anti-dandruff shampoo will complement the five end looks in silvery blue packaging. And a new Gentle Care Ultra Mild Shampoo for children and families will join the range. Pantene says its new look ivory packaging with metallic logo was inspired by womanly hourglass curves. It commissioned US brand identity designer Emily Kokenge to come up with a contemporary yet classic look. Information Resources figures show that Pantene lost 16.3% of sales by value in the 12 months to October 2000. {{P&P }}

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