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Transforming the brand narrative: The global redesign of Pantene Pro-V

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Emily Kokenge, Associate Director of Design Innovation and Strategy, Procter & Gamble; Liz Grabow, Director, Libby Persyk Kathman


In the product lineup for Procter & Gamble, Pantene Pro-V shampoo is one of the most important brands. A consistent contributor to the company's growth, it grew in market share, sales, and volume for more than 10 consecutive years after it was purchased a




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