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Extends Pantene line as Unilever eyes bringing Sunsilk north of border
PROCTER & GAMBLE co. is preparing to tangle with Unilever in the next hair-care battleground: Hispanic-targeted shampoos and conditioners.
The marketer is plotting a major boost to its fledgling U.S. Hispanic lineup in February with Pantene Anti-Sponge/An ti-Esponjado shampoo, conditioner and combing creme. It's also adding an Extra Straight/Extra Liso two-in-one shampoo and conditioner extension to its Extra Liso line introduced last year. The moves are aimed in part at preventing Unilever from bringing its Sunsilk brand north from Mexico, according to P&G documents reviewed by Advertising Age.
'ANTI-SPONGE'
The "anti-sponge" products are similar to anti-frizz products already on the market, but specifically positioned for Hispanic women, 78% of whom name frizz as...