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Leveraging its Pantene brand into the first full line of products for color treated hair, Procter & Gamble this summer will introduce Pantene Pro-V Color with an estimated $25 million in media, plus an extensive sampling and promotional program for all of Pantene.
With the new product hitting shelves in June, P&G estimates the 5-SKU line will eventually account for 20% of Pantene's overall shampoo and conditioner sales, which was $374 million for the year ended March 28, according to...