End-to-End SWOT Analysis of Pantene – Top 10 US Hair-Care Brands

Updated on: Nov 10, 2021

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In our previous blog, we did a comprehensive SWOT Analysis of the most recommended brand by dermatologists, Dove. in this blog we will be doing an end-to-end SWOT Analysis of Pantene.

Pantene is one of the Top 10 US haircare brands. It is also one of the most popular products in great Britain and know as one of the best shampoo brands in the world.

Pantene has grown exponentially in the market with a large presence all over the world. It has marketed its brand very well in the market with the use of digital marketing. It is essential for every business in the market to have a digital presence as most people nowadays are online. If you want to know what is digital marketing and how to use it to your advantage  – check out our Free MasterClass on Digital Marketing 101 by the CEO and Founder of IIDE, Karan Shah.

Thus this makes us keen to know how Pantene has gained such success in its industry, here we have done an End-to-End SWOT Analysis of Pantene. But before starting its SWOT Analysis let’s get a brief idea about Pantene as a company, its products, competitors, financials, and more.

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About Pantene 

SWOT Analysis of Pantene | IIDE

Pantene is a globally renowned brand involved in hair care. It was founded in 1945 by Hoffman La Roche. Procter and Gamble bought Pantene in 1985. Under P&G, Pantene competes as a “beauty product” rather than a functional product. It is an FMCG product.

Pantene got its name from the ingredient called Panthenol which coats the hair and seals its surface. It is used majorly in shampoos and conditioners.

Its tagline is “For hair so healthy it shines” and “Let yourself shine”. Its unique selling point is that it is one of the best shampoos with many variants


Quick Stats About Pantene

Founder Hoffman La Roche
Year Founded 1945
Origin Switzerland
No. of Employees 197 (2020)
Company Type Subsidiary
Market Cap $5.5 Million (2020)
Annual Revenue $786 Million (2020)
Net Loss $20 Million (2020)


Products of Pantene

Pantene is one of the best shampoo brands in the world, thus it provides its customers with many product choices. Following are some of the products of Pantene:

  • Conditioners
  • Shampoos
  • Bar Soaps
  • Body Wash
  • Salon Products and Serums


Close Competitors of Pantene

Pantene is known all over the world. It has many competitors that it needs to face to reach the top. Some of the competitors that Pantene needs to face are:

  • Dove
  • Sunsilk
  • Head and Shoulders
  • Himalaya
  • Nyle
  • Fiama Di Wills
  • TRESemme


Not that we know about the company let us start with the SWOT Analysis of Pantene.


SWOT Analysis of Pantene 


Infographics - SWOT Analysis of Pantene | IIDE

SWOT Analysis is a strategic planning method used to evaluate the strengths, weaknesses, opportunities, and threats involved in a business that may affect the development of the business.

The strengths and weaknesses are defined by measures such as market share, loyal customers, product quality, etc. Threats describe the negative factors in the business environment. Opportunities are new potential areas for the business in the future such as new markets or new conditions in existing development.

Let us understand the SWOT Analysis of Pantene by starting with the strengths of Pantene.


1. Strengths of Pantene

Strengths are the positive aspects and the characteristics which are working in the favor of the brand. The strengths of Pantene are as follows :

  • Global presence – Pantene is an enormous and global brand of the gigantic corporation Proctor & Gamble. Currently, its products are sold in approximately 100 countries.
  • Market hold – Among its numerous competitions, Pantene is hugely favored, making it a clear winner. This preference is a result of various aspects like its affordable price, various quantities, accessibility of the products, etc. It has become a household brand.
  • Brand presence – Pantene has a significant brand presence because of excellent advertising campaigns and unique promotion techniques. It also has famous and influential celebrities as its ambassadors like Anushka Sharma which blazons the brand.
  • Targeted products – Pantene is well aware of its target audience and creates products that suites and serve their needs. Basically, it has a fantastic consumer research and development department.


2. Weaknesses of Pantene 

Weaknesses are aspects where a brand or company lacks. These are the negative points of the brand which the brand needs to improve. Here are some of the weaknesses of Pantene.

  • Limited market share – Pantene has enormous competition in the hair care segment which means limited market share growth.
  • Supplementary products – The enormous competition results in brand switching by the consumers. Customer loyalty is low due to other supplementary products.
  • Faulty products – Pantene products have started receiving complaints about their products saying that their products are causing hair fall and the products are too strong for the hair.
  • Lack of price control – Being a gigantic company in over 100 countries and thus operating in different tax zone,  it becomes a little difficult to keep their prices at an optimally positive level, thus price control becomes laborious.


3. Opportunities for Pantene

Opportunities are new potential areas for the business in the future such as new markets or new conditions in existing development. These are a risk, they may result in advantages or disadvantages. Some of Pantene’s opportunities are below. 

  • Change in marketing – Pantene could allot more funds and increase its scope of digital marketing. Pantene should change its marketing plan to avoid the tried-and-true methods of using brand ambassadors and instead employ new marketing techniques. 
  • Customer satisfaction – Pantene should start listening to its customers online and start to resolve their issues to maintain the brand loyalty of the customers.
  • Growing demand – The market for hair care and personal care products is expanding, and it has significant demographic and geographic potential. The market potential is always increasing as more people use hair care products on a daily basis and there is so much competition in the hair care industry, people are well aware of its importance.
  • Expansion – New hair care products are being produced every day with newer and better formulas, Pantene could also expand its product range and also bolstering the things it already offers in its portfolio. 
  • High-end products – It should also start focusing on the demands and wants of the consumer as it has already mastered their needs. A brand like L’Oreal released its L’oreal luxe range which are premium products for the consumers. Introducing products Like this will increase the brand value of Pantene.


4. Threats for Pantene 

Threats describe the negative factors in the business environment which can affect the brand. Some of the threats of Pantene are as follows.

  • Developing businesses – Small businesses and Ayurveda products are one of the biggest threats of Pantene as they have started gaining consumers due to its natural ingredients in Ayurveda products and the personal touch which is a big advantage of small businesses. The cost of products in small businesses is also relatively lower than that of Pantene.
  • Many products in the market – With so many Pantene product variants and an equal number of rival brand variants, product differentiation becomes difficult, and customers become immune to differentiation, becoming overwhelmed by choice instead. 
  • Competition – New salon brands and professional hair care brands are also creating products with newer competitive innovation and technology for retail stores which is increasing the competition of Pantene.


With this, we reach the end of the SWOT Analysis of Pantene. This helps the company to know where it stands in the market and helps to grow.

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From the above SWOT analysis of Pantene, we can see that it is one of the top 10 brands in the US. it has a large brand presence all over the world with its specifically targeted products. It still has some flaws in the market which affect the business.

It has a limited market share in the market due to the new small-scale business coming with a new niche product in the market. It can improve its market stand in the market with the use of latest digital marketing technologies. As most people nowadays are on the online platform it is easier to find your target audience with digital marketing tools. Thus digital marketing is very essential for every business. If you are interested in learning and upskilling, check out IIDE’s 3 Month Advanced Online Digital Marketing Course to know more.

If you would like to read such detailed analyses of companies, find more such insightful case studies on our IIDE Knowledge portal.

Thank you for taking the time to read this, and do share your thoughts on this case study in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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