Procter & Gamble has relaunched its Pantene haircare portfolio with improved formulations and clearer packaging.

Rolling out now across the trade, the updated products have been divided into three hair types: fine, normal-thick and coloured hair. They feature new packaging that would help “simplify the category for confused consumers”, the company said.

The move follows research that revealed 55% of women felt overwhelmed and confused by the number and variety of haircare products available [Research Now, 18 March 2011].

“The new Pantene range aims to tackle this issue head-on, as well as offer an improved product,” said P&G head of trade communications Paul Lettice.

“Each collection features customised formulas providing each strand with exactly what it needs according to specific hair type.”

P&G is backing the relaunch with a multimedia campaign including TV, press, in-store and digital activity.