Case study pantene’s solution for bad hair days pantene made its de

1. CASE STUDY Pantene’s
Solution
for Bad Hair Days
Pantene made its debut in 1945 in Switzerland by the drug firm,
Hoffman-LaRoche as a premium hair care line, inspired by the
ingredient panthenol. It was introduced to the US in 1960, and
is part of Proctor & Gamble, Inc. It became a billion dollar
global brand in 1995, with support of the tagline, “Hair so
healthy, it shines.”
With more than 300 new hair care products being released each
year, the space is very competitive. In 2013, Pantene largest
distribution channel retailer was Walgreens and product sales
were falling 7% due to the competition. To illustrate the
competitive nature of this category, a recent search on
Walgreens website shows 1,598 products under the search term
“shampoo.”
How could Pantene revive their falling sales volume? One
strategy was to solve the problem of switching hair care
products. People tend to switch when they had a bad hair day.
Pantene gave them an app that included the local weather in a
“Haircast” and that included humidity factors that could affect
the frizziness of hair.

2. Pantene’s strategy was to tie in with a well-known consumer
channel, with a loyal following to promote shampoo using
mobile content and banner advertising. The Weather Channel
shares forecasts about weather conditions and what they mean
to them, and since 1982, have helped people with trustworthy
information based on science and technology. After partnering
with The Weather Channel, which brought Pantene expert
credibility and relevance, the Haircast based on local weather
conditions included geo-targeted messages with products for a
bad hair day, including humidity and dry heat, along with a
coupon for $2 off at Walgreens. The #haircast hashtag was also
shared on social media, and among female meteorologists, who
received weather preparedness kits from Pantene.Results
Post campaign measurements showed a 10% increase in sales at
Walgreens, one of the original goals. They exceeded their goal
with a 24% year-to-year growth, and that contributed to an
overall 4% sales lift in the entire category at Walgreens,
showing the bigger effect on total revenue for the chain. In their
5,500 Walgreens stores, Pantene set up free-standing display
units, increasing their merchandising goals by 37.5%, as they
now had more visibility. #haircast tweets averaged 370,000 on
Twitter.Sources
http://www.mmaglobal.com/case-study-
hub/case_studies/view/31812
http://www.walgreens.com/search/results.jsp?Ntt=Shampoo

3. http://pantene.com/en-us/flexiblesection/the-history-of-pantene
Read Case and answer the following questions:
1. Give a 1 paragraph summary of the case
2. What were the market considerations that lead to Pantene’s
movement to mobile strategies?
3. What metrics and tools were utilized in this case? What other
ones can you list that would be useful?
4. Describe how local and geo-targeting can be used by our
client.(KISMET) https://www.kismet.dating/
Response one: Aviva
Was this study unethical in 1932?
The Tuksegee study done in 1932 was unethical. The patients
were not given proper education on the entire process, and
were deceived many times throughout the experiment. The
patients were also led to belevie that they would be treated
for their disease, when in fact they never were, even when the
treatment was proven to be effective and readily available.
How could this study have been done differently?
The patients should have been given all the information about
their disease and what medications they were given throughout

4. the time. The patients should also have been given proper
compensation for participating in the experiment Additionally
once Penicillin was found to be an effective drug all the patients
who had tested positive for the disease should have been
informed of the new discovery and offered the drug.
How do you think the subjects felt about their participation?
I assume the patients felt it was necessary for them to
participate in this just to be able to survive the disease that they
had tested positive for. They put their trust into the nurses and
doctors involved and had no reason to question them because
they were given no information.
What was the impact of recruiting at churches and schools on
test subjects?
By recruiting people in these safe places, it gave them a false
sense of security and made them trust more.
What was Nurse Rivers’ role in the project?
Nurse Rivers was somewhat of a liaison between the patients
and the doctor. She was put in a very difficult situation putting
her in between the people she cared about, and the study she
thought was for the greater good.
Was Nurse Rivers negligent or did she commit malpractice?
I believe that by not giving the patients the proper information
and acting as an advocate for them to the doctor she was very
negligent.
Think of a research question or study pertinent to a specific

5. race, ethnicity, or culture.
How would you ensure the ethical recruitment of subjects?
I would review the study and my plan for it with ethics
committee before proceeding at all. I would also try hard not to
expose any of the people funding the experiment so that no bias
would be involved.
Part 2.
I believe there is a lack of diversity in the clinical trials these
days because there is such a stigma against clinical trials and
the outcomes that can occur. It is a dangerous thing to be a part
of and because people are generally compensated for
participating, it usually means they are of low economic
standing.
References:
Burke. 2019. The Importance of Diversity in Clinical Trials
(because right now it is lacking)
https://www.biospace.com/article/the-importance-of-diversity-
in-clinical-trials-because-right-now-it-s-lacking-/ (Links to an
external site.)
(Links to an external site.)
Sargent.1997. Movie: Miss Ever’s Boys.
https://www.imdb.com/title/tt0119679/ (Links to an external
site.)
Respond Two: IK

6. The study was not ethical. It defiled everything ethics stands
for. The chance to decide if they want to take part in the study
was taken away from these men. They were not told the truth
about the study. No one will take part in any study that will
harm them. The principle of autonomy was not respected in this
study. The study harmed the men. The nonmaleficence ethical
principles state we should not harm our patients. Studying
people with illnesses as gravely as syphilis and not treating
them was very dangerous. All the men started dying and
breaking down mentally. The study was unethical from the
beginning, where they agreed to study these men without
treatments. They were so inhumane to watch them go through
pains and not do anythi ng to save them. (Hermann, 2001).
The men should have been informed about the study. They
should be given the right to choose if they want to be in the
study or not. Treatment should be given to the men who start
showing complications from the disease. They should use
animals or grow a culture In the lab. No human should be used
as lab right. The subject did not trust the study because the
government runs it. Even in 2021, the minorities do not trust the
government. For example, people are skeptical about
coronavirus vaccines. These men are uneducated. They feel
their health providers know what is best for them. They were
given phoebe for them to think it is the cure. (Hermann, 2001).
Nurse River is a black nurse who went to the same school and

7. grew up in the neighborhood. She is the nurse chosen to take
care of the men in the study. She was also used to gain the trust
of the men. She was a middle man between the government and
the men in the study. The nurse commits malpractice. She
should not have allowed herself to be used by the government.
She knows the men trusted her and believe whatever she says
concerning their health. But she deceived them and kept
deceiving them. She owed them the truth.
Do black people die more from high blood pressure? I will
choose by subject from black communities. I will explain to
them the purpose of the study, the duration, and the outcome. I
will inform them they have the right to decline to be in the
study. I will also tell them we will make sure they do not get
harm in the study. (Hermann, 2001).
The national institute of health is a part of the US Department
of Health and Human service. It is a primary agency that
supports medical research. They investigate ways to prevent
disease and the cause, treatments, and cures for common and
rare diseases. They provide leadership and financial support to
researchers in every state and around the world. (National
Institutes of Health)
One reason why there is a lack of diversity in clinical trials is
the lack of trust. For example, African Americans do not trust
the government in the United States. They believe the
government will do anything to keep them under control. Hence

8. they will not be willing to partake in clinical trials for fear of
being harm.
References
National Institutes of Health
(NIH). https://www.nih.gov/ (Links to an external site.)
Hermann, D. H. J. (2001). Lessons taught by Miss Evers’ boys:
The inadequacy of benevolence and the need for legal
protection of human subjects in medical research. Journal of
Law and Health, 15, 147-163. [PDF]