randall chinchilla – pump up the volume
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photo by steed media service
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External Relations Manager, Pantene/Procter & Gamble
External
Relations Manager, Pantene/Procter & Gamble
As Pantene’s external relations manager, Randall Chinchilla has
bolstered the brand into what the global leader in hair care calls “the
next generation of shine.” The cutting edge promotion includes a host
of new products to parallel the company’s new look. “We’re a
60-year-old brand. In order to remain No. 1 in the marketplace, we have
to continuously reinvent ourselves,” explains Chinchilla. “We’ve always
been a performance and health-focused brand. We’re all about shine, but
we thought we were missing the beat in terms of establishing a strong,
emotional connection with consumers. So part of this effort is intended
towards nurturing that emotional relationship with consumers. We’re
thinking differently.” With a vision still aimed at encouraging women
to look and feel their best at all times, Pantene has also unveiled its
new symbol. Called “Shira,” its named after a North African wind that
brings to life the empowerment of women to shine and be their best. The
connection makes perfect sense, as Pantene is known for setting such
high standards in an industry that focuses so heavily on matching
consumers’ needs. “Pantene currently has 23 collections, so we’ve also
taken a fresh look at our brand architecture and we’ve grouped those
collections in groups that are more consumer-friendly and intuitive,”
says Chinchilla. “We’re definitely focusing on having the best in class
performing products and formulas.” – jason thompson
