Research results, compiled from markets around the world, led P&G to hypothesize that health positioning might provide the basis for a new worldwide hair care franchise.

Advertising was developed around a health positioning and customized at the local level with the tagline, "Hair So Healthy It Shines."

Each communicated a different piece of the strategy and execution elements, as follows By 1994, following its launch in 55 countries, Pantene was the #1 hair care brand around the world with sales reaching over $1 billion.

Maudy Ayunda, Priyanka Chopra and Selena Gomez are the current global ambassadors for Pantene.

In 2021, during an advertising campaign, the brand featured a young trans girl with her parents, a lesbian couple.