Pantene case-study: self-care is not selfish. Social tension and socially-oriented marketing strategies (creating value for society and the brand)

This case examines the strategic choices available to Pantene, a leading haircare brand in Italy, as the brand considers how to engage with the growing cultural relevance of self-care and social responsibility. The study focuses on the brand’s possible alternative choices, highlighting the strategic need to identify social tensions of broad interest, aligned with the brand’s purpose, that combine a commitment to creating social value with building a solid reputation for the company. The Pantene case recognizes the central role of brands in helping to resolve relevant social tensions and demonstrates the need to adapt marketing strategies to respond to shifting cultural changes. Specifically, the case examines how to address the Self-Care Paradox, in which individuals recognize the importance of self-care but struggle to prioritize it in their daily lives, due to various external and internal pressures. Drawing on research into how different consumer segments interpret self-care, the case analyses market trends, the competitive landscape, and the cultural dynamics shaping self-care practices, the case study takes a market perspective, analysing key-trends, the competitive landscape, and the complex dynamics of self-care, to explore the key dimensions for developing arketing plans that can align purpose, socially oriented actions, and economic impact