Procter & Gamble doubles down on China’s TikTok to reverse sales slump
) has been revamping its marketing and line-up of influencers on fast-growing Chinese shopping app Douyin in recent months, helping its Pantene shampoo lead growth in hair care on the platform, executives said Thursday at an investor day.
Influencers on Douyin like Ni Bi Yi, a young mom, and Chou Dan, known for her jokes, tout Pantene's jasmine fragrance and ability to repair their hair, according to posts on the China-based sister app of TikTok. It is also building brand houses on Douyin, like its page for skincare brand Olay, and putting influencers on its payroll, according to the JP Morgan note.Chinese consumers are more frequently shopping on the app, which offers livestreamed videos, and are abandoning the brick-and-mortar stores where P&G built up its presence over decades, seeking to become essential in China's growing middle class.
The consumer goods maker is now introducing a Head & Shoulders upgrade in China like Pantene's, Keith said. Similar improvements are in the works on Rejoice, another haircare brand, she said. SK-II is not on Douyin, but P&G management is open to offering the brand on new platforms, according to the JP Morgan research note.
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