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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



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