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Pro-vitamin formulation provided real support for claims. Women believed that shine signaled health. The research indicated that: Women believed the ideal standard for hair is "healthy". 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. Pantene Pro-V was first introduced in Taiwan and a year later in the US and globally. In 1990, Procter & Gamble Taiwan launched a new advertising campaign surrounding its new Pantene Pro-V formula, a combining of Pantene's vitamin formula and P&G's 2-in-1 technology.
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The ambassadors of Pantene (from left to right: Ana Brenda, Gisele Bündchen and Stephanie Cayo) The line was criticized by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavior. The product became most noted due to an advertising campaign in the 1989 in which fashion models said, "Don't hate me because I'm beautiful." Kelly Le Brock and Iman gained notoriety as the first television spokeswomen to speak the line. The brand's best-known product became the 2-in-1 shampoo and conditioning formula, Pantene Pro-V (Pantene Pro-Vitamin). It was purchased by Procter & Gamble in 1985 in order to compete in the " beauty product" market rather than only functional products. The product line was first introduced in Europe in 1945 by Hoffmann-La Roche, which branded the name based on panthenol as a shampoo ingredient. Pantene ( / ˌ p æ n ˈ t iː n, - ˈ t ɛ n/) is a brand of hair care products owned by Procter & Gamble.