Procter & Gamble (P&G) is intensifying its efforts on Douyin, China’s counterpart to TikTok, to combat a decline in sales in the region. By revamping its marketing strategies and leveraging influencers, the consumer goods giant is seeing success with its Pantene shampoo, which now leads haircare growth on the fast-growing platform, according to Alex Keith, P&G’s head of beauty. Enhanced packaging and improved usage instructions have further bolstered online market share for Pantene in China, contributing to category leadership on Douyin, Keith revealed during an investor day.
China’s economic slowdown and reduced consumer confidence have hurt P&G’s higher-end product lines, with revenue from the region down 15% in the quarter ending September 30. However, P&G is proactively expanding its presence on Douyin, building dedicated brand pages for lines like Olay, partnering with popular influencers, and offering steep discounts during livestreams to entice shoppers.
According to CHAILEEDO data, Pantene’s sales on the Douyin platform in October reached 36.774 million yuan, a year-on-year increase of 10%. Of this, livestream sales accounted for 57.73%, while influencer promotions made up 18.67%.
Influencers like Ni Bi Yi and Chou Dan promote Pantene’s jasmine fragrance and hair-repairing benefits, while Olay’s Douyin store offers discounts of nearly 30% on whitening skincare sets. These efforts align with P&G’s long-term strategy of balancing competitive pricing with promoting premium product value.
P&G is also tapping into other Chinese platforms like Xiaohongshu, often compared to Instagram, to reach younger demographics. Brands like Pantene, Head & Shoulders, and Rejoice maintain accounts on the app, reflecting a broader pivot to digital channels after the pandemic accelerated online shopping trends.
Despite its successes on Douyin, challenges remain. SK-II, a high-end brand with Japanese origins, has faced rejection from Chinese consumers but is now on the platform, signaling a recalibrated approach. Meanwhile, P&G’s fabric care brands like Tide remain absent from Douyin, as the company evaluates its overall strategy in the region.
China, which once accounted for 10% of P&G’s sales in 2022, contributed only 7% in the fiscal year ending June 2023.
