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Agencies 4 Growth Festival Logo

P&G launches e-commerce campaign in Southeast Asia


Procter & Gamble has launched a campaign across Southeast Asia in partnership with e-commerce site Shopee which will see it offer deals across its haircare brands for three days.

Dubbed ‘Stop Bad Hair Days’ that campaign will launch P&G’s latest line of hair care products across six markets in Southeast Asia on Shopee’s platfrom. Brands included in the promotion include Pantene, Head & Shoulders, and Herbal Essences.

“Since launching the P&G Official Store on Shopee, we have seen significant growth in our e-commerce business in Southeast Asia,” explained Deeksha Kakkar, Asia Pacific hair care e-commerce leader of P&G.

“We are excited to launch our innovative hair care products that are at the forefront of delivering key consumer benefits and expect to grow the hair care category in eCommerce with Shopee through our first regional Super Brand Day.”

It's a small, but growing, portion of P&G's business. The FMCG giant currently sees around 30% of its global sales coming through e-commerce.

Agatha Soh, head of regional marketing at Shopee, added: “As e-commerce continues to grow in the region, we see a rising trend of consumers opting to purchase their daily necessities online. In line with this trend, we are happy to partner P&G to further provide users with greater convenience and cost-saving opportunities when buying their everyday items on Shopee.

"We are excited to kick off the first regional Super Brand Day with P&G featuring a range of exclusive hair care deals for Shopee users, and we are confident that this partnership will help P&G in expanding their reach through e-commerce.”

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