• by Karl Greenberg , May 5, 2011

Eva Mendes and Naomi Watts are the new faces of Procter & Gamble's Pantene brand. The actresses will appear in TV, print advertising, web videos, in-store displays, and PR. Mendes will support Pantene's "Breakage to Strength" SKU, while Watts will tout "Flat to Volume" collection.

Mendes will also back Pantene's Split End Repair Crème, an addition to the brand's Medium-Thick Hair Solutions collection. That product hits shelves this summer. Said Linda Mummiani, creative director and "Pantene visionary" at AOR Grey New York: "We're digging into how women really relate to their hair and why -- all the crazy things we all do to make it look great -- and what a meaningful place it really does have in our sense of self." The brand will also have content on the products and Mendes and Watts on its Facebook and Twitter pages.

Market research firm Mintel says that after years of growth in the market driven by new products, hair care sales started falling in 2008. The drop was due both to the recession and a paucity of new products in the mature category. It has also cemented the position of the market leaders: Procter & Gamble, L'Oréal, Unilever, and Alberto-Culver account for nearly three-quarters of shampoo and conditioner sales.

Among the leaders, P&G has the strongest position in the hair care category, and has seen market share stabilize after slipping in 2007 and 2008, per Mintel. Pantene, Head & Shoulders, and Clairol Herbal Essences are stable in terms of market share.

Mintel says what movement there has been has come from shampoos and conditioners that include formulas with natural ingredients like Pantene Natural Fusions and products that are marketed for moisture and nourishment, such as Herbal Essences swirled Hydralicious line, and Aveeno Nourish+.

The firm says Pantene has also stabilized its market share by using a value message. Mintel says Pantene and Suave, a value brand, are the most frequently used shampoo and conditioner brands. Suave, TRESemmé and Pantene are also the most used styling products.