In China, Procter & Gamble is giving up the hard sell in its advertising in favor of a more emotional approach, in order to attract the country's new, emerging class of young professional women. For
example, an ad for Head & Shoulders shampoo shows a woman spinning out of an animated cocoon and turning into a butterfly in a metamorphosis that creates a "new life for hair," according to a
voiceover. The style of the ad is a far cry from past ads demonstrating the effects of dandruff on a black dress. "Brands that offer the message of intimacy and love will be rewarded by consumers,"
says Udai Kunzru, P&G's marketing director for hair care in China. "It doesn't feel like a standard shampoo ad." A separate ad, this one for P&G's Rejoice shampoo brand, shows a man talking about a
woman doing hip-hop and traditional Chinese dancing, and ends with a shot of only the shampoo and the bottle. P&G is making a similar emotional pitch for its toothpaste and detergent products.
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