The company launched Head & Shoulders Intensive Solutions and appointed well-known actor Theeradej "Ken" Wongpuapan as its new brand ambassador.

Thailand's shampoo market was worth Bt7.3 billion last year.

Procter and Gamble marketing and corporate communications manager Medhee Jarumaneeroj said the economy's slight growth this year had negatively affected the shampoo market, because of the drop in consumer spending.

However, the company believes its innovative new product will drive double-digit sales growth this year and also maintain its share of the shampoo market.

The new shampoo will target people aged 15-40.

"We'll increase our marketing budget to promote our new product, but we cannot disclose how much we're spending. But we'll use an integrated campaign, including TV media, print advertising and events," Medhee said.

Earlier, Procter and Gamble announced first-quarter sales growth of only 3 per cent, following a drop in household purchasing power related to the country's political uncertainty.

It sells fabric cleaners and softeners, hair- and skincare products, razors, soap and other cleaning products in a Bt100-billion-a-year market. It estimates the market will grow about 5 per cent this year.

Shampoo products include Head & Shoulders, Rejoice, Pantene and Herbal Essences.

Rejoice had a market share of 10.5 per cent last year (up from 10 per cent in 2005), Pantene 12.4 per cent (down from 12.8 per cent) and Herbal Essences 3.7 per cent (up from 3 per cent).

Somluck Srimalee

The Nation