P&G; Spritzes Up Hair Spray’s Image

Big Hair isn’t dead. But hair spray sales have waned over the years as “helmet-head” hairstyles lost favor. Procter & Gamble is betting that a $50-million advertising campaign for its Pantene Pro V Flexible Hold hair spray can reverse that trend. Cumulative ad spending for all brands of competing hair sprays hasn’t risen beyond $20 million to $30 million in recent years. Hair sprays face an uphill fight in an era in which gels, mousses and other styling aids dominate. But research indicates there’s plenty of interest in new products because women consider “bad hair days” a key mood indicator.