Procter & Gamble (P&G) has been revitalizing its marketing strategy on China’s rapidly growing e-commerce platform, Douyin, to drive growth, particularly in the haircare sector with its Pantene brand. The company has invested in better packaging and marketing to boost online share, making Pantene a leader in category growth on Douyin. Influencers on the platform, such as Ni Bi Yi and Chou Dan, have promoted Pantene’s benefits. P&G is also enhancing its presence on Douyin by establishing brand houses and collaborating with influencers to better control messaging. P&G is also exploring new e-commerce platforms like Xiaohongshu to reach younger audiences.