pro-v - prosperity vitamins for sellers but not for buyers

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Pro V

Pro V - what is it ?

'Pro Vitamin: the precursor [q.v] of a Vitamin. Examples are Carotene and ergosterol, which upon activations, become Vitamin A and Vitamin D respectively' - explanation from a Chemical Dictionary.
Both Proctor & Gamble and Hindustan Lever use the term, Pro V as if that is something rare that they took extra ordinary pain to the benefit of common fellows
Source for this page: My earlier newsletter, You Decide, Dated 23rd November, 2004

Pro V - Not Proved by Market Results

	Hindustan Lever claimed that PRO V is used in their Clinic Active Shampoo since 1991. Hindustan Lever had over 20% market share in Anti Dandruff Shampoo market in nineties - Business India, 22-9-1997 Both Pantene and Clinic Plus command high sales in the Indian Market since years. If Pro V is a miracle item, most Indians should have benefitted by now. If we look around us, they have not. That strongly indicates that Pro V is not an effective ingredient to the extent that these sellers shout.

Not even a proper Market Survey

Proctor & Gamble hold over 20% market share across the World for Shampoos. Pantene contains Pro V B5 since 1995. Source Business India, Sep 22, 1997
So they should have Millions of beneficiaries in India and across the World, who have used this Shampoo. Few independent authentic market surveys amongst users could have established the 'super ability of Pro V'
The Company has not bothered to collect the Evidence to support its claim. And they have had the Resources and Time. Medical Science would have hailed it as break through and Nature Magazine would have applauded it.
Did they get the patent for 'ZPT' use in shampoo, without proof ?
Evidence not collected or shown to Public so far for Pro V! With nearly 15 years sales of Pro V containing shampoos, neither Levers nor Proctor & Gamble produce any evidence.
And recollect that for a No Mark cream, Lever gave a Comparative advertisement in the papers - comparing their product with 2 other competitors and did a survey with 30 people !

Advertisement Message for Pro V

"Pantene contains Pro V and makes the hair, 10 Times Stronger" This is the essence of the advertisement message for Pantene Shampoo on
TV - source 'Carryy on Shekar' program in Sab TV: Monday, 22nd November 2004
Is it a proven and established fact for the benefit of the Public ? NO

Strange Admission / Weakness in the Claim

	Recent Admission: Ten Sports, 2nd Indo-Pak Cricket test - 24-1-2006 Pro V will make the hair as strong as Coconut Oil. This admission in advertisement make the earlier claim very very suspect. Why use Pro V at a higher price if coconut oil will do the job ?

Some Medical Facts

A hair can support a weight of 80 gms. Hair is also a bit elastic and regains its shape, after the weight load is removed. It would break, if the weight load is increased to, say 100gms.
These are dermatological facts that anyone can verify easily at home. This weight bearing capacity indicates / has to indicate the STRENGTH of hair.
Note that the advertisement does not say as to how the strength was assessed or in what way. They do not demonstrate the improvement or inform the ways by which the public can verify or judge

One Starts and others repeat the lie and dupe the Public

If the advertisement message is true and correct, after Pro V use, the hair should support a weight of 800 gms, if it can become 10 times stronger. That is my thinking. I do not think that a Pro V shampooed hair will withstand a weight load of even 160 gms. If so, it is very simple to show that on the TV. They have not done that. Does that not make you suspect that claim ?
Garnier Fructis, advertisements in Great Indian Laughter Challenge Program in Star One, in November 2005, claims that with their shampoo, the hair would become 5 times stronger. The same above argument holds for this advertisement also. By the way, why anyone should buy it if it can make the hair strong only 5 times, when Pro V shampoo of P&G claims to make it 10 times strong ?

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Last Modified: Dec 26, 2008: Personal website of R. Ranganathan M.Sc., [ MBA - IIMA]


Pro V - what is it ?

	'Pro Vitamin: the precursor [q.v] of a Vitamin. Examples are Carotene and ergosterol, which upon activations, become Vitamin A and Vitamin D respectively' - explanation from a Chemical Dictionary. Both Proctor & Gamble and Hindustan Lever use the term, Pro V as if that is something rare that they took extra ordinary pain to the benefit of common fellows Source for this page: My earlier newsletter, You Decide, Dated 23rd November, 2004


Not even a proper Market Survey

	Proctor & Gamble hold over 20% market share across the World for Shampoos. Pantene contains Pro V B5 since 1995. Source Business India, Sep 22, 1997 So they should have Millions of beneficiaries in India and across the World, who have used this Shampoo. Few independent authentic market surveys amongst users could have established the 'super ability of Pro V' The Company has not bothered to collect the Evidence to support its claim. And they have had the Resources and Time. Medical Science would have hailed it as break through and Nature Magazine would have applauded it. Did they get the patent for 'ZPT' use in shampoo, without proof ? Evidence not collected or shown to Public so far for Pro V! With nearly 15 years sales of Pro V containing shampoos, neither Levers nor Proctor & Gamble produce any evidence. And recollect that for a No Mark cream, Lever gave a Comparative advertisement in the papers - comparing their product with 2 other competitors and did a survey with 30 people !


Advertisement Message for Pro V

	"Pantene contains Pro V and makes the hair, 10 Times Stronger" This is the essence of the advertisement message for Pantene Shampoo on TV - source 'Carryy on Shekar' program in Sab TV: Monday, 22nd November 2004 Is it a proven and established fact for the benefit of the Public ? NO


Some Medical Facts

	A hair can support a weight of 80 gms. Hair is also a bit elastic and regains its shape, after the weight load is removed. It would break, if the weight load is increased to, say 100gms. These are dermatological facts that anyone can verify easily at home. This weight bearing capacity indicates / has to indicate the STRENGTH of hair. Note that the advertisement does not say as to how the strength was assessed or in what way. They do not demonstrate the improvement or inform the ways by which the public can verify or judge

One Starts and others repeat the lie and dupe the Public

	If the advertisement message is true and correct, after Pro V use, the hair should support a weight of 800 gms, if it can become 10 times stronger. That is my thinking. I do not think that a Pro V shampooed hair will withstand a weight load of even 160 gms. If so, it is very simple to show that on the TV. They have not done that. Does that not make you suspect that claim ? Garnier Fructis, advertisements in Great Indian Laughter Challenge Program in Star One, in November 2005, claims that with their shampoo, the hair would become 5 times stronger. The same above argument holds for this advertisement also. By the way, why anyone should buy it if it can make the hair strong only 5 times, when Pro V shampoo of P&G claims to make it 10 times strong ?