Procter & Gamble ramps up presence on TikTok’s Douyin to boost sales

Procter & Gamble has been revamping its marketing and line-up of influencers on fast-growing Chinese shopping app Douyin in recent months, helping its Pantene shampoo lead growth in hair care on the platform, executives said on Thursday.

The Cincinnati-based company’s investments in better packaging for Pantene in China, and improved marketing on how much to use, has led to share growth online, the company’s head of beauty, Alex Keith, said at an investor day.