However, the fierce competition among several major brands has made other companies daunted. Its new brand "Ekalu" uses herbs as its signature. Its advertisements do not emphasize that it is a P&G pro

However, the fierce competition among several major brands has made other companies daunted. Its new brand "Ekalu" uses herbs as its signature. Its advertisements do not emphasize that it is a P&G product and do not take advantage of P&G's brand advantages. Because the market it targets is P&G. Without intervention, the risk is greater. If something goes wrong, it can be discarded without affecting P&G as a whole. The core content of the unique selling proposition is: the advertisement should make a unique statement to consumers based on the characteristics of the product, and make consumers believe that this feature is not available to others, or has not been said by others, and these features can provide consumers with bring tangible benefits. At this point, Procter & Gamble is even more effective. Take the shampoos launched by Procter & Gamble in China as an example. "Head & Shoulders" is designed to remove dandruff, "Pantene" is focused on nourishing and caring for hair, and "Rejoice" is focused on making hair smooth and supple. The product advertisements launched in the Chinese market are even more extraordinary: "Head and Shoulders" shampoo, with sea-blue packaging, first reminds people of the blue sea, bringing a fresh and cool visual effect, "Eliminates dandruff without a trace, The slogan "Cleaner Hair" further establishes the belief that "Head and Shoulders" removes dandruff in the minds of consumers; "Rejoice", from the brand name, makes people understand the product's properties of making hair smooth and smooth. The green packaging gives people a feeling of youthfulness and beauty. The slogan "Contains silk conditioner, shampooing and conditioning in one step, making hair elegant and smooth", coupled with the image of a girl shaking her silky hair, further deepens the feeling. Consumers have the impression of the elegant and smooth effect of "Rejoice"; "Pantene" uses apricot yellow packaging, which first gives people a nutritious visual effect.