An accomplished marketing leader with an MBA from Michigan State University, Carene Kunkler handled brand management for Procter & Gamble from 1979 to 1987. While serving as brand manager for Pert shampoo, Carene Kunkler oversaw branding and marketing for Pert Plus.
Hair care product companies began developing single-bottle shampoo and conditioner combinations in the 1970s. However, these early “2-in-1” formulas did little to condition hair. They may have aided in combing wet hair, but their benefits disappeared as soon as hair dried.
Procter & Gamble solved this problem in 1987 under the brand name Pert Plus. By trading the long-chain cationic polymers of early 2-in-1 products for a silicone conditioning agent that provided lasting moisturizing and detangling properties, it delivered lasting moisturizing and detangling properties.
The widespread success of this silicone-based formula is well-documented. Not only did Pert Plus find remarkable success in the marketplace, but countless other hair care products have used and continue to use silicone agents for conditioning purposes.
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