Carene Kunkler is a Cincinnati, Ohio, professional who has developed compelling brand strategies across a diversity of beauty and cosmetics products through the years. In the late 1980s, Carene Kunkler was part of a team that drove robust sales growth in the recently launched P&G brand Pert Plus.
Introduced in 1980 simply as Pert, the shampoo was reformulated in 1987 into a pioneering 2-in-1 product that combined shampoo and conditioner. This approach proved wildly successful, with a former “problem brand” benefitting from a $20 million advertising campaign introducing the product to a new generation of consumers. The brand successfully appealed to active men and women on the go who wanted clean and conditioned hair with a minimum of time wasted.
By 1989, Pert Plus had moved ahead of its P&G counterpart Head & Shoulders, which held a 9.5 Percent market share to take the top spot at 12 percent of the shampoo market. This rise to the top was attributed to a positive Consumer News article that lauded a new dandruff control version of Pert Plus that promised to expand market share further.
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