This case is part of the Management & Marketing Cases project, a series of digital case studies developed by university lecturers in Management and Marketing.
This case study explores the strategic options available to Pantene, a leading haircare brand in Italy, as it responds to the growing cultural relevance of self-care and social responsibility. It examines how brands can identify socially relevant tensions that are consistent with their purpose, while balancing the creation of social value with the development of a strong corporate reputation. Focusing on the Self-Care Paradox—the gap between recognising the importance of self-care and making it a priority in everyday life—the case highlights the role of brands in addressing meaningful cultural tensions and adapting marketing strategies to evolving social expectations.
The Authors
Marco Francesco Mazzù is Professor of Marketing Practice at Luiss Business School and Luiss Guido Carli, where he teaches in graduate, Master’s, and executive programs. He directs programs and the Knowledge Transfer Unit at the Luiss X.ITE Research Center. A former partner at McKinsey, he previously worked at Procter & Gamble, IBM, and Fincantieri. His research focuses on consumer behaviour, decision-making, strategic marketing, and communications.
Nicola Sabatini is a Ph.D. student in Learning Sciences and Digital Technologies at the University of Modena and Reggio Emilia, in collaboration with Luiss Guido Carli University. A Luiss graduate and member of the Luiss X.ITE Research Centre, he studies artificial intelligence, technology adoption, and human-centred innovation. He is also co-founder of a digital marketing agency operating across Europe and received recognition at the 2025 AI Awards Italy for his work on AI and disinformation.
Laura Marrone Berzetti di Buronzo is a Ph.D. candidate in Learning Sciences and Digital Technologies at the University of Modena and Reggio Emilia, in collaboration with Luiss Guido Carli University. A Luiss Marketing graduate, she works as a Research Assistant, Teaching Assistant, and Subject Expert, and teaches Digital Economy & Marketing at Link University. Her work focuses on digital dynamics, education, and inclusive transformation.