In Vietnam, P&G Woos Hearts, Minds, and Schools

With demand lagging back home, the personal-care giant looks to the next big emerging market
Photographs by Olivier Laude for Bloomberg Businessweek

On June 1 a new kindergarten opened in Minh Phuong, a hardscrabble village about 50 miles from Hanoi. It looks like many schools in developing countries, with mustard-painted cinder block walls and tile floors. There’s something unique about the classrooms, however. Each has a silver-colored plaque near its door emblazoned with names rarely found in a textbook: “Gillette Be Your Best,” “Pampers Golden Sleep,” and “Pantene Shine.”

To continue reading this article you must be a Bloomberg Professional Service Subscriber.