Jan 22 (Reuters) - Procter & Gamble ( PG ) beat

second-quarter sales estimates on Wednesday, as the Pantene

shampoo maker's efforts to bring newer versions of its products

to the market across various price tiers attracted more

customers in the United States.

Shares of the Tide detergent maker rose 2% in premarket

trading.

After losing some consumers due to repeated price hikes

following a pandemic-slump, P&G has now vowed to invest in

boosting innovation and launching affordable products such Olay

Melts and Tide Evo to draw in lower-income shoppers who like to

shop cheaper private-label brands.

The company has also tried to revamp its marketing and

line-up of influencers on fast-growing Chinese shopping app

Douyin in recent months, which helped its Pantene shampoo lead

growth in hair care on the platform, executives said in

November.

It reported a 2% rise in overall organic volumes in the

second quarter, while the average prices across its product

categories remained flat.

The company's net sales rose to $21.88 billion from $21.44

billion a year earlier. Analysts had expected $21.54 billion,

according to LSEG data.