Head & Shoulders

Head & Shoulders

Type Anti-dandruff shampoo

Owner Procter & Gamble

Country United States

Introduced 1961

Markets Worldwide

Website HeadandShoulders.com

Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble. Head & Shoulders
Classic Clean Shampoo is the top selling shampoo in the United States by dollar sales.

[edit]History

Procter & Gamble researchers first decided on making a new anti-dandruff shampoo in 1950. Nearly a decade
of research went into making a new formula, which introduced the product pyrithione zinc into a shampoo.[citation
needed]

Head & Shoulders was first introduced to the U.S. market in November 1961, as a blue-green shampoo
formula.

The brand's "Extra Strength" product had a cameo role in the 2001 film Evolution, where its startling copper
orange color was shown.

An endorser of Head and Shoulders Shampoo is NFL Superstar Troy Polamalu, who plays for the Pittsburgh
Steelers.
[edit]Ingredients

Active ingredient: Pyrithione zinc 1%

Inactive ingredients: water, sodium laureth sulfate, sodium lauryl sulfate, cocamide MEA, zinc carbonate, glycol
distearate, dimethicone, fragrance, cetyl alcohol, guar hydroxypropyltrimonium chloride,magnesium
sulfate, sodium benzoate, magnesium carbonate hydroxide, ammonium laureth sulfate, benzyl alcohol, sodium
chloride, methylchloroisothiazolinone, methylisothiazolinone, sodium xylenesulfonate, blue 1, red 4

[edit]References

In the movie Evolution (2001) Head and shoulders was used as a weapon to destroy the alien menace.

[edit]External links

 Official website
[hide]
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Procter & Gamb
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Annual revenue: US$79.03 billion (▲10% FY 2009) · Employees: 12

Categories: Shampoos | Skin care | Procter & Gamble brands | 1961 introductions

Head & Shoulders is world's No.1 anti-dandruff shampoo. A power brand from P&G , this brand
made its debut in India in 1997. In the highly competitive Indian shampoo market which is
estimated to be worth around Rs 1800 crore, Head&Shoulders is a major player in the Anti-
Dandruff niche. The entire shampoo market is dominated by HLL with a whopping market
share of around 46%.
When the brand was launched in India, the anti dandruff market was in its nascent stage and
dominated by Clinic All Clear. The high profile launch of Head & Shoulders fueled the growth of
this specialty market. Now anti-dandruff segment constitutes around 15% of the total shampoo
market. While some reports suggest that Head & shoulders lead this segment, there are no exact
market share figures available. My feeling is that Clinic All Clear has a lead over Head &
Shoulders.

Head & Shoulders is positioned as a pure play anti-dandruff shampoo and for these 20 years has
stuck to this positioning.When the brand was launched, it really gave HLL brand Clinic a run for
its money. The brand had carried its heritage as worlds largest selling anti-dandruff shampoo
and also maintained a good share of voice. The brand used the Markonym ZPT ( Zinc
Pyrithine)Formula which has anti-fungal properties as its differentiator.
But during the 2000, Clinic All Clear outsmarted Head & Shoulders through some very
aggressive campaigns. As usual HLL banked on high profile celebrities to endorse this brand.
Shah Rukh and Shahid Kapoor and recently John & Bipasha made sure that Clinic All Clear
retain its share of mind. Surprisingly during this period, Head & Shoulders kept a low profile.

It was during 2005 that Head & Shoulders began its aggressive campaign to regain the lost
market.The brand roped in the bubbly Preity Zinta to endorse the brand. Earlier Ajay Jadeja had
endorsed the brand.During this period, the brand also extended its positioning from Anti-
Dandruff to "Soft hair + dandruff removing " proposition. The brand also introduced different
variants like Menthol, Aloevera, Black, Naturally Clean,smooth & silky to increase the product
line depth.
The brand also changed ZPT formula to Vitazinc to support the new positioning. Along with the
new brand ambassador, the brand also talked about eliminating 5 problems arising out of
dandruff : Flakes,Irritation,Itchiness,Dryness and Oiliness.The new extended positioning makes
sense in the new consumer environment where customers are looking more at combo products
rather than specialty products.
Although Head & Shoulders has aggressive in the market, it is still lagging behind Clinic All
Clear in terms of creative campaigns. Globally, Head & Shoulders had come out with some
highly creative campaigns which was not replicated in India by the agency.The brand is now
available in a new look and with the aggressive campaigns, the brand hopes to keep its Head
High