Head & Shoulders
 | |
| Product type | Anti-dandruff shampoo |
|---|---|
| Owner | Procter & Gamble |
| Country | United States |
| Introduced | November 1961[1] |
| Markets | Worldwide |
| Website |
www |
Head & Shoulders (H&S) is an American brand of anti dandruff and non dandruff shampoo produced by parent company Procter & Gamble that was introduced in 1961.[2]
By 1982, it was the "number one brand" of shampoo, and it was noted that "[n]o one hair care brand gets so many ad dollars as Head & Shoulders, a twenty year old brand, and no other brand matches its sales", despite it being a "medicated" shampoo.[3]
Since the 1980s, the brand has long been marketed under the tagline, "You Never Get a Second Chance to Make a First Impression", which has been identified as an example of "anxiety marketing" commonly used by Procter & Gamble to drive sales by inducing fears of social consequences associated with the condition that the product claims to address.[4]
In the 2000s, however, sales of the product dropped off, a phenomenon blamed on overextension of the brand into too many varieties, with over thirty kinds of Head & Shoulders being sold.[5] A large number of celebrities have appeared in advertising campaigns for the brand, including Mexican celebrity Thalía,[6] British Formula One driver Jenson Button,[7] and Indian model Nauheed Cyrusi.[8]
The active ingredient is pyrithione zinc.[9]
References
- ↑ Davis, Dyer; et al. (May 1, 2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble. Harvard Business Press. p. 423. Retrieved 2013-05-07.
- ↑ Davis, Dyer; et al. (May 1, 2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble. Harvard Business Press. p. 423. Retrieved 2013-05-07.
- ↑ Marketing & Media Decisions (1982), Volume 17, Issues 8-13, page 186.
- ↑ Thomas O'Guinn, Chris Allen, Richard J. Semenik, Advertising and Integrated Brand Promotion (2014), p. 210: "When Head & Shoulders dandruff shampoo is advertised with the theme "You Never Get a Second Chance to Make a First Impression", the audience realizes that Head & Shoulders could spare them the embarrassment of having dandruff".
- ↑ Matt Haig, Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time (2005), p. 73: "Procter & Gamble had seen the same thing happen with its Head & Shoulders brand. Did consumers really need 31 varieties of anti-dandruff shampoo?"
- ↑ "Thalia, nueva imagen de Head & Shoulders". Revista Merca2.0. Retrieved October 31, 2014.
- ↑ Baker, Rosie (24 May 2010). "Jenson Button revealed as face of Head & Shoulders". Marketing Week. Centaur Media. Retrieved 22 August 2011.
- ↑ Monika Baldwa, "'My idols are Kajol and Madhuri'" (June 05, 2003).
- ↑ Label: Head and Shoulders (pyrithione zinc)