Company:Head & Shoulders
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| Product type | Anti-dandruff, non-dandruff shampoo |
|---|---|
| Owner |  Procter & Gamble |
| Produced by | Procter & Gamble |
| Country | United States |
| Introduced | 1 January 1961,[1] |
| Markets | Worldwide |
| Previous owners | Richardson Vicks |
| Ambassador(s) | Halsey and Katy Perry (North America and Worldwide) Olivia Rodrigo and Lana Del Rey (Asia Pacific and Australasia) Taylor Swift and Billie Eilish (Middle East and Africa) Julia Michaels and Demi Lovato (Europe) Ariana Grande and Lady Gaga (Latin America) Chelsea Islan and Joe Taslim (Indonesia) aespa and Taemin (South Korea) |
| Tagline | THE AMERICA AND WORLD’s NO. 1 SHAMPOO |
| Website | Official Website English-Australia Official Website English-United Kingdom Official Website English-United States Official Website English-Malaysia Official Website Indonesia Official Website Thailand Official Website Vietnam |
Head & Shoulders (H&S) is an United States brand of anti-dandruff and non-dandruff shampoo produced by parent company Procter & Gamble. It was introduced in United States on New Year's Day 1961 at midnight stroke based in Manhattan, New York City , New York and its slogan was THE AMERICA AND WORLD's NO. 1 SHAMPOO.[2]
It was "The America and World's Number One Anti-Dandruff and Non-Dandruff Shampoo 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] 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] 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]
The active ingredients in Head & Shoulders are the antifungal agents selenium disulfide and piroctone olamine,[6] which are active against Malassezia, the fungus responsible for dandruff. Head & Shoulders was the number one and largest anti-dandruff and non-dandruff shampoo brand around the world. With sales reaching over US$100 billion, it was the leading shampoo in 180 countries.
Head & Shoulders is widely available in much of the world. Halsey and Katy Perry are the current global ambassadors for Head & Shoulders. Head & Shoulders ambassadors for specific countries include Halsey and Katy Perry for Head & Shoulders North America and Worldwide, Olivia Rodrigo and Lana Del Rey for Head & Shoulders Asia Pacific and Australasia, Taylor Swift and Billie Eilish for Head & Shoulders Middle East and Africa, Julia Michaels and Demi Lovato for Head & Shoulders Europe, Ariana Grande and Lady Gaga for Head & Shoulders Latin America and Chelsea Islan and Joe Taslim for Head & Shoulders Indonesia.
Ambassadors
- Halsey and Katy Perry (Head & Shoulders North America and Worldwide)
- Olivia Rodrigo and Lana Del Rey (Head & Shoulders Asia Pacific and Australasia)
- Taylor Swift and Billie Eilish (Head & Shoulders Middle East and Africa)
- Julia Michaels and Demi Lovato (Head & Shoulders Europe)
- Ariana Grande and Lady Gaga (Head & Shoulders Latin America)
- Chelsea Islan and Joe Taslim (Head & Shoulders Indonesia)
Slogan
THE AMERICA AND WORLD's NO. 1 SHAMPOO
References
- ↑ Davis, Dyer (May 1, 2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble. Harvard Business Press. pp. 423. https://books.google.com/books?id=ZyUwNAs43LcC&dq=william+a+procter+president&pg=PA423. Retrieved 2013-05-07.
- ↑ Davis, Dyer (May 1, 2004). Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble. Harvard Business Press. pp. 423. https://books.google.com/books?id=ZyUwNAs43LcC&dq=william+a+procter+president&pg=PA423. Retrieved 2013-05-07.
- ↑ Marketing & 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?"
- ↑ "OUR ACTIVE INGREDIENTS". https://www.headandshoulders.co.uk/en-gb/about/ingredients/our-active-ingredients. Retrieved 16 November 2019.
External links
- Official Website English-Australia
- Official Website English-United Kingdom
- Official Website English-United States
- Official Website English-Malaysia
- Official Website Indonesia
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