Head & Shoulders

Head & Shoulders (H&S) American brand of anti-dandruff and non-dandruff shampoo produced by parent company Procter & Gamble was introduced in United States on 1 January 1961 based in Manhattan, New York City and was slogan its THE WORLD's NO. 1 SHAMPOO.[2]

This article is about a brand of shampoo. For the body parts of the same name, see Head and Shoulder. For other uses, see Head and shoulders.
Head & Shoulders
Product typeAnti-dandruff, non-dandruff shampoo
Owner Procter & Gamble
Produced by Richardson Vicks
Procter & Gamble
Country United States
Introduced1 January 1961 (1961-01-01),[1]  United States
MarketsWorldwide
Previous owners Richardson Vicks
Ambassador(s)Hailee Steinfeld and Kim Kardashian (United States)
Olivia Rodrigo (Indonesia)
Sabrina Claudio (China, Hong Kong and Taiwan)
Meghan Trainor (Japan and Korea)
Julia Michaels (Australia and New Zealand)
Demi Lovato (United Kingdom)
Ariana Grande (Malaysia and Brunei)
Lady Gaga (Singapore and Philippines)
TaglineTHE AMERICA AND WORLD’s NO. 1 SHAMPOO
WebsiteOfficial Website English-Australia
Official Website English-United Kingdom
Official Website English-United States

It was "The World's Number One Anti-Dandruff and Non-Dandruff Shampoo Brand", 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] 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]

The active ingredients in Head & Shoulders are the antifungal agents selenium disulfide and piroctone olamine.[6]

Head & Shoulders was the number one and largest anti-dandruff and non-dandruff shampoo brand around the world with sales reaching over $100 billion it was the leading shampoo in 180 countries.

Currently, Head & Shoulders is widely available in much of the world. Hailee Steinfeld and Kim Kardashian are the current global ambassadors for Head & Shoulders. Head & Shoulders ambassadors for specific countries include Olivia Rodrigo for Head & Shoulders Indonesia, Sbarina Claudio for Head & Shoulders, China, Hong Kong and Taiwan, Meghan Trainor for Head & Shoulders Japan and Korea, Julia Michaels for Head & Shoulders Australia and New Zealand, Demi Lovato for Head & Shoulders United Kingdom, Ariana Grande for Head & Shoulders Malaysia and Brunei and Lady Gaga for Head & Shoulders Singapore and Philippines.

Ambassadors

Slogan

THE AMERICA AND WORLD's NO. 1 SHAMPOO

References
  1. 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. ISBN 9781591391470. Retrieved 2013-05-07.
  2. 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. ISBN 9781591391470. Retrieved 2013-05-07.
  3. Marketing & Decisions (1982), Volume 17, Issues 8-13, page 186.
  4. 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".
  5. 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?"
  6. "OUR ACTIVE INGREDIENTS". Retrieved 16 November 2019.
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