Head & Shoulders

Head & Shoulders
Product type Anti-dandruff shampoo
Owner Procter & Gamble
Country United States
Introduced November 1961 (1961-11)[1]
Markets Worldwide
Website www.headandshoulders.com
The Head & Shoulders sachet in Taguig, Metro Manila, Philippines

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], Argentine footballer Lionel Messi and Indian actor Ranveer Singh.

The various active ingredients in Head & Shoulders are selenium sulfide, piroctone olamine and pyrithione zinc.[8]

List of Celebrities who have appeared in Head & Shoulders advertisements

Head & Shoulders has a long history of celebrities and sports personalities featuring in their commercials, a core strategy of the brand for many years.

CelebrityProfessionYearGender
Crown Du[9]YouTube personality2018F
Keelong and Rays[10]Actors/singers2018M
Claudia Winkleman[11]TV Personality2017F
Iko Uwais[12]Actor2017M
Serenay Sarikaya[13]Actress2017F
Gus Kenworthy[14]Olympian2017M
Gigi Buffon[15]Footballer2017M
Antoine Griezmann[16]Footballer2017M
Aimée Sayah[17]Actress2017F
Amina Khalil[18]Actress2017F
Tamannaah Bhatia[19]Actress2016F
Ni Ni[20]Actress & Model2016F
Sandara Park[21]Singer2016F
Ranveer Singh[22]Actor2016M
Anna Lewandowska[23]Fitness Trainer2016F
David Boudia[24]Diver2016M
Manuel Neuer[25]Footballer2016M
Robert Lewandowski[26]Footballer2016M
Giovanni Dos Santos[27]Footballer2016M
Cedi Osman[28]Basketball Player2015M
Filippo Magnini[29]Swimmer2015M
Odell Beckham Jr.[30]Football Player2015M
Alaa Wardi[31]Musician2014M
Evgeni Malkin[32]Hockey Player2014M
Donna Agnesia[33]Television Presenter2014F
Sofia Vergara[34]Actress2014F
Federica Pellegrini[35]Swimmer2014F
Eddie Peng[36]Actor2013M
Mikkel Hansen[37]Handball Pleayer2013M
Mats Hummels[38]Footballer2013M
Tuomo Ruutu[39]Hockey Player2013M
Iker Casillas[40]Footballer2013M
Cameron van der Burgh[41]Swimmer2013M
Joe Hart[42]Footballer2013M
Josh Hamilton[43]Baseball Player2013M
CJ Wilson[44]Baseball Player2013M
Marija Karan[45]Actress2013F
Lionel Messi[46]Footballer2013M
Matteo Guidicelli[47]Actor2012M
Mellouli[48]Swimmer2012M
Scarlet Ortiz[49]2012F
Juan Carlos Navarro[50]Basketball Player2012M
Norelys Rodriguez[51]Model2012F
Henrik Lundqvist[52]Hockey Player2012M
Minh Hang[53]Actress2012F
Eamon Sullivan[54]Swimmer2012M
Luz Valdivieso[55]Actress2012F
Kris Bernal[56]Actress2012F
Maja Salvador[57]Singer2012F
Emil Hegle Svendsen[58]Biathlon Champion2012M
Anastasia Zavorotnyuk[59]Presenter2012F
Michael Phelps[60]Swimmer2012M
Raya Abirached[61]Presenter2012F
Abigail Boyle[62]Dancer2012F
Albert Subirats[63]Swimmer2012M
Nikola Karabatić[64]Handball Player2012M
Aljur Abrenica[65]Actor2012M
Thalía[66]Singer2011F
Asmirandah Zantman[67]Actress2011F
John Lloyd Cruz[68]Actor2011M
Saif Ali Khan[69]Actor2011M
Jenson Button[70]F1 Pilot2011M
Nikos Kouris[71]Actor2011M
Rie Hasegawa[72]Model2011F
Darius Sinathriya[73]Model2011M
Juliana Paes[74]Actress2011F
Sebastian Vettel[75]F1 Pilot2011M
Mariano Zabaleta[76]Tennis Player2011M
Anastasia Zavorotnyuk[77]2011F
Kareena Kapoor[78]Actress2011F
Donnie Yen[79]Actor2011M
Alyson Hannigan[80]Actress2011F
Roel Vanderstukken[81]Actor2011M
Joe Mauer[82]Baseball Player2011M
Fernando Verdasco[83]Tennis Player2011M
Soha Ali Khan[84]Actress2011F
Raemon Sluiter[85]Tennis Player2011M
Mehmet Okur[86]Basketball Player2010M
Youssef El Khal[87]Actor2010M
Stefan Gödde[88]2010M
Go Joon-hee[89]Actress2010F
Katarzyna Cichopek[90]Show Girl2010F
Shahid Afridi[91]Cricket Player2010M
Diego Torres[92]Singer2010M
Anushka Shetty [93]Actress2010F
Antar Yahia[94]Footballer2010M
Luli Fernandez[95]Presenter2010F
Angel Locsin[96]Actress2010F
Marcio Garcia[97]Actor2010M
Malu Mader[98]Actress2010F
Kıvanç Tatlıtuğ[99]Actor2009M
Manny Pacquiao[100]Boxer2009M
Oscar De la Hoya[101]Boxer2009M
Troy Polamalu[102]Football Player2009M
Lee Hom Wang[103]Actor2009M
Luis Manzano[104]Journalist2008M
Krzysztof Ibisz[105]Actor2008M
Jolin Tsai[106]Singer2008F
Mariel Rodriguez[107]Actress2008F
Zanjoe Marudo[108]Actor2008F
Kristine Hermosa[109]Actress2007F
Mehmet Günsür[110]Actor2007M
Rhian Ramos[111]Actress2007F
Vivian Hsu[112]Actress2007F
Rena Sofer[113]Actress2007F
Leonardo Sbaraglia[114]Actor2007M
Christophe Dominici[115]Rugby Player2007M
Lee Bo-young[116]Actress2006F
Maria José Prieto[117]Actress2006F
Andrea Serna[118]Actress2006F
Melanie Sykes[119]Presenter2006F
Yadhira Carrillo[120]Actress2005F
Fernanda Urrejola[121]Actress2005F
Patty Manterola[122]Actress2005F
Julieta Diaz[123]Actress2005F
Dorota Staszewska[124]Wind Surfer Champion2005F
Paz Bascuñán[125]Actress2005F
Paola Rey[126]Actress2004F
Zharick Leon[127]Actress2004F
Preity Zinta[128]Actress2004F
Tony Leung[129]Actor2004M
Nuria Roca[130]Presenter2004F
Ana La Salvia[131]Actress2004F
Shu Qi[132]Actress2003F
Alejandro Sanz[133]Singer2001M
Shana Petrone[134]Singer2001F
Denise Richards[135]Actress & Model2000F
Faye Wong[136]Singer2000F
Salma Hayek[137]Actress1999F
Lark Voorhies[138]Actress1998F
Vanessa Marcil[139]Actress1997F
Courteney Cox[140]Actress1996F
Katarina Witt[141]Figure Skater1996F
Joelle Morin[142]Actress1996F
Emma Forbes[143]Presenter1995F
Lucero[144]Singer1994F
Ulrika Jonsson[145]Presenter1993F
Ruth Rita[146]1993F
Kafetzopoulos[147]Actor1988M
Farah Fawcett[148]Actress1970F
Sally Geeson[149]Actress1960F

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. 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. Retrieved 2013-05-07.
  3. ↑ Marketing & Media 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. ↑ "Thalia, nueva imagen de Head & Shoulders". Revista Merca2.0. Retrieved October 31, 2014.
  7. ↑ Baker, Rosie (24 May 2010). "Jenson Button revealed as face of Head & Shoulders". Marketing Week. Centaur Media. Retrieved 22 August 2011.
  8. ↑ Label: Head and Shoulders (pyrithione zinc)
  9. ↑ TGOP 這群人廣告娛樂 (12 July 2018). "這群人TGOP│閃退你的油頭" – via YouTube.
  10. ↑ TGOP 這群人廣告娛樂 (12 July 2018). "這群人TGOP│閃退你的油頭" – via YouTube.
  11. ↑ "Interview featuring Claudia Winkleman".
  12. ↑ "Commercial featuring Iko Uwais".
  13. ↑ "Commercial featuring Serenay Sarikaya".
  14. ↑ "Press Release featuring Gus Kenworthy".
  15. ↑ "Press Release featuring Gigi Buffon".
  16. ↑ "Press Release featuring Antoine Griezmann".
  17. ↑ "Press Release featuring Aimée Sayah".
  18. ↑ "Press Release featuring Amina Khalil".
  19. ↑ "Commercial featuring Tamannah Bhatia".
  20. ↑ "Commercial featuring Nini".
  21. ↑ "Commercial featuring Sandara Park".
  22. ↑ "Commercial featuring Ranveer Singh".
  23. ↑ "Commercial featuring Anna Lewandoska".
  24. ↑ "Press Release featuring David Boudia".
  25. ↑ "Press Release featuring Manuel Neuer".
  26. ↑ "Press Release featuring Robert Lewandosky".
  27. ↑ "Press Release featuring Giovanni Dos Santos".
  28. ↑ "Commercial featuring Cedi Osman".
  29. ↑ "Commercial featuring Filippo Magnini".
  30. ↑ "Press Release featuring Odell Beckham".
  31. ↑ "Commercial featuring Alaa Wardi".
  32. ↑ "Commercial featuring Eugeny Malkin".
  33. ↑ "Press Release featuring Donna Agnesia".
  34. ↑ "Press Release featuring Sofia Vergara".
  35. ↑ "Press Release featuring Federica Pellegrini".
  36. ↑ "Commercial featuring Eddie Peng".
  37. ↑ "Commercial featuring Mikkel Hansen".
  38. ↑ "Commercial featuring Matt Hummels".
  39. ↑ "Commercial featuring Tuomo Ruutu".
  40. ↑ "Commercial featuring Ikker Casillas".
  41. ↑ "Commercial featuring Cameron Van Den Burgh".
  42. ↑ "Press Release featuring Joe Hart".
  43. ↑ "Press Release featuring Josh Hamilton".
  44. ↑ "Press Release featuring CJ Wilson".
  45. ↑ "Press Release featuring Marija Karan".
  46. ↑ "Press Release featuring Lionel Messi".
  47. ↑ "Commercial featuring Matteo Guidicelli".
  48. ↑ "Commercial featuring Mellouli".
  49. ↑ "Commercial featuring Scarlet Ortiz".
  50. ↑ "Commercial featuring Carlos Navarro".
  51. ↑ "Commercial featuring Norelys Rodriguez".
  52. ↑ "Commercial featuring Henrik Lunqvist".
  53. ↑ "Commercial featuring Minh Hang".
  54. ↑ "Commercial featuring Eamon Sullivan".
  55. ↑ "Commercial featuring Luz Valdivieso".
  56. ↑ "Commercial featuring Kris Bernal".
  57. ↑ "Commercial featuring Maja Salvador".
  58. ↑ "Commercial featuring Emil Hegle Svendsen".
  59. ↑ "Commercial featuring Anastasia Zavorotnyuk".
  60. ↑ "Press Release featuring Michael Phelps".
  61. ↑ "Social Post featuring Raya".
  62. ↑ "Press Release featuring Abigail Boyle".
  63. ↑ "Press Release featuring Albert Subirats".
  64. ↑ "Press Release featuring Nikola Karrabatic".
  65. ↑ "Press Release featuring Aijur Abrenica".
  66. ↑ "Commercial featuring Thalia".
  67. ↑ "Commercial featuring Asmirandah Zantman".
  68. ↑ "Commercial featuring John Lloyd Cruz".
  69. ↑ "Commercial featuring Saif Ali Khan".
  70. ↑ "Commercial featuring Jenson Button".
  71. ↑ "Commercial featuring Nikos Kouris".
  72. ↑ "Commercial featuring Rie Hasegawa".
  73. ↑ "Commercial featuring Darius Sinathrya".
  74. ↑ "Commercial featuring Juliana Paes".
  75. ↑ "Commercial featuring Sebastian Vettel".
  76. ↑ "Commercial featuring Mariano Zabaleta".
  77. ↑ "Commercial featuring Anastasia Zavorotnuyk".
  78. ↑ "Commercial featuring Kareena Kapoor".
  79. ↑ "Press Release featuring Donnie Yen".
  80. ↑ "Press Release featuring Alyson Hanningan".
  81. ↑ "Press Release featuring Roel Vanderstukken".
  82. ↑ "Press Release featuring Joe Mauer".
  83. ↑ "Press Release featuring Fernando Verdasco".
  84. ↑ "Press Release featuring Soha Ali Khan".
  85. ↑ "Press Release featuring Raemon Sluiter".
  86. ↑ "Commercial featuring Mehemet Okur".
  87. ↑ "Commercial featuring Youssef El Khal".
  88. ↑ "Commercial featuring Stefano Godde".
  89. ↑ "Commercial featuring Goo Joon Hee".
  90. ↑ "Commercial featuring Katarzyna Cichopek".
  91. ↑ "Commercial featuring Shahid Afridi".
  92. ↑ "Commercial featuring Diego Torres".
  93. ↑ "Commercial featuring Annushka Shetty".
  94. ↑ "Commercial featuring Antar Yehia -".
  95. ↑ "Commercial featuring Luli Fernandez".
  96. ↑ "Press Release featuring Angel Locsin".
  97. ↑ "Press Release featuring Marcio Garcia".
  98. ↑ "Press Release featuring Malu Mader".
  99. ↑ "Commercial featuring Kivanc Tallitug".
  100. ↑ "Commercial featuring Manny Pacquiao".
  101. ↑ "Commercial featuring Oscar Dela Hoya".
  102. ↑ "Commercial featuring Troy Polamalu".
  103. ↑ "Commercial featuring Lee Hom Wang".
  104. ↑ "Commercial featuring Luis Manzano".
  105. ↑ "Commercial featuring Krzysztof Ibisz".
  106. ↑ "Commercial featuring Jolin Tsai".
  107. ↑ "Commercial featuring Mariel Rodriguez".
  108. ↑ "Commercial featuring Zanjoe Marudo".
  109. ↑ "Commercial featuring Kristine Hermosa".
  110. ↑ "Commercial featuring Mehemet Gunsur".
  111. ↑ "Commercial featuring Rhianna Ramos".
  112. ↑ "Commercial featuring Vivian Hsu".
  113. ↑ "Commercial featuring Rena Soffer".
  114. ↑ "Commercial featuring Leonardo Sbaraglia".
  115. ↑ "Commercial featuring Christophe Dominici".
  116. ↑ "Commercial featuring Boyoung Lee".
  117. ↑ "Commercial featuring Maria José Prieto".
  118. ↑ "Press Release featuring Andrea Serna".
  119. ↑ "Press Release featuring Melanie Sykes".
  120. ↑ "Commercial featuring Yadhira Carillo".
  121. ↑ "Commercial featuring Fernanda Urrejola".
  122. ↑ "Commercial featuring Patty Manterola".
  123. ↑ "Commercial featuring Julieta Diaz".
  124. ↑ "Press Release featuring Dorota Staszewska".
  125. ↑ "Commercial featuring Paz Bazcunan".
  126. ↑ "Commercial featuring Paola Rey".
  127. ↑ "Commercial featuring Zharick Leon".
  128. ↑ "Commercial featuring Preity Zinta".
  129. ↑ "Commercial featuring Tony Leung".
  130. ↑ "Press Release featuring Nuria Roca".
  131. ↑ "Press Release featuring Ana La Salvia".
  132. ↑ "Commercial featuring Shu Qi".
  133. ↑ "Commercial featuring Alejandro Sanz".
  134. ↑ "Press Release featuring Shana Petrone".
  135. ↑ "Commercial featuring Denise Richards".
  136. ↑ "Commercial featuring Faye Wong".
  137. ↑ "Commercial featuring Salma Hayek".
  138. ↑ "Press Release featuring Lark Voorhies".
  139. ↑ "Commercial featuring Vanessa Marcil".
  140. ↑ "Commercial featuring Courtney Cox".
  141. ↑ "Commercial featuring Kati Witt B".
  142. ↑ "Commercial featuring Joelle Morin".
  143. ↑ "Commercial featuring Emma Forbes".
  144. ↑ "Commercial featuring Lucero".
  145. ↑ "Commercial featuring Ulrika Jonsson".
  146. ↑ "Commercial featuring Ruth Rita".
  147. ↑ "Commercial featuring Kafetzopoulos".
  148. ↑ "Commercial featuring Farah Fawcett".
  149. ↑ "Commercial featuring Sally Geeson".
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