Head & Shoulders

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]

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 shampoo
OwnerProcter & Gamble
CountryUnited States
IntroducedNovember 1961 (1961-11)[1]
MarketsWorldwide
Websitewww.headandshoulders.com
The Head & Shoulders sachet in Taguig, Metro Manila, Philippines (2017)

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

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 & 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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