Head & Shoulders

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Head & Shoulders
Head and shoulders.png
Product typeAnti-dandruff shampoo
OwnerProcter & Gamble
CountryUnited States
IntroducedNovember 1961; 57 years ago (1961-11)[1]
MarketsWorldwide
Websitewww.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 advertisements[edit]

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

Celebrity Profession Year Gender
Crown Du[9] YouTube personality 2018 F
Keelong and Rays[10] Actors/singers 2018 M
Derek Muller[11] YouTube Personality 2018 M
Claudia Winkleman[12] TV Personality 2017 F
Iko Uwais[13] Actor 2017 M
Serenay Sarikaya[14] Actress 2017 F
Gus Kenworthy[15] Olympian 2017 M
Gianluigi Buffon[16] Footballer 2017 M
Antoine Griezmann[17] Footballer 2017 M
Aimée Sayah[18] Actress 2017 F
Amina Khalil[19] Actress 2017 F
Tamannaah Bhatia[20] Actress 2016 F
Ni Ni[21] Actress & Model 2016 F
Sandara Park[22] Singer 2016 F
Ranveer Singh[23] Actor 2016 M
Anna Lewandowska[24] Fitness Trainer 2016 F
David Boudia[25] Diver 2016 M
Manuel Neuer[26] Footballer 2016 M
Robert Lewandowski[27] Footballer 2016 M
Giovanni Dos Santos[28] Footballer 2016 M
Cedi Osman[29] Basketball Player 2015 M
Filippo Magnini[30] Swimmer 2015 M
Odell Beckham Jr.[31] Football Player 2015 M
Alaa Wardi[32] Musician 2014 M
Evgeni Malkin[33] Hockey Player 2014 M
Donna Agnesia[34] Television Presenter 2014 F
Sofia Vergara[35] Actress 2014 F
Federica Pellegrini[36] Swimmer 2014 F
Eddie Peng[37] Actor 2013 M
Mikkel Hansen[38] Handball Pleayer 2013 M
Mats Hummels[39] Footballer 2013 M
Tuomo Ruutu[40] Hockey Player 2013 M
Iker Casillas[41] Footballer 2013 M
Cameron van der Burgh[42] Swimmer 2013 M
Joe Hart[43] Footballer 2013 M
Josh Hamilton[44] Baseball Player 2013 M
CJ Wilson[45] Baseball Player 2013 M
Marija Karan[46] Actress 2013 F
Lionel Messi[47] Footballer 2013 M
Matteo Guidicelli[48] Actor 2012 M
Mellouli[49] Swimmer 2012 M
Scarlet Ortiz[50] 2012 F
Juan Carlos Navarro[51] Basketball Player 2012 M
Norelys Rodriguez[52] Model 2012 F
Henrik Lundqvist[53] Hockey Player 2012 M
Minh Hang[54] Actress 2012 F
Eamon Sullivan[55] Swimmer 2012 M
Luz Valdivieso[56] Actress 2012 F
Kris Bernal[57] Actress 2012 F
Maja Salvador[58] Singer 2012 F
Emil Hegle Svendsen[59] Biathlon Champion 2012 M
Anastasia Zavorotnyuk[60] Presenter 2012 F
Michael Phelps[61] Swimmer 2012 M
Raya Abirached[62] Presenter 2012 F
Abigail Boyle[63] Dancer 2012 F
Albert Subirats[64] Swimmer 2012 M
Nikola Karabatić[65] Handball Player 2012 M
Aljur Abrenica[66] Actor 2012 M
Thalía[67] Singer 2011 F
Asmirandah Zantman[68] Actress 2011 F
John Lloyd Cruz[69] Actor 2011 M
Saif Ali Khan[70] Actor 2011 M
Jenson Button[71] F1 Pilot 2011 M
Nikos Kouris[72] Actor 2011 M
Rie Hasegawa[73] Model 2011 F
Darius Sinathriya[74] Model 2011 M
Juliana Paes[75] Actress 2011 F
Sebastian Vettel[76] F1 Pilot 2011 M
Mariano Zabaleta[77] Tennis Player 2011 M
Anastasia Zavorotnyuk[78] 2011 F
Kareena Kapoor[79] Actress 2011 F
Donnie Yen[80] Actor 2011 M
Alyson Hannigan[81] Actress 2011 F
Roel Vanderstukken[82] Actor 2011 M
Joe Mauer[83] Baseball Player 2011 M
Fernando Verdasco[84] Tennis Player 2011 M
Soha Ali Khan[85] Actress 2011 F
Raemon Sluiter[86] Tennis Player 2011 M
Mehmet Okur[87] Basketball Player 2010 M
Youssef El Khal[88] Actor 2010 M
Stefan Gödde[89] 2010 M
Go Joon-hee[90] Actress 2010 F
Katarzyna Cichopek[91] Show Girl 2010 F
Shahid Afridi[92] Cricket Player 2010 M
Diego Torres[93] Singer 2010 M
Anushka Shetty [94] Actress 2010 F
Antar Yahia[95] Footballer 2010 M
Luli Fernandez[96] Presenter 2010 F
Angel Locsin[97] Actress 2010 F
Marcio Garcia[98] Actor 2010 M
Malu Mader[99] Actress 2010 F
Kıvanç Tatlıtuğ[100] Actor 2009 M
Manny Pacquiao[101] Boxer 2009 M
Oscar De la Hoya[102] Boxer 2009 M
Troy Polamalu[103] Football Player 2009 M
Lee Hom Wang[104] Actor 2009 M
Luis Manzano[105] Journalist 2008 M
Krzysztof Ibisz[106] Actor 2008 M
Jolin Tsai[107] Singer 2008 F
Mariel Rodriguez[108] Actress 2008 F
Zanjoe Marudo[109] Actor 2008 F
Kristine Hermosa[110] Actress 2007 F
Mehmet Günsür[111] Actor 2007 M
Rhian Ramos[112] Actress 2007 F
Vivian Hsu[113] Actress 2007 F
Rena Sofer[114] Actress 2007 F
Leonardo Sbaraglia[115] Actor 2007 M
Christophe Dominici[116] Rugby Player 2007 M
Lee Bo-young[117] Actress 2006 F
Maria José Prieto[118] Actress 2006 F
Andrea Serna[119] Actress 2006 F
Melanie Sykes[120] Presenter 2006 F
Yadhira Carrillo[121] Actress 2005 F
Fernanda Urrejola[122] Actress 2005 F
Patty Manterola[123] Actress 2005 F
Julieta Diaz[124] Actress 2005 F
Dorota Staszewska[125] Wind Surfer Champion 2005 F
Paz Bascuñán[126] Actress 2005 F
Paola Rey[127] Actress 2004 F
Zharick Leon[128] Actress 2004 F
Preity Zinta[129] Actress 2004 F
Tony Leung[130] Actor 2004 M
Nuria Roca[131] Presenter 2004 F
Ana La Salvia[132] Actress 2004 F
Shu Qi[133] Actress 2003 F
Alejandro Sanz[134] Singer 2001 M
Shana Petrone[135] Singer 2001 F
Denise Richards[136] Actress & Model 2000 F
Faye Wong[137] Singer 2000 F
Salma Hayek[138] Actress 1999 F
Lark Voorhies[139] Actress 1998 F
Vanessa Marcil[140] Actress 1997 F
Courteney Cox[141] Actress 1996 F
Katarina Witt[142] Figure Skater 1996 F
Joelle Morin[143] Actress 1996 F
Emma Forbes[144] Presenter 1995 F
Lucero[145] Singer 1994 F
Ulrika Jonsson[146] Presenter 1993 F
Ruth Rita[147] 1993 F
Kafetzopoulos[148] Actor 1988 M
Farah Fawcett[149] Actress 1970 F
Sally Geeson[150] Actress 1960 F

References[edit]

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

External links[edit]