Head & Shoulders
|Product type||Anti-dandruff shampoo|
|Owner||Procter & Gamble|
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. 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 20- year-old brand, and no other brand matches its sales", despite it being a "medicated" shampoo. 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. 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.
A large number of celebrities have appeared in advertising campaigns for the brand, including Mexican celebrity Thalía, British Formula One driver Jenson Button, and Indian model Nauheed Cyrusi.
- 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.
- Marketing & Media 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?"
- "Thalia, nueva imagen de Head & Shoulders". Revista Merca2.0. Retrieved October 31, 2014.
- Baker, Rosie (24 May 2010). "Jenson Button revealed as face of Head & Shoulders". Marketing Week. Centaur Media. Retrieved 22 August 2011.
- Monika Baldwa, "'My idols are Kajol and Madhuri'" (June 05, 2003).
- Label: Head and Shoulders (pyrithione zinc)