Head & Shoulders

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This article is about a brand of shampoo. For the body parts of the same name, see Head and Shoulder. For the chart pattern, see Head and shoulders (chart pattern). For other uses, see Head and shoulders.
Head & Shoulders
Product type Anti-dandruff shampoo
Owner Procter & Gamble
Country United States
Introduced November 1961; 55 years ago (1961-11)[1]
Markets Worldwide
Website HeadandShoulders.com

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.[1] 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.[2] 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.[3] 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.[4]

A large number of celebrities have appeared in advertising campaigns for the brand, including Mexican celebrity Thalía,[5] British Formula One driver Jenson Button,[6] and Indian model Nauheed Cyrusi.[7]

The active ingredient is pyrithione zinc.[8]


  1. ^ a b 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. ^ Marketing & Media Decisions (1982), Volume 17, Issues 8-13, page 186.
  3. ^ 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".
  4. ^ 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?"
  5. ^ "Thalia, nueva imagen de Head & Shoulders". Revista Merca2.0. Retrieved October 31, 2014. 
  6. ^ Baker, Rosie (24 May 2010). "Jenson Button revealed as face of Head & Shoulders". Marketing Week. Centaur Media. Retrieved 22 August 2011. 
  7. ^ Monika Baldwa, "'My idols are Kajol and Madhuri'" (June 05, 2003).
  8. ^ Label: Head and Shoulders (pyrithione zinc)

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