Head & Shoulders, America’s biggest selling dandruff shampoo, wanted to change people’s perception from being a medicinal brand to being a beauty brand, without losing its message of efficacy. They wanted to appeal to non-users and grow their current customer base.
We were tasked with finding one campaign idea that spoke to both women and men, which focused on the scalp. While women want beautiful, healthy hair, men don’t want to think about their hair, so we chose to take two different approaches under one campaign idea: Respect the Scalp. It achieved the client’s objective for women of shifting perception of the brand to being more of a beauty brand and for men, it went from being the #2 selling men’s shampoo in North America to being #1.
CD/CW: Paula Dombrow CW:Mitch Gage ADs: Juli Cola/Natalie Fevig Agency: Saatchi, NY