P&G Uncaps $60M for Head & Shoulders

Brandweek, April 9, 2001 by Christine Bittar

Itching to reach more style-conscious consumers and shed its therapeutic image, Procter & Gamble this August will relaunch its Head & Shoulders brand of dandruff shampoos with an estimated $60 million in marketing support.

The revamp, which tries to update Head & Shoulders and broaden its appeal, encompasses the entire line of original products and includes a price hike.

In-store materials will tout: "The No. 1 dandruff shampoo is now better than ever."

Saatchi & Saatchi, New York, is the agency of record.

Though Head & Shoulders is the No. 3 shampoo brand in the $1.8 billion category, Johnson & Johnson/McNeil presented new competition when its Nizoral dandruff shampoo switched from prescription to over-the-counter (Brandweek, Aug. 4, 1999). Sales of Head & Shoulders original shampoo were flat at $91 million for the year ended Feb. 25, per Information Resources, versus J&J's Nizoral, up 21% to $23 million. The category was up 2%.

Most noteworthy of the Head & Shoulders revamp is the addition of varieties more suitable for hairstyle-conscious consumers or those inclined to make hair-care purchases based on cosmetic needs, with SKUs like Extra Fullness and Smooth & Silky.

"More than half of consumers get dandruff, but far fewer actually buy dandruff shampoo," said a P&G rep. "We want to be more relevant for consumers who have shied away from anti-dandruff products because they didn't met other needs, like say offering fullness."

The relaunch also includes a reformulation of its seven SKUs, adding two anti-dandruff conditioners with its active ingredient zinc pyrithione, a less medicinal scent and a smaller, sleeker-looking bottle.

The new line, though still priced at $3.99 retail, shrinks from 15 ozs. to 13.5 ozs.

The two conditioners are meant to appeal to more women and hair-attentive men. Head & Shoulders previously only offered a 2-in-1 shampoo/conditioner combination, like rivals Selsun Blue and Denorex.