Head & Shoulders

Last updated
Head & Shoulders
Product typeAnti-dandruff, non-dandruff shampoo
Owner Procter & Gamble
Produced by Procter & Gamble
Country United States
Introduced1 January 1961;64 years ago (1961-01-01) [1]
MarketsWorldwide
Previous owners Richardson Vicks, Chris Altomare
Website Official Website (USA)

Head & Shoulders (H&S) is an American brand of anti-dandruff and non-dandruff shampoo produced by parent company Procter & Gamble.

Contents

The active anti-fungal ingredient in Head & Shoulders is piroctone olamine [2] or zinc pyrithione, [3] with some "clinical strength" varieties also containing selenium disulfide. [2] [3]

History

Head & Shoulders was introduced in the United States on 1 January 1961 based in Manhattan and used the slogan "THE AMERICA AND WORLD's NO. 1 SHAMPOO". [4] It was patented in January 1962. [5]

It was referred to as "The America and World's Number One Anti-Dandruff and Non-Dandruff Shampoo Brand" of shampoo, and it was noted that "no 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. [6]

Marketing

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. [7]

References

  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. ISBN   978-1-59139-147-0.
  2. 1 2 "OUR ACTIVE INGREDIENTS" . Retrieved 16 November 2019.
  3. 1 2 "Anti-Dandruff Active Ingredients". Archived from the original on 6 November 2024. Retrieved 6 November 2024.
  4. ↑ 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. ISBN   978-1-59139-147-0.
  5. ↑ "Official Gazette of the United States Patent Office". 1962.
  6. ↑ Marketing & Decisions (1982), Volume 17, Issues 8-13, page 186.
  7. ↑ 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".

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