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From Wikipedia, the free encyclopedia
This article is about a brand of shampoo. For the body parts of the same name, see Head and Shoulder. For other uses, see Head and shoulders.
Head & Shoulders
Product typeAnti- dandruff, non- dandruff shampoo
Owner Procter & Gamble
Produced by Procter & Gamble
Country United States
Introduced1 January 1961; 63 years ago (1961-01-01) [1]
MarketsWorldwide
Previous owners Richardson Vicks
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. It 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. [2] The active anti-fungal ingredient in Head & Shoulders is piroctone olamine, with some "clinical strength" varieties also containing selenium disulfide. [3]

It was "The America and World's Number One Anti- Dandruff and Non- Dandruff Shampoo Brand" of shampoo, and it was noted that "[n]o 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. [4] 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. [5] 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. [6]

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. Retrieved 2013-05-07.
  2. ^ 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.
  3. ^ "OUR ACTIVE INGREDIENTS". Retrieved 16 November 2019.
  4. ^ Marketing & Decisions (1982), Volume 17, Issues 8-13, page 186.
  5. ^ 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".
  6. ^ 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?"

External links

Retrieved from " https://en.wikipedia.org/?title=Head_%26_Shoulders&oldid=1194600709"
From Wikipedia, the free encyclopedia
This article is about a brand of shampoo. For the body parts of the same name, see Head and Shoulder. For other uses, see Head and shoulders.
Head & Shoulders
Product typeAnti- dandruff, non- dandruff shampoo
Owner Procter & Gamble
Produced by Procter & Gamble
Country United States
Introduced1 January 1961; 63 years ago (1961-01-01) [1]
MarketsWorldwide
Previous owners Richardson Vicks
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. It 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. [2] The active anti-fungal ingredient in Head & Shoulders is piroctone olamine, with some "clinical strength" varieties also containing selenium disulfide. [3]

It was "The America and World's Number One Anti- Dandruff and Non- Dandruff Shampoo Brand" of shampoo, and it was noted that "[n]o 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. [4] 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. [5] 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. [6]

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. Retrieved 2013-05-07.
  2. ^ 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.
  3. ^ "OUR ACTIVE INGREDIENTS". Retrieved 16 November 2019.
  4. ^ Marketing & Decisions (1982), Volume 17, Issues 8-13, page 186.
  5. ^ 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".
  6. ^ 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?"

External links

Retrieved from " https://en.wikipedia.org/?title=Head_%26_Shoulders&oldid=1194600709"

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