Head & Shoulders

Type Anti-dandruff shampoo

Owner Procter & Gamble

Country United States

Introduced 1961

Markets Worldwide

Website HeadandShoulders.com

Head & Shoulders is a brand of anti-dandruff shampoo produced by Procter & Gamble. Head & Shoulders Classic
Clean Shampoo is the top selling shampoo in the United States by dollar sales.

HISTORY

P rocter & Gamble researchers first decided on making a new anti-dandruff shampoo in
1950. Nearly a decade of research went into making a new formula, which introduced the
product pyrithione zinc into a shampoo. This brand made its debut in India in 1997.

CORE FEATURES
 Fights dryness
 Calms itch
 Relieves irritation
 Reduces redness
 Controls oiliness
 Removes flakes
 Leaves hair beautiful 
REFERENCES
In the movie Evolution (2001) Head and shoulders was used as a weapon to destroy the alien menace

Shah Rukh and Shahid Kapoor and recently John & Bipasha made sure that Clinic All Clear retain its
share of mind.

VARIOUS VARIETIES OF HEAD AND SHOULDERS

The brand also extended its positioning from Anti-Dandruff to "Soft hair + dandruff removing”
proposition.The brand also introduced different variants like Menthol, Aloevera, Black, and
Naturally Clean, smooth & silky to increase the product line depth.

The brand also talked about eliminating 5 problems arising out of dandruff: Flakes, Irritation,
Itchiness, Dryness and Oiliness. The new extended positioning makes sense in the new consumer
environment where customers are looking more at combo products rather than specialty products.

CURRENT MARKET SHARE

In the highly competitive Indian shampoo market which is estimated to be worth around Rs 1800
crore, Head & Shoulders is a major player in the Anti-Dandruff niche. The entire shampoo market is
dominated by HLL with a whopping market share of around 46%.