Our mission was to introduce Head & Shoulders to the general hair care market by repositioning it as being more than just a dandruff solution. Based on their current and previous advertising, we determined our target demographic was 18-24 year-old women living in suburban and urban areas. And because of the established awareness of the product being an effective anti-dandruss shampoo, we determined the brand could focus on auxiliary benefits.

We wanted to make Head & shoulders bigger than just about hair. So our approach in differentiating the product from competitors was to focus on everyday moments of confidence, moments that would allow our audience to feel beautifully uninhibited. We started off by visually rebranding Head & Shoulders to H&S. The new logo stressed the inherent benefits of H&S that allow you to get close to people without worrying about dandruff. The creative also focused on real-life moments where one would be given the chance to exude confidence.