HEAD & SHOULDERS SUPREME
How we started a scalp conversation with women.
Head & Shoulders was almost always being deselected by women. To them, it was a man’s brand because dandruff was always a man’s problem. Women had a whole other problem: dry scalp. So when Head & Shoulders created Supreme – a breakthrough product with Argan oil, powerful enough to drench the driest of scalps with the richest of moisture – we had to change the way we look, feel and talk. We spoke to women in a tone and visual language that connected with their femininity and appealed to their sensorial side. The results? Within just a few months of its launch, H&S Supreme climbed up to takes its place as the 4th largest selling SKU in the Head & Shoulders portfolio. All because we listened to women… who listen to their scalp.