Head & Shoulders

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". It was patented in January 1962.

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.

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.

References

References

1. Davis, Dyer. (May 1, 2004). "Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble". [[Harvard Business Press]].
2. "OUR ACTIVE INGREDIENTS".
3. "Anti-Dandruff Active Ingredients".
4. Davis, Dyer. (May 1, 2004). "Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble". Harvard Business Press.
5. (1962). "Official Gazette of the United States Patent Office".
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".