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Head and Shoulders

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Head & shoulder a brand owned by Proctor & Gamble was established in the 1950’s and has strived to create a formula for a shampoo that can get rid of dandruff (Headandshoulders 2011). Head & Shoulders differentiate from other brands because it does not only just help eliminate dandruff it also helps maintain the basic needs of people’s hair such as fighting of dryness, relieving of irritation, control of oil and maintenance of silky hair. Head & Shoulders has a range of products for all types of different treatment to suit the needs of consumers. (Marina Maher 2011)
The success of Head & Shoulders and strategy
Head & Shoulders is the no.1 selling anti-dandruff shampoo in the world. For women the brand was recognised as a ‘head-turning hair’ through Head & Shoulders marketing campaign. It positioned its main product ingredient ‘pyrithione zinc’ in the shampoo to be a beauty ingredient. For men Head & Shoulders positioned the product to give guys fuller and thicker hair free from dandruff (Marina Maher 2011). On mouthshut.com a rating for 4 years for Head & Shoulders was recommended by 82% of its members of the website after using it. Users found that the product was easy to use and the effects and fragrance of the shampoo was considerably good in general (MouthShut 2011).
Head & Shoulders created a pop culture icon to build brand loyalty (Marina Maher 2011). These icons are known as Ambassadors for Head & Shoulders and are dedicated to using the products. These Ambassadors are involved in public relations in an integrated marketing campaign. The insight to this strategy is to engage with the consumers using websites and social networks such as Facebook. Head & Shoulders also used clever and creative shampoo advertising strategies such as Tear-Off ads and they’ve also set up a booth in area’s that promote and sell Head & Shoulders (Toxel 2010).
Surveys, reviews and testimonials (See Exhibit 1 – Survey and results)
A survey is conducted by a student in the University of Western Sydney which found that most users weren’t just using Head & Shoulders for the purpose of anti-dandruff. Consumers are using Head & Shoulders as a shampoo in general even when they don’t have dandruff because of its effectiveness in cleansing and keeping hair silky. Although 40% of users find that there is a substitute for Head & Shoulders this might be because of the misuse of the product, as they are not using it for the purpose of fighting dandruff. Their attachment to the product is just below 50%.
In the same survey conducted 100% of all users know someone that is brand loyal to the product and would buy the product whenever they can and would go out of their way to purchase the product. Consumers who has used Head & Shoulders are happy with the results and are proud to talk about the brand to their friends and family. Most brand loyalists are most likely to stock up on Head & Shoulders as it is their most preferred brand. The survey found that if consumers were to give Head & Shoulders a rating out of 10 the average score that was achieved was 8.
Television and film actress and actor Angel Locsin and John Lloyd Cruz gave their blog about Head & Shoulders. Angel Locsin states that the shampoo is the one for him, it makes him happy, does what it promises and will never switch brands. This shows that Head & Shoulder is a special product and is more than just a product to her and is attached to the brand. Angel Locsin also states that she has been using it for 6 years. This shows that she is loyal to the brand and has been a repeat purchaser for over 6 years (Locsin 2010). John Lloyd Cruz states that he has tried many brands and when he finds the best one there is for him it will stick with him through thick and thin. In this case he chooses Head & Shoulders. He is brand loyal to the product as this is the product that he has found to be the best for him and is considered to be a special product and would really miss it if it went away (Cruz 2010).
Many celebrities who had became ambassador for the brand Head & Shoulders has high valued characteristics of brand resonance towards the shampoo. These ambassadors include football star Troy Polamalu from the NFL team Pittsburgh Steelers, Major League Baseball’s all-star catcher Joe Mauer and actress Alyson Hannigan from the popular television show “How I met your mother”. These celebrity idols gave testimonials as endorsers of the products and a link to brand resonance can be judged by their expression for loyalty, attachment, community and engagement.
Troy Polamalu associate himself with loyalty to the product by signing an agreement with Head & Shoulders. Head & Shoulders agreed to insure his hair for every game if it gets damaged during the game. A price tag was put on his hair for $1 million to protect his locks in the NFL 2010 season. Troy’s goal is to engage with the community which the public relations team of Head & Shoulders helped him launched a website called Troyhair.com and developed a Facebook group for men Facebook.com/headandshouldersformen where consumers can have their photo “polamalized” (Bruell 2011).
Head & shoulders also became the official shampoo of major baseball league. Head & shoulders public relations team developed a link group on Facebook where men can talk about the brand and upload their photos of their hair. All-Star catcher sports celebrity from the Major League Baseball (MLB) Joe Mauer is an endorser for Head & Shoulders claiming that he trusts Head & Shoulders to keep both his head and hair in the game. He states “I rely on Head & Shoulders to clean my scalp for great looking hair so I can give 110 percent, both on and off the diamond”. The sports fanatic is also featured in Head & Shoulders integrated marketing campaign on advertisements and involved with public relations by getting involved in the Men Facebook fan page (Hunt 2011). His statement and commitment to Head & Shoulders shows high value of all four elements of brand resonance.
Alyson Hannigan shows all the fundamental signs of brand resonance she made her own testimonials on Head & Shoulders how the product keeps her hair looking great and how it helps her get through her day. She engages with the community by publicly making this statement and states her loyalty with the product. She is excited to partner up with Head & Shoulders and is willing to contribute to the community for girlfriend to girlfriend advice. As a parent she has no time and finds that Head & Shoulders is the most convenient and fastest way to keep her hair clean and beautiful (Talarico 2011). She has incorporated Head & Shoulders into her routine for hair cleansing and beauty. Similarly to the baseball and football stars Alyson also got involved with engaging with the community. She is the official female ambassador for Head & Shoulders. Which also has a Facebook Fan linked to Head & Shoulders for females. (Talarico 2011)
In conclusion Head & shoulders is a brand success the product did not only perform as expected but also got its consumers more involved with the product. Head & Shoulders is used in popular sports such as the NFL and the MBL to advertise to consumers. These sports are played by the season and games are played weekly. Head & Shoulders also use popular television star Alyson Hannigan to advertise and target the female consumers. Along with these strategies Head & Shoulders also connect with their consumers through dedicated websites and Facebook group links to engage and interact with the community. These activities help build on the value of customers for brand resonance by engaging with the community and by building a sense of attachment to consumers and creating brand loyalty. In the study found most users who uses Head & Shoulders find themself to be attached to the brand and are likely to engage with a community of people who are brand loyalists.
Exhibit 1
1) Have you used Head & Shoulders Shampoo? Percentage Responses
Yes 100.0% 5
No 0.0% 0
Total responses: 5
________________________________________
2) Is Head & Shoulders the main shampoo brand that you use? Percentage Responses
Yes 80.0% 4
No 20.0% 1
Total responses: 5
________________________________________
3) Pick all that applies to you. Why do you use Head & Shoulders? Percentage Responses
Dry Scalp 9.1 1
Silky hair 27.3 3
Fight dandruff 18.2 2
Clean Hair 36.4 4
The smell 0.0 0 0.0 0
Other 9.1 1

Click to view all OTHER text responses ________________________________________
4) Do you consider that this product is special to you? (eg. You would miss it if the product be discontinued, Head & Shoulders is more than a product to you. etc.) Percentage Responses
Yes 40.0% 2
No 60.0% 3
Total responses: 5
________________________________________
5) Do you know anyone else who uses this Head & Shoulders and is brand loyal to it? Percentage Responses
Yes 100.0% 5
No 0.0% 0
Total responses: 5
________________________________________
6) Would you be proud to let others know that you use the brand Head & Shoulders and talk about the brand? Percentage Responses
Yes 100.0% 5
No 0.0% 0
Total responses: 5
________________________________________
7) Do you consider yourself brand loyal to Head & Shoulders? (eg. You would stock up on this brand, choose this brand over any other brand, only buy this brand, most preferred brand, go out of your way to use this brand etc.) Percentage Responses
Yes 80.0% 4
No 20.0% 1
Total responses: 5
________________________________________
8) What do you rate Head & Shoulders out of 10? (1 being the lowest and 10 being the highest)
Average: 8.00
Range: 710
Median: 8
Total Responses: 5
References
Bruell, A 2011, ‘Integrated effort puts Head & Shoulders above the rest’, prweekus, Business source complete, Vol. 14, no. 1, p. 15
Cruz, JL, Locsin, A 2010 'The World’s No. 1 Anti-Dandruff Shampoo' The Web Magazine, 30th June, viewed 21st August 2011< http://thewebmagazine.blogspot.com/2011/07/worlds-no-1-anti-dandruff-shampoo.html>
Headandshoulders 2011, Headandshoulders, USA, viewed 20th August 2011
Hunt, R 2011, Head & Shoulders Alyson Hannigan works with Head & Shoulders to fight head scratching behaviour, 22nd February 2011, viewed 21st August 2011
Hunt, R 2011. Head & Shoulders Welcomes Joe Mauer to Its Lineup of Hair All Stars, 22nd February 2011, viewed 21st August 2011
Marina Maher Communications 2011, Marina Maher Communications, New York, viewed 22nd August 2011< http://www.mahercomm.com/public-relations-case-study/head-and-shoulders/>
MouthShut 2011, MouthShut, Dubai, viewed 22nd August 2011
Talarico B, 2011 ' Alyson Hannigan Talks Keeping Her Head on Her Shoulders With Toddler Satyana' OK! USA Magazine, 21st July, viewed 22nd August 2011

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