Head & Shoulders (H&S), a Procter & Gamble hair care brand, recognized a need to shift focus in Brazil, where consumer conversations around dandruff are less prevalent. Instead, the team sought a new angle to emphasize H&S’s broader benefits—especially hydration, nutrition, and effective scalp oil control. Their objective? To engage both consumers and brand representatives with an easy, powerful tool that quickly highlights individual scalp conditions, encouraging informed purchase intent.
In partnership with USP Solutions, Head & Shoulders introduced a Scalp Sebum Level Testing Tool designed to gauge scalp hygiene and oiliness in seconds. Positioned as a marketing tool for one-on-one interactions or self-service activations at point-of-sale, this diagnostic card seamlessly integrated into any conversation surrounding improved scalp health. By avoiding an exclusive focus on dandruff, H&S effectively broadened the discussion to address cosmetic benefits, empowering consumers to understand their unique hair and scalp needs.
How It Works:
- Scalp Analysis – The consumer or sales rep applies the sebum tester directly to the scalp, measuring oiliness levels quickly and accurately.
- Immediate Insights – Within seconds, the tool provides a visual readout of the scalp condition, ranging from low to high sebum levels.
- Personalized Recommendations – Using these results, the consumer gains targeted advice on the ideal H&S shampoo or product combination—whether hydration, oil control, or other specialized benefits.
This streamlined workflow not only acts as an engagement and conversation starter but also showcases the brand’s dedication to science-backed, user-friendly solutions. By translating scalp analysis into actionable recommendations, Head & Shoulders reinforces its commitment to diagnosed scalp health. Through this initiative, Head & Shoulders successfully sparks greater trust, fosters brand loyalty, and paves the way for improved scalp health across Brazil.
