A First for Haircare
Launching Head & Shoulders’ first personalised range in China
HEAD & SHOULDERS, P&G · SAATCHI & SAATCHI SHANGHAI · 2020
Creative Group Head · Brand strategy · Creative direction
01
THE CHALLENGE
Head & Shoulders had a global-first range personalised to how severe your dandruff is, launching first in China. But dandruff care had always looked like a problem to fix: blue bottles, flakes, before and after. That look couldn’t sell something personal.
02
THE INSIGHT
Personalised care should feel like being looked after, not diagnosed. Skincare had already shown Chinese shoppers that science can be beautiful, but haircare hadn’t caught up.
03
WHAT WE DID
So we set out to make dandruff care feel like clinical beauty. Each series answered a different need and got its own colour and mood. Every texture was shot live rather than rendered, so the science felt real enough to touch.
04
THE IMPACT
It was Head & Shoulders’ first step into clinical beauty, and the #1 haircare product on Tmall on Singles’ Day 2020. P&G also put our severity mnemonic on pack.
AGENCY
Saatchi & Saatchi Shanghai
CREATIVE TEAM
Jazzy Chan · Executive Creative Director
Chanfron Zhao · Associate Creative Director (Copy)
Wong Shi Min · Creative Group Head