P&G Head & Shoulders launch marks drive to revamp core brands

Procter & Gamble (P&G) is launching a Head & Shoulders product extension, backed by an estimated £4m advertising and marketing campaign. Called Citrus Fresh, the launch is being viewed as P&G’s first big launch this year.

P&G claims that Citrus Fresh uses natural extracts of grapefruit, lemongrass and green tea. Citrus Fresh is due to hit the shelves in October.

In March, P&G circulated free samples of Pantene through Boots stores as part of a relaunch. The activity did not involve any product roll outs, but was thought to have been triggered by the threat from Unilever’s £35m-plus investment in its Dove haircare range (MW February 28).

An industry insider says: “Following the acquisition of the Clairol brand, the company focused solely on the new brand. The time is now right to support its core haircare brands, Head & Shoulders and Pantene.”

P&G acquired the Clairol haircare brands from Bristol-Myers last year. Earlier this year, P&G rolled out its upmarket Physique haircare brand in the UK, and signed an exclusive deal with retailer Tesco for the launch (MW January 24).

Saatchi & Saatchi handles advertising for the Head & Shoulders brand, as well as P&G’s Physique brand.

P&G recently shifted its UK Clairol haircare £7.9m advertising business away from Banks Hoggins O’Shea/FCB to Leo Burnett and Grey Worldwide, London (MW January 24).