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.

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).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here