P&G launches Head & Shoulders variants in Venezuela

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CARACAS--Procter & Gamble Co. is unveiling a $1 million campaign for new variants of its Head & Shoulders shampoo in Venezuela. The push is part of its latest marketing efforts to boost sales of its anti-dandruff brand by a projected 30% this year, according to P&G hair care category manager Ramon Palmero.

Created by Leo Burnett Co., the TV campaign and point of sale demonstrations introduce five new H&S presentations: Renovating Cleanliness, Soft and Manageable, Refreshing Men-thol, Extra Volume and Moisturizing Action. Ads promise a new formulation that offers better-looking hair while providing more effective relief for flaky scalp.

Anti-dandruff shampoos represent a fifth of Venezuela's total hair care market in dollar sales, while Head & Shoulders enjoys a commanding 50% of the anti-dandruff segment, says Brand Manager Victor Segura.

Copyright November 2000, Crain Communications Inc.

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