Head & Shoulders is continuing its mission to offer the nation up to 100% dandruff-protection with its new Head & Shoulders Men Ultra collection. The world’s number one shampoo brand from P&G has designed the range tailored for male shoppers and their evolving scalp and hair needs.

The launch of the new product will be supported by a major marketing push including high impact print and outdoor advertising, plus TV across terrestrial and digital channels. The campaign will also have a presence on digital and social media platforms for maximum visibility.

Research shows that men are becoming more invested in the category, with expectations for ‘products addressing male-specific beauty concerns’ on the rise (Euromonitor Feb 2016). Available now in 225ml & 450ml bottles (RRP: £2.99 GBP / £4.99), Head & Shoulders offers a solution with its first range of hair care products tailored to men’s needs. 

Jo Vaughan, hair care brand manager at P&G, said: “Our new Ultra Men Series is a perfect example of Head & Shoulders’ ongoing commitment to not only deliver superior innovation to the market, but to also grow the category with products that truly answer consumers’ needs.

“Our challenge is to change the perception of young male shoppers who believe medicated shampoos are old fashioned. Our marketing campaign this year will see a continued partnership with high profile brand ambassadors that resonate with this target audience. We are confident that our planned activity will increase consumer engagement and drive sales.”