Head & Shoulders 360 campaign

Head and Shoulders started as an anti-dandruff shampoo for men. But with a growing product range, their hair care offering also includes everyday care hair care for woman. So how do you shake the ‘just for men’ and ‘just for dandruff’ label and get woman buying it as their beauty shampoo?

We used Polish TV celebrity Basia Kurdej Szatan, who just like many actresses is often criticised ‘labelled’ and ‘stereotyped' on social media as the ambassador for the brand.

On TV digital social and PR, Basia openly talked about, and even read out loud real negative comments about both herself and her favourite shampoo- Head & Shoulders, dispelling them with light humour and distance.