NEW 3 Action Formula from Head & Shoulders Cleanses, Protects and
CINCINNATI–(BUSINESS WIRE)–While it’s no secret that Sofia Vergara has used Head & Shoulders for
over 20 years, many women still don’t believe that an anti-dandruff
shampoo can provide cosmetic benefits that give Sofia, well, Sofia
The latest ad campaign from Head & Shoulders features Sofia revealing
the unbelievable truth about the NEW Head & Shoulders 3 Action
Formula – it does give her soft, smooth, healthy and
great-smelling hair, while also keeping her scalp flake free. It’s the
ultimate beauty secret for hair that’s super soft and full of life.
Marion Cohen, Creative Director at Saatchi & Saatchi London, shares,
“Sofia is an award winning actress, producer and business woman loved by
millions, who has access to the most sought after treatments and
expensive products, so it’s hard to believe (but true!) that she uses
Head & Shoulders in real life. We felt this fact could make for a
compelling story. It has great comic potential, which suits Sofia’s
personality, but is also an amazing claim for the brand. We wanted the
ad to feel like we’ve captured a real moment so the claim would come
across as genuine.”
So, how does the new formula give Sofia hair that’s full of life?
Inspired by skincare products that contain optimized particles, Head &
Shoulders scientists began a journey to create smaller zinc particles in
the formula. After over 10 years of exploration and clinical studies,
the 3 Action Formula was developed with micro zinc mineral particles
that cleanse, protect and moisturize the scalp, creating a stronger
foundation for more resilient, beautiful hair.
Cleanses – Contains a gentle cleansing agent that provides a
rich, deeply indulgent lather, while offering best in class dandruff
Protects – Micro zinc particles deposit deep into the scalp
pore and are left behind – even after rinsing – improving the scalp’s
condition and enabling long-lasting dandruff protection.
Moisturizes – Formula locks in moisture to improve the scalp
barrier, maintaining hydrated, strengthened and toned skin.
Conditioning agents also provide smoother, softer and more manageable
hair, resulting in less breakage over time.
Head & Shoulders 3 Action Formula is Sofia’s ultimate beauty secret for
hair that’s flake free and full of life. Starting this month, it can be
found in all Head & Shoulders shampoo and conditioner collections, which
are available at food, drug and mass market retailers nationwide. For
more information, please visit headandshoulders.com.
About Head & Shoulders
With over 50 years of trailblazing innovation on scalp care, Head &
Shoulders has established itself as the leader in dandruff protection
and is the world’s #1 shampoo, used by 1.3 billion people across 140
countries. Head & Shoulders provides a broad range of cosmetic benefits
and offers custom solutions for different hair types and scalp concerns.
About Procter & Gamble
P&G serves consumers around the world with one of the strongest
portfolios of trusted, quality, leadership brands, including Always®,
Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®,
Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G
community includes operations in approximately 70 countries worldwide.
Please visit http://www.pg.com for
the latest news and information about P&G and its brands.
Marina Maher Communications
Madeleine Spagnola, 212-485-6271