Head & Shoulders kicks off World Cup campaign

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Head & Shoulders Men Ultra

Head & Shoulders, the world’s number one shampoo brand, has extended its Men Ultra Shampoo range with the addition of the Ultra Deep Cleansing Shampoo boosted with charcoal extract. The updated collection will be supported with a national campaign around this summer’s biggest sporting event, the World Cup.

Head & Shoulders Men Ultra will run a national TV advert during the FIFA World Cup 2018, featuring brand ambassadors, French footballer Antoine Griezmann and Italian footballer Gianluigi Buffon. The Men Ultra campaign will also be supported on social media with the #JustWatchMe hashtag, which encourages consumers to be on ‘top of their game’, not only during the biggest worldwide football competition, but also in everyday moments such as a job interview or a date.

The new Ultra Deep Cleansing Shampoo’s formula from Head & Shoulders is boosted by charcoal extract, which helps to remove toxins from the hair and purify the scalp, while also preventing dandruff and reducing oily and itchy scalps. The gentle pH-balanced formula is suitable for every-day use leaving hair looking and feeling fresh.

Jo Vaughan, hair care brand manager at P&G, comments: “The FIFA World Cup is the largest sporting event in the world, and it’s important for both the players on the pitch and supporters to look and feel great. Our new product and campaign is a great opportunity for retailers to tap into consumers who are looking for a cleansing and refreshing shampoo. With the extension of the range to include the new formula boosted with charcoal extract, consumers will be left with a deep clean feeling after use. Retailers who stock the Men Ultra collection* can feel confident that they are offering a wide range of male Hair Care products that shoppers will keep coming back to.”

A recent survey conducted by Head & Shoulders** found that 97% of men consider fragrance vital when purchasing a shampoo. Head & Shoulders Men Ultra features effective cleansers and conditioning agents, while infusing new fragrances to the formulas including yuzu notes, sandalwood, charcoal, ginseng, caffeine, sea minerals and peppermint.