H&S
H&S – Dandruff-Free Hair Test
Procter & Gamble
Claim: "Dandruff Indicator"
Overview
Targeting consumers in the United Arab Emirates, the tool needed to provide a seamless user experience and deliver instant, credible results. With online activation as the primary channel, the solution had to capture attention and drive consumer engagement effectively.
USP’s Contribution To meet this challenge, USP Demo Solutions developed a cutting-edge Dandruff Test Demo Tool . This interactive tool allowed consumers to visualize and understand the presence of dandruff on their scalp and experience firsthand how Head & Shoulders products could help eliminate it.
The design emphasized simplicity and accessibility, ensuring that consumers could easily use the tool independently. This approach not only educated users but also reinforced the brand’s efficacy claims, fostering trust and encouraging product trials. The tool seamlessly integrated into the brand’s online channels, enhancing the digital consumer journey and reaching a broader audience.
The Challenge
For the Dandruff-Free Hair Test, H&S needed to make the "Dandruff Indicator" promise something shoppers in the hair care category could see for themselves, not just read on a label. In the few seconds a shopper spends at shelf or in a consultation, copy and ingredient lists rarely land, especially when rival products advertise anti-dandruff claims.
The brief for the Dandruff-Free Hair Test was to turn that abstract message into a tangible, repeatable proof point that retail staff, pharmacists or beauty advisors could run on demand, without lab equipment or specialist training, while staying on brand for H&S.
The Approach
Head & Shoulders, a globally renowned leader in hair care under Procter & Gamble, sought an innovative solution to demonstrate the efficacy of its anti-dandruff products. The goal was to create a highly engaging and easy-to-use demo tool that could educate consumers about...
USP Demo Solutions built the Dandruff-Free Hair Test for H&S around the Dandruff Test method, reducing the Dandruff Indicator story to a single visible reaction the consumer can trigger themselves. That gives the conversation a clear before/after moment in the hair care aisle instead of a one-way pitch.
From the same physical interaction with the Dandruff-Free Hair Test, the demo substantiates claim areas such as anti-dandruff, so a single asset can carry several conversations across the H&S range.
The Result
The result for H&S is a easy for customers to use, delivered through the Dandruff-Free Hair Test as something the consumer experiences first-hand rather than has to take on trust.
By turning H&S's "Dandruff Indicator" message into a hands-on Dandruff Test moment, the Dandruff-Free Hair Test becomes a credible, science-backed conversation starter the shopper can repeat for a friend.
In the field, H&S runs the Dandruff-Free Hair Test primarily for retail activation, delivered in diagnostic tool so the same Dandruff Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.
- Technology
- Dandruff Test
- Benefit
- Easy for customers to use
- Category
- Hair Care
- Brand
- H&S