Head & Shoulders – Scalp Sebum Testing Tool

For the Scalp Sebum Testing Tool, Head & Shoulders needed to make the "Diagnosed Scalp Health" 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 hydration, oil control, anti-dandruff, repair claims.

The brief for the Scalp Sebum Testing Tool 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 Head & Shoulders.

Head & Shoulders (H&S), a Procter & Gamble hair care brand, recognized a need to shift focus in Brazil, where consumer conversations around dandruff are less prevalent. Instead, the team sought a new angle to emphasize H&S’s broader benefits-especially hydration, nutrition, and...

USP Demo Solutions built the Scalp Sebum Testing Tool for Head & Shoulders around the Scalp Sebum Test method, reducing the Diagnosed Scalp Health 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 Scalp Sebum Testing Tool, the demo substantiates claim areas such as hydration, oil control, anti-dandruff, repair, so a single asset can carry several conversations across the Head & Shoulders range.

The result for Head & Shoulders is a improved scalp health, delivered through the Scalp Sebum Testing Tool as something the consumer experiences first-hand rather than has to take on trust.

By turning Head & Shoulders's "Diagnosed Scalp Health" message into a hands-on Scalp Sebum Test moment, the Scalp Sebum Testing Tool becomes a credible, science-backed conversation starter the shopper can repeat for a friend.

In the field, Head & Shoulders runs the Scalp Sebum Testing Tool primarily for retail activation, delivered in diagnostic tool so the same Scalp Sebum Test proof point travels from a pharmacist's counter to a beauty advisor's tablet without losing its logic.