After a successful launch with one retailer last year, Head & Shoulders new dandruff shampoo, BARE, can now be found on retail shelves and in POP displays across the US.
Head & Shoulders scientists started from scratch to build a new dandruff shampoo made from BARE minimum, inside and out. It began with the formula, hardworking, high-quality ingredients were carefully selected to fill the 9 roles a dandruff shampoo needs. A single ingredient for each role, to ensure the formula delivers effective dandruff protection with the BARE minimum but still gets the job done.
Gwynedd Davis is the senior brand director at Head & Shoulders and Old Spice Hair, which she “lovingly calls the ‘Dandruff and Dudes team.'” In an exclusive conversation with The Cool Down, Davis said they’ve seen a “big movement towards an elevated consciousness of what is in your product. … We’ve now seen it move from a desire for naturalness to more of a desire to understand the science behind it.”
In addition to fewer ingredients, BARE has been packaged in an Ecobottle that uses 45% less plastic. The lightweight bottle is easy to squeeze and rollable to get the last drop of shampoo.
According to Gwynedd Davis, the Bare shampoos have been among the top 10 new launches in the hair care category since January 2024 and have had “great ratings and reviews” on Amazon and other retailer sites.
Head & Shoulders wanted their new product to stand out in the category so they launched this inline shelf merchandiser. The plastic display held 12 bottles of shampoo which were split into two sections, one for the Pure Clean and the other for Soothing Hydration. The copy panel on the left highlighted the minimal ingredients initiative and featured a product image which was partially rolled up to reveal the 45% LESS plastic message.
Sources include:
Head & Shoulders
thecooldown.com
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