Objectives

Market leader Head & Shoulders realized that shoppers were increasingly looking to other brands to meet their hair and scalp care needs. The Hair and Scalp Care category in MENA is highly competitive with many new overseas brands launching, and existing local brands offering more exciting variants. Research showed that shoppers felt Head & Shoulders hadn’t had any new news for a while. To combat this, H&S aimed to transform their ageing brand perception and bring new news to the market by bringing ingredients more commonly found in the beauty product category to hair care shoppers.
Strong results from other global markets showed that consumers were aware that Charcoal had an established cleansing benefit and deep cleansing properties, so decided to launch a H&S Charcoal variant with a clear and differentiating DETOX benefit. The Modern Trade Hypermarket channel was identified as a key place to shout about the new news and H&S subsequently invested in a large scale in-store launch with their key customers ( Carrefour, Lulu, HyperPanda, Union Co-ops) across the MENA Region.
 

How were the objectives met?

The new Charcoal variant proved popular with Hair & Scalp care shoppers and on its own during the launch quarter gained a 1% share of the total regional category. The Charcoal variant also proved popular with existing Head and Shoulders consumers with the variant gaining 5% of total franchise. The launch of the Charcoal variant consolidated H&S’s position in the region and also strongly contributed to the total P&G Haircare business retaining its position of market leadership.

Location: Dubai, Dubai, United Arab Emirates

Submitter: Liquid Retail

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