The Challenge

H&S the #1 shampoo brand in the world today, used by 1.5Bn people across 140 countries. 50% of the world’s population suffers from scalp issues including dandruff.

With new emerging brands appealing to the new demanding generations, the brand needed to reverse a decade of decline, constantly battling between attracting new users bombarded by new category codes whilst keeping its ownable assets that made this brand a staple.

The brand lacks relevance among women who perceive it as designed for men & also desire more targeted hair benefits.

The Approach

Progressively evolve the brand and elevate it to a “cosmeceutical” look, tone and feel. 

Revisit the Brand Architecture to create an innovation pillar capable to trade-in non-users primarily focused to appeal to women.

Amplify the Brand Purpose beyond dandruff.  

  • Brand Architecture

    Brand Idea

    Brand Vision

  • Packaging Design

    Creative / Art Direction

    Visual Identity

    Brand Expression

  • Pack Innovation

Head & Shoulders Classic Clean daily dandruff shampoo bottle with blue cap, water droplets, and soap bubbles
Fresh mint and olive leaves with water droplets on a blue background, featuring the text “Invigorating, fresh mint scent.”
Head & Shoulders Classic Clean dandruff shampoo bottle splashing in water beside a smiling woman washing her wet hair
Head & Shoulders Classic Clean anti-dandruff shampoo bottle surrounded by branded towels, hair-care imagery, molecular bubbles, and advertising panels.
Head & Shoulders visual identity guideline showing a blue website mockup with smiling people, Classic Clean shampoo bottle, and anti-dandruff messaging
Head & Shoulders e-commerce visual identity guidelines featuring Classic Clean shampoo, dandruff protection claims, source-inspired branding, and mint leaves.
Head & Shoulders visual identity guidelines page showing 100% dandruff protection campaign graphics, Classic Clean shampoo bottles, a shelf wobbler, and a retail display unit.
Laptop displaying an Amazon product page for Head & Shoulders Classic Clean 2-in-1 anti-dandruff shampoo.
Head & Shoulders visual identity guideline page showing an outlined bottle silhouette over a photo of two laughing people and a bold blue radiating-line pattern.
Head & Shoulders visual identity guidelines page showing typography styles, Classic Clean shampoo bottle, hair-and-scalp photograph, and promotional text examples on a blue background.
  • Person dispensing blue facial cleanser from a bottle into their hand

    Scalp Purify

  • Smiling woman holding a blue Head & Shoulders Scalp Purify dandruff shampoo bottle

    Purifying Pre-Shampoo

  • Woman with curly hair holding Head & Shoulders Scalp Restore nourishing conditioner against a blue background

    Scalp Restore

  • Head & Shoulders Scalp Restore anti-dandruff shampoo bottle in a white bathroom shelf niche

    Nourishing Serum

  • Person with braided hair spraying Head & Shoulders Scalp Soother cooling scalp spray on their scalp

    Scalp Spray

  • Head & Shoulders Scalp Soothe cooling dandruff shampoo and scalp spray bottles on a water-droplet background

    Scalp Soothe

Head & Shoulders partnered with TerraCycle, Suez and Carrefour to offer the first ever recycled plastic shampoo bottle picked up on beaches with the help of 1,000 volunteers!

Responsible Design
Hand holding a Head & Shoulders 2-in-1 Clean shampoo bottle made from 100% beach plastic
Large group of volunteers in blue shirts celebrating on a driftwood-covered beach beside the ocean
Head & Shoulders 2-in-1 shampoo bottle beside ocean plastic waste on a beach, with United Nations Momentum for Change Lighthouse Award text
Head & Shoulders styling products displayed in a social media campaign collage with models and Instagram posts
Head & Shoulders Scalp Purify volumizing shampoo and clarifying pre-shampoo bottles with bubbles on a blue background

The refreshed brand expression amplifies the brand’s iconic assets into an “approachable dermatology” visual language, a world that’s more expressive, creative and relatable.

Home page