Head & Shoulders will be the official shampoo sponsor of the new season of Britain’s Next Top Model, which is airing on entertainment channel Lifetime this month.
The series will feature a special Head & Shoulders sponsored episode, where the models will be challenged to showcase everyday confidence, communicating the functional and cosmetic benefits of Head & Shoulders.
Jo Vaughn, Hair Care Brand Manager at P&G, commented: “Our research shows that 50% of the UK population are concerned about the health of their scalp, however only 20% are using anti-dandruff shampoo. This provides a huge opportunity for us to drive incremental sales and grow the category, and retailers can capitalise on the increased awareness by stocking up now to meet demand”.
