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Executive Summary This case examines how Head & Shoulders, Procter & Gamble's flagship anti-dandruff shampoo brand, has used commissioned consumer research to shift its marketing focus from dandruff removal to scalp health, culminating in the brand's "Scalp Health Awareness Month" initiative launched in the United Kingdom in September 2026. The case draws exclusively on information that is publicly documented through official brand communications, charity-partner disclosures,

Industry & Competitive Context The global hair care category, and the anti-dandruff shampoo sub-segment within it, sits inside Procter & Gamble's Beauty division, alongside brands such as Pantene, Herbal Essences, and Olay. Head & Shoulders (H&S) is described in P&G's own corporate communications as the world's number-one anti-dandruff shampoo and, together with Pantene, one of the two hair-care brands that account for roughly a fifth of global retail hair-care market share.