From Personality to Communities: Head & Shoulders (Procter & Gamble)

          The personality of Head & Shoulders can be associated with the following human traits: reputed, trustable, ambitious, expert, and attentive, since shampoos are really efficient for removing dandruffs. Then, the identity of this shampoo brand is based on universality because it is well known worldwide, technology, science, uniqueness because Head & Shoulders is the only brand specialized against dandruffs, protection, and individualism since consumers buy this shampoo for themselves in order to solve their personal dandruff problems. Moreover, the brand image perceived by consumers is that shampoos are efficient dandruff removers, based on technology, and sold at affordable prices. Furthermore, Head & Shoulders tell sorties through satisfied consumers, celebrities, and experts’ approvals. In advertisements, consumers understand that dandruffs issues are solved thanks to scientific and technological improvements regarding PTZ, a component acting against dandruffs, which is approved by dermatologists. By protecting hair against dandruffs, shampoos help to improve consumers’ self-confidence and to remove uncomfortable situations. Then, the shampoo brand arouses emotions by improving self-confidence and making consumers feeling beautiful, powerful, and relaxed. Finally, the communities created by Head & Shoulders include a majority of men who like efficient products with basic packaging and smell. They want to wash their hair, have it clean, without dandruffs that tend to make them uncomfortable. Women are less attached to Head & Shoulders’ shampoos because they look for premium quality and sensorial shampoos; however, they could be attracted by the new shampoo based on hair density improvements.