Proctor and Gamble 2008 Annual Report Download - page 14
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DEFIN NG
INNOVATION
Head & Shoulders is now the
best-selling shampoo in the
world. By innovating broadly,
Head & Shoulders doubled its
global sales in just ve years.
Great innovation begins with a deep understanding of
current and potential consumers. Most consumers felt
Head & Shoulders delivered good dandruff control, but
many assumed they had to trade off beauty benets.
This research clearly dened the brand team’s challenge
in developing new product, package and marketing
innovations.
The challenge: keep improving antidandruff performance
while innovating to satisfy consumers’ beauty desires.
A new focus on scalp health as the rst step toward
beautiful hair has appealed to a broad range of consumers
beyond those concerned with dandruff. In addition,
line extensions, such as “Sensitives,” have appealed to
consumers with sensitive scalps, and on-package
endorsements from dermatological associations have
helped drive trial.